Emerging trends in the advertising world, from niche community-building to lonesome support

Over the last couple of weeks, we noticed some interesting trends developing in advertising. By looking across all brand experience stories on PSFK, we noticed these three themes:

Data-based Storytelling

Firstly, we saw how brands are leveraging personal data as the catalyst for compelling experiences and narratives. This is a trend that we talk about in our recent Entertainment Debrief report and can be leveraged by brands in an array of sectors:

H&M has a new dress built from personal data and Cathay Pacific joined forces with artist Henry Chu to create an artistic twist on users' individual travel data. Mylestone is a service that lets people catalog their thoughts and memories on Amazon's Alexa. And the Glass Room is a fascinating experiential space that illustrates the pitfalls of connected information.

Hyper-Niche Communities

There’s also a theme around how brands and organizations are supporting communities based on niche interests or hyperlocal geographies. This, in turn, helps brands create experiences and communications that resonate more strongly with the audience.

Uber hopes to make users of its UberPool shared-ride option more attractive by helping fellow passengers understand what they may have in common. Peanut is a social matching service designed to help new moms to meet and make friends. Glimmer is designed to be a dating platform where people of different abilities are welcome and can find a match. Hater is a dating app that does not match up users based on what they like, but what two people mutually hate.

Lonesome Support

Somewhat tangentially related to the communities above, there's also something interesting happening around combating loneliness.

Google's AI Duet lets you play piano with a computer companion if you can’t find a real one. The Happy to Chat charity drive used the London Underground as a backdrop for a discussion about loneliness. And, scientists in Britain’s Lancaster University have created a digital baton that allows friends and family members of marathon runners to cheer them on from afar, helping to combat the loneliness that often accompanies long-distance races.

Hoping that you find these ideas inspirational and  something to build off-of.

Until next time!

Over the last couple of weeks, we noticed some interesting trends developing in advertising. By looking across all brand experience stories on PSFK, we noticed these three themes:

Data-based Storytelling

Firstly, we saw how brands are leveraging personal data as the catalyst for compelling experiences and narratives. This is a trend that we talk about in our recent Entertainment Debrief report and can be leveraged by brands in an array of sectors:

H&M has a new dress built from personal data and Cathay Pacific joined forces with artist Henry Chu to create an artistic twist on users' individual travel data. Mylestone is a service that lets people catalog their thoughts and memories on Amazon's Alexa. And the Glass Room is a fascinating experiential space that illustrates the pitfalls of connected information.