| Titre | CAVA - Twitter |
| Agence | Universidad de Navarra |
| Mise en ligne | Novembre 2016 |
| Synopsis | Campaign name: CONTENT STARTS WITH ADS Campaign background People, particularly digital natives, aren’t aware that a great part of the content they consume online is funded by advertising revenues. Advertising provides the content published on online publications,websites and therefore constitutes most of the social media feed. Websites and online publicationsprovide a large amount of knowledge as well as social media make possible to people to express their opinions, to share useful and emotional content, to interact with brands and companies, etc. After all, this means that the information we like using and sharing is promoted. As we can see, advertising creates a whole value chain. Our key insight comes from that idea: Users are not aware that most of the content they consume and the platforms they use are somehow ‘sponsored’. Our strategy’s approach focuses on showing the extent to which advertising is important to provide content on social networks (apart from otherplatforms). We really want to show that advertising revenues are behind most of our online activity and consequently, behind a big part of our knowledge and public opinion. We want to give Ad Block users as well as non-users a convincing reason to disable this technology or to not to use it. Why? Because almost 50% of the users say they would disable this technology to read the content.After the campaign has been carried out, we expect the audience to think “I realize how importantadvertising is for the day-a-day communications. I would accept advertising while I use digital platforms in order to ensure the existence of all the content I like, because it provides me with knowledge and entertainment.” |