Day One’s Chief Creative Officer, Jamie Falkowski, recently took the stage at Advertising Week Asia, distilling the essence of Day One’s approach to engaging with youth culture into actionable insights. The result? A five-step plan designed to inspire and empower marketers to stay relevant in an ever-evolving landscape. While the rules of engagement shift rapidly, these guiding principles offer a snapshot of how Day One is navigating the delicate balance of earning relevancy to build enduring brand legacy.
Jena Salvatore, Day One
1. Philosophy Over A Playbook
Ignore what works on social media in favor of what defines your brand. Social platforms are not a place to chase engagement, but a new world in which to represent who you are. So tune out the noise, definitely don’t jump on the trend of the day, and instead think about what the world needs to know about your brand — and chase after the most authentic way to share that information.
2. Connect the C-Suite to the Comments
Find the overlap between your brand truth and the fan truth. This year’s best briefs haven’t come from the brands, but from the engaged community not just following along, but pushing the conversation forward.
3. Respect the (Niche) Culture
Ignore the middle and you’ll find success at either end — go very very big, or immerse yourself in passionate sub-cultures whose size belies their power. Get specific to build connection.
4. Prime Time is All the Time
Even on those rare occasions that we’re all tuned into the same thing, we are also tuned into another thing. As second screen culture continues to evolve, do more than just comment. Add something real to the conversation.
5. Let Go of Your IP, Hold on to Your Truth
Hang on to your DNA of course, but evolve how and where you show up. We live in a world of remixes and reinventions. Instead of fighting it, create new tools and take advantage of the moment.
