OOO: A Break from Marketing BS | March 2024

1 | How?Selena Gomez is Gamifying Mental Health

In the ever-evolving digital landscape, brands are continuously exploring new methods to engage and resonate with their audiences. Gamifying influencer marketing continues to emerge as a standout strategy by revolutionizing the way content is consumed and transforming it into an interactive experience as we saw at South by Southwest 2024. Wondermind, co-founded by Selena Gomez and her mother in 2021, is an online platform emphasizing the significance of daily mental health fitness.

Addressing the common barriers to therapy—time constraints, lack of insurance, and skepticism towards its efficacy—Wondermind is launching a new app to gamify the mental health journey. Recognizing the audience's yearning for engagement and belonging, Wondermind extends a welcoming embrace while these immersive and playful experiences pave the way for profound connections between brands and their communities.

Do Say: "Selena is staying ahead of the game as a marketer."

Don't Say: "This is triggering.?Our brand is afraid of all that ‘messy stuff."

2 | What Women Really Want from Brands This IWM

International Women's Month is here again, yet this time around, women appear less inclined to simply accept the spotlight of equality with passive gratitude. With numerous women eschewing the usual niceties associated with the annual observation, it begs the timeless question inspired by the Spice Girls: what do we truly desire on this International Women's Day??

From engaging in real conversations to leveraging men as allies, WongDoody's Creative Brand Marketing Lead Gina Deen shares ways brands can authentically connect with women in 2024 in this recent Creative Moment article.

Do Say:?“Tell me what you want, what you really, really want.”

Don't Say:?“It’s IWM… maybe we should we make a post?”

3 |?Meet the World’s First AI Flight Attendant

Qatar Airways is pioneering digital innovation with Sama 2.0, the airline's first digital cabin crew member. Revealed at the ITB conference in Berlin, Sama offers comprehensive assistance to passengers, utilizing lifelike expressions and simulated breathing. Sama prioritizes personalization and empathy, setting it apart from traditional chatbots. Babar Rahman, Qatar Airways' VP of Marketing, emphasizes Sama's role in enhancing customer engagement and service quality through authentic interactions. Originally introduced in 2022, Sama has evolved to engage in real-time conversations, providing passengers with immersive and up-to-date information, reinforcing Qatar Airways' commitment to innovation and customer-centric experiences.

Do Say: "The sky is the limit with AI."

Don't Say:?"Let's just let our CX fly by the seat of our pants."

Encountering Tomorrow’s Tech at Mobile World Congress

Mobile World Congress wasn't just a trade show.

It was a celebration of human ingenuity and creativity - a playground for the coolest, weirdest, and most unique inventions. It felt like a glimpse into very near future where science fiction becomes reality, and possibilities are limitless.

The scale of the event was nothing short of jaw-dropping – a whopping 105,000 attendees over four days, in the Fira Gran Via in Barcelona, a venue covering 240,000 square feet. From the grand displays of industry giants to the quirky setups of start-ups, every corner bustled with a promise of tomorrow's tech.

I found myself immersed in a dazzling array of innovation. Smartphone companies weren't just unveiling their newest devices but venturing into the realms of smart cars. Companies exploring transparent laptops, bendable wrist phones that looked as though they had stepped right out of a Marvel movie – and even ro-bo dogs reminiscent of a Black Mirror episode.

As expected, AI was the overarching theme that weaved its way through the entirety of the exhibitions—everywhere you looked the word was emblazoned on stalls, walls and products alike.

From optimized customer experiences to wearable AI devices, it was easy to see the boundless opportunities AI brings, and how it has already begun to shape the future of technology and human interaction. Roll on MWC 2025.

Caroline Remba, UX Research, WongDoody

HERspectives is WongDoody's bi-monthly webcast series that features female leaders from around the globe sharing their insights on business, society and leadership.?During our March episode, we dove into the insights on female leadership in different cultures, industries and societies of two of our leaders and hosts of HERspectives: Tatjana Enneking, Senior Vice President of our Automotive and Manufacturing vertical in the European Union, and Cami Chang, Regional Head of Asia.

Catch the replay and read more on HERspectives.

ENJOYED THIS? WANT TO LEARN MORE?

Contact our New Business Team at [email protected].