A Study on Digital Ad Creatives for Creating Shared Value

Abstract

As the world enters the digital era that is symbolized by smartphone and social media,participation and sharing, the paradigm in marketing communication is rapidly changing. Companies, who used to mainly deliver messages via conventional media to increase simplytheir sales, are concentrating on manufacturing digital platforms for attracting consumers’concerns on social problems that are related to all society members and for creating sharedvalues; thus, changes occur to the society. As a culture of participating and sharing is beingestablished thanks to the developments of digital technologies and social media, consumersand companies are focusing on CSV (Creating Shared Value), i.e. creating values that can beshared by the society. In this study, eight successful digital advertising cases based on CSV thatbecame the main stream trend in current advertising industry were collected, classified from theCSV type viewpoint, and analyzed how the elements, values, were applied to the advertisingexpressions in order to deduce various ad creative types that can attract consumers’ activeparticipations and sharing; thereby, in order to propose strategic implications that the digitalcommunication strategies of local enterprises move forward to the directions to implement CSVactivities that invite customers to participate and create better values, rather than unfoldingsimple human and physical contribution-type CSR activities. Such implication is adaptedto South Korean companies, who intend to improve their brand awareness through digitalmarketing in the future, in establishing their detailed plans for implementing differentiated CSVcampaigns based on their products and characteristics.