FUSE L!VE LAUNCHES
Responding to demand in content and live experiences, initiative propels agency’s XM and social offerings to new level
Toronto, ON. FUSE Marketing Group Inc. (www.fusemg.com) is pleased to launch FUSE L!VE, the next step in a strategic evolution in the agency’s XM and digital content practices. Live content is wholly dependent on a brand’s ability to master the creation of live experiences. Done right, live experiences can produce powerful moments that build brands. FUSE has seen a sizable uptick in the demand for this new kind of content fusion.
The agency -- having heavily invested in and grown its XM and social teams -- uncovered a key insight into the next dimension of consumer engagement that occurs when its two practices are brought together to deliver the most robust brand experience. FUSE is pioneering new ways to engineer live experiences that extend beyond a one-off interaction through this structured content process, most recently with clients including CIBC, Cashmere and Scotties, among others. FUSE L!VE is the culmination of these two practices working in unison. Both mediums are substantially stronger together, which signals the agency’s focus for the future. As FUSE L!VE rolls out, it does so with a proprietary technology that will help clients navigate the dynamic live environment in which their brands try to attract consumer attention and interaction worthy of sharing. FUSE will host a Facebook Live broadcast in November (https://www.facebook.com/FUSEmg/) to unveil the initiative and help navigate the changing environment in which it will operate.
The basic principle of FUSE L!VE is simple,” explained Nicole Gallucci, partner and XM lead. “A consumer experience offers brands an amazing opportunity to engage and interact with consumers. However, they tend to be one-off efforts with a minimal amount of social amplification. While this has been effective to date, we know we can do better by extending the brand impact over a longer period and to a wider audience.”
Reaching the right audience a top challenge for marketers
In advertising, consumer love is won and lost on a daily basis, frequently within disparate moments of time. Battlegrounds are overstuffed newsfeeds within not one but several social platforms or digital channels. Branded content disappears quickly either as a result of platform design like SnapChat or is quickly replaced by new content like in Facebook, Instagram and Twitter. In this environment, simply reaching audiences has become very complex, which is why experiences that drive content are so powerful.
Working with its digital and media teams, the agency has been able to reverse-engineer its events to align with existing and proven content strategies. FUSE takes knowledge and insights gleaned online to help shape and devise plans that enrich live consumer interactions. The real magic occurs when engagement organically drives social amplification causing events to explode far beyond the present experience.
“Basically FUSE L!VE is a multiplier,” added Stephen Brown, FUSE president. “We’re able to amplify our standard XM events to significantly higher rates of impressions and engagements than in the past. This is the marriage our clients love, and why we’ve invested so heavily in top talent such as Nicole Gallucci, Adam Bleau and Laurie Dillon-Schalk in the past 12 months.”
Initiative rooted in a strategic content plan
The entire experience, live and online, requires FUSE do a deep dive on consumer listening to understand what drives a consumer to be engaged and take notice. FUSE L!VE leverages data and insights to drive its strategies and creative, with the goal to deliver impact for its programs.
“There’s no need for a guessing game,” concluded Laurie Dillon-Schalk, partner and VP Strategy & Insights. “The data tells the whole story that allows us to build a content plan that is connected, relevant and scalable.”
About FUSE Marketing Group
FUSE Marketing Group (www.fusemg.com) is an independent agency of marketers and makers, fusing brands to their audiences through connected experiences. Passionate about delivering strategic, innovative and effective marketing solutions, FUSE leverages data and insights to drive its strategies and creative, always with the goal to deliver impact. It tells stories in all channels with an endless love of technology and innovation. With a proven track record as a valued partner to a roster of leading Canadian clients, FUSE works in a climate of true collaboration and creativity to drive sales, build brands and grow businesses. To learn more visit www.fusemg.com, www.facebook.com/FUSEmg and on Twitter @fusemg.
Toronto, ON. FUSE Marketing Group (www.fusemg.com) has partnered with longstanding client, CIBC to develop and host a Facebook LIVE session (https://www.facebook.com/CIBC) on May 31, 2016 at 7 pm ET from Toronto’s MaRS Discovery District.
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