5 ...thrive in the Metaverse?

Not all brands will translate equally well to the metaverse: if it features in your marketing strategy, make sure it's for the right reasons

8 February 2023

There are many exciting possibilities on the horizon for brands to engage with consumers in the metaverse. But, in its current form at least, it's not an equal fit for everyone – and marketers must weigh up the investment with how well their brand is likely to thrive. Rigorous research will go a long way, but hands-on experimentation can also be an effective way to find the right balance. "Getting in early means having the chance to test out this new tech, discover what works for your brand and your business, and find innovative ways to share your story in this new era of connection," explains Carrie Timms, Meta's director of global business marketing, EMEA. So, as a marketer, how can you best determine your brand's role in the nascent metaverse, and develop a strategy to capitalise on it effectively?

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By Albert Abello Lozano, head of automation, Treatwell

Could your brand thrive in the metaverse?

It’s still very early days in the development of the metaverse – some brands are further along the journey than others, but it’s a learning process for everyone. Compared to more established media, measuring success can be challenging without a clear benchmark. An experimental mindset is vital – but approach it with the same care and rigour as you would any platform. "The ‘hit and hope’ route is very un-strategic," says Jonny Shaw, chief strategy officer at VCCP New York. "Some things are over-invested in, and you don't see the ROI. Lo and behold, it's seen to be a waste of time and people move on." He advises marketers to take a quantitative, data-driven approach – study where your audience currently sits, and which platforms they over-index in. “From that, you can make a database-led argument,” he adds. "Often it's like we're back in the early days of Web 1.0, when companies built unnecessarily elaborate websites just because they could," Shaw continues. "Don't think of it as a one-off castle, but a regular drumbeat of activity – like you’d approach social media marketing. Create a calendar and do things on a regular basis to build relationships."

Consider the value to your business

First and foremost, engaging with a brand in the metaverse must be appealing and exciting for your target audience – otherwise it’ll be an uphill struggle to get the desired engagement and ROI. Any marketer considering a metaverse activation should take a step back and ask, firstly, why it’s relevant and desirable for the brand to be there. And secondly, what approach and tone it should take – in other words, how it will show up for its audience. "Getting the foundational design and brand strategy lens right is so important," says Wayne Deakin, global principal at Wolff Olins. "It's critical to be authentic, and to have a 'value exchange' mindset. It's not a one-way transaction, but a place to interact and build relationships. Rather than just selling, think about helping or facilitating." As virtual worlds play an increasingly important role in the daily lives of gen Z and gen Alpha consumers, the opportunities are set to grow. "These people see the metaverse as we once saw TV," adds Deakin. "Post-Covid, we've seen a massive acceleration into digital. And no one wants to be the next Blockbuster case study." Early adopters such as Nike have already seen success for their audience in the metaverse: tens of millions flocked to the pitches and arenas of Nikeland, Nike's virtual presence in Roblox, to compete in mini games such as trampoline tag, dodgeball and even The Floor Is Lava, and kit out their avatars in the latest Nike-branded digital merchandise.

Gauge the appetite of your audience

Brands have a rich array of platforms to consider as potential routes into the metaverse as it exists today: from augmented reality filters to immersive environments such as Meta Horizon Worlds, Fortnite, Decentraland, Roblox and The Sandbox that offer a blend of gaming, social and professional interaction. As well as weighing up their respective technical and aesthetic capabilities, a key consideration for any metaverse marketing strategy is to study where the brand’s target audience already spends their time.

Research available platforms

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Snapple claimed a plot in Decentraland with a corner shop bodega. Visitors were challenged to find ‘bottle-cap facts’ before discovering a door to an alternate dimension.

"This is the time to innovate and disrupt the status quo," says Marja Konttinen, marketing director at Decentraland, which has hosted interactive experiences for brands including Samsung, Starbucks, and Snapple. Konttinen invites marketers to dive deeper into Web3 – the decentralised future of the internet – as it evolves, participating in communities and projects to learn by doing. "Get involved and build," she advises. "You know your brand the best, and if you understand Web3, you can lead it into its new formation in the digitally constructed world." “This is a pivotal moment for brands,” concludes Meta’s Carrie Timms. “The metaverse is the next generation of the internet, and now is the time for brands to show their audiences that they, too, will be part of the next big tech revolution.” ■ Learn more about business opportunities in the metaverse here.

Any successful marketing campaign relies on strong brand foundations. The metaverse is no different: for a brand to thrive, it must have the necessary equity and flex. "Get the basics right first," says Deakin at Wolff Olins. "Do you have a metaverse-friendly set of assets, or a toolkit that works in this space? This isn't just digital. Things show up differently in the metaverse." But while a fully immersive brand world is uncharted territory for most, the good news is that brands can start taking advantage of some of the opportunities at the periphery of the metaverse without a total rethink of the marketing strategy. By experimenting with AR effects on social, you can stress-test a more interactive approach with your brand’s assets without the need for a huge budget or advanced skills. "You can take your first steps into this new world by designing a new filter with Meta Spark, or experimenting with augmented reality ads, or creating new commerce channels – such as through Facebook and Instagram Shops," explains Meta's Carrie Timms. "As customer behaviour changes and the technology evolves, so will the business opportunities it offers.” For instance, Swiss luxury watchmaker Breitling used AR ads on Facebook and Instagram to tell the story of its Navitimer wristwatch in an engaging, interactive way. Audiences could control the watch dial by nodding or shaking their head, bringing closer attention to the finer details of the product.

Stress-test your brand assets

Tilting your head rotates the dial in this AR ad for Breitling's Navitimer watch, an intuitive way to navigate through the brand's creative campaigns over the years.

MARKETING IN THE METAVERSE