Best 5 articles of 2023

Traditionally, we would like to give a special podium to our favourite (and best-performing) articles that we have conducted throughout the past year. Our articles vary across topics, target audiences and research methods but carry one mutual factor and that is research.

At DVJ, we produce content based on our own research, data and panel which is then transformed with the love of methodologists, analytic experts, PhDs and content marketers into charismatic content pieces that always carry an important message or conclusion that benefits the marketing and insights industry. Let us present you our top five of 2023.

LESS CAN BE MORE: THE DOUBLE-EDGED SWORD OF MULTI-CHANNEL ADVERTISING

In today’s advertising world, it has become a norm to advertise on multiple channels! Instead of sticking to the same traditional channels – TV and radio, most campaigns are combined with print, outdoor ads, and the online buzz of display, pre-rolls, and social platforms.

More channels, more reach, and more memorable moments – that’s the secret behind successful campaigns. But on how many channels should we advertise? Is there an optimum? At what point do many channels become too many channels?

The answer is here.

Brand Growth Interview: Marianne Kemps – Domino´s Benelux

Read how Domino’s, renowned for its delicious pizzas and speedy delivery, has integrated ESG into its core business strategy. In this Brand Growth interview, Marianne Kemps, Head of Corporate Communications, delves into Domino’s approach to purpose, ESG and innovation, shedding light on their efforts to make the world a better ”slice” for everyone.

Read the full interview here.

HOW TO EFFECTIVELY CONNECT WITH GEN Z ON TIKTOK?

Gen Z is the first generation that grew up entirely as digital natives. They live and breathe through the internet by being active on social media 24/7, particularly on TikTok. How do you spark the interest of this critical target audience with your brand message?

Maarten van Es, a Social Media Manager at bol.com, takes you on his journey of reaching Gen Z through more effective short-form videos on TikTok. Roderik Sorbi, a Group Account Lead at DVJ Insights, reveals the power and pitfalls of TikTok content and triggers for engagement based on extensive pre-testing and benchmark research.

Read the full interview here.

UNRAVELING THE MAGIC RECIPE FOR CHRISTMAS ADS

This article, in the form of meta-analysis, looks at all the data we have gathered from 200 Christmas ads from Europe and the US over the past 4 years and deep-dives into what is the secret of successful Christmas ads. Is there a magic recipe for the perfect Christmas ad?

We coded all previously tested Christmas ads on various elements ranging from visual elements to the type of narrative and linked these elements to success factors. The goal was clear: Are we able to determine the secret ingredients and unravel the magic recipe for the perfect Christmas ad? Could it really be that simple or is there more to it?

Read the full article here.

HOW DID COVID-19 CHANGE INNOVATION ACCEPTANCE?

The topic of covid-19 is not as on top of people´s minds as it was a couple of years ago. However, several areas of life are still affected by the pandemic. We wanted to see how innovations were affected and if consumers’ responses to pre-pandemic tested innovations changed.

Can it be that people care about different types of innovations than they did before? And how can these insights be used in the future, for instance during an economic crisis?

Read the full article here.