Leadership in a Mobile World

Name five things you can’t live without. Was mobile on the list?

87% of millennials surveyed by Appboy in 2015 said they never separate from their devices – but we don’t need the statistic to know it’s always in our back pocket or in our hands. In just a few years, mobile devices have become entrenched in our everyday lives – they are our windows to discovery, communication, productivity and more. In a thought provoking panel called, “Leadership in a Mobile World” Facebook COO Sheryl Sandberg, GM Chairman and CEO Mary Barra, and P&G CMO Marc Pritchard discussed their insights on how mobile is transforming their businesses and the way they connect to people.

Y&R Senior Digital Strategist Jia Zheng shares some of her top takeaways from the session below:

Flip it and reverse it

On social media, creative needs to reverse the traditional storytelling format to create thumb-stopping moments. Sony conducted an A/B test on two trailers for an upcoming movie; only one was optimized for Facebook with an added 5 second intro to catch instant attention. Guess which one performed better? In fact, it performed 5x better in terms of intent to watch among the audience.

Ready, aim…

P&G recently made news headlines when they opted to move away from micro-targeting. Their rationale was a desire for a healthy balance of targeting and reach. It wasn’t just the question of “who” in targeting, but rather “how many.” To that Sheryl Sandberg commented, “We have a Superbowl on mobile every day,” stressing the sheer reach and size of its community on Facebook. For the launch of GM Opal, the brand targeted three different groups: people concerned about safety, tech enthusiasts and business leaders. This drove the development of three different sets of creative assets designed to target and tailor to those groups.

Innovation inside and out

Marc Pritchard announced that Tide is rolling out a cleaning service on-the-go. Think of it as Uber for cleaners. Pritchard also addressed subscription services like Dollar Shave Club and P&G’s forward looking strategy. He added that the total experience of product ownership was the focus – not just the ease of purchase that matters in the long term.

Stand for good

Sandberg argued that a major problem hindering progression to a more gender equal society is that we don’t expect women to lead. She stressed that in order for change to happen, business and brands must take action to defy stereotypes. From a brand perspective, the panel agreed that equal representation and equal voice for men and women were key to a better world. Offering up a valuable example, P&G cited its #shareyourload for Father’s Day example, which promoted gender equality in India while selling its products. The panel agreed that advertising can exert great power in fighting bias and raising social concerns when a good piece of work can reach more people than a best-selling book or movie ever could.