House 337

Our third instalment of our latest campaign for Royal Navy "Born in Southend" illustrates how a career as a rating brings structure and order to a life that was once filled with chaos. You can see the campaign on YouTube, Twitch and Royal Navy owned channels. 

I owe much of my career to the power of social media. It all started when I landed an internship at Ogilvy UK, thanks to an introduction from Rory Sutherland Sutherland, which opened the door to the world of advertising for me. Fast forward to today, and the intersection of social media and AI is drawing me back to rethink influence in ways I haven’t considered in years. For those of us who’ve highlighted every principle in Dr. Robert Cialdini Influence, you’ll know the golden rule: “We most prefer to say yes to the requests of someone we know and like.” But what happens when that “someone” isn’t a person? Virtual influencers are rapidly rising in popularity, catching the attention of brands everywhere. As pointed out by Talia Salomon during our recent House 337 Sofa Session on AI and Influence, virtual influencers aren’t a new concept. Lil Miquela, a virtual model and influencer, was one of the early examples, debuting on Instagram in 2016. Fast forward to today, and talent agencies are signing entirely virtual figures. What’s changed? • The speed at which these influencers are created • The ability to operate in any language across all platforms • And, importantly, brands are actively working with them These influencers are taking on multiple forms—faceless YouTube and TikTok channels, entirely AI-generated characters, and even “traditional” human influencers creating virtual versions of themselves to scale their presence. Virtual influencers could be the next frontier for brands looking to extend their reach, especially across language and cultural boundaries. However, they also introduce complex challenges around contracts, rights, and intellectual property as generative AI becomes integral to their content creation. My friend Scott Gould has spent the last decade studying engagement, and he’s the expert on this - so watch the comments for him to weigh in ;-) But in my view, a recommendation from an AI holds the same weight as one from a human—so long as it drives action. That said, human endorsements could soon become a premium commodity if the market shifts. We may see an increase in demand for the authenticity that only people can bring. It’s an exciting and emerging space—one to approach with curiosity but also caution. Watch this space. #AIInfluecer #SocialMediaStrategy

The Campaign UK TV: The Next Episode event is about to start! You still have time to register and watch online where our very own Josh Green and Jennifer Heape will be dissecting AI-created TV ads and exploring AI’s potential in the world of TV ad creation. Grab your last minute tickets here: https://lnkd.in/eX6hBgE8

The second instalment,"Born in Paisley", of our new Royal Navy campaign, highlights how the Royal Navy can expand horizons both physically and metaphorically. It follows a young recruit transitioning from living vicariously through social media to gaining real-world experiences and making a tangible impact. Catch the campaign across BVOD, YouTube, Twitch and Royal Navy owned channels.

Join our brilliant Chief Creative Officer Josh Green and fabulous Head of Product Jennifer Heape this Thursday at Campaign UK’s TV: The Next Episode 2024 event! This must-attend event unites industry leaders together from brands, agencies and major broadcasters. The speakers will celebrate what makes TV special but also how brands can effectively reach new audiences and drive growth. Josh and Jen will be dissecting AI-created TV ads and exploring AI’s potential in the world of TV ad creation. You can join them in-person, at Nobu London (Portman Square) or watch all of the exciting insights live from your desk. Click here to register: https://lnkd.in/eX6hBgE8

We can't wait for our virtual sofa session starting in an hour! You still have time to register to our event where our panellists will discuss how AI is upskilling the influencer and disrupting social media. You can sign up here: https://lnkd.in/dRQBTTKY

The Royal Navy Refreshes their Long-Running "Made in the Royal Navy" #campaign, with the Release of Four new Films. via House 337

Our latest campaign for the Royal Navy, which has just picked up Ad of the Day in Campaign UK, follows the journeys of four real Royal Navy ratings from life as a civilian to a life at sea. The campaign, live online today, highlights how the Royal Navy helps young people to unlock their full potential, providing them with both opportunities and qualifications to become the very best versions of themselves. We will be sharing the films across the week, and look out for the campaign on BVOD, YouTube, Twitch and Royal Navy owned channels too. Our first instalment, “Born in Basildon” shows the bonds and friendships that are built up through shared experiences, both at work and at play. Watch below…

Is the AI revolution affecting how you use social media? Join our sofa session panel discussion on Tuesday 3rd September at 10am to learn how AI is upskilling the influencer and disrupting social media. Our brilliant panellists will explore how AI is reshaping content creation for brands and influencers, the ethical implications in social media, how brands can use AI-driven analytics for deeper insights into follower behaviour and the opportunities this presents for brands. You can register here: https://lnkd.in/dRQBTTKY

As summer draws to an end, Creative Director Ross Newton gave his thoughts to Creativebrief about how he used art to stay inspired to avoid the typical summer slump. He shared that “ to avoid the inevitable slump and stay creatively curious, I [ditched] my laptop and phone and hit the streets to soak up as much art as I could.” He explained that art shows, whether big or small, must be experienced in person to truly appreciate the work. Viewing art in the flesh offers a unique experience that can't be replicated by online photos. The link to Ross’ full article is in the comments.