COSMOFACTORY

Deanna: [00:00:00] This episode is about new media and digital advertising. It's about consumer engagement and consumer education. It's about demographic data and the creative ways that brands today are turning experiential content into retail touch points. Val Vacante, VP of Solution Innovation at Dentsu, is my guest today on the Cosmo Factory podcast.
Deanna: Welcome, Val.
Val: Thank you so much. Thanks for having me. It's great to be here.
Deanna: No, I'm glad to have the [00:01:00] chance to speak with you. Um, before we started recording, uh, you had explained to me that Dentsu has over 70, 000 employees across I believe you said a hundred and forty five countries, um, but even though Dentsu is one of the largest ad agencies in the world, uh, by revenue for sure and, and certainly, um, in terms of, of, of reach there, perhaps as well, um, not all of our listeners will know much about the company.
Deanna: So just so we have a point of reference for the interview, will you tell us about Dentsu?
Val: Yeah, absolutely. Um, I, I'm, I love talking about, um, the story of Dentsu because Dentsu has a rich history, um, Dentsu has been around over 120 years. I mean, that is incredible. Um, and we really have innovation at our core. core. Um, we are highly dedicated to exploring new technologies, creativity, um, new methods to really engage and build those, those [00:02:00] connections, um, with audiences.
Val: And then really from an kind of offering standpoint, we offer up those end to end experiences. So think about, you know, services across media. Um, customer experience management, um, and also create creative and creativity, um, to help brands transform their business.
Deanna: Yeah, and your specialty is uh, solution innovation. Will you tell us more about what that means? What, what are you responsible for in this role?
Val: Yeah, absolutely. So, um, so in my role, I am, I am so fortunate that my role is all about creating new products, productized services, and really diving in and helping our clients uncover that white space, uncover those opportunities that, um, otherwise would not have been realized and really helping them, you know, innovating to impact, um, and grow their business.
Deanna: Very good. I, I think that will bring some [00:03:00] perspective to our conversation. Thank you for that. Um, so one of the technologies that I know you work with is called Intelligent Messaging Tech, um, which I believe uses AI to personalize consumer connections. That's, um, I think a very sort of umbrella, a description, but help us understand how, how beauty brain beauty brands, excuse me, are using intelligent messaging.
Val: Yeah, Indiana, you said it beautifully. Intelligent messaging is all about accelerating those those 1 to 1 conversations and we do it with AI powered assistance. And we also say human connection, right? We want to make sure there is that human inside and human component to it when it comes to the. The, um, sort of beauty or acne care space.
Val: I'm really excited to share. We actually just showed at, um, CES recently, the Consumer Electronics Show, um, our latest exploration with Galderma's acne care [00:04:00] brand, Diff'rent, um, and just to give some, some context here, you know, there's over 50 million Americans who suffer from acne, um, every year. There's 85 percent of people in that group that are age 12 to 24 that suffer from acne.
Val: 90 percent of those are gamers. Okay. Um, and on top of that, you know, there's a huge amount of overwhelm. Um, when acne suffers go into the store. I don't know if I'm sure you have, but I don't know if you've been down the sort of acne care or skincare aisle, but, you know, it is, it is super overwhelming, you know, it's like, and if you're an acne suffer, you really don't know it.
Val: Where to start. So we, we wanted to alleviate that, um, with intelligent messaging. So what we did is, um, we actually created a shelf talker, you know, so kind of get that attention on [00:05:00] the shelf. Um, and then basically you can scan the shelf talker to launch a 1 to 1 experience. And we call that kind of a connected concierge experience, right?
Val: To help guide the customer. So again, you scan the shelf talker, a one to one experience launches, and you can ask questions like, Hey, can you tell me about cleanser? Um, you know, and what's the difference between a 10 percent benzoyl peroxide cleanser and a 5%? Or can you tell me more about these power patches, um, or spot treatment?
Val: Right? And so really getting that, um, You know, in the sense of overwhelm, helping guide customers and giving them that on the spot advice from the shelf. Um, and so that alone, we're really excited about, but, um, but yeah, where we get even more excited about is, um, our latest initiative to, um, and that's where [00:06:00] when customers buy different from any retailer.
Val: So I think that's a really exciting part, right? We're not making it exclusive, or you have to go to a certain place. We're making it accessible to any retailer who buys any different product, um, from, From the shelf or even online, um, they can actually go to a website, treat acne dot com, um, and they scan the receipt of the product they bought, and they're actually able to receive a power up in a select Roblox game, um, that has a skin care.
Val: You know, education, tons of fun, um, there's a blaster with foaming face cleanser. There's a zip zapper, you know, educating on spot treatment. Um, and of course the power patches, um, sort of a time game. Now I will say it's not out yet. It is launching in Q1. So, um, uh, [00:07:00] so, but yeah, we are very excited about. You know, again, having that connected concierge experience rewarding people.
Val: And like I mentioned, 90 percent of people in that, um, acne suffer category are gamers. So we really want to live where live where they live and, and, um. And also reward them to
Deanna: Yeah, no, I love that. And I'll definitely ask you more about the, um, the gaming opportunity in just a moment. I want to stick with this idea of intelligent messaging just a little bit longer, simply because, you know, when I hear the word messaging and I'm thinking about technology, my mind goes to, um, You know, I might get a digital message, a DM, right?
Deanna: A direct message, rather, um, on Instagram, or I, or I might get, um, a text message, right? Even, you know, there are plenty of brands using text messaging, um, but what you're talking about is more of, um, like an in browser or in app conversational experience that the consumer can access there. Um, on their phone, at the store shelf, um, maybe [00:08:00] also, um, by engaging with the packaging, maybe there's a QR code or something, is that, it's a, it's a different sort of messaging, it's more like, um, you mentioned the word concierge, but it's more like when you sort of click to chat on a website, and then you're, you're having, um, a, a text based conversation with someone at the brand, is that, is that more accurate?
Val: it is more accurate and just to kind of to build on that. What we get excited about intelligent messaging is that, um, we work with some of the world's, you know, most renowned technology partners and and also up and coming startups and. Um, and what that means is that we're able to work with a brand, um, like the right platform, the right solution.
Val: So if, for example, if they're already using a CRM stack, maybe they're in Salesforce, maybe they're using Adobe, um, we can create an experience that integrates into their CRM. To your point, what you said about just kind of [00:09:00] like scanning on the shelf, or is it an app or a web based experience? The good news is we can, we can create any of those.
Val: So, in some cases, right? In some cases, it's just a web based experience. Like we talked about with different, um, in another case, it might be launching from a, a specific ad unit, um, on Metas platform.
Deanna: Mm hmm.
Val: through.
Deanna: Yeah, no, that makes sense. And I imagine the, um, the messaging, the information, the conversation, whether it's product recommendations, I imagine all that's quite agile since it is a, um, a digital activation.
Val: Yeah, absolutely. Um, and that's, that's what we get excited about. I think oftentimes there's a fear of testing out new technologies or new platforms or experiences. And so we really try and work with brands, um, to say, like, it's not about the tech, but it's about the [00:10:00] experience we're trying to create. So, is it, is it all about helping customers, you know, by creating a product finder?
Val: Or is it about helping them find, you know, information in a more useful way?
Deanna: Yeah, excellent. And, and you mentioned, um, this branded experiential content then being within gaming platforms as well. Tell us, tell us more about that. Maybe some of the, um, the data and KPIs, um, involved or ways that, um, You know, gamers and consumers are engaging, um, in that space.
Val: Yeah, definitely. So, um, so similarly, um, with the brands we work with, um, you know, we don't want data for data's sake. Um, you know, we, we do want to be mindful of all of the right, um, How we're collecting data and why and where and compliance and everything else. Now, when it comes to intelligent messaging, again, depending on the goals, right?
Val: So you touched on it beautifully earlier with the website, you know, if [00:11:00] it's, if it's integrated into a website, you know, you can look at things like traffic. You can look at things like, um, numbers of conversation and, and even, um, like, how helpful it is. You know, was was the advice, like, did the customer get the information they need kind of thing?
Val: Um, and then when it comes to in game experiences, you know, we're looking at active gamers. Active participants, um, who might be going to the place and then in the case of the different example, I shared with you, right? We're looking at things like, you know, how many, um, you know, how many receipts were scanned, you know, how many power ups, uh, were given and and we actually 1 of the things I didn't touch on with that different experience.
Val: It's not just about. Um, you know, scanning the receipt, but we also reward people for completing, um, that acne skin care, um, games. So just [00:12:00] by, like, kind of going through that education, they're also rewarded. So, like, basically no purchase is necessary, right? So just to be clear about that. And then But we also added a layer of, um, reward.
Val: So the more you play, the more you earn. And the last time, um, or sorry, not the last time, but on their fifth visit, they have a chance to win a UGC. So just a custom, um, item. Um, a limited exclusive item, um, so that's another way and all of that is tracked, right? So again, number of power ups, number of UGC or custom items that people are getting, um, and then we're also, uh, yeah, just looking at number of visits and in the different games.
Val: So we're actually going to be across five different games. So just kind of looking at how people are, how that looks across each game.
Deanna: Yeah, very exciting. So you're, you're definitely reaching, uh, consumers who are gamers, um, they have the opportunity to sort [00:13:00] of play and be educated and earn something within the game, keep earning, um, but then also, um, use the, uh, receipt or, or proof of purchase, you know, from any platform, as you've said, um, then to, um, enhance their, their gaming experience or, or be rewarded, uh, back in the game.
Deanna: I think that's quite interesting. Um, I'm curious, um, and I'm not sure if you're going to know the answer here, but are there, is there a precedent, right, of gamers wanting to showcase their skincare routine in any way? Where you're, you mentioned adding, um, you know, user generated content, um, these things we might call limiteds, uh, right, within a game from a skincare brand to their avatar's outfit or, or appearance, um, You know, some people are shy about skin care or personal care.
Deanna: I'm thinking like, is this something that people are ready to show off to their friends and fellow gamers? Do you have any precedent here?
Val: So I love this question. Okay. I love this question because, um, [00:14:00] like when we were going through the design process, right? We, we were really being mindful of that. So exactly. And I personally a long time ago, I will say, but I was an acne sufferer and like, working on this brought back all of those
Deanna: Mm hmm.
Val: Um, and so to your, to your question, we don't want. Okay. You know, we don't want people to go around with a bunch of blemishes. It's quite the opposite, right? And so when we look at the, the UGC that we developed, um, it's actually a very cool aura. Um, so a very sparkly aura that you can shine, um, you'll be seen, um, but, you know, in a sparkly sort of way, right?
Val: And, and something, auras are very popular in Roblox also.
Deanna: That's fantastic. Yeah, they'll be able to express themselves, but in maybe a little, um, a way beyond real life.
Val: [00:15:00] Exactly. And, um, like, I was referring to it at CES as like their forever wear item, right? So they'll always have it and they can always kind of, they want to put some sparkle on. Hey, go ahead.
Deanna: Yeah, I love it. Um, I'm curious, these ad services that you're describing, um, Do they make sense to reach every consumer demographic or are there particular demographics of consumers where this really makes more sense?
Val: That's a really good question. Um, with that, we, the answer is, um. Yes, and all I guess we would say. And what I what I mean by that is it's really working with the brand right and seeing what is the challenge or opportunity, for example, right? So, um, for example, in the U. S. Here, there's over 100 million people who are on WhatsApp, right?
Val: And 40 million of those are U. S. Hispanic. And 95 percent of U. S. Hispanic [00:16:00] are, um, also on WhatsApp. So, right, you see a big opportunity there. Now, does that mean every single brand needs to do that? Probably not, right? But we want to look at the brands, um, you know, bearing that in mind, and then also seeing, perhaps it could be, Maybe there's an opportunity, um, with product education and, um, and also helping provide a guided selling experience in the language of their choice.
Val: So we actually just showcase some of that at CES, um, where, you know, you could, you could actually go through the experience in Spanish. Or in English and again, just another way to really connect with consumers in their language of choice and how they feel most comfortable.
Deanna: You know, that's interesting to think about. Thank you. Um, many of the Cosmo Factory listeners are involved with the beauty industry supply chain. Um, a little less on the [00:17:00] brand side for some of our listeners. They might be curious to know if these technologies are also being used in the business to business sector.
Deanna: Can you, can you say anything about that?
Val: Yes, I can. And, um, I'm, I'm so excited about the opportunity here for B2B. Um, so there's a number of ways that, um, B2B brands can get involved in intelligent messaging. Uh, for example, if there's a tech company, um, who invests in a lot of thought leadership or events, and I'm saying tech company, it could be a packaging company.
Val: It could be, you know, um, That sort of thing, but basically, if they're investing in a lot of thought leadership or a series of events or anything like that, intelligent messaging is a great way to help leverage that thought leadership. Right? So think about a company who's invested a lot in white papers or case studies and even their website [00:18:00] right with, like, featured, um, thought leaders or partners or anything like that, we can actually take that information that's on their website and serve it up in a one to one way, right?
Val: So if, if you're going to a particular, again, I'm saying packaging, um, website and want to know what activities they're doing, or, hey, can you tell me the latest case study? Again, we can serve it up in that conversational way and they can boom, click, click that case study on the spot. So just really adding value to a lot of that, um, investment.
Val: And, um, yeah, so those, like, that, that's 1 example. And then another 1, I will actually highlight really quickly is more for, like, franchises. Or if you have different mark, um, could be franchises or in working across multiple markets. So, to provide consistency, right? So, if you think about it, it's like, hey, here's the sort of, um, [00:19:00] new.
Val: Then store set up or, you know, here's the different guidelines. Um, and then that way people, if maybe they're not sure, boom on the spot, they can kind of ask the question and not go through a bunch of hassle and get that information to build that, you know, consistency.
Deanna: You know, and one sort of, uh, I think supply chain piece of consistency is, is when, um, manufacturers are producing the same product at multiple plants around the, around the world, right? So maybe, you know, needing to share, um, Ingredient, you know, quality standards or something that need to be met at each facility or something.
Deanna: I'm, I'm, I'm dreaming that up in real time, but I think part of your job is, is the creativity piece. So I imagine you sort of put that together with, with each client so it makes sense for their, you know, needs and applications.
Val: Absolutely. And we'll generally try and start, you know, in 1 case and let. Let's test that out. I kind of call it a now near next approach. Like what can we do to have sort of a proof of, proof of concept just to get [00:20:00] everybody on board, um, see how they feel about this, this type of thing. You know, the near might be actually implementing it, you know, integrating it into their business.
Val: And the next of course, you know, how can we evolve it or look at other, um, opportunities across, um, the business or portfolio.
Deanna: Yeah, yeah. And, you know, I know with, um, newer technologies, we're always, um, you know, trying to be mindful and, and looking to establish best practices, um, you know, quickly and effectively. I'm wondering if you can share any insights there into best practices, um, with these sorts of new media advertising tools.
Val: Yes, definitely. So when we start there, um, it's really all about putting that consumer first. Now, whether that's whether from a B2B standpoint, you know, that's who's working in the manufacturing facility, or, you know, if it's, it's a brand, as I mentioned earlier, that, you know, acne software in the store, um, really starting with that consumer first [00:21:00] approach.
Val: Um, and then, Yeah. Looking at that kind of lightweight, as I mentioned, kind of starting out with that POC concept, that proof of concept with something lightweight and easy to implement that might address that. And that doesn't mean we have to do a full blown out build or, you know, anything like that. Um, it might be something just with a clickable sort of prototype, you know, just to see how it feels.
Val: Um, and then I think from there, it's really getting that test and learn approach, um, just again to get everybody on board. Are we, you know, is the, is the, excuse me, is this the real problem to solve, um, and, and kind of build from there. And I think that's where we've had a lot of success, um, just kind of, again, bringing it along together.
Deanna: Yes. Yes. No. Well, I, that answer makes excellent sense and I, I have to say, um, I thank you Val for helping us explore this topic today [00:22:00] and for being a guest here on the Cosmo Factory Podcast. Thank you so much.
Val: Thank you again for having me.
Deanna: You're welcome.