CRANT’s Post

CRANT's work using Ink Lantern for the Museo de Arte Puerto Rico resulted in a 240% increase in average engagement per post within six months by helping the museum to refine its brand strategy. Read more: https://hubs.la/Q02H5nyH0 #brands, #inklatern, #brandstrategy , #customerengagement , Alvaro Melendez , Larissa Vazquez Zapata

I love advertising agencies. And yet I’m deeply concerned. Back in March OpenAI CEO, Sam Altman said that “95% of what agencies do today will be done by AI at almost no cost”. Sam has seen AI the rest of the world has not and his track record shows he doesn't bluff about this stuff.  Also just looking at what is already possible with the current frontier models (ChatGPT, Gemini, Claude, Llama) and things like Midjourney, Elevenlabs, Suno and HeyGen you can see this being true. AI is a very real threat or opportunity for agencies, depending on how they react to it. It’s been 3 months since Sam’s famous quote now and you would think most agency leaders would be heads down prioritizing AI literacy and AI adoption programs by now, but reality is most are not. I speak to senior leaders all the time and you would be surprised by how often I hear the phrase that AI is not creative, or that it’s “just” another tool. This could sound like it comes from a place of arrogance but I don’t think that’s the case. I believe they just haven’t taken the time to truly comprehend what AI is capable of.  And this is an urgent problem. Agencies risk becoming obsolete in a matter of months and be replaced by AI savvy in-house teams or new AI native agencies. But it doesn't have to be like that because once creative people understand that AI is more than a tool, that it resembles more an alien or a new species of digital intelligence. Then they realize its true potential. Not to replace them but to enrich their creative capabilities. This will transform the business deeply, it will make agencies more efficient (of course) but it will also make them more strategic and more creative. AI literacy should be the #1 priority today for any Agency leader that wants their business to stay competitive. I know it's a lot of work, and it can be overwhelming, even scary. That's why we've created a specific AI Adoption Program for agencies, starting with AI training and leading to the establishment of your own internal AI council. Just comment below, and I'll send you all the information you need to get started. #ai #advertising #marketing #inklantern

5️⃣ things we learned from our recent white paper in partnership with CRANT ⬇️ 1. Female racing drivers are underutilised brand assets 🏁 Our report highlighted that despite the odds, female racing drivers like Bianca Bustamante and Jamie Chadwick are outperforming big-name F1 sponsors like Heineken and Salesforce in engagement! 2. Partnerships with female drivers boost brand love 💚 Partnering with female drivers can significantly boost a brand's "brand love" metric and drive business success. WANDR saw a 50% increase after teaming up with Tatiana Calderon, and Charlotte Tilbury Beauty enjoyed a 13.3% uplift by sponsoring the F1 Academy, an all-female driver series. 3. Authentic female driver narratives drive engagement 📈 Research shows that audiences engage more with content focused on themes like gender, sexual identity, and race & ethnicity compared to innovation-centric narratives. AVL RACETECH improved its brand love and DEI profile by showcasing female drivers' journeys and achievements through partnerships. 4. Female motorsport fans are a prime audience 🏎️ The report reveals that female motorsport fans are approximately 10 years younger than male fans and 70% more likely to engage with digital content, making them a valuable target audience for brands. Additionally, 56% of female fans surveyed were more likely to purchase from companies sponsoring women. 5. Brand overlooking gender narratives miss engagement opportunities 👀 The report highlights that many established Formula 1 brands overlook compelling narratives around gender, sexual identity, and race & ethnicity, instead opting to focus primarily on innovation themes. However, data shows audiences engage more with the former type of content, presenting an opportunity for brands to cultivate deeper connections. 🔗 Read more of our findings here https://lnkd.in/ecYr3C6A Full report can be found here: https://lnkd.in/edFuxXrB #MoreThanEqual #Crant #InkLantern #UnpredatorMarketing 

In partnership with CRANT, dive into a whitepaper that reveals the significant untapped potential of female racing drivers as valuable brand assets. By combining insights from our Inside Track report and data from Crant's AI-powered platform, the research provides strong evidence of the transformative impact that partnerships with female racing drivers can have on brand engagement, differentiation, and growth. 🌟
 🔗 Click to read the summary article - https://lnkd.in/ecYr3C6A 📖 Full report can be found here: https://lnkd.in/edFuxXrB #MoreThanEqual #Crant #InkLantern #UnpredatorMarketing 

F1 Miami GP is here. Hello you! There is so much to love about motorsport, for example it’s one of the very few sports (Equestrian is another one) where men and women can compete against each other. Surprised? Well you're not alone, most people think F1 is a male only sport. No wonder people think that if you consider we haven’t had a female driver in F1 in the last 50 years! There are many reasons for this but a lack of talent or ability in female drivers is not one of those. Motorsport is an expensive sport, it involves high tech technology and large teams (Red Bull F1 employs around 800 people) to create and maintain a racing car. Drivers need the sponsorship money to be able to compete and build their way up to the elite. And this is particularly difficult for female drivers. But we hope this will change soon. CRANT in collaboration with More than Equal embarked on a journey to help brands and marketers see that sponsoring female drivers is a great idea from a business and brand building perspective. They can drive higher engagement than their male counterparts (Max versus Bianca Bustamante) and they bring differentiation to a brand in highly competitive categories (Look at the WANDR case study). This alone should be reason enough to seriously consider making this strategic decision. But there is a looooooot more, please download the full report in the link in the comment, read it and share it with other marketers and motorsport fans ;) Investing in female drivers is not charity, it's a smart business decision. Thank you to the trailblazers that have fought their way up against all odds helping open doors for female fans and drivers making the sport so much better: Tatiana Calderon Jamie Chadwick Bianca Bustamante Amna Al Qubaisi And so many more. Thank you Fran Longstaff PhD. Zaya Pono and Alison Donnelly for helping bring this White Paper to life. And Paula Calderón for always being the inspiration to keep pushing no matter how hard it is.