Communities, Creative Production, Advertising

Brands & Creators: A new era rriven by UGC

User Generated Content (UGC) is now the most strategic resource for brands. Why? Because it is perceived as more authentic, less costly, and offers a superior attention rate. This article explores this new era where the line between amateur creators and influencers is blurring. We analyze the major challenge of this industrialization: how can brands optimize access to a multitude of talents (via a creation budget not exceeding 10% of the media investment) while guaranteeing a space for creative freedom?

Advertising

Why Attention is the New Gold Standard in Digital Advertising

In a saturated digital landscape, the traditional metrics of clicks and impressions no longer prove value. The truly predictive KPI for success is now attention. This article breaks down why brands are urgently shifting focus to attention scores, which are strongly correlated with superior conversion rates and ROI. We define what attention means—it measures the quality and depth of consumer concentration, not just engagement. You will discover the complex, non-standardized methods used to measure this new currency, from basic viewability to advanced biometric tracking.

Communities, Creative Production, Advertising

How to find the best social media agency for your brand?

n a market saturated with options and facing the complexity of new generations, choosing a social media agency that understands the codes and delivers results is a challenge.

Advertising

Gen Z & Inclusive Marketing: Why Representation Is No Longer Optional

Gen Z is redefining advertising by demanding purpose, authenticity, and real representation. To win their trust, brands must go beyond performative gestures and take a genuine stand on social and environmental issues. Inclusive marketing,featuring diverse identities, voices, and experiences is now a key driver of brand loyalty. From co-creating with underrepresented communities to aligning internal actions with public messaging, brands that embrace true inclusivity will stand out. For Gen Z, it’s not a trend, it’s an expectation.

Communities, Creative Production

Buzz Kits: The Essential Tool for Brands Seeking Significant Impact with Gen Z

Buzz kits, key tools in influencer marketing, offer an immersive experience to content creators. Generating higher engagement than traditional ads, they transform influencers into brand ambassadors. The agency has proven their effectiveness with kits for popular video games, demonstrating their power to create viral buzz and reach Gen Z and gamers.

Communities

Gen Z skips Google: TikTok, the new search reflex

In 2024, TikTok is no longer just an entertainment platform, but also a genuine search engine for Generation Z. This evolution marks a significant change in how young consumers search for and consume information.

Creative Production, Advertising

Why has Final Fantasy XIV remained on the podium of most-played video games for over 10 years?

There's a good reason why Square Enix entrusted Carburant with their blockbuster game, Final Fantasy.

Communities

Fandom, understanding the phenomenon and successfully integrating it into your marketing strategy.

The Rise of Fandoms Fandoms are communities of individuals who share a fervent passion for a particular brand, product, or cultural phenomenon. These communities are characterized by their intense emotional investment, their desire to connect with like-minded individuals, and their willingness to advocate for the objects of their affection.

Communities, Creative Production, Advertising

How the preferred messaging service of Gen Z increased its active users by 2% in 4 months

Discord increases active users by 2% in just 4 months with a 360° strategy targeting Gen Z

Communities

The Importance of Ultra Communities and Superfans on Reddit and Discord for Brands

In a World Where Brands on Social Media Focus on Content, What About Brand Positioning on Ultra-Community Platforms?

La gen z prend une pause

L'ère numérique a transformé la façon dont nous communiquons, travaillons, ainsi que la manière dont nous nous divertissons depuis les 4 dernières décennies.