Successful Marketing Campaigns to Learn From

Marketers are always being challenged to expand their creativity and push the boundaries in the battle for creating the best perception of products. But successfully changing consumer perceptions in today’s media landscape is no easy task.

Consumer trends move faster than ever before, urging marketers to be bolder in their approach and leverage off data-led campaigns with a focus on their audience and storytelling.

While the fight for consumer’s attention and engagement is getting harder, at Insightzclub we take a look at 2 campaigns that we hope will inspire you and help boost your creativity.

Dove’s ‘Reverse Selfie’ advert takes on social issues poignantly

An overwhelming majority of girls report to distort their online display pictures by the age of 13. Social media has especially enabled younger generations access to easy-to-use plastic surgery filters which allow users to manipulate their facial features. Bigger lips, slimmer faces and clearer skin are among some of the features offered.

Dove realises this concern over beauty and made an extremely poignant advert that shows the process of how a girl gets ready to take a selfie, then edits it before uploading, however, this is all done in reverse. Allowing for the final shot to be of the same girl, unedited and bare face.

This was done very timely as the beauty industry rebels against the traditional standards of beauty opting for a more inclusive and authentic version of beauty. Especially 42% of Gen Z’s want brands to be authentic.

Dove’s decision to take on this social issue resonates well with an audience seeking inclusivity and brand authenticity.

Duo Lingo’s TikTok Success 

In February 2022, DuoLingo had 2.9 million followers, what’s astounding is they started off with only just 50,000 in September last year. Its videos have garnered over 55 million likes.

Many of the videos may seem random at first, but apart from having a cute owl mascot, the content mostly centres around the owl practising pick-up lines on mock-up celebrities.

The core of the content marketing strategy doesn’t actually promote any products, but instead it stimulates interest in the value of the product.

Their success on TikTok also comes down to entertaining the target audience with these short skits rather than selling products. This is exactly what TikTok users want and adding comedy is really helpful since 63% of TikTok users said they prefer “funny” content.

Learning from Duo Lingo, we can see how accommodating your content to meet your target audience preferences can produce incredible results.

To learn more about consumer behavior and how to elevate your brand feel free to reach out.

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Marketing Spend and how to budget for 2022

Last year marketing budgets even amongst top marketing leaders took a historic hit. Nearly shrinking by half from 11% of total revenue down to 6.4%.

At InsightzClub we have reported on the uncertainty created by the covid pandemic’s impact on the economy in the past. But with consumer confidence slowly returning, many marketers are making a rebound this year, with a majority expecting to increase their marketing budgets for 2022.

Here’s what you should take note of so that you can maximise the gain from your marketing spend.

Digitalizing Marketing

Many marketers jumped onboard the digital marketing trend that has transformed the way brands have traditionally interacted with their customers.

An overwhelming majority of marketers plan to invest in this highly contested space, which includes Digital Video, Influencers and Social Media.

With the top priorities currently being: branded content by influencers, ads in social media stories and feeds, smart TV ads and online display ads.

Marketing automation has also become more popular with many brands spending up to nearly a quarter of their budgets on marketing technology. While software can evolve marketing processes, it’s always a good idea to assess what’s actually being used, what isn’t and what else is needed.

Goal Balancing Strategies

Long-term brand building seems to have taken a back seat as often brands prioritize sales activation for showing immediate performance result, however, this can be hazardous in the long-run and hurt the brands budget later on.

Brands navigating uncertainty will struggle to plan beyond the present business needs. Unless the brand’s survival is at stake, there is no sense in cutting brand building initiatives.

Practicing Agility with a Readiness to React

If the pandemic had taught businesses anything it is how to adapt to new situations and overcome new challenges. Being flexible has proven to be greatly advantageous for many brands that have emerged from the pandemic stronger than before.

A strong budget strategy always begins with maximising Return on Investment. Only through frequent monitoring will you identify underperforming marketing elements and have time to respond with improvement ideas.

As such having a vigilant oversight team that strategically optimizes your budget is so important for budget efficiency.

To learn more about how InsightzClub’s marketing performance tools can help you optimise your marketing spend, feel free to reach out to us.

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Post-Pandemic Consumer Behavior: what’s here to stay.

At InsightzClub we delve into this fascinating topic as we explore what behaviors have been learned and adapted throughout the pandemic that is here to stay.

The world after covid-19 has become a very different place, people everywhere have their own ideas about navigating the new normal. Brands need to focus on what consumers want and need during this transition. Here are the top consumer behavior trends that every marketer should watch out for.

Measuring Consumer Confidence

While our preliminary research showed that consumer confidence had increased since during the pandemic, there are many variables to consider and the results are sometimes unpredictable.

Consumers can be divided into 4 segments that cover a spectrum of cautious spenders all the way to those who will continue to cut back on spending in the face of uncertainty. As such all brands need to accommodate the very real concerns consumers have.

Consumer confidence can often be tied together with economic prospects, while so much uncertainty plagues finance markets with many speculating looming recessions in the near future. Over 60% of consumers say that they have cut back spending.

Story Telling in Marketing

While this isn’t something new, many social media apps have launched features that set off a massive global trend.

Many marketers have jumped onboard with an uptake in using these platforms to maneuver the shifts towards open communication and brand authenticity. 

This is an area that will continue to draw consumer interest and enable greater reach for all marketers.

Those who change and those who don’t

Not everyone has followed these huge shifts in consumer behavior. There are still many consumers who won’t change their habits and will revert back to doing what they did before.

This is perhaps one of the more interesting trends to take note of as it becomes particularly relevant to traditional industries. For example, many banking customers are reluctant to fully utilize digital services, with only 25% saying they would use more online services for banking in the next year.

There is a risk of alienating consumers with any radical changes to how brands interact with customers. Brands have to accept there are some consumers who are slower to adapt to the new post-covid reality.

Now is a great time for thinking about how brands should be conducted differently in the post-covid era.

To learn more about consumer behavior talk to us.

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