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.