Hitting the authentic sweet spot.

Twitter have announced their top creative campaigns of 2018. Not surprisingly the list features some of the biggest global brands from HSBC to KFC, Playstation and Apple, Adidas and Nike.

Twitter’s brand strategy chief, Sophie Trinder cited the winning entries created ‘human-centric’ ideas that drove impact on the social platform and beyond.  

Winners:

·         Best Brand Purpose – Nike (#JustDoIt) for their ‘Believe in something, even if it means sacrificing everything’ starring Colin Kaepernick

·         Best Brand Voice – Playstation UK for using playful conversation and contemporary memes

·         Best Digital to Physical Activation – KFC UK for their innovative launch of the find my chicken bot

·         Best Use of Live Video – Apple for launching its new products via a live stream

·         Best Event Activation – Guinness GB for their humous series fronted by Will Greenwood launched during the Six Nations

·         Best Use of Creators – HSBC UK for their use of influencers to amplify their #LetsRide campaign  

·         Best Use of Short-Form Video – Adidas UK for their short form content to promote the Copa Football boots

Kaerpernick’s actions translated into a strong, emotional campaign from Nike

Although it could be easy for big brands to lose focus and the ability to really connect on a personal level to their target markets, the common factor for all these creative executions shows how having a clear idea on who they are, what they stand for, their purpose and who they are trying to reach, pays dividends when it comes to creating winning campaigns.

Authenticity is a word often over used but it is so easy to spot when something is anything but when it comes to effective marketing and advertising strategies. 

Take the recent Avon campaign launched in America which stated ‘Every Body is Beautiful’, but also added ‘Dimples are cute on your face (but not on your thighs)’ to sell their anti-cellulite body cream. Through an attempt to appear real and connected to their audience, they only managed to alienate and insult, completely missing the mark when it comes to finding common ground and a shared voice for the brand and their target audience. 

Avon missed the mark with their audience with this recent campaign released in America.

Also, from what seemed to one of the outright winners in last year’s Christmas adverts in terms of tapping into a positive human response with millions of shares, comments and likes worldwide, Iceland’s Rang tan palm oil campaign seems to be heading for an home goal with the recent revelations that they have simply removed their logo on products still containing the substance and available to purchase in their stores. A genuine, heartfelt campaign is now looking far from authentic.

The recent revelations on the palm oil still being available in Iceland stores will leave a nasty taste in the mouth of consumers.

Devising a winning creative like those featured in Twitters selection, that not only creates an overwhelming reaction from your target audience, raises your brand profile, and generates a positive impact on the bottom line is no mean feat. The big brands have big budgets and big resources but it doesn’t require any of that to ensure your marketing activity in whatever form is true to your business’ values and purpose, along with those of your target audience.

Don’t let your customers be the ones who point out when it’s not.