๐The best campaigns feature great insights executed with creativity. Why?๐ค
A good insight is based on human behaviour, making it easier for ๐๐ถ๐ฒ๐๐ฒ๐ฟ๐ ๐๐ผ ๐ถ๐ฑ๐ฒ๐ป๐๐ถ๐ณ๐ ๐๐ถ๐๐ต.
๐๐ ๐บ๐ฎ๐ธ๐ฒ๐ ๐ฐ๐ฟ๐ฒ๐ฎ๐๐ถ๐๐ถ๐๐ ๐๐ถ๐บ๐ฝ๐น๐ฒ๐ฟ. From 'Thanda Matlab Coca Cola' to 'Fevikwik's Mazboot Jod' to this one, all are based on key insights, making creativity far easier.
C๐ฎ๐บ๐ฝ๐ฎ๐ถ๐ด๐ป๐ ๐ฏ๐ฎ๐๐ฒ๐ฑ ๐ผ๐ป ๐ธ๐ฒ๐ ๐ฏ๐๐๐ถ๐ป๐ฒ๐๐ ๐ถ๐ป๐๐ถ๐ด๐ต๐๐ ๐ต๐ฎ๐๐ฒ ๐ฎ ๐น๐ผ๐ป๐ด ๐๐ต๐ฒ๐น๐ณ ๐น๐ถ๐ณ๐ฒ. Creative execution can keep evolving, but the core insight fosters deeper connections and even a first-mover advantage by expressing it (e.g., 'hashtag #perfora has been promoting morning toothpaste and night toothpaste, and I remember writing a post about it - "a great way to create a new audience, but what's the need for night toothpaste?"
They could have done something similar; in fact, any of the toothbrush brands could have.
I๐ป๐๐ถ๐ด๐ต๐๐ ๐ฐ๐ฎ๐ป ๐น๐ฒ๐ฎ๐ฑ ๐๐ผ ๐๐ถ๐ด๐ป๐ถ๐ณ๐ถ๐ฐ๐ฎ๐ป๐ ๐ฏ๐๐๐ถ๐ป๐ฒ๐๐ ๐ด๐ฟ๐ผ๐๐๐ต. Imagine if 20% of Colgate's existing consumers (not even new ones) started following this routine; then the business would grow by 1.2 times. Try achieving that with a regular campaign.
๐๐ผ๐ผ๐ฑ ๐ฝ๐ฎ๐ฟ๐: It seems a batchmate from college had a significant role to play in it, and it's nice to see names in marketing beyond IIT ๐๐
By recognizing the significance of these insights and their role in driving campaigns, we uncover the essence of effective marketing: understanding human behavior and leveraging it creatively to forge stronger connections with consumers. This approach not only sets campaigns apart but also lays the groundwork for future innovations in marketing strategies, promising diverse perspectives and ideas that transcend traditional norms.
Written by - Saurabh
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