The week’s edition of Brands That Get It focuses on five companies that have employed localized marketing strategy, community-driven campaigns, inclusive product creation and digital-first solutions to attract the attention of modern consumers.
The brands that get it, get it. The brands that don’t, might want to start taking a page out of these brands’ books.
Americans might be shocked to discover that Redbull is actually an Australian brand. They do such a phenomenal job with their global marketing that most would assume it is actually a local brand. Their dynamic event marketing strategy impressively hosts extreme sports events practically anywhere in the world, deceiving most that Redbull is native to their country.
Airbnb proved that they truly value “creating communities,” through video campaign titled “Made Possible by Hosts.” To create this campaign, Airbnb hosts and guests submitted real photographs and videos of their vacations. Airbnb launched this campaign in the beginning of COVID-19 to bring hosts closer together during a time of separation and to give them well deserved credit for the success of their company.
Spotify is a brand that successfully reached a Gen Z target audience with a unique business method of helping their subscribers “find something new.” Spotify does not only separate music by genres for users, but also moods, such as “workout” or “sleep.” Spotify allowed its users to venture out of their genre comfort zone, empowering them to discover new music they love.
Many remember receiving a heavy Ikea catalogue in their mailbox a few times each year. Ikea recently switched from their outdated ways and took some advice from Gen Z instead. Ikea customers can now directly shop the catalogue for new Ikea products through a shoppable Pinterest page created by the company. On Pinterest, there is a product questionnaire to learn Ikea customers’ preferences in order to build out personalized user boards or receive recommendations for specific products.
Lego recently employed creative marketing, inclusivity and community engagement all into one product campaign, “Braille Bricks.” Acknowledging that they have been such an iconic brand for countless children over the span of decades, Lego recognized they could actually help they children with more than just having fun. “Braille Bricks” were designed to help children who are visually impaired learn to read in a way that could be fun for them and allow them to relate to other children.
“Children dislike making mistakes. If you’re using a Braille machine, your mistakes are there, written large. Children love being able to make something and unmake it if it’s wrong and make it again. And that’s the great thing with the Braille bricks.” - Sue Lock