In an era of predictable marketing and brand storytelling, 2024 heralds a transformative shift, fuelled by curiosity, imagination, vulnerability, and courage.
Today’s marketing community must embrace a revolutionary mindset: ‘Creative Bravery.’ This evolution is imperative to meet the ever-changing demands of consumers.
Having interfaced with numerous brands and marketers globally over the past period, I am certain an unparalleled revolution within the online community is about to take place, marking the onset of a “creative renaissance”. In fact, the drive towards creating content at scale is no longer a mere trend; it is an essential strategy for survival and growth. Brands and marketers that embrace this bravery won’t simply cut through the cluttered marketplace; they’ll establish profound connections and garner trust with their audiences.
This underscores the urgency for brands to ingrain Creative Bravery into their daily marketing strategies, surpassing sporadic displays. It’s those who consistently spark curiosity, challenge conventional narratives, and deepen audience trust that will authentically set themselves apart.
Creative Bravery: more than a buzzword
Creative Bravery transcends mere marketing jargon – it demands brands to step out of their comfort zones and dive into the unknown. It involves taking strategic risks, unapologetically displaying vulnerability and authenticity as brand strength, and innovatively leveraging micro insights, quirks, and peculiarities that drive interest amongst consumers.
In the age where content platforms are gaining popularity and shaping trends, creativity has democratised. We found that users are now 1.8 times more likely to agree that these platforms introduce them to new topics they did not even know they liked. The array of options for discovering novel ideas or interests has reached unprecedented levels, yet the pursuit of answers has grown more challenging than ever.
Looking ahead, we will see a proliferation of hyper-relevant and genuinely useful content that captivates every curiosity, including those latent ones one was not aware of. This has raised the bar for brands – emphasising the industry’s need for innovative approaches to stay engaged with the consumer.
Brands must adopt an unconventional mindset and dare to be different if they wish to lead the conversation and make a lasting impact. They should also view every campaign and piece of content as an opportunity to demonstrate their values, and more importantly lean into their communities, listen, share, and learn.
Brave strategies brands can adopt
To effectively bridge the gap between Creative Bravery and marketing efforts today, there are three key trend signals that brands can keep in mind:
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Deliver hyper-relevant, delightful, and useful content that sparks curiosities
Online content platforms now serve as central hubs for discovering unexpected interests and nurturing a culture of serendipitous exploration. Through popular trends and sounds that transcend borders, online communities have the opportunity to delve into diverse cultures worldwide via engaging, educational content showcasing everyday experiences. To connect effectively with audiences, brands should craft curiosity-piquing content that resonates with undiscovered interests within diverse communities.
Clinique, a beauty industry icon, introduced the Even Better Clinical Serum Foundation SPF20 on TikTok, targeting diverse millennial makeup enthusiasts through creator collaborations. Leveraging TikTok’s search, creativity, and community features, the brand engaged makeup lovers with a virtual try-on tool for an interactive experience.
To leave a lasting impact on TikTok’s beauty community, Clinique also teamed up with prominent lifestyle and beauty creators like @cameronvalentina and @tatianacorreiamua to create engaging content that highlighted the foundation’s 24-hour wear, wide shade range, and full coverage through tutorials and captivating before-and-after application videos. The brand witnessed a remarkable 441% increase in conversion rates and a 51% surge in click-through rates – and also achieved a 7.4% lift in Ad Recall, demonstrating its impactful success.
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Adapt to evolving narrative structures and engage users in unpredictable, collective storytelling
Increasingly, brands—and sometimes even consumers—are reshaping storytelling norms, adopting numerous story arcs devoid of rigid beginnings or closures. This dynamic, collective storytelling trend necessitates brands to craft narratives that encourage involvement and co-creation, aligning with online users’ fondness for collaborative content.
A compelling approach that one can adopt involves leveraging a ‘Recut, Remix, Reimagine’ content framework that encourages brands to create resonant creative assets by optimising and adapting existing assets, utilising the platform’s capabilities, and tapping into the rich tapestry of online communities that exist to bring the content to life.
One such example is The Athlete’s Foot, a global retail chain that was looking to promote the launch of the new ASICS Gel-Kayano 28s. The brand turned the For You Page into a virtual race track, encouraging users to find a top TikTok creator wearing the shoes. The campaign achieved 8.5 million impressions, a 4.8% average click-through rate, and a strong 5% engagement rate on TikTok.
Off-platform, The Athlete’s Foot experienced a significant 9.9% increase in total sneaker sales compared to the previous year, showcasing the effectiveness of this innovative TikTok campaign in contributing to overall success.
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Lead positive societal change and transparency
The widening trust gap between consumers and brands underscores the need for brands to lead societal change and prioritise transparency. Building clear brand values demands authentic dialogue and genuine interactions with audiences, focusing on loyalty and comprehension rather than immediate sales.
An impressive case in point is how the Singapore government tapped on TikTok to combat the surge in scams through edutainment by working with local TikTok creators to share their encounters with online scams. It was not long after the launch that the #ICanACTAgainstScams hashtag quickly gathered a community where users exchanged prevention tips, and offered support to each other on the platform. Since its inception, this hashtag has amassed an impressive 42.6 million views on TikTok.
No longer an option, but a necessity
In 2024, Creative Bravery will no longer be an attractive proposition but an essential facet of any successful marketing campaign online. Successfully navigating market trends demands more than mere creativity; it necessitates bravery— the courage to innovate, prioritise authenticity, and boldly explore unconventional paths.
Thriving brands will distinguish themselves by embracing this as their foundational strategy—reshaping and defining trends while fostering profound connections with global audiences. In this evolving marketing landscape, I strongly urge brands to always remember that creative bravery will be the true catalyst for breakthroughs moving forward.
