Digital Fatigue is real and consumers are more savvy than ever. With this in mind, when we look at creative strategy for luxury brands, it only calls for one thing. And that thing is risk.
When we say 'risk', we aren't talking about breaking brand guidelines, overhauling the identity of the brand or producing controversial content. Creative risk means exploring new narratives, styles of content, and having the confidence to be bigger, bolder and braver.
The aim is to stop scrolling in its tracks and create something truly memorable; whether that is using your favourite public figures, using colour in creative ways, alternative locations for photoshoots or simply creating a one of a kind story to tell. Now is not the time to churn out the same static product ads that we've been seeing over the past few years.
Consumer Fatigue.
34 million videos are posted on Tiktok every day. That's around 272 videos every second. 3.7 million videos are posted on Youtube everyday. We live in a content rich environment and can we blame consumers for getting a bit bored?
The way that audiences are consuming content is a bit of a catch 22. We are consuming more and more content every day which lends itself to great opportunities for brands. But because there is so much content available, its harder to grab attention, harder to keep attention and competition for attention has never been so great.
So we come across this issue of creative and consumer fatigue.
If you're a brand following creative/video trends:
When trends come along, audiences are thrilled to watch lots of different iterations of that one trends, but fatigue soon sets in when that trend has passed. And so your creative and social teams are having to constantly keep their fingers on the pulse of what's relevant and what's old news.
If you're a brand not following trends:
Its never been more important to stand out and break through the templated or mundane content that is being pushed onto platforms every second. If audiences are tired of scrolling through the same content, your brand needs to be the reason they stop scrolling.
How To Be Risky.
Embrace unconventional storytelling:
Instead of focusing only product and benefits, try and find your unique brand story. Think about how you want your audience to feel when they think of your brand and how that needs to be executed emotionally. If you’re a brand who has been guilty of pushing a lot product features, surprising your audiences with a story/emotion led campaign and you might be surprised at the increase in brand recall.
You can read more about emotion-led storytelling or how to find your brand story if this concept is new to you.
Experiment with unexpected formats:
Instead of relying on traditional static ads, pretty photography and generic social media posts, explore more dynamic ad formats or interesting use of location, colour or editing. You might even want to experiment with interactive experiences like Live Shopping or Augmented Reality.
Challenge social norms and expectations:
Try and avoid playing it safe and copy and pasting tired strategies and campaigns (unless they are still generating a high ROAS of course). Try to challenge what your audience might associate with your brand without breaking your brand guidelines. Ultiamtely, you want to give audiences something to think about, which will spark awareness for your brand.
Digital Fatigue is real and consumers are more savvy than ever. With this in mind, when we look at creative strategy for luxury brands, it only calls for one thing. And that thing is risk.
When we say 'risk', we aren't talking about breaking brand guidelines, overhauling the identity of the brand or producing controversial content. Creative risk means exploring new narratives, styles of content, and having the confidence to be bigger, bolder and braver.
The aim is to stop scrolling in its tracks and create something truly memorable; whether that is using your favourite public figures, using colour in creative ways, alternative locations for photoshoots or simply creating a one of a kind story to tell. Now is not the time to churn out the same static product ads that we've been seeing over the past few years.
Consumer Fatigue.
34 million videos are posted on Tiktok every day. That's around 272 videos every second. 3.7 million videos are posted on Youtube everyday. We live in a content rich environment and can we blame consumers for getting a bit bored?
The way that audiences are consuming content is a bit of a catch 22. We are consuming more and more content every day which lends itself to great opportunities for brands. But because there is so much content available, its harder to grab attention, harder to keep attention and competition for attention has never been so great.
So we come across this issue of creative and consumer fatigue.
If you're a brand following creative/video trends:
When trends come along, audiences are thrilled to watch lots of different iterations of that one trends, but fatigue soon sets in when that trend has passed. And so your creative and social teams are having to constantly keep their fingers on the pulse of what's relevant and what's old news.
If you're a brand not following trends:
Its never been more important to stand out and break through the templated or mundane content that is being pushed onto platforms every second. If audiences are tired of scrolling through the same content, your brand needs to be the reason they stop scrolling.
How To Be Risky.
Embrace unconventional storytelling:
Instead of focusing only product and benefits, try and find your unique brand story. Think about how you want your audience to feel when they think of your brand and how that needs to be executed emotionally. If you’re a brand who has been guilty of pushing a lot product features, surprising your audiences with a story/emotion led campaign and you might be surprised at the increase in brand recall.
You can read more about emotion-led storytelling or how to find your brand story if this concept is new to you.
Experiment with unexpected formats:
Instead of relying on traditional static ads, pretty photography and generic social media posts, explore more dynamic ad formats or interesting use of location, colour or editing. You might even want to experiment with interactive experiences like Live Shopping or Augmented Reality.
Challenge social norms and expectations:
Try and avoid playing it safe and copy and pasting tired strategies and campaigns (unless they are still generating a high ROAS of course). Try to challenge what your audience might associate with your brand without breaking your brand guidelines. Ultiamtely, you want to give audiences something to think about, which will spark awareness for your brand.
