//NOTES
Leaving your corner
of the forest.
01 . June . 2021
Kyran DockerCreative Director
You can’t stay in your corner of the Forest waiting for others to come to you. You have to go to them sometimes.
It’s a little trite in brand circles to discuss building brands to ‘be your friend’, but in a world reaching for more genuine connections, consumers are expecting authenticity from their brands. Thanks to social media, the connection between brand and consumer has become closer than ever before. Once distant monoliths, you now have 24/7 access to whatever brand you like, from your Health Insurance to your breakfast cereal.
Brands are discovering new ways to form personal connections with their customers. Everyone can remember a brand that went the extra step and gave you the warm fuzzies during your interactions, a Tim Tam with your delivery, a personal note, a free gift, planting a tree with every purchase, a second pair delivered to those in need, the list goes on. But while the little things are nice, what’s important is how companies are using their platform for the larger things. Listening to your audience and committing to making their world better, standing your ground, and showing support for the things that matter can not only be the right thing to do, but can lead you to develop loyal customers.
In the states, years before the Black Lives Matter reckoning for brands, Nike was thrust, or thrust themselves, into the centre of the conversation with the release of their 2018 ‘Dream Crazy’ spot. Part of Nike’s 30th anniversary of Just Do It, the campaign starred former NFL star Colin Kaepernick, tennis legend Serena Williams and skateboarder Lacey Baker inspiring people to dream crazy. It contained the now famous line ‘Believe in something, even if it means sacrificing everything.’ The backlash was swift and strong and overblown, there was burning of shoes, cancelling of orders and snipes from the President. However, the bank holiday weekend following the release resulted in a 31% increase in online sales, Nikes overall valuation increased by $6 Billion in the months after the campaign launch. Manish Dudharejia writes that there are four key takeaways to learn from the Colin Kaepernick Ad.
Four key takeaways
01.
Approach controversy wisely.
02.
Embrace the backlash.
03.
Know who will rally behind you.
04.
Never sacrifice values.
According to a recent broad study, Impact of Culture: What it Means for Brands Today, conducted by MAGNA and Twitter along with its localised extension, shows that Australian brands involvement in and leadership of social issues is not only what consumers want, it’s what they expect.
The study found that:
- Almost three quarters (74%) of Australians thought of culture other than that of tradition.
- More than half think it’s important for brands to be involved in social issues and movements, and almost half think it’s important for brands to be involved in events and trends.
- The top ways for brand involvement include giving back to the community (59%), supporting social issues that benefit everyone (52%), demonstrating that they put their customers first (52%), and are inclusive of all (52%).
- Involvement in culture is nearly as valuable as having positive brand perceptions.
- Almost one fifth of a consumer’s purchase decision is made up by a brand’s cultural involvement.
- Brands supporting social issues have the most potential to impact consumer purchase decisions.
Speaking to Adnews, Emily Float, head of agency at Twitter Australia, notes that the way culture is defined has changed but its importance has not.
“Consumers want brands to get involved in the issues and moments that matter most to them and those that do, will reap the rewards,” she said.
“For marketers, this presents an exciting opportunity because involvement in culture is something in their control. Price and quality will always be the top driver of purchase decisions, but those are relatively set, and brand perceptions can take years, if not decades, to meaningfully shift.
“A brand’s involvement in culture is something that can be changed with a single campaign, and it’s something Twitter in particular is well positioned to help with.”
So, after you’ve spent so much energy making all these new friends, when are you going to head over to their corner of the forest?
Extra, extra!
Read all about it!Check out our latest INC news and views.
May 9, 2023
Press Release: Tradie Storm Boys Scrub Up Alright
Melbourne Storm boys scrub up alright in Tradie’s latest spots via The Incubator
October 23, 2023
Press Release: Say G’Day to Tradie Beer in Latest Spots via The Incubator
Tradie is stepping into the next great Australian…
August 30, 2022
INCYMI: AUGUST
Come with us if you want to live, as we're witnessing the beginnings of a technology takeover. Advertising is taking steps into sci-fi and trying out new…
April 21, 2023
INCYMI: APRIL
This month, we're all about embracing the weirdness. Kick back, grab some on-sale easter eggs and explore the campaigns that dared to be different.
December 1, 2021
INCYMI: DECEMBER
It’s the most wonderful time of the year; where every ad you watch carries the risk of awkwardly bursting into tears at your desk, as businesses the world over…
June 4, 2020
Press Release: Tradie Workwear
Tradie goes for ‘ultimate iso’ in new outback Workwear TVC shot in Broken Hill Australia.
April 22, 2022
INCYMI: APRIL
Whether we’re spouting about it on social media, manning a megaphone, or even breaking out the old brick phone, we’ve all got something to say. From public…
October 21, 2022
INCYMI: OCTOBER
“It’s time. It’s time. Time for the big giveaway. Halloween has come. All you lucky kids with Silver Shamrock masks, gather ’round your TV set, put on your…
August 25, 2023
INCYMI: AUGUST
This month, it seems like everyone’s been struck by girl power. Between the Matildas almost getting us a public holiday and Mattel dolls being advertised at a…
March 7, 2023
Press Release: Tradie Bamboo – So much Nature
Tradie pits undies against the elements with their new breathable bamboo no-chafe collection.
August 23, 2019
Press Release: Tradie No Bounce
Tradie has launched a new campaign to promote its ‘No Bounce’ men’s underwear featuring brand ambassador Nick ‘Honey Badger’ Cummins, developed by Melbourne…
July 11, 2022
INCYMI: JUNE
As the season of Pride sashays to a close, you can hear the collective rustling of companies all around the world stashing their rainbow flags and pretending…
February 1, 2022
INCYMI: FEBRUARY
Whether we’re spouting about it on social media, manning a megaphone, or even breaking out the old brick phone, we’ve all got something to say. From public…
June 16, 2023
INCYMI: JUNE
You gotta fight for your right to party this month, as we explore the handful of campaigns that have successfully managed to slip through the rainbow coloured…
May 29, 2023
Press Release: Brick Lane Brewing crushes it at global ‘Crushies’
Brick Lane Brewing crushes it at global…
April 29, 2024
INCYMI: April
This month, we're covering the stumbles and shakeups that you might've missed in the world of branding.
February 12, 2023
INCYMI: FEBRUARY
Is your name Google? Cause you're everything we're searching for Love is in the air... and print, and digital marketing this month.
December 18, 2022
INCYMI: DECEMBER
This month every ad is competing to be the most heartwarming; and we're reaping all the benefits. Get into the spirit of the season and catch up on all things…
March 4, 2024
Press Release: Tradie trades Cooee for Gingaaaah in Latest Spots
Tradie have now released their new Ginger variety…
October 14, 2021
Press Release: Flora & Fauna
Everyday eco, surprisingly better! Flora & Fauna launches first brand campaign via The Incubator
October 26, 2023
Press Release: The Incubator wins PropertyMate account in competitive pitch
Property Mate has appointed The Incubator as its…
October 29, 2021
INCYMI: OCTOBER
Video killed the radio star, as there is much news of the visual media variety this spooky season. Here’s what you missed if you weren’t tuned into the…
March 15, 2021
INCYMI: March
As the Weirdest Year Ever™ is in our rearview mirrors, we're looking down the road by looking back at some of the weird and interesting things that have…