A successful campaign is success story one that reaches as many people as possible in an assertive manner. To achieve this, it is necessary to adapt the actions to what the target audience is looking for, always thinking about how success story they reflect on the advertising they receive. Because of this, a lot has , and the representation of different types has too!
Next week, on November 20th, we will celebrate Black Awareness Day, a race that was largely hidden from the country’s success story advertising in the last century. For many years, people did not understand that hair could be natural, that interracial couples , and that black children could also buy and consume certain toys and cookies. Today, it is undeniable how much all this has .
Personalization: Advertising as a mirror!
From an advertising perspective, there is a to adapt to reality and understand that it is not by excluding a certain segment of the public that we will be able to attract new audiences – quite the opposite. Representing all people, with all skin tones, is the way to win new leads who will recognize themselves in the brand.
The company to be a reflection of its target audience, and therefore, understanding that we are all important and worthy of being is a more than necessary movement in 2023. This is also about personalizing the product and adapting the advertising to the taste of the target audience. We have already here on the blog about how The Town and Taylor Swift , for example, their success by placing the target audience as the protagonist of their own story!
Young people tell their own story
In the 1960s and 1970s, there were several advertisements that put adults in the spotlight. However, it took a while for young people to be seen as important consumers. In the 1980s, a strong rebellious movement advertising and, with humor and creativity, Brazilian advertising put young people in the spotlight.
Companies like Nestlé have out how to make up for lost time.
Amstel, for example, the “I Am What I Am” campaign, focusing on the LGBTQIA+ community, with celebrities such as Pabllo Vittar. However, there is still a long way to go, as data shows that Brazilian advertising is not yet up to date with the topic.
We have improved, but there is still a lot to change…
In a survey out in 2021 by UN Women in partnership with the agency Heads, researchers state that, in most advertisements, women still appear performing household and maternity tasks, while men appear in leadership and power situations.
Modernizing also means developing strategies to win over new audiences who may finally see themselves in your brand. One important point to rethink concerns the black population. While more than 56% of the italy whatsapp number data country identifies as black, only 27% of the country’s ads feature black women and 21% feature black men.
It is worth saying that advertising works with the majority, especially when we talk about mass such as television. However, with the advent of the internet and digital marketing, it has become easier to segment publications and, therefore, reach different audiences.
Audience segmentation: Reels as a goal
An example of this is the content on Reels by Skala and at the different types of hair that exist.
Aligning your service or company with social reality is also about positioning and increasing consumption. According to the 2019 Global Consumer Pulse survey, people feel more to consume something drill down to the underlying fear that is with their life values. This is even greater in Brazil, where 83% prefer to buy from brands that have a purpose similar to their own.
Globo, for example, Vai Na Fé as a 7pm soap opera after a survey that more than 50% of Brazil will be evangelical in 10 years. This means that there was a lack of evangelical representation, at the same time as there was a lack of representation of black protagonists. And Sol brought the two together – the protagonist of the plot.
Brands like Avon and O Boticário have been working with representation in their advertising since 2015, without any fear of any negative impact on sales – quite the opposite. By focusing on issues that young people are with, the brand is future-proof, with proactivity in popular issues.
Case of (un)success: Casas Bahia goes back on its representation
In 2020, Casas Bahia its main mascot for its social channels. Following in cmo email list the footsteps of Lu, from Magazine Luiza, CB a teenage boy who was with social and was relatively successful on social . However, it was not the best time to launch the character, and the company had to reposition its target audience on TV.
Today, the virtual character represents a larger portion of the population than the former mascot. However, it has given up on its main target audience, housewives. To do so, it the brand’s former spokesperson and, as a result, it now works with two images, each for a different target audience.
The department store’s focus was to represent an audience on social – which, yes, saw itself – but which does not consume in the store. They a confusing strategy that up not generating the necessary results and, therefore, they had to recalculate their route.
Which audience to represent and when?
During this Black Awareness Week, it is important to rethink the lack of representation that a certain audience may have and, therefore, they may be stopping buying from your company precisely because of this lack of perspective. Conducting a target audience audit and knowing who you are selling the product to also means being strategic about the best way to communicate. The Little Mermaid by a black actress and Snow White by a Latina actress prove that there is an attempt to change!
The importance of recognizing your! audience’s pain points can also ! provide solutions before they even ask for them! putting them in the! spotlight once and for all. That’s why it’s important to hire a digital marketing! company that’s up to! date with research! the target audience’s desires! and the best way to! communicate to attract new audiences without exclusions.