What you need to know about branding campaigns
- 95% of your potential customers are not actively looking to buy your products or services, only 5% are. Branding campaigns are used to generate brand recognition and an association between the brand and the product or service, so that they remember it when they go on active search.
- By targeting only active people, we quickly reach a plateau effect in terms of growth.
- Mental availability is the probability that a customer will think of your brand in a purchasing scenario.
- Combining branding campaigns with performance campaigns generates sustained long-term growth.
- Campaigns on YouTube, TikTok, Meta, LinkedIn, Google Demand Gen and of course programmatic buying (video, audio pDOOH, TV) are the best channels for generating awareness.
- The more you target audiences who are not actively searching, the greater the creative effort required to promote brand memorability.
- To stand out in a world where advertising is omnipresent and attention spans are limited, it’s necessary to tell a good story to generate emotion, with a certain rate of repetition to encourage memorization, but with a diversity of visuals and hooks to avoid advertising fatigue.
- The mistake not to make is to simply reuse an existing spot created for TV or cinema, for example, and broadcast it as is on social networks. As digital media consumption habits are very different from those of traditional media, it’s vital to adapt formats and narrative arcs consistently to each distribution channel.
