How to Boost Brand Awareness and Stand Out from Competitors
There’s way too much content out there in the world. For you to stand out, you need some proven strategies to get you in front of your target audience.
In 2014, ALS Association, a little-known organization, launched the Ice Bucket Challenge, a simple but viral campaign. This initiative not only raised $115 million for ALS research but also skyrocketed the association's brand awareness globally.1 Such campaigns prove that, with a mix of creativity and strategy, you can make your brand unforgettable, even in a saturated market.
In this video, I’m going to show you 8 ways companies have increased their brand awareness with content.
1. Leverage Storytelling for Emotional Engagement
In 2013, Dove launched a heartwarming Youtube campaign called “Real Beauty Sketches” that featured women who told their stories about how they perceived their own beauty and how others viewed them as more stunning than themselves through a sketch artist.
The Youtube video became the most watched online ad ever, according to Unilever, with over 163 million views globally and 4.6 billion media impressions.
Humanize your brand by sharing stories—be it customer testimonials, company history, or narratives that align with your brand values. This connects with your audience on an emotional level, and builds more brand loyalty and trust.
2. Collaborate with Influencers in Your Niche
Audible sought to increase traffic to its site in 2015 and identified YouTube channels in relevant categories such as Education, and Science & Technology. It partnered with top influencers in these channels such as Roman Attwood and PewDiePie to create relevant content for both Audible and the subscribers of their channels.
The result was 84 million campaign views, which increased their brand awareness substantially.
Identify influencers whose followers align with your target audience. Ensure genuine partnerships that bring value to both parties. Make sure that the content you create together speaks to both their subscribers and your target audience. Trust the influencers with their content creation but also make sure their message aligns with your brand.
3. Organize or Sponsor Relevant Events
Red Bull is known for their live events, which have become synonymous with their energy drink product. From extreme sports to Breakdancing competitions, their events garner global attention and epitomize brand alignment.
Engage your audience offline. The pandemic forced us indoors and made a lot of us hungry for human connection. Now that we are back outside and people are eager to attend events, it’s time for your brand to organize gatherings for your audience. This could be through hosting conferences, workshops, or sponsoring events that resonate with your brand's image.
4. Opt for Unique Packaging Designs
There are a lot of new and old brands that have released new types of unique packaging that have helped them gain more awareness. Coca-Cola’s 'Share a Coke' campaign, with personalized can labels, made their product a conversation starter and something to share with other people.
Think about how your product packaging can delight your customers enough to have them share their experience. Do you remember how you felt when you opened your first Apple product? Elevate unboxing experiences or add a personal touch to your packaging, turning your product into a shareable moment.
5. Execute Guerrilla Marketing Tactics
To promote its launch in Belgium, TNT placed a mysterious red button in a quiet town square and created a video with a sign that read, "Push to add drama." When someone pressed the button, the square was suddenly filled with dramatic (and choreographed) events. The Youtube video received nearly 10 million views in its first 48 hours, and doubled to over 21 million in five days.
Implement unexpected marketing stunts in high-traffic areas. Unique art installations, flash mobs, or choreographed events that will get people to shoot videos on their phone and share. Make people remember your brand with something spectacular, surprising, and shareworthy.
6. Opt for Value-driven Collaborations
UNICEF & Target collaborated on the Kid Power Band which incentivized kids to stay active while helping malnourished children worldwide. This helped UNICEF gain more awareness through Target’s vast network.
Partner with brands or organizations that amplify your values, offering mutual benefits and enhanced brand reputation.
7. Utilize Interactive Content
BuzzFeed uses polls and quizzes to engage readers in a personalized manner. This in turn changes the marketing game into a 2-way conversation and increases engagement.
Use polls, quizzes, and interactive videos such as branded content with sticker polls on Instagram Reels. They not only engage users but also increase the likelihood of shares, broadening brand reach.
8. Employ Remarketing Techniques
Puma partnered with Criteo to expand their reach and sales in Russia. With a omnichannel campaign that included retargeting ads, it contributed to a 217% growth in revenue year over year.
Use cookie-based technology to retarget visitors with relevant ads, keeping your brand top-of-mind.
Achieving brand awareness in today's marketplace requires more than just a hefty budget—it demands innovation, authenticity, and consistency. By drawing inspiration from brands that have paved the way, you can etch your brand into consumers' minds, ensuring both recognition and loyalty.