How Creativity Can Help Retailers Win

So, John Lewis has just announced that their traditional ‘Christmas’ ad will be a three-part series this year, launching in... September. It’s a clever use of the brand’s festive equity and a play for disproportionate gains by breaking the rules and separating from the pack. It’s also a reminder of just how fierce the battle for customer connectivity has become.

In a sea of copycat marketing and blurred brand identities, intentionally delinking from the herd, be it via smart timing, distinctive brand strategy or outstanding creative work, can deliver the cut-through - and growth - that retailers are looking for. 

Here, to inspire us all, are three ways smart brands can break from the pack:

Build hype, entertain and engage

Neuroscience consistently tells us that emotion underpins our purchase decisions; without it, we literally can’t make decisions. And the shortcut to induce an emotional reaction? Ads that make us feel good, that entertain us. Look at online food ordering and food delivery company Doordash and their award-winning ‘Doordash all the ads’ campaign during the Superbowl. An intoxicating blend of chaotic entertainment and hype that helped push the brand’s market share to over 70% in recent months. 

React to culture, consistently

This summer’s brilliant ‘Seemingly Ranch’ Swiftie moment and Deadpool x Wolverine pairing from Heinz. Our Charlie XCX-inspired (neon) green tea makeover for leading beverage company Yeo’s in Southeast Asia. The ‘missing square’  home run piece of reactive marketing from Coors Light last year. Each of these is an example of the magic that can happen when a brave brand, a savvy media agency, and a nimble creative team come together and act as one, let go of some sacred brand rules, and act at the speed of social - resulting in marketing’s holy grail: a disproportionate share of attention and instant memorability. 

Unearth true insight to gain an edge

Creative advertising that tells a human story, particularly one that mirrors the target’s experiences, establishes an incredibly precious personal connection. Think of Airbnb’s on-the-money campaign that cuts straight to the heart of some travel home truths we didn’t even realise were home truths until the revelationary reams of customer data at Airbnb’s disposal made us feel understood. The resulting emotional bond built between the brand and the consumer is priceless.

Seen through the above lens, a thread emerges that connects each theme - the consumer is front and centre in the brand’s mind. The ways that data is interrogated and the insights that are uncovered, the powerful deployment of emotional levers to capture attention and drive engagement. And, of course, the creative spark that helps the best ideas to catch fire and spread. 

Here’s to putting customers first (and unherding your brand.)