What's Trending And Is It Effective?

Last week, I had the opportunity to join the Effie Awards Ireland judging session that offered valuable insights into what makes a campaign truly resonate and highlighted common pitfalls we face as marketers. Here are some of my key takeaways from the sessions, focusing on trending strategies that can significantly boost brand success and the mistakes we often make along the way.

Strengthening Brand Love By Empowering Communities

Getting involved in local communities is a great way to build brand loyalty. By personally engaging with communities and supporting local initiatives, brands can create meaningful relationships and a real sense of belonging. These efforts generate big support and positive word-of-mouth, making the brand a trusted community partner. Investing in the community long-term boosts brand reputation and sales.

Don't do it just for the sake of it. If your campaigns don’t show a genuine commitment to understanding and supporting local needs and values, it can backfire and make your brand look like it’s using the community without giving back.

We Love the Underdog

Sports sponsorships are huge—every brand is racing to sponsor the biggest events and feature local sports celebrities on their socials. But this year, supporting the underdogs is the trend that really excites me. Aligning with women's sports teams offers a unique chance to connect with a passionate, growing fan base and reach new audiences.

Don't forget the fans. To drive brand and sales uplift from sponsorships, focus on enhancing the fan experience. Whether it's through exclusive content, engaging activations, or improved service, elevating the fan experience can significantly boost your campaign's impact.

Getting More Human

Humanizing your brand through humor and relatable touchpoints can create a message that truly resonates with your audience. Base your communication on real customer insights to ensure authenticity. Authentic storytelling and genuine interactions break down barriers, making your brand more accessible and likable. Brands that effectively communicate their human side often see higher engagement and loyalty.

Don’t overuse AI to appear human. While solutions like DCO (dynamic creative optimisation) can help deliver the best message to the right person, avoid switching your core creatives to AI-generated content. It’s too easy for audiences to sense something is off, completely undermining the goal of being more human.

Be Better Than Good

Don't shy away from taking calculated risks and striving to be better than good. Innovation and bold moves can set a brand apart in a crowded market. By continuously pushing boundaries and aiming for excellence, brands can capture the attention and admiration of their audience, leading to greater market share and long-term success.

In today's fast-paced world, playing it safe is no longer an option. The brands that dare to dream big, take bold risks, and commit to excellence are the ones that will truly stand out. Embrace the challenge. Push beyond the ordinary!