Using new tools (AI, UGC, leveraging events) to get big reach without massive production costs. Also, focusing on ROAS (return on ad spend), impact, not just impressions.
General Trends & Lessons
From these examples, some patterns emerge. These are useful to think about when designing innovative marketing:
- Co-creation and participation
- Giving customers tools, letting them contribute creatively, or involving them in the story tends to build loyalty and generate content that amplifies organically. (e.g. Burger King, Cadbury)
- Use of AI / tech + immersive experiences
- From AR, futuristic visuals, AI personalization, to interactive digital campaigns. These help differentiate and appeal to younger / tech-savvy audiences.
- Authenticity & personality
- Brands being bold via humor, memes, or embracing voice (even flawed/importuned) — rather than polished but generic — tends to be more memorable and shareable.
- Local relevance + cultural connection
- Not just “global messaging,” but adapting to local contexts, including celebrities loved locally, local issues, local humour or nostalgia.
- Limited edition / urgency / collectibles
- Collaborations, limited drops, tie-ins with special merch — these drive urgency and encourage social sharing.
- Heritage + storytelling
- Brands using their legacy, stories, or history as a differentiator. This helps especially when competing on more than just price or features.
- Smarter use of budget & lean creativity
- Using new tools (AI, UGC, leveraging events) to get big reach without massive production costs. Also, focusing on ROAS (return on ad spend), impact, not just impressions.
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