In the Influencer Marketing space, standing out requires more than just following trends – it requires boldness, creativity, and a willingness to take risks.
As digital landscapes become increasingly crowded and competitive, the most memorable brands are those that dare to be different, leveraging humor, high production values, and innovative strategies. Here’s why risk-taking is crucial for creators and brands aiming to make a lasting impact.
A key theme discussed at MAD//Fest 2024 was the transformative power of risk-taking in Influencer Marketing. Lots of the panel sessions touched on the topic of brands stepping outside their comfort zones by injecting humor and silliness into their campaigns and in turn seeing a significant boost in engagement and brand recall.
Take the budget airline EasyJet’s post-pandemic campaigns, for instance. By embracing strategic silliness, they managed to triple their earned media value (EMV). Neuroscience backs this up, showing that entertainment and humor perform exceptionally well on social media. In a space where users are constantly bombarded with content, being interesting and engaging is paramount.
Tom, EasyJet’s Head of Brand, Planning and Content used the brand’s Eurovision campaign as an example to showcase strategic silliness in his session at MAD//Fest. The airline partnered with foodie influencer What Willy Cook on Instagram who created a video featuring a funny yet catchy song about the January sale but honed in on his niche by focusing on the dishes he’d like to eat from various countries. The content perfectly balanced the brand's playfulness while driving awareness about Easyjet’s latest deals.
High production values are becoming a rising trend in the Creator Economy, signaling a shift towards more polished and professional content. This is a topic that industry veteran Dom Smales touched upon in a recent episode of Visionary Voices.
Although authentic content filmed and edited on a mobile phone is what we typically expect to see on social, investing in quality can set a brand apart, showcasing a commitment to evolving and intriguing their audience. This doesn't mean abandoning authenticity but rather enhancing it with better visuals, sound, and storytelling.
Channel 4.0, for example, has successfully bridged traditional media with the Creator Economy by using digital talent to produce premium content featuring popular UK influencers like Nella Rose, GK Barry, and Chunkz. The channel launched in 2022 as a dedicated space on YouTube and across social for the TV network to demonstrate how blending legacy media trust with modern digital engagement can captivate audiences. Taking the risk to invest in premium-level content production with influencers has paid off for Channel 4.0 as they secured the award for Best Entertainment Channel at the Broadcast Digital Awards in 2023.
Brand identity is essential for attracting and maintaining a dedicated community. It requires a consistent, always-on strategy that resonates with your audience, and Magnum’s long-standing association with luxury and fashion is a prime example.
At MAD//Fest 2024, Tugce Aksoy, Magnum’s Head of Brand Engagement, hosted a session about Magnum’s entrance into the fashion space and how being bold and experimental has strengthened the brand’s identity.
Magnum has maintained a strong and evolving brand identity by consistently aligning with themes of pleasure and artistry. This is evident through their collaborations with icons like Iris Apfel and by hosting creator events at Cannes, which continue to attract and engage audiences.
Rather than remaining solely in the food and beverage space, Magnum consistently collaborates with celebrities and influencers who are culturally relevant in fashion and pop culture. During the MAD//Fest session, Tugce highlighted the fashion icons and multiple high-end designers Magnum have partnered with over the years – Kate Moss was even seen eating a Magnum on the runway for Vivienne Westwood’s Spring/Summer collection in 1995.
Magnum’s involvement in Fashion Week has continued to grow, and in 2022 a haute couture gown made from cocoa bean husks graced the catwalk in Paris. The “Vegan Dress” was a result of a collaboration between Magnum and luxury Dutch fashion designer Iris Van Herpen. This show-stopping collaboration proves that Magnum is not just another ice-cream brand.
When sharing their brand message, Pleasure, Passion for Fashion, Partners, and a little Panache are always front of mind.
Magnum always activates at the Cannes Film Festival, again aligning the brand with celebrities and fashion. This year, Magnum partnered with UK influencer Jack Remmington to host a red carpet, which drove significant engagement. Collaborations like this position Magnum as the season’s hottest accessory.
We have collaborated with Magnum on 4 seasonal campaigns to create impactful summer campaigns to promote their latest ice cream launches while aligning with platform trends and emphasizing the overarching brand message of being 'true to pleasure'. You can read more about our work here.
For brands to stand out and succeed in the Creator Economy, taking risks is not just beneficial – it’s essential.
Brands and influencers who dare to be bold, invest in high production values, and consistently build a strong brand identity are the ones who will stand out. By embracing humor and playfulness, they can create memorable, engaging content that resonates with audiences.
If you want to make a mark in this digital landscape by working with influencers, reach out to us at hello@digitalvoices.com to plan your next campaign.
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