Can challenging the status quo in marketing truly make your brand soar, or is it a risky gamble? The answer lies in the untapped potential of disruptive marketing strategies driven by creative excellence.

We have witnessed some companies rise above the clouds with their game-changing approaches. Companies like Sephora, Spotify, and BrewDog have embraced innovation in their marketing strategies.

Sephora developed a mobile app to include product reviews, recommendations and prices. They then integrated AI with it so that you can try before they buy. 

Spotify launched their ‘wrapped’ campaign which summarises your year of listening, these are shared to social media driving awareness and getting you engaging with fun facts.

BrewDog was incredibly experimental with their drunk driving awareness campaign in Brazil. They partnered with Waze to indicate 50 fatal locations where intoxication had caused fatalities. Raw and effective.

Creative excellence offers brands the opportunity to establish a quality benchmark that can be met consistently across the global organization. Its data driven decision making for creative that has higher impact.

Excellence is outstanding quality. If you are the CMO, head of marketing, or senior marketing manager you will know how many decisions you have to make to successfully launch a campaign. But how can you ensure that every asset meets the highest standards of quality?

Creative testing is a way for you to evolve your marketing and messaging by establishing what is most effective for your target audience.  While A/B testing and lift testing are common methods, we can push the boundaries further and leverage data and predictive analytics to achieve creative excellence. 

Data insights disrupting marketing across industries is nothing new. What was traditionally a long, slow and expensive process is now immediate, date validated and exceptionally fast. There are multiple Martech solutions that push brands into this disruptive, exciting and exhilarating shift for better impact.

FMCG brands such as PepsiCo, Unilever, Lego, Boots, Henkel and more (just look at the Madfest speaker line up), all do the following among others;

  • Study consumer trends
  • Consider purchase intent
  • Rely on retail sales data
  • Identify the path to purchase

Why? Because shopper behaviour helps marketing departments better segment and ultimately target. Throw attention into the mix and you have a heady combination of data that will disrupt the hell out of your core strategy.

Predicting attention on visual assets allows brands to carefully optimize and make decisions based on data. You don’t have to be a rocket scientist to work out that data driven decision making that results in consistent creative excellence is a winning ticket.

23% of consumer goods companies are focusing on consumer insights

Demand forecasting, pricing and inventory planning is really important but when it comes to marketing your brand it is those insights that will show you the money.

Within the FMCG industry, the top analytics challenges are; not having the right staff in place, company culture resisting data-driven change and the absence of a clearly articulated strategy. 

Retail believes that the future of analytics is critical, on the flip side, FMCG is leaning more towards adjectives such as potential and evolving. Both industries agree that it is necessary and growing. 

So where does that leave you?

  • If you want to disrupt your marketing, choose a data-driven approach
  • Planning to achieve creative excellence? Consider a solution that predicts attention on visual assets
  • Need to have a greater impact? Consumer insights are your holy grail
  • Want to make faster, better decisions? Invest in a solution that validates your creative instantly

Disrupting marketing with creative excellence is not only achievable, it is a paradise of data informed decisions that ensures consistency across the biggest brands, speeds up the decision process and pushes traditional into transformative.