Welcome to the Keel insights
However, marketing isn’t just about showing what’s 100% real. Unless it is your brand mission to be unreservedly authentic in everything you do, you must allow some leeway to ensure you are still showcasing your product or service in a way that will attract an audience in the first place. But how do you create cut-through and use authenticity to power your creativity?
Harnessing the power of authenticity
How authenticity drives deeper connections
Bringing authenticity to the forefront in an engaging way
Although being authentic stands to gain you more customers and increase brand loyalty, there is always a balance to be struck. As we alluded to in the introduction, we’ve been helping clients find that sweet spot with their branding and campaigns. We want to make sure we’re speaking directly to customers on their level, while still using aesthetically pleasing and engaging imagery to represent their brand and products in the best light.ught women from China to Europe to North America together – was the physical and emotional tension felt during those early stages of breastfeeding. By focussing on a key central emotional insight, we were able to make a campaign that felt universal, but deeply relatable. Local markets requested the assets the moment it was launched, because they believed the campaign resonated with mums globally and elevated a support product to a new level within the business. All 85 individual assets created for this campaign across the customer journey, are live globally.
Take our work with Medela – we helped with the relaunch of their Purelan product as part of their growing breastfeeding support range. The most important thing for us was to strike a balance between the real experience of motherhood and breastfeeding, and positioning it as a premium product. The result was a campaign that resonated with mothers globally – celebrating breastfeeding in a premium, emotive way, and showcasing the product as both effective and appealing, using visual language from the beauty industry.