As September rolls around each year, the UK’s universities gear up to receive their latest influx of eager students. Perhaps this year it’s time for one of your brood to fly the nest and that thought truly fills you with dread/pride/relief? (Insert any emotion here).
With first semester upon us, we’ve decided to look at some high-achieving brands as part of our latest blog post. These are businesses which regularly receive full marks for their work, those which we deem to be top of their class.
Top for creativity: Maybelline
Creativity comes in all forms and sometimes a smoke and mirrors concept can stun its audience as much as an elaborate event. This certainly happened in July 2023 when Maybelline managed to create a viral campaign for its new Sky High mascara through just a selection of 5-second TikTok clips.
The videos depict huge rubber eyelashes on a London tube and bus, which pass through giant mascara wands to give them extra volume. The idea was big, visual and very clever; however it was not at all real!
Smart use of CGI meant the videos were a trick of the eye, rather than a physical stunt and were made to look like a member of the public had captured them rather than the brand. This fooled many and gave the stunt huge traction, generating a buzz with two hits; the initial “I can’t believe they’ve done that”, followed by “I can’t believe they haven’t done that.”
Top for authenticity: Greggs
“Be yourself; everyone else is already taken.” Oscar Wilde’s famous quote is a simple premise, but authenticity never goes out of date. It is a trait that is valued universally and the brands that can stick to being their authentic selves are rewarded with loyal customers.
Of course, to be authentic as a brand you must talk the talk but also walk the walk. Recent research has shown that this matters significantly to Gen Z consumers, who prefer brands that are authentic.
So, which company embodies this? Greggs do. Excelling at authenticity in several ways.
The British bakery chain dates back to 1939 and this still visible in the company’s branding and shop designs, which often feature traditional elements such as the Greggs logo and blue and white stripes.
Greggs is attentive to its loyal customer base and adapts to demand. What’s more, it doesn’t pretend to be something it’s not – i.e. healthy for you. There is very little emphasis on healthy eating options, instead Greggs trusts that its customers understand its baked goods should be eaten in moderation.
Its products are also made with simple, high-quality ingredients, which contributes to the company’s overall reputation for authenticity. It may be no frills, but it doesn’t try to be — staying true to its authentic self.
Top for personality: Innocent Drinks
Every brand should have a personality that its audience can identify with and top of the class here is Innocent Drinks.
The brand has honed its tone of voice over a number of years and simply knows what it wants to say, and how it wants to say it. Humorous, playful and at times sassy, Innocent has developed a group of loyal fans online thanks to the distinct personality which runs throughout its marketing activity.
The launch of Innocent’s ‘Bolt from the Blue’ drink in 2019 is the perfect example of this personality shining through. Stirring up conversation about how the drink was ‘definitely blue’ (despite it looking suspiciously green), Innocent knew exactly what internet commentators would say and were prepared with some clever responses.
Its team of jokers at Fruit Towers carefully choreographed a social-friendly narrative ripe for sharing and, having an established strong brand personality, meant we the public lapped it up. The team even paid Duncan from Blue to promote their new drink. Top marks.
Looking to turn your marketing efforts from a C- to an A*? Get in touch with us at Cairn HQ for an introduction.
