Creating an ad campaign can feel like shouting into the void. Brands spend $750 billion annually, yet only 6% of that works. The path to effective brand-building is filled with challenges, as brands must navigate a constantly shifting landscape to reach discerning consumers who often feel indifferent. Simply broadcasting a message isn't enough; brands must create campaigns that foster genuine human connections today.

In this piece, I've reviewed several campaigns, including my own, to explore why brand-building is so challenging and how campaigns that genuinely resonate can turn these challenges into triumphs.

Understanding the 6% Problem

A disconnect between brand intentions and consumer realities is at the heart of the issue. Many campaigns lack transparency and authenticity, settling for generic messaging or trend-chasing. They rely on sheer volume rather than actual value, hoping to achieve brand-building goals without fully understanding what connects with consumers. Today's consumers are savvy—they can quickly distinguish between what feels manufactured and what's real. They don't buy into every bit of "word of mouth," especially when it's paid or artificially generated.

Trust and loyalty aren't commodities—they're earned. Consumers value brands that communicate honestly and share genuine values that reflect their own. In a world where relationships have become increasingly transactional, brands must be intentional, deeply attuned to their audience's emotional needs, and focus on cultivating meaningful interactions.

So, what can we do to make a difference? Let's examine two case studies that illuminate a way forward.

Breaking Through the Noise

Rethink Canada tested Heinz's brand strength with the Draw Ketchup campaign based on a simple insight: when people think of ketchup, they think of Heinz. In this campaign, people across five continents were asked to "draw ketchup." Most drew the iconic Heinz bottle, underscoring its universal brand recognition. This wasn't just a clever stunt but a masterclass in brand reinforcement. By letting consumer perceptions shape the story, Heinz showcased its dominance. The campaign led to a 1,496% increase in social engagement and a 10% sales boost, proving that authentic engagement can strengthen a brand's identity without feeling forced. Building on this momentum, AI Ketchup campaign demonstrated that when artificial intelligence thinks of ketchup, it also feels like Heinz, which led to 3.5 million impressions that further cemented Heinz's appeal in the universe.

Ogilvy Malaysia is centred on male self-belief and pride to help Guinness maintain market dominance among Chinese blue-collar workers who are deeply proud of their culture. The Lion Dance Manual campaign was designed to reinforce self-belief and pride, and they know the best way to usher in prosperity is not by learning the 12 complex steps but by drinking Guinness. Similarly, The Empty Almanac campaign reminds them that they know how to write their future as men of self-belief and pride. The campaign proved that building on shared values strengthens the brand with a target with meaningful engagement and builds loyalty. Building on this momentum, Guinness Heroes's campaigns honoured their self-belief and pride in mastering their drink of choice. This campaign drove weekly consumption by 9.3% and kept Guinness at the top of its category for five consecutive years.

Can you use the insight from past success to target a different consumer group? Absolutely.

Cultivating a Lasting North Star

With great success among consumers aged 35. Guinness set out to attract younger drinkers aged 21-35. The challenge? Overcoming Guinness was seen as "old", but they agreed Guinness was a brand conveying manliness—a quality we can be built on and we decided to attract them where they live––the digital world. This led to The Rise of The Black Knights campaign, an engagement strategy to intrigue and entice. by building The City of Black Knight, a 3D interactive platform (a breakthrough when Flash was still in beta) and hijacking online spaces to lure curious, young users to access the first exclusive launch event, Code Black: The Rising, was granted only to those with a secret code. This approach generated word-of-mouth excitement and created a VIP experience that drew youth into the brand world by their will. The campaign was so effective that it extended over four years, evolving into a series that included Sink the Black, the first Online World Pool Championship, and Black Quest. Effectively gave youth a fresh new way to experience the brand. With a zero-dollar advertising budget, The City of Black Knight platform brought 153,222 youth actively visiting at 123.7% and 457.32% interactions. Guinness successfully redefined itself as a bold and relevant choice for the young generation while having a strong loyalist.

These campaigns illustrate how practical strategies and strong ideas can lay the groundwork for long-term success and create a pull that attracts consumers to the brand. The key to resonant branding lies in recognising the power of shared experiences and allowing consumers to share their heartfelt stories about how your brand fits into their lives. When you offer value that enhances their lives, it creates loyalty beyond price.

This is a good reminder that adequate brand-building goes beyond visibility and frequency; it's about understanding your audience, respecting their values, and bringing them into the brand's narrative.

Conclusion

Building a successful brand requires understanding consumer segments and crafting campaigns that resonate with their values. Brands should prioritise consumer-centric strategies, leveraging insights to create targeted, meaningful messaging. Authentic storytelling and genuine engagement help brands thrive in the evolving advertising landscape.

I will end this essential must-have in your making of an effective ad.

// Give people the
positive ingredients
to brag about you //

Every marketing effort is an excellent opportunity to add value to people's lives—a responsibility we must uphold with honesty and integrity. Let's keep building brands that matter today and always.

HIi! I am Nicki Wong, and I am rooting for you.

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