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During inflation, a phenomenon that cannot be wasted has to do with the value of an insight to define consumption tasks.
studies like “June 2022 Global Consumer Insights Pulse Survey” account for the effect of contingent inflation.
The case study shown in this note makes us observe creative cases.
Inside of inflation All kinds of phenomena are unleashed such as those that alert us to the challenge of communicating with the consumer and to achieve this, it is essential to build a brand and not only that, to know what insight Helps achieve sales.
In times of challenge, a powerful insight that alerts us to the challenge of the market in times of inflation as pointed out by the study “June 2022 Global Consumer Insights Pulse Survey”where it is noted that 68 percent of consumers in a physical store see price increases as the main challenge when buying in a physical store, while the biggest challenge of making an online purchase is the one it takes a longer product delivery time.
Inflation is an economic phenomenon that has imposed challenges in sales and consumption, which use insights based on increasingly valuable elements today, such as consumer sentiment, as shown by a study by In inflation, this insight It will help you sell more or at least not lose sales, as he acknowledges in the report that he has presented at the beginning of the year.
Within the study that he released, 64 percent of consumers increase their environmental awareness and 69 percent of these said they increase their consumption of brands that respect their ethical values.
This insight It is a powerful starting point that alerts us to a very important point and that is the ability of brands to get involved with the consumer based on references such as the identification of the values they demand.
We saw an excellent example in this regard with the campaign of McDonald’s “Raise Your Arches”, which in the United Kingdom launched a piece without making any reference at the exact minute that the story lasts, to any product of the brand.
In the story we see how a group of office workers is infected by the emotion of a couple of employees who motivate to be followed with a simple wink of the eyebrows, to finally form a procession that alludes, by the movement and shape of the eyebrows, to the em of McDonald’shistorical logo in the company.
“Even though the campaign never features our food, never features our restaurants, and never mentions our brand, it is instantly recognizable,” he explains. Chris Kempczinskiexecutive director of McDonald’s.
The creative character that can be achieved in an advertising piece from identifying insights of value to the consumer such as respecting their values to consume more of the brand that does.
With activations adapted to this market phenomenon, very important activities are defined, such as those that have to do with the opportunity that brands find in triggering activities that manage to transcend the market due to the sales capacity with which they reach the consumer.
Having said this, it is remarkable to understand the capacity of brands to innovate in the market and not only that, to transcend in measures that manage to attract crucial tasks in consumption, such as those that have to do with the way in which today they take advantage of the consumption, in the midst of challenging economic situations, such as inflation.
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