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Now, more than ever before, brands are supercharging their campaigns with purpose-driven creative. In a world that is digitising at rapid speed, our ideas and ethics are developing just as fast, and consumers are keen to keep up, forcing brands to keep pace.
In order to achieve cut-through in a highly competitive market, brands are now making the effort to communicate their real commitment to the causes that matter to their audience. While some are doing this through sponsorship and charity work, others have turned to visual narratives that resonate with their target consumers. As the old adage goes, an image is worth a thousand words; visual story telling is more effective now than we have ever seen. It’s a great way to catch your consumer’s attention, inspire them to take action and become more loyal.
Drawing on the success of their 2019 Glowing Glowing Gone campaign, the experts at Adobe Stock have launched an insightful study of the campaign to shed light on the power of creative in amplifying your brand’s voice. Through an analysis of their creative and strategic decisions, the team has compiled five key takeaways for other businesses to consider, when looking to create emotional and meaningful brand experiences for their consumers.
Inspired by The Ocean Agency’s 2018 Emmy award winning documentary, Chasing Coral, design powerhouses Adobe Stock and The Pantone Colour Institute teamed up with the filmmakers and set out to “accelerate ocean action through creative collaboration.” The positive reception of the documentary internationally had proven there was a keen interest in ocean conservation; all these brands had to do was ride this wave longer to create real impact.
The Pantone Colour Institute created a colour palette that matched the blues, yellows and purples of the coral reef and released it alongside Adobe Stock’s carefully curated gallery of campaign-related images. It was then that the three brands invited artists, content creators and influencers across the globe to use these resources and raise awareness of coral reefs in crisis. The contributors rose to the occasion, sharing their entries under the #glowinggone hashtag and raised the profile of this crucial environmental emergency.
It was through this creative collaboration that Adobe Stock was able to showcase the ability of purpose-driven creative to motivate people and inspire change, essentially creating a ripple effect across the world.
Serving as a much-needed guide through the difficulties of cause marketing, this whitepaper highlights the top five tips needed for success in this field. The Adobe Stock team ask marketers to consider the authenticity of their brand’s cause and how that aligns with its identity. The whitepaper then challenges teams to seed these beliefs out to the public in new ways, urging them to adopt new tools and techniques to bring their purpose to life. Moreover, it highlights the importance of collaboration with other people; showing how working with the right teams and the right brands will only serve to further amplify your brand’s voice.
To learn more about how to successfully make connections with your consumers and inspire action through creativity, download the Adobe Stock whitepaper by filling in the form.