The Shift Back to Brand Awareness

In the ever-evolving landscape of marketing, finding the perfect balance between brand campaigns and performance-driven strategies is a challenge many marketers face. While the importance of both aspects is widely acknowledged, the question remains: how does a marketer navigate the transition to achieve an optimal balance?


Recently, we've witnessed a fascinating trend emerge. Marketers are beginning, once again, to shift more dollars out of performance initiatives, and are rekindling their love affair with brand campaigns. So, why this sudden shift? Here are some of the reasons we’ve documented: 

A Desire for Long-Term Brand Equity:

In a world obsessed with short-term gains, marketers are realizing the power of building lasting brand equity. While performance marketing tactics focus on immediate conversions, brand campaigns create a deeper connection with the target audience. They allow marketers to craft compelling narratives, evoke emotions, and build a brand that resonates with consumers on a fundamental level.

Adapting to Evolving Consumer Behavior:

Consumer behavior has witnessed a paradigm shift in recent years. Today's consumers are more informed, socially conscious, and demand authenticity from brands. By shifting to brand-building campaigns, marketers can engage with their audience in a more meaningful way. They can tell stories, address societal issues, and align their brand values with those of their customers, thereby fostering an emotional connection, one built on trust and loyalty.

Differentiating in a Crowded Market:

The digital space is more or less saturated – with an endless amount of brands vying for our shorter and shorter attention spans. Performance marketing alone might not be enough to cut through the clutter, I mean, we all just start to numb out to all the promos and sales being thrown our way. By investing in brand awareness campaigns, marketers can differentiate themselves and stand out from the competition. A well-executed brand campaign creates a distinct personality and identity, making a lasting impression on consumers.

Building Emotional Connections:

Humans are emotional beings, and our decision-making process is heavily influenced by all our crazy, weird, and out-of-nowhere emotions. Brand campaigns tap into this aspect of our humanness by creating emotional connections with the target audience. These campaigns transcend the transactional nature of performance marketing and foster a sense of loyalty and advocacy. By appealing to consumers' emotions, marketers can create long-lasting relationships that go beyond a one-time purchase. Heck, they can create many on-going purchases – gotta love an increase in CLV!

Expanding Reach and Awareness:

Performance marketing initiatives often focus on targeting specific segments and maximizing conversions. While this can be effective, it can also limit the brand's reach and potential. Brand campaigns, on the other hand, have a broader scope. They allow marketers to increase brand awareness, reach new audiences, and tap into untapped markets. Not to mention they bring in valuable data that can be leveraged across all marketing and advertising. By investing in brand-building activities, marketers can lay the foundation for future growth and expansion.

Nurturing Relationships and Customer Lifetime Value:

Customer retention and lifetime value are crucial metrics for any business. While performance marketing aims for quick wins, brand campaigns focus on nurturing long-term relationships. By investing in brand-building initiatives, marketers can engage with customers as they start their journey, and stay top-of-mind if the time is not right for them to buy. All of this allows the brand to provide value beyond the transaction. This approach fosters loyalty, repeat purchases, and ultimately increases customer lifetime value.

Found In The Wild

Today's consumers are savvy, discerning, and demand authenticity. They crave experiences and connections, seeking brands that align with their values. Brand awareness campaigns offer a platform for brands to showcase their personality and values, thus resonating with consumers on a deeper level. Here are some examples of how brands have reconnected with their consumers in a meaningful way that has generated some equity with folks:

Case Study 1: Nike's "You Can't Stop Our Voice" Campaign

Nike Campaign

Nike's "You Can't Stop Our Voice" campaign, launched in 2020, was a powerful response to racial inequality and social justice issues. The campaign featured a video montage of athletes speaking out against racism and systemic oppression, emphasizing the importance of using their platforms to enact change. Nike's campaign not only supported the Black Lives Matter movement but also aligned with the brand's history of advocating for social issues. It felt real. 

The campaign resonated with consumers worldwide, garnering widespread praise and sparking conversations about racial justice. Nike's bold stance demonstrated their commitment to social activism and encouraged athletes and individuals to use their voices to make a difference. The campaign's impact extended beyond brand perception, as Nike experienced a surge in sales during the period, showcasing the power of purpose-driven marketing.

Case Study 2: Dove's "Reverse Selfie" Campaign

Dove Campaign

Dove's "Reverse Selfie" campaign aimed to raise awareness about distorted body image and the detrimental effects of social media on individuals' self-perception. By introducing a reverse filter that distorted participants' self-taken photos to resemble heavily edited and filtered images, Dove sought to challenge unrealistic beauty standards and promote authenticity.


The campaign successfully sparked conversations about body image, self-esteem, and mental health, highlighting the need for a more authentic representation of beauty. It also collaborated with the National Eating Disorders Association (NEDA) to provide resources and support for individuals struggling with eating disorders and distorted body image. The campaign generated significant awareness, engagement, and positive brand perception, showcasing Dove's commitment to promoting body positivity and challenging harmful beauty standards. Well done, Dove!

Case Study 3: Spotify's "Wrapped" Campaign

Spotify Campaign 1

Spotify's annual "Wrapped" campaign, launched at the end of each year, has become a highly anticipated event for music lovers. The campaign provides users with personalized year-in-review insights, showcasing their most played songs, artists, and genres. Spotify creates engaging visualizations and shareable content that allows users to reflect on their musical journey throughout the year and share their music preferences with others.

Spotify Campaign 2

The "Wrapped" campaign has been incredibly successful in driving user engagement and generating social media buzz. By tapping into users' emotional connections with music and offering personalized data insights, Spotify fosters a sense of belonging and nostalgia among its user base. The campaign reinforces Spotify as a platform that understands and celebrates individual musical tastes, solidifying their position as a leading streaming service. I must say, it is really engaging looking through our own music habits. 

Spotify Campaign 3

These recent brand campaigns demonstrate the power of addressing social issues, embracing the idea that we should be helping one another, and personalizing experiences to connect with consumers on a deeper level. By leveraging purpose, love, and 1st-party data appropriately, these brands have successfully created impactful campaigns that resonate with their target audiences, drive engagement, and strengthen brand affinity.

Benefits of Brand Awareness Campaigns

Benefits of Brand Campaign Section Image

Let's uncover the treasure trove of benefits that brand awareness campaigns bring to the table. Firstly, they build brand recognition and recall. When consumers encounter your brand in unique and memorable ways, they are more likely to remember and associate positively with it.

Moreover, brand awareness campaigns establish emotional connections with consumers. By evoking emotions and telling compelling stories, brands create a bond that transcends the transactional. These emotional connections contribute to long-term customer loyalty and advocacy—a dream come true for any brand.

Key Strategies for Successful Brand Awareness Campaigns

Key Strategies Section Image

To unlock the full potential of brand awareness campaigns, brands need to embrace a few key strategies. First and foremost, authenticity and storytelling take center stage. Brands must communicate their values and mission in an authentic and engaging manner, captivating audiences with their unique narratives.

Next, leveraging social media platforms is paramount. You don’t need to be on all of them, but the right social channel mix is key, and it’s never been easier to know where your audience is hanging out in the digital realm. Social platforms offer a stage for creativity, interaction, and engagement, and fit naturally into people’s lives. Brands can reach a wider audience, amplify their messaging, and connect with consumers on a personal level.

Lastly, engaging influencers and incorporating user-generated content are powerful strategies. Influencers bring credibility and expand the brand's reach, while user-generated content adds an authentic touch that resonates with consumers.


Well, that was fun! Thanks for joining us as we explored the resurgence of brand awareness campaigns. We witnessed their power in building long-term brand equity, creating emotional connections, and captivating consumers' hearts. The future of brand marketing lies in striking the right balance between performance-driven tactics and brand awareness initiatives. And, as people get more and more in-tune with how they are being sold to, and how their data is being leveraged to sell to them, some awareness campaigns that promote what your brand is about are not a bad idea. 

So, dear readers, let's embrace this playful revolution and embark on a quest to create brand experiences that leave an indelible mark. Remember, it's the perfect blend of fun, smarts, and authenticity that will propel your brand to new heights. Cheers to the exciting prospects and evolving strategies that lie ahead!


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