Gilles Argivier’s Post

Engage With What Consumers Love: A Key to Brand Attraction Brands are discovering the power of engaging with what their consumers truly love. Whether it's supporting football teams, celebrating anime characters, idolizing K-pop stars, or diving into gaming communities, brands that actively participate in these passions are seeing profound impacts on consumer loyalty and engagement.  According to the latest YouTube Trends Survey from May 2024, 74% of Gen Z fans aged 14–24 appreciate brands that interact with their interests, underscoring a significant shift in consumer expectations. The YouTube report also shows how fans are now creators too, making art, videos, and having discussions about their favorite things. For example, brands that create campaigns related to their passions, such as making, a music video inspired by anime, may catch the attention of their fans.  In response, these fans, who are creators, generate short-form content around the current anime campaign, earning a large number of views. This gives the brand a wider reach online. By aligning with the passions and creative energies of their audience, brands can enhance their relevance, drive loyalty, and create a community-driven approach that is relevant to consumers worldwide. ‎ 

Here’s how I built a $10k/month brand on TikTok Shop in under a year… Mastering TikTok isn’t just about views—it’s about strategy, speed, and understanding what your audience truly wants. Here’s how I leveraged TikTok’s algorithm, focused on product-market fit, and scaled quickly to create a high-revenue brand. If you’re aiming to build a profitable brand or just want to know what it takes to succeed on TikTok, follow me for more! #marcosphilip #TikTokShop #BrandBuilding #Ecommerce

The landscape of brand-consumer connection is transitioning from traditional advertising to owned platforms. This shift emphasizes authenticity and community engagement. Brands such as Red Bull and Chipotle demonstrate the effectiveness of creating unique experiences and narratives that deeply resonate with their audiences. By prioritizing consumer lifestyles and values, brands can foster loyalty that extends beyond mere transactions. This innovative approach not only strengthens brand identity but also transforms consumers into active participants in the brand's story. As traditional channels become increasingly costly and saturated, leveraging owned platforms for meaningful engagement offers a sustainable path for brands in a dynamic market. #brandstrategy #loyaltyprograms #marketinginnovation #consumerengagement #ownedmedia

In today’s competitive marketing landscape, measuring the success of product placement goes beyond tracking basic viewership. Hollywood Branded's latest article delves into the top metrics that brands should be using to assess the impact of their placements, including audience reach, brand recall, and purchase intent. Learn how these key performance indicators can help you make data-driven decisions and ensure that your product placements are delivering real results. #BrandRecall #MarketingMetrics #ProductPlacement https://lnkd.in/gSAz7U95

This article featuring TikTok's head of business marketing Sofia Hernandez highlights why CMOs have to throw out the rulebook. To achieve authenticity and engagement, brands will need to be creatively brave. IMHPOV many brands will have to let go of their rigid guidelines. 👏 Bravo to Procter & Gamble for their experimentation. If the largest CPG player can, then all brands can (if they want to). 🌟 Consumers’ expectations for brands has changed and creativity has been democratized. “People just started demanding more of brands, especially retail...Yes, of course, I want to know what the product does. I want to know that it works. I want it to be at a price that I want to pay. And I’d love to know about any promotions. That’s not enough anymore. That’s just table stakes. Now, I actually have to feel like I like you as a brand, I believe in you as a brand, and I want to feel like I’m part of what you believe in, what you stand for.” 😂 For the CMOs that say ‘Oh yeah, my teenager is on TikTok.’ Sophia's reply: But you’re not. How could you possibly know what it’s about and build a marketing campaign if you’re not actually in it? #futureofcustomerexperiences #futureofcommerce #futureofretail #brands #retail #tiktok #innovation #retailtrends https://lnkd.in/dygjkjZr

Embracing risk is pivotal in evolving brand strategies to captivate multigenerational audiences. #MarketingInnovation #GenerationalMarketing #BrandStrategy” https://lnkd.in/gD5vFaZ7

𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗠𝗶𝘀𝘁𝗮𝗸𝗲𝘀: 𝗦𝘁𝗮𝘆 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰, 𝗦𝘁𝗮𝘆 𝗖𝗼𝗻𝘀𝗶𝘀𝘁𝗲𝗻𝘁 In the race to stay relevant, many brands fall into the trap of chasing trends. While hopping on the latest viral moment can seem like a surefire way to grab attention, it often comes at a cost: the dilution of your core message. 𝗛𝗲𝗿𝗲’𝘀 𝘄𝗵𝗲𝗿𝗲 𝗯𝗿𝗮𝗻𝗱𝘀 𝗴𝗼 𝘄𝗿𝗼𝗻𝗴: 1. Jumping on Trends Without Alignment Imagine a luxury watch brand suddenly participating in a dance challenge on TikTok. Sure, it might get views, but does it resonate with their identity of timeless sophistication? Likely not. 2. Inconsistency in Messaging A tech company known for promoting privacy but suddenly endorsing an ad-sharing program? It sends mixed signals to the audience, eroding trust. 3. Forgetting the Audience Chasing trends that don’t align with your target demographic alienates the very people you aim to serve. A classic example? A B2B SaaS platform posting memes meant for Gen Z. 𝗪𝗵𝗮𝘁 𝘁𝗼 𝗱𝗼 𝗶𝗻𝘀𝘁𝗲𝗮𝗱: - Stay true to your brand’s voice and values. - Evaluate whether a trend complements your long-term strategy. Remember: 𝘾𝙤𝙣𝙨𝙞𝙨𝙩𝙚𝙣𝙘𝙮 𝙗𝙪𝙞𝙡𝙙𝙨 𝙩𝙧𝙪𝙨𝙩, 𝙖𝙣𝙙 𝙩𝙧𝙪𝙨𝙩 𝙗𝙪𝙞𝙡𝙙𝙨 𝙡𝙤𝙮𝙖𝙡𝙩𝙮. 𝗥𝗲𝗮𝗹-𝗪𝗼𝗿𝗹𝗱 𝗘𝘅𝗮𝗺𝗽𝗹𝗲𝘀 𝗼𝗳 𝗠𝗶𝘀𝘁𝗮𝗸𝗲𝘀: Fail: In 2017, Pepsi’s controversial ad featuring Kendall Jenner attempted to tap into social activism but was perceived as tone-deaf and inauthentic. Fail: In 2020, Burger King’s #MilkshakeTweet campaign encouraged customers to throw milkshakes at politicians they disagreed with. While it garnered attention, it alienated a significant portion of their audience and was criticized as irresponsible. Fail: Gap's tone-deaf response to the COVID-19 pandemic, where they posted a hoodie ad with the caption "SWEATER WEATHER," ignoring the context of global fear and lockdowns, led to widespread backlash for being out of touch. 𝗞𝗻𝗼𝘄𝗶𝗻𝗴 𝘄𝗵𝗮𝘁 𝘁𝗼 𝗱𝗼 𝗶𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗶𝘀 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁, 𝙗𝙪𝙩 𝙠𝙣𝙤𝙬𝙞𝙣𝙜 𝙬𝙝𝙖𝙩 𝙉𝙊𝙏 𝙩𝙤 𝙙𝙤 𝙞𝙨 𝙚𝙫𝙚𝙣 𝙢𝙤𝙧𝙚 𝙘𝙧𝙪𝙘𝙞𝙖𝙡. 𝗪𝗵𝗮𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗺𝗶𝘀𝘁𝗮𝗸𝗲𝘀 𝗵𝗮𝘃𝗲 𝘆𝗼𝘂 𝘀𝗲𝗲𝗻 𝗯𝗿𝗮𝗻𝗱𝘀 𝗺𝗮𝗸𝗲? #MarketingTips #BrandStrategy #ConsistencyIsKey #Brand #Trends #Maketing #FailedCampaigns

Discover how product activation can capture and convert audiences. Explore strategies, tips, and examples to increase brand engagement and sales in 2024.

Excited to share I had the opportunity to speak with BeautyMatter for their latest article, “Understanding the Radicality of Gen Z.” We dove into the changing dynamics of storytelling in marketing—particularly for a generation that craves raw, authentic connection. As I shared with BeautyMatter: “Brands need to figure out a way to sell without showing they’re selling. They need to start thinking about weaving the product into daily life authentically, and using real people who genuinely benefit from it. TikTok is not necessarily a social media platform. It’s a content platform; and there, imperfection sells." If you’re navigating how to connect with Gen Z (and beyond), this is a great read featuring many industry expert POVs. Check out the full article here: https://lnkd.in/gp2jjPb7 Would love to hear your thoughts! 📣 #beauty #genz #tiktokshop #tiktok #creatoreconomy #marketinginnovation #creators #marketing #digitalmarketing

Hello all, what's your branding strategy? Brands are increasingly recognizing the power of owned platforms to foster genuine connections with consumers. By prioritizing audience engagement over traditional advertising, brands can cultivate community and loyalty. Red Bull exemplifies this shift, evolving from a beverage company to a multimedia powerhouse. Similarly, Chipotle's loyalty program transformed from transactional to relational, emphasizing storytelling and personal connections. As brands innovate beyond conventional marketing, they can create unique experiences that resonate deeply with their target audiences, driving long-term success. Do you realize the habits changes yourself? #brandstrategy #loyaltyprograms #marketinginnovation #consumerengagement #ownedmedia