Whether you are waiting for the sky train, scrolling down your Facebook feed or even chilling in Sauder’s bathroom stall, ads are everywhere and there is no escape. If your like me, you try to avoid ads at all costs and the moment they make an appearance, you instinctively scroll past them or switch the channel. With companies pouring millions of dollars into their advertising campaigns, there must be a more effective way to engage consumers in order to convey their brand message.
Being one of the companies that have captured my attention in the past, Knorr has done a great job with their campaign for Knorr Sidekicks with 25% reduction in sodium. While not the most exciting message to convey to consumers, Knorr got creative and chose to tap into the affective emotions of consumers through the introduction of Salty, an animated saltshaker who has lost all purpose in his life and decides to leave home. Along with the crestfallen music, it is easy to see how consumers become emotionally attached to this character in Knorr’s video campaigns:
Shortly after the campaign launch, Salty jumped directly out of ads and into the personal life of consumers through social media. He created his own profile and interacted directly with customers through quests and shared videos about his life which went viral. As a result, sales for Knorr Sidekicks increased by 12 % and the brand moved into the number one spot as the meal accompaniment leader.
This campaign highlights the importance of inspiring dialogue through word of mouth and participation. With the continual shift in cultural context, people are increasingly influenced by word of mouth and personal recommendations. Thus, rather than focusing directly on connecting a company brand with consumers, perhaps what is most important in a marketing campaign is connecting people with people.
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