Disruptors create a product, service, or way of doing things which displaces the existing market. They challenge current habits and work to find positive alternatives. Brands of all sizes can make a Goliath-sized impact. Here’s a look at a few companies that are breaking rules and setting new precedents, and what we can learn from them.
Build connections with the right customers
Brands build intimate customer relationships through digital marketing, using audience cues and personalization to inform their creative and media. One example is Rothy’s, the footwear brand. They have resisted the urge to push their products out to as many people as possible, and instead focused on context. Where are its target customers? What do they need? By asking these questions, Rothy’s realized that stylish, eco-conscious shoppers who happen to be in the market for a new pair of flats aren’t just searching for “shoes.” In a recent Google campaign, Rothy’s experimented with unbranded search terms like “recycled plastic bottles.” The approach paid off, with a 200% increase in brand growth in just a few months.
Solve a problem, and make that your messaging cornerstone
By understanding your customers and their needs, you can create products that solve real problems. For example, as recently as 2017, few makeup brands catered to all skin tones. That was until Rihanna and Fenty Beauty came along, with 40 shades of foundation – a first in the makeup space. The company made the solution to this problem the basis of their marketing story. The slogan – “Beauty For All” – acted as the focal point for every piece of campaign creative, showcasing authentic stories rooted in culture that resonated with their audience. Their “solution story” carried over to their media, as well – Fenty launched in 17 countries on the same day at the same time.
Master the art of paid plus social
To supercharge a campaign, it’s important to approach paid and social media holistically. One example is the mattress company Purple. From the beginning, the company focused on a smart digital strategy that helped them reach the right people while fueling social buzz with personality-infused creative. The paid strategy focused on audiences going through life moments – starting college, moving, getting married – associated with the purchase of a new mattress. The playful ads featured creative like the “Human Egg Drop Test”, which dropped a mano with raw eggs attached to his back onto a Purple mattress. As people were engaging with Purple videos, the company continued paid promotion to make sure its core audience received the message.
Regardless of size, category, industry, or access to resources, all brands can take a cue from the disruptors that are breaking through today.