In the business and marketing world, there are several ways for a company to connect with its target audience. Customer service is one of the pillars of the relationship between brand and consumer, and in the age of social media, this connection also occurs through interactions in posts.
But, taking the more traditional route, Boticário launched a new commercial piece for Mother’s Day that connects with the public in a different way.
O Boticário and the relationship between mothers and children
Created in 1977, Boticário is one of the most beloved brands among Brazilian families and always launches special advertising campaigns on special dates. With Mother’s Day approaching, more than just an advertisement to sell, it wanted to connect with the target audience of this celebration.
However, unlike the approach we are afghanistan telegram data to seeing in commercials with a theme that evokes love and maternal feelings, the brand opted to portray the period of adolescence, when family conflicts are more common.
The short film “Tormenta” , which premiered on Tuesday, April 16, shows that the moments of tension between a mother and her teenage son are similar (metaphorically) to a storm on the high seas.
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How “Tormenta” connects with the public
Studies conducted by Harvard in 2022 reveal that new businesses: tips for creating profitable businesses at low cost both mothers and children suffer from anxiety and depression during this family period. Two studies conducted by the university in the United States found that 18% of adolescents and 20% of mothers suffered from anxiety. As for depression, 15% of adolescents and 16% of mothers were affected.
In this sense, the short film connects with the audience in a genuine way, as conflicts between mothers and children are very common australia cell numbers at this stage, and are one of the factors that can lead to emotional exhaustion and mental health problems for both. Furthermore, the video features the song “when the party’s over” by singer Billie Eilish. The artist is a favorite of the new generation and speaks openly about mental health issues in interviews and through her work.
The repercussion of the biggest production in Boticário’s history was positive, with the public commenting that they were moved, praising the video’s message that storms pass, but love remains.
The importance of the connection between brand and audience
Establishing a connection with your audience is crucial to the success of any business. By building authentic and meaningful relationships with their consumers, brands can increase their loyalty levels and boost their sales.
Of course, before that, you need to understand your audience in depth through market research and focus groups to understand their needs, desires, motivations, pain points and behaviors.
The results obtained not only help in the development of new products and/or services but can also be inspiration for content and marketing strategies.
Ways to connect
Some ways to connect with your audience through marketing are:
– Creating authentic and engaging content: articles, videos, podcasts, e-books, newsletters, among other formats. The important thing is that the content is original and offers value to the public;
– Promoting interaction and engagement: it is not enough for the content to be engaging, give space for the public to share their ideas, experiences and even emotions;
– Humanizing the brand: show the human side of the brand, its backstage, team members, highlight its values, show that it is transparent, responsible and open to receiving negative or positive feedback.
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Authentic connections
In a market saturated with options, brands that invest in authentic connections with their audience’s problems can stand out even more.
Conflict between mothers/fathers/caregivers and children during adolescence occurs in. All families and all over the world, and is therefore a universal issue. Anyone who has gone through this experience — whether as a child or an adult . Will connect with the video, recall past memories and be moved.