by Immy Ewbank, Digital Strategist - Visualsoft

“We need to stop interrupting what people are interested in and be what people are interested in.”
Craig Davis, former chief creative officer at J Walter Thompson

This quote resonates with me when I think about marketing. The ability to create engaging content that captivates consumers in an authentic way is a powerful way to connect with them. One direction proving effective at doing just that is community building.

The human connection

Communities, mainly found within social media, offer a unique platform to forge a connection with their audience on a more human level. Unlike traditional brand awareness, communities consist of individuals emotionally invested in your brand. They not only consume your content and buy your products or services but also become advocates for your brand. 

Inspiration from the DMA Conference

I recently attended the DMA Conference for Customer Engagement and Loyalty, where Kelliesha White shared insights on building and nurturing communities.

What stood out for me is how effective communities are at bolstering loyalty efforts, creating customer winback opportunities and enhancing the overall customer experience of a brand.

Kelliesha emphasised the need for authenticity and making sure content feels unstaged when communicating with communities, particularly Gen Z. Credibility in the space and alignment with the topics your brand talks bout, will resonate with your audience.

The adidas Arsenal kit launch story

Kelleisha’s insights made me think about the innovative approach taken by adidas during their Arsenal kit launch, where they used cultural marketing to build deeper connections. Blending heritage, everyday wearers, and non-studio shots, adidas created a captivating video that unfolded as a story on social media, allowing the audience to become an integral part of the narrative. 

They’ve since executed this again more recently during their announcement of partnership with Newcastle United for the 24/25 football season. 

They used guerrilla marketing tactics to combine offline and online communities together by utilising local street artists to “tag” the city with the adidas logo - bringing nostalgia of successful seasons in the 1990s, leveraging Sam Fender’s local celebrity sphere of influence, and involving the everyday person in the feeling. The result was a launch that tapped into the emotions of pride and joy, making it a solid community builder. 

Accessible foundations for success

While not all brands will be able to replicate the scale of adidas, the foundations for success in community building remain the same. Investing in this space can result in growth through loyal customers, repeat purchases and advocacy that encourages new users.

My key takeaways from Kelliesha’s talk for creating connections:

• Insights - building a unique voice for your brand
• Consumer shifts - be sensitive to attitudes and values and ensure you align to these,-  including evaluating your language, terminology and tone of voice your brand uses
• Culture - authenticity and credibility, appreciating the cultural space
• Real life - look for opportunities to be  present at relevant events
• Listen - actively check in with your community, and show their voice is heard

As we step into 2024, the journey of community building stands as a powerful strategy for brands to create lasting connections and meaningful engagement.