Today, I’m talking connection. It’s a straightforward enough concept, and it’s the key to bonding with your tribe, but surprisingly, very few brands get it spot on. The ones who do, however, do it rather well.
1. Poo-Pourri
A comical entry, however it would be wrong to say that their YouTube video didn’t connect with its audience. It’s racked up just under 28 million views so far, and doesn’t leave anything out in the open. Pun intended.
2. Guinness
Their recent campaign featured Sapeurs, bringing them colourfully onto this list.
The Sapeurs create a rich backstory to documentary. Their bold choice to live an unexpected lifestyle is a source of celebrated originality and positivity.
Their life is not defined by occupation or wealth, but by respect, a moral code and an inspirational display of flair and creativity.
The Sapeurs show us that whilst you cannot always choose your circumstances, you can always choose who you are.
The video clearly symbolizes how Guinesses connects with its target audience while underlining the brand value: made of more.
3. Nike
It was a particular campaign that convinced me to put Nike in this list. The video started with a famed indie YouTuber who was approached by Nike to show what #Makeitcount meant to him.
Instead of making their movie, he and his friend spent the entire project budget traveling the world, until the money ran out… ten days later.
Even if this isn’t exactly what Nike wanted him to create, the film of their travels embodies what the brand stands for and personifies how they’re connected to their audience.
4. Honda
Honda might not spring to mind on lists such as these, however, watch their award winning Senna campaign, and you may change your mind.
Sound of Honda 1989 is based on decades of story-rich engineering, and F1 racing legend Ayrton Senna.
Honda and Dentsu took an unusual approach in this award-winning campaign, which used data from a record-breaking lap in 1989 to recreate Ayrton Senna’s drive in a dazzling light and sound-filled installation and online experience.
The campaign transformed dry data into something truly emotional.
"It connects with you on a very human level and it also talks about legacy and the future at the same time, which is not easy to do."
5. Apple
Apple’s success is, at least in part, down to their core values and beliefs. From their mission statement and business philosophy, these are the lines that stood out for me:
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We believe that we're on the face of the Earth to make great products.
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We believe in the simple, not the complex.
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We believe that we need to own and control the primary technologies behind the products we make.
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We participate only in markets where we can make a significant contribution.
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We believe in saying no to thousands of projects so that we can really focus on the few that are truly important and meaningful to us.
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We believe in deep collaboration and cross-pollination of our groups, which allow us to innovate in a way that others cannot.
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We don't settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we're wrong and the courage to change.
Apple are possibly one of the best companies out there in connecting with their audience, their latest Macbook air sticker campaign explains this point perfectly, by how it personally connects to all the different demographics that the Macbook air appeals to.
There are thousands more besides, of course, and the number's getting bigger all the time. Let us know on twitter if there are any you’d like to mention @folkwithpurpose.
Thanks for reading,
James