The smartest brands aren't the loudest. They listen.
As an audience, we’ve developed deafness to the hard sell with flashy ads, and we naturally prefer the deftness of content that connects with us and adds value. We’ve seen this take shape in how brands have adapted over the years, creating meaningful connections with their audience by using content that aligns well and engages on a deeper level.
Much of the work from the winners at this year’s Cannes Lions Festival lent itself to the idea that effectiveness can be driven by... well, just good content. They didn’t shout louder – they carefully created content that actually cut through, and they were refreshing reminders of how to do it well.
Thinking /
From loud ads to content marketing that speaks volumes
There was one big takeaway above all at the Cannes Lions Festival this year: traditional advertising just doesn’t connect like content does – and we can tell you why.
Magnetic Storytelling: Siemens Healthineers' "Magnetic Stories"
One of the big standouts was Siemens Healthineers’ "Magnetic Stories” campaign. Siemens didn’t just promote a product, they managed to transform a deeply stressful experience - an MRI scan for a child with cancer - into something a little more comforting.
Siemens turned a clinical procedure into a narrative adventure by creating audio stories for the children that matched the loud and unpleasant noises of the MRI machine – and this, naturally, connected with the audience. The children became the heroes, and Siemens took a backseat to facilitate the children's journey rather than forcing the brand directly into the spotlight.
Their genius is subtlety; offering comfort and humanity in an entirely uncomfortable moment. Rightfully, their approach won them recognition at Cannes, but it also seriously reinforced how brands should create lasting connections by being part of the story rather than completely dominating it.
Help not hype – in practice
Content marketing isn’t new territory, it’s what smarter brands have been doing for years. And if you look back over these years, there’s been a trend. As we continue to work with these brands, we’ve pushed ideas further to get closer to what connects their audience to them.
With J.P. Morgan Asset Management, we took the opportunity to do just that. Identifying a knowledge gap in the income fund sector through audience research, we positioned J.P. Morgan to ‘act like income leaders’ with help not hype. Rather than simply promoting income funds with a ‘fireworks display’ of ads, we sought to bridge the gap by leveraging their vast educational and insight capabilities. Their clients didn’t need more jargon – they needed clarity to help them cut through complexity.
Clarity from complexity: “Income Intelligence”
We designed the “Income Intelligence” website and platform as a vital online resource with a sophisticated blend of articles, videos and packed with interactive tools. The platform was driven by an in-depth content strategy and an integrated campaign that empowered their audience with the right information to make informed investment decisions. The goal was to promote the brand as more than just a financial institution, but also an educational one.
The outcome resulted in the platform driving more traffic than any other marketing initiative to the J.P. Morgan Asset Management funds website and successfully positioning the brand as a credible online resource for information on income funds. The project was also a finalist in the Investment Marketing and Innovation Awards.
Getting closer to your audience
Why shout when content brings your audience closer?
Content marketing, unlike the approach of traditional advertising, is rooted in connection. It’s not just shouting louder; whether it’s emotional storytelling, or education, or insights and information, brands have to listen to their audience and create content that resonates with them and has something to offer.
The trend is telling us the future won’t be adding to the noise with more flashy and in-your-face ads. It’ll be about creating deeper connections with content that serves a purpose and brings your brand closer to your audience without dominating them. We’re looking forward to it.
If you’d like to find out how you can connect with your audience through smarter content, get in touch.