Clever Creative: The World Is Your Market
Posted Thursday August 17th, 2017 by Caitlin Artigliere in Creativity + Art.In today’s day and age, having a social media presence is like having a social security card. If you don’t have one, do you really even exist? The negative side to being on social media is that we haphazardly share everything. We tell the world when and where we’re going on vacation, what we had for lunch and even personal information like where we live. This opens up possibilities to identity thieves, but also to marketers. With our information floating freely around the web, marketers can stalk those profiles and data mine to create custom ads that are sometimes more creepy than helpful. However, today’s “Clever Creative” from Cost Plus World Market uses consumer data that was voluntarily given to the company, showing us that sometimes all we have to do is ask and the world can be your market.
Cost Plus World Market:
Cost Plus World Market understands how creepy marketers can be when they get personal data about their consumers and use it to create ads. They decided to play on that in this hilarious campaign, while still showing us the features of their products. In the TV ads, they recruited design expert Nicole Curtis to show us how versatile their pieces are and how they look great in any space, especially small ones. She also personifies the eeriness of knowing too much about consumers when she shows up out of nowhere with exactly what the person needs, hilariously avoiding the question of how she knew. We like these ads because of their ability to balance humor and selling the products.
Another reason we love this campaign from Cost Plus World Market is because it doesn’t just stop with the comical commercials, the company invested in an entire integrated marketing campaign that utilizes print and out-of-home mediums as well.
The messaging, tone and appearance of each ad is consistent throughout every medium, which is sometimes difficult to pull off. But the truly amazing feat for the Cost Plus World Market campaign is that fact that they asked consumers to opt-in to giving out their personal information, instead of basically stealing it off the internet. Recently, consumers have felt as if they cannot trust advertisers and one reason might be because they are data mining and stalking social media profiles just to get that personal information. Granted it probably shouldn’t be that accessible, but it still betrays trust and as we said earlier, it’s just plain creepy. Cost Plus World Market’s campaign shows marketers that we can get that same information, and maybe even more, by just asking consumers to volunteer the it. They created a successful integrated campaign that utilized multiple channels and turned out better than anything that could have been created using stolen information.
With consumers feeling like they are being deceived by advertisers, the worst thing we can do is further perpetuate that skepticism by wrongfully taking their personal information. If we all take a note from Cost Plus World Market’s campaigns, we might be able to repair some of the mistrust between advertiser and consumer and rebuild the long-standing relationship.
Let us know what you think of these ads, and be on the lookout for next week’s installment of Clever Creative!
If you’re looking for some clever creative of your own, feel free to contact us.
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