.png)
American Eagle has just pulled off a brilliant marketing move by relaunching their classic “Live Your Life” campaign with a twist. The new “Live Your Life” campaign puts disposable cameras in the hands of influencers, encouraging them to capture raw, unfiltered moments of their lives and posting it on social media.
Let’s take a closer look at why it’s genius and why brands should take a page from AE’s book of marketing.
In a move reminiscent of the '90s, American Eagle has distributed disposable cameras to over 200 influencers, asking them to document their everyday lives wearing AE fashion.
The campaign roster boasts a mix of household names like Coco Gauff, fresh off her US Open victory, and Trevor Lawrence, the rising NFL star, alongside a diverse crew of influencers.
The idea is simple: flood social media feeds with genuine, unpolished snapshots, providing a counterpoint to the typical glossy, hyper-edited images we are used to seeing.
“Live Your Life feels more relevant today than when it was first introduced more than 20 years ago. American Eagle’s purpose has always extended beyond providing great products, and this platform embodies everything we want for our customer–optimism, connection and to empower them to be who they want to be,” says Craig Brommers, Chief Marketing Officer of AE.
American Eagle’s approach might just inspire other brands to take a similar path, letting go of perfection to embrace the beauty of real life. If anything, they’ve reminded us that sometimes the simplest ideas with the right distribution can have the strongest impact.
So keep an eye on your feed—it’s about to look a whole lot more real.
There’s a certain something about the brands we connect with. You know, the ones we can’t get enough of, the ones we tell our friends and family about.
It can’t just be random that we like them so much and prefer them over so many others, can it?
So what’s really behind that special connection we feel?
What makes us loyal to these brands?
Is it their clever writing?
The flashy designs?
Charming ambassadors?
Actually, their secret is their Brand Archetype.
In this article, we are going to dive into what are brand archetypes and how they can help you build lasting relationships with your audience that go well beyond the surface.
By definition, an archetype is a universal symbol or character that resonates with deep human experiences. These are the metaphorical parts of stories we already know, allowing narratives to connect emotionally with their audiences.
By using brand archetypes, you speak in a language and tone that is familiar to potential customers like that of an old friend, drawing them in more easily and building a connection right away.
First introduced by Carl Jung, archetypes represent core human motivations and behaviors that transcend culture and time.
They often act as a medium to establish a brand's personality, enabling quick recognition and long-lasting relationships with customers.
We are living in a world bustling with ads, in fact, you and I see an average of 2,500 to 10,000 ads; every day. (Source: Google & Yankelovich)
On one hand, it’s become incredibly hard to stand out. But on the flip side, brands that nail emotional resonance are thriving more than ever.
Research shows 77% of consumers buy based on brand relationships, and effective storytelling can make brands 22x more memorable.
This is where archetypes come in as handy tools that can weave your narratives strongly into your audience’s hearts.
Look at Apple’s legendary Think Different campaign. By aligning themselves with people like Einstein and Amelia Earhart—icons we already recognized—they tapped into existing archetypes that triggered emotional connections. These were heroes, rebels, explorers, figures we subconsciously aspire to be or admire. And Apple didn’t have to shout to make that connection; they simply whispered a familiar story.
So, as a marketer what does this mean for you today?
Instead of trying to create entirely new narratives that might fall flat, draw on what your audience already knows and loves.
The era of product-first marketing is fading; consumers want to feel something. And in a world flooded with noise, an emotional hook is your biggest advantage.
Let’s learn about the 12 archetypes introduced by Carl Jung.
Brands, like your cherished MacBook or Campbell’s Soup, are aligned with a specific brand archetype. This alignment is rooted in psychological research and Greek mythology, revealing how fundamental human desires drive our connections to brands.
They represent universal human desires that brands can embody. For instance:
Aligning your brand with an archetype offers two key benefits:
All in all, these archetypes align with core human desires, influencing why some brands evoke stronger emotional responses than others. By embodying these archetypes, you can establish deeper connections and stand out in an ever-crowded market.
If you’d like to build a unique archetype for your brand most suited to your larger vision and develop strategies that will steer you in the right direction, you’re in just the right spot.
We, at Socialtyze, have helped over 250 leading brands establish deeper connection with their audience over the past 2 decades.
But, don’t reach out to us just yet.
Continue to receive complimentary insight on building your archetype and brand from us.
We have plenty of content to share in the coming weeks and months.
Once you’re truly ready to transform your brand and take your business to an entirely new level of success, let us know.
We have a crew of world class brand and creative strategists to help you.
.png)
We live in an era where algorithms are all-encompassing.
And why not?
The technology has allowed brands to track the efficacy of their campaigns based on results, producing more significant ROI.
But here’s the catch: relying on programmatic performance marketing is bad for your brand in the long term.
What's the happy medium, and how do you tap the algo while still growing brand equity?
Did you know that 81% of consumers say they need to be able to trust a brand to buy from them?
And that 71% of consumers claim that if they perceive that a brand is putting profit over people, they'll lose trust in that brand forever.
These statistics paint a clear picture: when it comes to building a brand, trust isn't just a nice-to-have – it's a must-have.
Like every other good thing in the world, all great brands were built over a long period with precise actions aligning with the brand’s larger vision.
However, when we rely too heavily on algorithms and performance metrics, we lose sight of the bigger picture. Here's what I mean:
1. Loss of brand identity: When all your marketing efforts are driven by algorithms, your brand can lose its unique voice and personality. You blindly chase what the data says, rather than what truly represents your brand.
2. Decreased customer loyalty: Performance marketing is great at driving one-time purchases, but that doesn’t mean it’ll guarantee that the customer will come back again to buy from you; rather, the platforms like Instagram and Facebook (Meta) will drive the traffic to any brand that’s willing to pay more for the ad space. Hence, the process lacks the ability to build the kind of emotional connection that keeps customers coming back.
3. Value transfer to platforms: As we become more dependent on digital platforms for our marketing, we're essentially handing over our customer relationships to these intermediaries. This shifts value away from our brands and towards the platforms themselves.
Now, you might be thinking, "Okay, but aren't those immediate results worth something?" And you're right, they are.
But here's the crucial point: sustainable business success requires both short-term results and long-term brand building.
Think about the last time you made a purchase decision. Sure, you might have clicked on an ad or responded to a promotional email. But chances are, your choice was also influenced by your overall perception of the brand.
Do you trust them?
Do their values align with yours?
Does the brand make you feel something?
These factors - trust, values, and emotional connection - they're what create lasting brand loyalty.
And they're built over time through consistent messaging, quality experiences, and yes, human attention.
The Biggest Marketing Success Stories Are Driven By Brand
If you think about the biggest success stories lately, they are not programmatically driven; they are brand-driven. The success stems from a clear and concise understanding of who they are as a brand.
We find these brand and business success stories across both emerging and established brands that bring their strong sense of self to Social Media and the Creator Economy to drive immense value and market share.
Some samples of these success stories include Duolingo, Prime, Dunkin, Pepsi, Olipop, etc…
See how these brands have crushed it as of late via my two recent blogs -
How Marketing Can Be Your Difference Maker and Game Changer
How Big Brands Are Winning In Social Media
So, how do we harness the power of algorithms and data without losing the human touch?
Build your Brand Fundamentals
Ideal Customer Avatar - Who are you marketing to? You may have more than one type of customer, so define them well to connect with them.
Your Why? - What is your purpose beyond the products and services that you sell? How are you tapping a higher moral ground that connects with your customers more intimately?
Archetypes - Defining and knowing your core archetype is critical to catching your customer's attention. Which one of the archetypes do you lean toward, or are you a combination of 2 or 3?
Tone & Voice - What do you sound like? Are you clever, funny, witty, approachable, or smart--you can’t be all things to all people, so narrow it. Like a good friend, you are developing a personality that has consistency and familiarity.
Look & Feel - Define your colors, font, mood, logo, and imagery so that you show up visually in the same way.
The most successful brands of the future will be those that can harness the power of data and algorithms while still maintaining a human touch.
They'll use technology to enhance their marketing efforts, but they won't let it overshadow the fundamental importance of brand trust and human connection.
In a time where algorithms are becoming increasingly sophisticated, paradoxically, the human element of marketing and storytelling becomes more important than ever.
By striking the right balance between data-driven tactics and brand-building strategies, we can create marketing that not only performs well in the short term but also builds lasting brand value.
Now, I get it, all this sounds a bit overwhelming. Not a one-person job at all.
But rest assured, with the right partner to assist you with your marketing ventures, you can strike the right balance between algorithmic marketing, brand consistency, and human touch.
The team of leading creative strategists and talent at Socialtyze has helped over 250 brands over the past 17 years to build substantial brand value without compromising on the perks of performance marketing.
We have a 5-part strategy to build out your brand fundamentals and a process for creating compelling on-brand stories that allow you to win in social media.
Want to learn more. Book a complimentary exploratory call.
Last year Mr. Beast made $80 Million, according to Forbes, for his ability to make eye-catching vids that go viral.
My series, Be Like Mr Beast, is designed to help creators learn the tricks and hacks that he uses to be so successful, so that you can achieve incredible success in social media.
Here are 3 more ways in which you can tap the algorithm and go viral.
Throughout all of MrBeast's videos, you'll notice the same familiar faces popping up again and again. It's a clever strategy that adds depth and appeal to his content. Here's why it's pure genius:
Mr Beast often talks about how three things determine if someone clicks on your YouTube video: the topic, the title, and the thumbnail. Here's how to master the visual hook that could skyrocket your views:
Mr. Beast says, in an interview, that he usually makes two or three different thumbnails for each video. If one doesn’t work, they switch it out—sometimes within minutes of the video going live.
Playing with extremes is one of Mr. Beast's go-to strategies.
He crafts titles that pit two wildly different options against each other, creating an irresistible curiosity gap. Take his hit video "$1 vs $1,000,000 Hotel Room!" – It's the promise of a mind-bending comparison that hooks viewers instantly.
This contrast tactic taps into our brain's love for novelty and resolution. It's like dangling a puzzle in front of our eyes—we simply can't look away until we see how these extremes measure up.
The key is to make the comparison interesting enough to draw people in without resorting to empty clickbait.
Keep the content satisfying, provide value and you’ll not only boost clicks but also keep your viewers happy.
And that’s a wrap!
If you’d like more, click here for Be Like Mr. Beast 1.0.
We, at Socialtyze, closely monitor and study these tactics to help our partner brands make the most out of creator-led social media revolution.
If you are a business looking to leave your mark with compelling creator campaigns, book an exploratory call with us.
.png)
Mr. Beast has amassed billions of views across his videos, making him the biggest YouTube giant - Literally a BEAST when it comes to going viral.
According to Forbes, he made $80 MM last year.
You don’t achieve something like that without knowing what it takes to make the algorithm tick.
In our Be-Like-Mr. Beast series, we help you to be a beast too by adopting the strategy and tactics he uses to go viral.
By following his unique blend of ingenious editing techniques, you can keep your viewers longer and tap the algo expanding your reach, awareness and revenue.
In this blog, I break down exactly that editing style into three core areas. Excited? Let’s dive right in.
Mr. Beast knows how to always start with a bang. He grabs attention using high stakes and dramatic scenarios right from the get-go.
In the video below, titled The World’s Deadliest Obstacle Course, the scene opens with a contestant nervously making a massive jump hundreds of feet above the ground, that too without any harness. If this doesn’t hook you, I don’t know what would.
These hooks are meticulously planned, often hinted at in the video thumbnail and title.
The key here is to promise viewers a thrilling experience right from the very start.
For instance, in the video "I Spent 50 Hours Buried Alive," the title alone makes viewers curious about how such a feat will be achieved and the potential dangers involved.
This approach ensures that the audience is glued to the screen, eager to see how the high stakes play out.
A hallmark of Mr. Beast’s editing style is the rapid pace.
His videos feature constant visual changes, keeping viewers engaged from :01.
Even simple walking transitions are typically sped up, to maintain a dynamic flow. This technique ensures that every second is packed with some movement or other.
Jump cuts are also heavily used by his editors. These cuts not only keep the pace brisk but also eliminate any dull moments, focusing solely on the most exciting parts.
For example, in the video "I Gave My 40,000,000th Subscriber 40 Cars," the action never stops. From the initial surprise to the final giveaway, the rapid cuts keep viewers on the edge of their seats.
Another very cool trick in his arsenal is the use of zoom cuts and close-ups.
By jumping from wide shots to tight headshots or zooming in on important details, the videos remain visually stimulating.
Mr. Beasts uses a mix of cinematic music and sound effects to heighten the viewing experience.
The music choices are consistent and often feature epic scores that quickly build anticipation and excitement.
Also note how he strategically makes use of silence. By suddenly stopping the music at key moments, he emphasizes the importance of what’s happening on screen.
This silence can make dramatic scenes even more impactful. For instance, in "$10,000 Every Day You Survive In A Grocery Store," the sudden silence before the cash pull makes you even more excited about the whole situation.
Sound effects like booms and whooshes add another layer of thrill.
Last but not least, every few seconds, there’s a "dopamine hit" – a moment designed to give viewers a burst of satisfaction. This could be a witty remark, a visual gag, or a sudden, unexpected event. These hits re-engage viewers, ensuring they stay invested in the video.
By focusing on these elements, you can create videos that are not only engaging but also memorable and retain a higher watch time.
As you implement, slowly and steadily, you’ll start reaching a larger audience and build a following of loyal viewers.
Now, we get it. Even with all this knowledge, putting up videos primed to go viral takes nuanced skills and an enormous amount of time.
If you feel, you got it, we wish you the best of luck.
Are you curious about receiving additional support? Then, schedule an exploratory call with us. We’d be happy to help.
At Socialtyze, we have a deep and experienced team of specialists across creative strategy, videography, data insight, and media execution.
Socialtyze - All Rights Reserved 2022