What is the future of CGI marketing?
There is power in CGI marketing campaigns - engagement, relevance and resonance.
Marketing campaigns are no longer just about going viral… it also doesn’t mean long term success. While viral moments can boost visibility, the true essence of successful marketing lies in sustained engagement, relevance to the target audience and delivering content that entertains and educates.
CGI has emerged as a pivotal tool in achieving these goals, offering brands the ability to create strong and engaging content that resonates deeply with audiences across various platforms.
The impact of CGI in marketing
CGI provides brands (and marketers) with unparalleled creative freedom, allowing you to craft visually stunning and highly imaginative content that would be impossible to achieve with traditional methods. This technology not only enhances the aesthetic appeal of campaigns but also enables brands to tell compelling stories that captivate and retain audience attention.
Why CGI campaigns work
Engagement and interactivity: CGI allows for the creation of interactive and immersive experiences. These can range from virtual try-ons in fashion to interactive product demonstrations in tech. Such experiences significantly increase user engagement as they provide value beyond passive content consumption.
Relevance and resonance: CGI can be tailored to fit the specific preferences and interests of target demographics. By leveraging data analytics, brands can create personalised content that speaks directly to individual consumers, making the campaigns more relevant and impactful.
Entertainment and education: CGI excels in creating entertaining and educational content. Whether it's through animated explainer videos, immersive virtual tours, or engaging product showcases, CGI can convey complex information in an easily digestible and visually appealing format.
Examples of good campaigns…
Nike Japan’s Air Max Day 3D Billboard campaign
Launched in 2022, this is a striking example of innovative marketing. It leverages cutting-edge technology to capture consumer attention and engage audiences in a memorable way.
Here's a detailed breakdown of the campaign and its success:
Concept and execution:
3D Billboard
Nike utilised a high-resolution 3D digital billboard in the Shinjuku district of Tokyo. The billboard featured a dynamic, eye-catching display of Nike Air Max sneakers.
Visual impact
The sneakers (trainers) appeared to jump out of the screen, creating a visually arresting spectacle that captivated passersby.
Timing:
Air Max Day
The campaign was timed to coincide with Air Max Day, an annual celebration of Nike's iconic Air Max line. This alignment heightened the relevance and excitement around the campaign.
Insights and data on success
Social media
Videos and photos of the 3D billboard went viral on social media platforms like TikTok, nstagram and Twitter generating millions of views and shares. This organic spread amplified the campaign's reach and impact.
Media coverage
Major media outlets picked up and covered the campaign, further extending its visibility and reinforcing Nike’s reputation for innovative marketing.
Consumer engagement
Increased foot traffic:
Reports indicated an increase in foot traffic to nearby Nike stores, suggesting a direct impact on consumer behaviour. Which shows that digital can have a real world impact.
Brand loyalty:
Nike analysis revealed high levels of brand loyalty and positive sentiment towards the campaign.
Why this type of campaign works well
Nike created a visual and emotional appeal with this campaign among it’s core target audience. They understood that they wanted to create a memorable experience that would stand out in an age of information and content overload, making the brand message stick. It tapped into the human connect and mixed together nostalgia (with the iconic Air Max line) and the use of cutting-edge technology which built an emotional connection. Organic content can work well, but ultimately creating spectacular campaigns encourage user-generated content, as people love sharing unique and exciting experiences… the modern word of mouth. They also created a point of different that made them stand out in a crowded advertising landscape. Nike is know for being a leader in innovation and creativity and they really capitalised on that. We talk about this a lot but building Cultural relevance is something that shouldn’t be overlooked. They chose a prominent location in Tokyo and aligning with a globally recognised product line…
Nike created a culturally relevant campaign that resonated deeply with audiences.
Insights and takeaways
Why invest in CGI content?
Enhanced creative potential: unlock a new realm of creative possibilities, allowing you (brands) to craft unique and imaginative stories that stand out in a crowded digital space.
Increased engagement: Interactive elements can significantly boost user engagement, keeping audiences invested in you and the content you create and more likely to share it.
Targeted relevance: things can customised to align with the preferences of specific audience segments, making content more relevant and effective in driving conversions.
Educational value: it can simplify complex concepts and products, making it easier for consumers to understand and appreciate what you offer.
Implementing CGI in Your Marketing Strategy
Collaborate with agencies: Partner with agencies (like us obvs babes), we have the expertise and resources to deliver high-quality content. Ensure clear communication of your brand vision and goals.
Leverage data analytics: Use data to inform your content creation, ensuring that it is tailored to the interests and behaviours of your target audience.
Focus on storytelling: While the visual appeal is important, the narrative should not be overlooked. Combine stunning CGI with compelling stories to create memorable and impactful campaigns.
Don’t sleep on investing in CGI content for your marketing campaigns. It’s not just about creating visually appealing ads or viral moments; it's about crafting engaging, relevant and resonant experiences that connect with audiences on a deeper level.
