OUR APPROACH
If you recognised your dentist or even any dentist in your local high street recommending a toothpaste how much more engaging would that be than some random dentist influencer speaking to you?
The key frame on your feed would be your own, recognisable high street and straight away that has your attention before you even click into the content.
​
If this was replicated cheaply, shot on an iPhone, across 50 towns it could be produced for the same cost as one high end campaign with far wider and targeted reach.
​
If supermarket workers who you recognise from your local store were talking about what their company are doing about sustainability, maybe chatting to local customers about their shopping habits and how they’ve changed think how interesting that content would be.
​
This would be far more engaging than a highly stocked flagship store where there isn’t a gap on the shelves, lit by a director of photography with actors filmed in the middle of the night when the store is closed. A few stats are then thrown in about packaging and energy consumption for good measure. Nobody is engaging with that sort of staged, inauthentic content anymore and the strategy and messaging is lost.
