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Why brands must seize the curiosity opportunity

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Curiosity powers change. It forges connections. And connections are key to brand growth now more than ever. So why do the majority of brands ignore it? Jamie Wood, Senior Communications Strategist at Sticky, aims to find out.

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As individuals, every consumer has a uniquely curious spirit. Many want to be inspired, others need to learn - some are just downright nosy. What they all have in common is a desire to connect to the things that are important to them at that moment in their lives. Those connections drive their thoughts, and their actions.

This, of course, is the essence of what brands are trying to achieve. But too many are sticking with traditional segmentation when fractured modern markets demand a new way of connecting.

That’s why creating curiosity and the connections it fuels are the key to success. Bringing the brand closer to the 40-year-old, for example, who doesn’t identify with younger Millennials, even though they’re lumped in the same segment. We’ve investigated all this in our new report, The Power of Curiosity.

Seizing the curiosity opportunity

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The report identifies five new ‘Curiosity Cohorts’. They are groupings of different types of consumers, based on specific attitudes and activity which all have curiosity at their core: Clarity Seekers; Novelty Explorers; Socio-Eco Empaths; Exhilaration Hunters; and Expressive Individualists.

There are six key ways for brands to target these cohorts and benefit from the opportunity that curiosity brings. Ultimately, this approach can both improve their ability to reach new audiences as well as strengthening connections with existing customers and targets.

Each of these six distinct strategies represents a chance to spark curiosity and win loyalty.

Level up learning

Covid was a catalyst for legions of curious consumers to learn a new skill. For some that was making bread or learning a foreign language. Many more discovered the power of connecting digitally. And our thirst for knowledge remains strong, with many people showing a genuine need or desire to be challenged, educated and inspired by new information.

Brands can step confidently into this space, showcasing their expertise and providing opportunities to educate and upskill now we’re more time-poor than we were decades ago. Work and a digitally led world place greater demands on our lives. It’s a chance to spotlight the curiosity that drives brand development, offering it to people as a way to develop their own lives.

Steer social connection

Communities have existed in one form or another for eons. Today, they’re more important than ever as consumers seek contemporaries with shared interests. Brands have the chance to create forums for curiosity and build connections, driving sentiment and passion with an authentic voice in the conversation.

Cultivate creativity

Brands must actively bring the consumer into their world, rather than sitting back and waiting for them to share their curiosity. The acceleration of technology offers brands the chance to tap into the human desire to be part of - and influence - something bigger. That means creating spaces where consumers can contribute to the brand, not least its values, creativity and curiosity.

This includes allowing consumers to co-create brand content. For example, Bombay Sapphire issued a call-to-arms with its 'Saw This, Made This' campaign. It invited people to tap into the inspiration that exists all around them – whether with footage of an inspiring walk to work or a photograph of a cocktail they concocted – and share their creativity via the #SawThisMadeThis.

Elevate excitement

When brands succeed in connecting with audiences they tap into the need for new experiences, amplifying curiosity and genuine emotion. Understanding what this means to the individual is critical. Not everyone is a thrill-seeker, and not every brand can offer an earth-shattering experience in the shape of a blockbuster installation. But excitement is still possible, and the power of Augmented and Virtual Reality to fuel curiosity and forge connections is just beginning.

Trigger empathy

When we understand, connection is so much easier. This goes beyond knowing someone’s shared values. Brands need to identify all of the behaviours and actions that resonate with their audience. Then they must create narratives - stories that reveal and explain the bonds between us - to help consumers explore their passion points alongside the brand.

Hack wellness

Curiosity is driving audience behaviour with regard to mental and physical health, diet and exercise. Consumers are also increasing their use of technology specifically to take charge of their own health. This desire to self-improve also has its origins in the pandemic when we strove to stay well.

The legacy is an exciting chance for brands to tap into the trend, to produce and provide content built around relevant products and services. In this way, brands can create ecosystems that offer genuine and heartfelt support for personal development and lifestyle choices, rather than cynical sales opportunities.

Connecting with curious consumers

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With curiosity as a new lens, brands can turn consumer insight into creative execution that will make unbreakable connections. Only then can they harness the opportunities outlined above and succeed.

The process starts with audience analysis, understanding consumer motivations and choices. Then it’s a case of connecting, by responding to those insights with content that reflects people’s attitudes and desires, and underpins a meaningful, memorable value exchange.

In a fragmented market broad approaches won’t get results. A tailored strategy that connects consumers with brands, and to each other, offers opportunities to target multiple groups with tailored messages about the same product. Tapping into the unique curiosity of the individual, boosting efficiency and driving ROI.

In hard economic times, curiosity might just save the cat after all.

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