Always Relevant online content journey: stories that connect with the audience and highlight the brand’s purpose.

In a connected society, it is natural and extremely important for brands to be present online. Therefore, it is common to see brands investing in an “always on” content strategy. They share their campaigns, follow trends and communicate new products or services. However, with the excess of information, fake news and busy routines, brands need to be more than “on” to stand out. They need to be “relevant”: produce content that makes sense to users, dialogue with relevant themes and develop innovative formats.

Given this context, we were invited by a digital agency to jointly build the “always relevant” strategy of a major cosmetics brand. As a starting point, we investigated the profile of the brand’s current and potential online customers based on data extracted by the Consumer Insights team and a profound Desk Research. Both methodologies allowed us to map the subjects most addressed by the public, the main social networks they browse and the tone of voice that most generates connection and engagement.

After target mapping, we delved into the brand’s history, visual identity and communication approaches. By doing this, it was possible to find the common points between the target audience and the brand for the construction of an online communication strategy that allows updates on what, where and how the brand speaks without losing its characteristics and distancing itself from its essence.

As a final result, we developed a strategy guided by the stories that the brand has to tell, reducing the protagonism out of products and services and connecting them with larger debates. In the end, the brand gained greater prominence and relevance in the daily lives of the target audience.