Community building is the key to engaging modern audiences

Following the recently concluded Cannes International Festival of Creativity, known as the Oscars of advertising, the industry is buzzing with renewed inspiration for the year ahead. Yet, beyond the initial excitement, a lingering question persists: amidst the remarkable and high-investment campaigns, how many will truly embed themselves in consumers' minds, fostering deep emotional bonds and lasting loyalty in today’s era of attention scarcity?

Brands are continually exploring avenues to engage consumers on a profound level. Community-building campaigns and marketing initiatives stand out as particularly effective, albeit resource-intensive success stories.

At its core, these efforts are about forging connections—in life, with brands, and across a hyper-connected yet often isolating landscape. By fostering belonging, shared values, and mutual support, some brands have successfully cultivated enduring relationships with modern consumers.

Building a sense of belonging

Community-building campaigns offer brands a pathway to tap into the fundamental human desire for connection and belonging. In an increasingly fragmented society, consumers are drawn to brands that provide community spaces where like-minded individuals can come together, share experiences, and offer support, thereby forging powerful emotional bonds.

Glossier, an American beauty brand, exemplifies this approach by leveraging digital conversations to inform their product development strategy, actively incorporating community feedback on new formulations and product ideas. Moreover, such campaigns enable brands to demonstrate their values in action.

Today's consumers seek alignment not just in products but in values and beliefs. Initiatives like Apple's ‘Shot on iPhone’ campaign illustrate this by merging product functionality with community storytelling, showcasing creativity through user-generated content from iPhone users worldwide.

When customers become brand ambassadors

Building trust and loyalty is crucial in an era marked by skepticism towards traditional advertising and institutions. Brands like Lululemon and Gymshark have successfully fostered communities of fitness enthusiasts, engaging them through meaningful interactions and turning them into brand evangelists.

Makani Creatives used this community building approach with Mochi Shoes, a brand built upon the ethos of nurturing existing creative tribes within its target audience. The ‘Makers of Awesome’ campaign was a tribute to the community of creators that emerged during the challenges of the COVID-19 pandemic, celebrating their creativity and resilience.

The approach as an agency is to always convey an integrated message. In Mochi’s Mochi, Makani Creatives pushed a message that acknowledged and celebrated the creator economy and also invited user generated content that further established the brand’s premise.

When today’s consumer sees a brand reflect the true realities of their lives, it witnesses active participation in the conversation. That to us is the success of taking a community approach.

Furthermore, community-building initiatives provide brands with valuable insights into consumer preferences, trends, and needs. This real-time feedback loop allows brands to adapt their offerings and marketing efforts to better meet the evolving demands of their audience, ensuring relevance and competitiveness in a dynamic marketplace.

As consumers increasingly prioritise brands that offer more than mere products or services, community-building campaigns will continue to play a pivotal role in fostering meaningful customer relationships. This keeps their marketing strategies flexible and in tune with what the community needs.

Suchana Sarkar, chief brand officer, Makani Creatives.