What’s at the core of your marketing strategy?

If the answer is an ad campaign, you’re thinking in the past. What traditional advertising agencies once called the standard lacks the human element that today’s audiences crave.

Though creating a campaign to launch a new product or service is still an essential move, it shouldn’t be your foundation. With an ad campaign, you are only telling a great story. That is just one essential extension of a 𝐥𝐨𝐧𝐠 𝐢𝐝𝐞𝐚. And that long idea has legs:

𝟏. 𝐒𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠: A compelling brand story is still critical, but it can only reach the pinnacle of impact when it’s 𝐟𝐞𝐥𝐭.

𝟐. 𝐒𝐭𝐨𝐫𝐲𝐥𝐢𝐯𝐢𝐧𝐠: Execution is everything; today’s consumers need to step inside the storybook—witness the vivid colors and unique notes of your authentic narrative. And they need to live it consistently at every touchpoint.

Experience should comprise the core of your marketing strategy. With experience as the platform for your campaign, you encounter your audience face-to-face and establish a human connection. You endear yourself to them in a visceral way. The experience is not the culmination, it’s the catalyst for organic marketing and possibly even the stage upon which to capture your ad campaign based on authenticity.

GRADIENT’s project for Golden Goose is a great example, with an immersive multi-channel content shoot planned directly from an Experience Design strategy. With a goal to generate awareness within the American market, the concept saw 𝟒𝐗 𝐚𝐯𝐞𝐫𝐚𝐠𝐞 𝐞𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 than previous months, 𝟏 𝐁𝐢𝐥𝐥𝐢𝐨𝐧+ 𝐢𝐦𝐩𝐫𝐞𝐬𝐬𝐢𝐨𝐧𝐬, 𝟐𝟎% 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐞 𝐢𝐧 𝐰𝐞𝐛 𝐭𝐫𝐚𝐟𝐟𝐢𝐜 and 𝟑𝟐% 𝐢𝐧𝐜𝐫𝐞𝐚𝐬𝐞 𝐢𝐧 𝐬𝐚𝐥𝐞𝐬 during the campaign launch in Los Angeles.