Business
Illustration by Benedetta Vialli
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In a crowded marketplace, traditional attention-grabbing marketing tactics normally approach off as narcissistic and off-placing. Brands can create meaningful awareness by embodying audacious qualities—acting as guardians against injustice, prioritizing others’ desires selflessly, and serving as mentors and contrivance models. Profitable campaigns, like Carrefour’s defiance of archaic agricultural laws or Domino’s pothole-filling initiative, demonstrate these traits, leading to increased client belief and brand loyalty. A four-part framework can information brands in creating efficient hero campaigns by addressing significant social points with staunch effort and broad resonance. As brands increasingly take on roles akin to social activists, their energy and accountability to contribute positively to society become paramount, challenging from traditional CSR to authentic societal betterment.
In the summertime of 2018, a unfamiliar news narrative began to make the rounds on social media: Domino’s Pizza was filling potholes in cities across America, leaving a branded sticky label on the freshly laid asphalt. The initiative, playfully named “Paving for Pizza,” was a practical response to a general nuisance — the potholes that can wreak havoc on cars, buses, and yes, pizza deliveries. The pizza company humorously explained that it was working to be certain soft rides so its pizzas would arrive unscathed.
