1 minute read
SAGE
Description of the role: As a Sage the brand has, produces or distributes information that is in some way exclusive. Usually a Sage brand has a group of followers that are so hungry for the information it provides that they just can’t get enough of it. Usually a Sage can identify a specific community or a group that has a special interest to the information it provides. The interest can be either a professional or a personal one.
Motivators for followers: Curiosity, thirst for knowledge. Being able to appear as an expert.
Advertisement
Stereotype of a Sage brand: Information-intensive brands, or brands that deal with “never-solved” questions (like those of wellbeing). Often a B2B brand, such as a consultancy.
Case
Aquafresh - Fortune Telling
Traditionally Japanese people have had very high standards of personal hygiene. The morning and evening tooth brushing has been a standard practice for most. But recent research has shown that fewer people are tending to their morning brushing especially during the pandemic. Why brush if your colleagues can’t smell your breath?
Aquafresh is committed to promoting good dental health as there are scientifically proven benefits in brushing twice a day. The toothpaste company decided to tailor a motivational campaign, especially to the Japanese market. Japanese are known to be keen on fortune-telling and horoscopes. Practically every morning news has a section of the day’s fortune. Aquafresh used this insight as they created their own toothpaste prophecy app on Twitter where users would upload their toothpaste blob and a renowned fortune teller would give them instant reading according to the shape, size, and color of their blob. Aquafresh fortune telling was available in the morning, from 6AM to 11AM proving a fun activity to support the morning brushing routine.
The Aquafresh Fortune Telling campaign resulted in the highest engagement rate ever in Aquafresh Japan’s brand history, a 215% increase in social media followers, and over 50MM+ media impressions. That’s how you tap into curiosity!
