Getting noticed in a crowded world—what today’s brands need to know
In a world where 500 hours of video are uploaded to YouTube every minute and 7.5 million blogs are published daily, capturing attention is tougher than ever. Audiences are saturated with messages across social media, videos, podcasts, news, and events, each vying for their limited attention.
Brands need more than a catchy headline to cut through; they need an audience-first strategy that resonates on every level. The answer? A 360° approach that sees the audience from every angle, creating connections that cut through the noise and last.
From push to pull—why audience-first matters
Gone are the days of broadcasting a message and expecting it to stick. Today’s audiences are discerning, engaging only with content that speaks to them. Instead of “pushing” messages out, communicators must create a “pull” by addressing audience needs directly.
This shift requires a 360° view of the audience. Understanding what drives them, their values, and the channels they trust lets brands move from simply broadcasting to connecting on a meaningful level.
Take LEGO, for example. Rather than just announcing new products, LEGO creates spaces where fans feel part of the journey. Through the LEGO Ideas platform, fans can submit their ideas for new sets, and the community votes on their favourites. The winning designs don’t just become official products—they’re credited to the fans who imagined them.
By tapping into the creativity of their community, LEGO has shifted from a brand that sells to one that invites people in, creating a genuine sense of ownership and loyalty that goes far beyond the product itself. Fans aren’t just customers; they’re co-creators.
Building a 360° view starts with deep audience insights
Truly knowing your audience means going beyond demographics. We build this 360° view for clients through stakeholder interviews, social listening, and search trend analysis—gathering data that uncovers audience questions and preferences to form a foundation for meaningful connections.
For ABB—a global leader in electrification and automation—we applied this approach to shape a strategy for its Electrification Service (ELSE) division, which supports plant and operations managers focused on safety, sustainability, and energy efficiency.
By gathering insights into these managers’ operational challenges, we shaped messaging around the practical benefits that mattered most to them. With this foundation we built communications that connected ABB’s expertise with their audience’s real needs, moving beyond product features to deliver relevant, impactful messaging.
Finding the sweet spot—where audience needs and brand authority meet
With a 360° view of your audience, the next step is finding the “sweet spot”—the point where what the audience cares about overlaps with what a brand stands for. It’s not just about what a brand wants to say; it’s about finding that overlap where the audience’s needs and the brand’s authority align.
For ABB, the “sweet spot” came to life through the Everyday Heroes campaign, which connected the priorities of operations managers with ABB’s mission. This human-centred approach brought ABB’s electrification work to life through stories of employees and partners driving safer, smarter, and greener operations. By focusing on real stories, the campaign message cuts through the technical landscape, building genuine, values-driven connections with internal and external audiences.
Tailoring messages for real impact
A single message isn’t enough to reach diverse audiences. To resonate, the message must be adapted to address unique pain points, interests, and cultural nuances. This meant taking the Everyday Heroes campaign framework and then tailoring it to different audience segments worldwide.
For example, we knew customers in China focused on efficiency, while ABB employees in Switzerland prioritised safety. By adapting the message for each audience, we ensured ABB’s story felt relevant and connected to regional values.
Using a 360-degree approach to communications planning, we mapped out channels and formats, including social media, video, and internal communications. The campaign leaned heavily on video—shot in multiple languages and countries—allowing audiences to connect with the people behind ABB’s mission.
To amplify reach, we featured “heroes” on the ABB website, in written stories, and on LinkedIn. Content was also placed on screens in break rooms, shared in team meetings, and targeted to ABB’s global networks, reaching 100,000 employees and key external audiences.
Measuring success with short and long-term impact
To understand if a campaign is achieving its goals, measuring success is essential—and it starts with clear objectives and specific outcomes.
For the Everyday Heroes campaign, we established a set of goals from the outset, such as increasing brand awareness for ELSE both internally and externally and enhancing engagement across ABB’s target audiences.
We then mapped out a range of metrics to track these objectives over time. Short-term metrics like social media engagement and website traffic showed immediate audience response, while brand recall and deeper engagement were measured through follow-up studies and sentiment analysis. This outcome-focused approach allowed us to monitor progress, adjust as needed, and ensure the campaign built enduring connections with ABB’s audience.
Building connections that last
An audience-first approach isn’t just a communication strategy—it’s the foundation for creating lasting, meaningful connections. By shifting from “push” to “pull,” developing a 360° view of the audience, finding the “sweet spot” where audience needs align with brand strengths, and tailoring messages for impact, communicators can build relationships that go beyond immediate goals and create true brand loyalty.
