The document discusses several brands that took brave steps in their marketing campaigns. Doritos launched a campaign called "Bold 50" that allows customers to set or break world records to engage consumers. Maytag created a character called "The Maytag Man" to humanize the brand on social media. American Greetings brought paper crafts to a digital conference to show analog experiences are still appreciated. Ford highlighted everyday heroes to communicate its values and commitment to social good. Casper engages customers personally on social media and with gifts to truly know its audience. These brands demonstrate how taking risks and being authentic can increase engagement.

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Doritos
In March Frito-Lay officially kicked off
Bold 50, a marketing campaign that
challenges consumers to break or set
any of 50 world records. All of the
records include Doritos chips.
By using user-generated content,
Doritos is giving the spotlight to
consumers in a new way and allowing
the consumer to be the star, instead
of the brand.

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Doritos
Bold 50 will allow customers to "put
their personal stamp on the brand,"
which also happens to be turning 50
this year.
"We see consumer engagement as an
ongoing dialogue with our fans,”
- Frito-Lay marketing VP Jeannie Cho

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The year-long campaign has announced
4 world records thus far, with the others
announced throughout the year.
Doritos took a step as a Brave Brand by
basing their campaign on user-generated
content. This meant that they had to bet
on their fans mimicking their crazy and
adventurous brand voice in order to pull
off their campaign.
Online and offline conversations about
Doritos are likely to increase significantly
as a result of this campaign, and more
brands should try to engage their
audiences in a way that is fun and allows
the audience to be the star.

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Maytag
Maytag launched the Maytag Man
campaign in order to give the brand a
new face, voice, and personality on
social media.
The goal Maytag set out to accomplish
was to be more relevant, increase social
reach, generate engagement, and use
social media platforms as a tool to
improve brand metrics.

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Maytag
Maytag received a finalist nomination in the
Multi-Platform Campaign category for the
2015 Shorty Awards.
They did their homework. Capitalizing on
the behaviors of their audience on each
platform, they made their mark.

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Maytag
For example, on Instagram Maytag used
user- generated content to repost photos of
kitchens with the Maytag Man hiding in
appliance openings. They also used popular
social media formats of media such as GIFs
and memes.
Maytag Man was also the first brand
character to take part in Movember, the
popular men’s health awareness campaign
also known as “No-Shave November.”

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Brands looking to reinvent, or create, their
social media presence should consider
being a Brave Brand like Maytag in
creating a personality like Maytag Man,
to engage people in an authentic way.
Doing so can humanize their brand and
build more personal relationships with
their fans.
Click to read more

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12. American Greetings
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American Greetings stepped out of their
traditional marketing mold with an
activation campaign at South by Southwest
Interactive (SXSW). In March 2016, they
took over a block in Austin to launch a 3-
day experience titled, #Analog.

13. American Greetings
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#Analog served as a place for individuals to
make cards, learn lettering techniques,
have a selfie of themselves stitched with
thread, and more.
“All of this was meant to remind SXSW
Interactive attendees of the fun they can
have with paper.”
- Kristina Monllos, AdWeek

14. American Greetings
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The sentiment behind #Analog was to
motivate festivalgoers to take a break
from the digital world and appreciate
those in-person experiences that are
often unappreciated.
The greeting card company stepped out
as a Brave Brand to make their presence
known at a conference geared toward the
digital world, and in doing so they made it
known that the analog format is not a role
of the past.

15. American Greetings
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This was not a large surprise from the
company known to make waves, such as
with their Effie- Award winning ad , “World’s
Toughest Job’’ last Mother’s Day.

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American Greetings
Brands should not be afraid to engage in
unfamiliar territory in a way that is true and
authentic to their brand.
Just because it is not your organic audience
or stomping grounds, doesn’t mean you
can’t be as brave as American Greetings, as
they showed the digital world that paper
isn’t going anywhere!
Click to read more

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To make the brand more personable, Ford
created an online video series, “Everyday
Hero Stories,” that illustrates how Ford
employees, owners, and dealers “Go
Further” every day to make the world a
better place.
The series expresses the shared values
of the brand, highlights the people whose
good deeds make the world better,
and illustrates Ford’s commitment
to humanitarianism.
Ford

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Aside from being a finalist in the “Social
Good Campaign” category of the Shorty
Awards, Ford’s brave campaign
generated some dynamic metrics.
Ford

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“To date, these Everyday Hero stories
have generated over 8 million
impressions and over 13 million video
views, changing the perception of Ford
by causing 1.4 million consumers to
think more favorably of the brand, four
times our original goal. Additionally, we
have increased the association between
Ford and our brand promise of Go
Further by 165%, three times our goal.
And more than doubled our 3% goal of
influencing consumers to actively seek
out additional Ford content with a 7%
rate of influence.”
- Team Detroit, Ford Motor Company
Ford

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More brands should follow suit and create
campaigns that showcase their commitment
to improving humanity on a deeper level, as
well as communicate their brand promise
in a way that uplifts the communities that
use their products.
Brands should consider expressing their
values and authentically adding a sense of
humanity and greater meaning to their
campaign when they strive to increase
brand relevance.
Ford

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23. Casper
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Have you ever been up late at night, scrolling
through social media, unable to sleep, but
bored out of your mind?
Even if you haven’t, enough people have that
the mattress company, Casper, decided to
capitalize on this niche group of consumers with
their Twitter campaign.
Prior to that, however, Casper was no stranger
to being brave. Having made their first $20
million dollars in 10 months through word of
mouth, innovation was their calling card.

24. Casper
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The brand is known for doing things such as
sending bottles of champagne to fans on
Valentine’s Day and engaging in real- time
conversations when one of their mattresses
was shown on MTV’s “The Real World”.

25. Casper
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What makes Casper a Brave Brand is they
personalize like no other, taking the extra
step to really know their audience.

26. Casper
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“After our customers purchase their mattress,
we make sure to follow up on social [media]
by asking how they're sleeping. We give
them real advice (even when it means a
return) and keep them entertained when
they're falling asleep at their desks. When
someone tweets a problem with their order,
we look into their public social posts to find
out what [they] love. If they have a dog, we
send them a Barkbox. If they love to cook, we
send them a fondue kit.”
- Lindsay Kaplan, VP of Communications at
Casper

27. Casper
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This is the norm for them, from delivering
breakfasts to fans complaining about being at
work with a hangover to sending handwritten
cards to devoted fans.
They often make it a habit to reply with
popular GIFs.

28. Casper
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Click to read more
The biggest lesson brands can learn
from Casper?
Know your audience.
And then take it a step further.

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