The Covid-19 pandemic has radically changed the way consumers interact with companies. According to McKinsey, more than 75% of Americans have tried new brands during the health crisis and 60% of them expect to incorporate them regularly into their lives. In this context, positioning a brand or product in a differentiated way becomes essential.

We are in the midst of a dynamic landscape, with active and involved consumers, making free and informed purchasing decisions. Therefore, the initial process of getting to know a product/brand, or awareness, is critical to increasing the customer base. This process guides the consumer towards appropriating the brand’s value proposition, the benefits it promises to deliver and its differences with respect to the competition.

Marketing campaigns focused on awareness encourage users to identify the brand in each of its products and choose it over the competition. They encourage preference to be generated within the market through positive experiences. To achieve this, it is necessary to reach a wide audience, including the audience close to potential customers and their environment. It is important to create brand recognition, even before the user needs to access the product or service. In this way, the brand will already be positioned in their mind and they will think of it as their first option.

Nowadays, companies use simulators, comparators and other digital tools, delivering most of the content in a static format: letters and numbers. In this context, awareness campaigns with innovative content and presentation can become the most effective way to increase sales and recall. Boosting this type of initiatives with personalized videos to create a friendly connection allows the brand to engage with customers from the very first moment.

By including personalized elements in the video, such as the customer’s name, the message will be better received by the audience, generating a positive interaction with the company from the beginning of the relationship. Personalizing the elements of the audiovisual piece transforms the content into something unique and close to the customer, promoting their purchase decision.