^{Attention, trust, relevance, educational & emotive}

In today's complex marketing landscape, distinguishing between challenges and objectives is more than semantics – it's the key to unlocking brand potential. As the CEO of Avid Collective, I’ve seen firsthand how some objectives, like trying to skyrocket your market share, or engaging specific audiences, can require more than just traditional strategies. Delivering on these objectives requires a nuanced understanding of the challenges – be it a rival's financial clout, dwindling brand trust, or the scepticism of an increasingly discerning consumer base.

This is where native content comes to the fore as a secret weapon in your marketing arsenal. The unique benefits of attention, trust, relevance, education and emotion, strategically align themselves with the objectives of a brief, to overcome a brand’s challenges. That’s why native content isn't just content; it's a transformative tool, educating and building trust, all while keeping the consumer engaged. By leveraging platforms and partnerships that resonate with our target audience, we're not just reaching our audiences – we're connecting.

^{Multi-publisher campaigns at scale}

The Achilles' heel of native content has been the traditionally opaque path to planning and executing a successful campaign. Many brands grapple with tricky planning and vague objectives, which leads to disjointed campaigns and ineffective measurement.

At Avid Collective, we’ve been working hard to overcome these challenges by enabling brands to orchestrate multi-publisher native campaigns with unprecedented ease and scale. The Avid Platform 2.0 empowers every brand to pinpoint the unique value of native content in your marketing mix, providing tailored campaign solutions within a vast digital publisher network. This has unlocked a realm of unique benefits for brands using native content, refuting the stereotype that advertising can’t be a joy to consume.

^{The Body Shop, Westpac, Coco Pops: How brands successfully harness native content}
 

^{The Body Shop: Ethical storytelling}

The Body Shop confronted the challenge of standing out in the saturated beauty market. Its strategy? A native content campaign that spotlighted the company’s commitment to natural ingredients and ethical practices. Through narratives underscoring its brand philosophy, The Body Shop not only captivated but also nurtured a loyal consumer base, leading to enhanced brand recognition and customer fidelity.
 

^{Westpac: Simplifying finance}

Westpac harnessed native content to revolutionise financial services marketing. By transforming complex financial concepts into relatable narratives, Westpac demystified banking for the average consumer, fostering trust and positioning themselves as a dependable financial guide. This approach resulted in a substantial increase in customer engagement and satisfaction. The campaign saw a +10% total brand lift across all 4 key markers: awareness, consideration, preference and action intent.
 

^{Coco Pops: Reinvigorating a classic}

Kellogg’s Coco Pops leveraged native content to refresh its image and connect with a new generation. Through family-centric, engaging native content, the brand successfully communicated its core values while preserving its playful spirit. This strategy bolstered brand affinity, reinforcing the joy Coco Pops brings to family breakfasts. 

Commenting on the campaign, Lauren Maddocks – Brand Manager at Kellanova, said: “A key focus for 2023 was showing consumers how they can enjoy their beloved Coco Pops outside of the breakfast bowl. Working with Avid to showcase delicious Coco Pops recipes allowed us to connect and resonate with consumers in ways we just aren’t able to with traditional campaigns.

“Landing the campaign's key messages through trusted voices helped us to inspire with creations that highlight the versatility of Coco Pops. We were pleased that the campaign drove over 25,000 engagements with unprecedented high levels of positive sentiment. This proves how successful it can be to drive affinity when you meet people where they are already enjoying and consuming content.”

The experiences of The Body Shop, Westpac, and Coco Pops highlight a trifecta of native content benefits: captivating attention, cultivating trust, and eliciting emotional engagement.

This is the power of native content – it's where marketing meets storytelling, strategy intertwines with creativity, and challenges become opportunities to redefine the relationship between a brand and an audience. It's crafting campaigns that aren't just seen but felt, creating a narrative that turns passive viewers into active participants.

And now it’s possible to do seamlessly at scale. Find out how other big brands and agency groups are tapping Avid Collective’s native platform at avidcollective.com.au