The pristine Adelaide Hills was the chosen founding place of international brand, Jurlique. Here, Global Chief Marketing Officer, Andrea Martens, shares her insights on what creativity means for this iconic brand.
In the world of marketing, creative success is a balance of logic and magic. There’s no point in being creative if what you’re doing doesn’t actually align to your strategy.
I see many examples of beautiful creative, but I often question the purpose—what will that really deliver for that brand and the business? Having a strategy in place is key. But before you can build your strategy, you have to know everything there is to know about your consumers: what’s it really like to walk in their shoes; why do they make the decisions they do when it comes to your brand; and how does their culture and environment impact how they interact with your brand? It might sound obvious, but in the absence of genuine consumer insights, you simply can’t build a strategy that will meet the needs of your consumer.
GETTING CLOSE TO YOUR CONSUMER
In the last 12 months at Jurlique, we’ve invested in a consumer insights program in Australia, Europe and Asia, as well as research into 2000 consumers in Australia and China. We wanted to know what our consumers felt about Jurlique and how we might be able to truly unlock the potential of this incredible South Australian brand.
What we discovered was that while the attribute ‘natural’ is extremely important to our consumers, it cannot compromise the efficacy and skin benefit it needs to deliver. So our competitive set was much broader than simply ‘natural brands’. These key insights, alongside our Brand DNA and Codes, have delivered significant changes in everything we do, from our brand communication ideas, innovation calendar, product briefs, strategic pricing recommendations, packaging, advertising and our universal customer experience.
CRACKING THE CODES
Because luxury and premium brands work differently to consumer goods brands, it is necessary to use a different branding approach. The process of understanding a brand’s DNA is much more holistic, focused on the heritage and origins of the brand and the story of its founders, Dr Jurgen and Ulrike Klein, both passionate believers in the healing power of nature.
Their vision was to create a pure and natural skin care range combining the ancient arts of alchemy, herbal medicine and homeoptherapy, to reconnect people to nature.
And for Jurlique, the key DNA strands include its natural ingredients, its origins in the South Australian hills, a consumer proposition based around skin and how it makes the consumer feel, and the unique processes used to make the range—all will be inherent to its success going forward.
FINDING THE MAGIC
Once the fundamentals or the ‘logic’ have been clearly defined then you have the springboard for creativity which can deliver business results. For example, we have just produced a series of creative executions that we believe has the potential to really accelerate our growth. It’s as simple as having a map to help you reach your destination. Without it you spend your time going around in circles.
Consumers are seeking to interact with aspirational brands, but also brands which have a point of view, so there is a real opportunity to create a new narrative in this category—a narrative that has really never been seen before.
To do this, we work with best-in-class creative partners in packaging design, photography, and production, from all over the world. Combine this with a strong marketing team who are well trained in the principles of extracting maximum potential from each and every creative idea, and you have every chance of finding the magic.
The final step in the process is taking your creative to market. Understanding the customer journey, the touchpoints, and how to interact with them in a culturally relevant way, may be very different in each market, such as China versus Australia, and requires executions to have the flexibility for alternative deployment.
For Jurlique, while we may have put in the hard yards to ultimately develop the creative for our brand, it is still imperative to adapt it to each local market.
And so we return full circle: start with strategy and inform this with solid consumer insights. It really is key to creative success.