{"id":3252,"date":"2016-06-18T04:34:22","date_gmt":"2016-06-18T10:34:22","guid":{"rendered":"https:\/\/maven33.com\/?p=1"},"modified":"2016-06-18T04:34:22","modified_gmt":"2016-06-18T10:34:22","slug":"using-honesty-vulnerability-as-a-marketing-strategy","status":"publish","type":"post","link":"https:\/\/maven33.com\/?p=3252","title":{"rendered":"Using Honesty &#038; Vulnerability As A Marketing Strategy (Analysis)"},"content":{"rendered":"<div  class='hr av-av_hr-dcd2069817a0e3d34ae04cad8f3443c7 hr-default  avia-builder-el-0  el_before_av_textblock  avia-builder-el-first '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-av_textblock-0366cc7376be6c9e82a3e9cc8987b64f'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 style=\"text-align: center;\"><span style=\"color: #92873c;\">Using Honesty &amp; Vulnerability As A Marketing Strategy (Analysis)<\/span><\/h1>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1fe6cbc5cb4c638d79cf6cf44c990f4e\">\n#top .hr.av-av_hr-1fe6cbc5cb4c638d79cf6cf44c990f4e{\nmargin-top:10px;\nmargin-bottom:10px;\n}\n.hr.av-av_hr-1fe6cbc5cb4c638d79cf6cf44c990f4e .hr-inner{\nwidth:50px;\n}\n<\/style>\n<div  class='hr av-av_hr-1fe6cbc5cb4c638d79cf6cf44c990f4e hr-custom  avia-builder-el-2  el_after_av_textblock  el_before_av_textblock  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-none'><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-av_textblock-0366cc7376be6c9e82a3e9cc8987b64f'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p><span class='av_dropcap1 av-av_dropcap1-3cd9da5fea0ef5fb27aee617571c39a3'>T<\/span>he following\u00a0award-winning campaign is for\u00a0Under Armour,\u00a0an American sports clothing and accessories company with a powerful message:<\/p>\n<blockquote>\n<p>\u00a0&#8220;It doesn&#8217;t matter what others think. It&#8217;s what you believe.&#8221;<\/p>\n<\/blockquote>\n<p>The campaign inspires women to block out all outside criticism (and positive praise) so that they\u00a0can focus on the opinion that\u00a0truly matters: their own.<\/p>\n<p>This message\u00a0drive straight through\u00a0the heart of their target demographic because effective marketing appeals to emotions, and nothing seems to pull\u00a0on emotional strings like honesty, vulnerability, and authenticity.<\/p>\n<p>Under Amor even used the ugly side of honesty to tell their story. They placed a brave international model between the cross-fire of the public&#8217;s candid opinions, knowing that she would be criticized due to her unlikeliness of matching Under Armour&#8217;s brand. The criticisms were used to enhance\u00a0their brand message, empowering the international model as\u00a0she reveals an athletic side of her that no one seemed to expect.<\/p>\n<blockquote>\n<p>&#8220;Many creatives are not\u00a0afraid to be emotionally vulnerable\u00a0or to experiment outside the box \u2013 where honesty and authenticity\u00a0exist \u2013 which makes creatives\u00a0uniquely qualified\u00a0for developing this\u00a0kind\u00a0of work.&#8221;<\/p>\n<\/blockquote>\n<p>&#8211; Maven Creatives<\/p>\n<h4><\/h4>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1fe6cbc5cb4c638d79cf6cf44c990f4e\">\n#top .hr.av-av_hr-1fe6cbc5cb4c638d79cf6cf44c990f4e{\nmargin-top:10px;\nmargin-bottom:10px;\n}\n.hr.av-av_hr-1fe6cbc5cb4c638d79cf6cf44c990f4e .hr-inner{\nwidth:50px;\n}\n<\/style>\n<div  class='hr av-av_hr-1fe6cbc5cb4c638d79cf6cf44c990f4e hr-custom  avia-builder-el-4  el_after_av_textblock  el_before_av_textblock  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-none'><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-av_textblock-0366cc7376be6c9e82a3e9cc8987b64f'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"wpview-body\" contenteditable=\"false\">\n<div class=\"wpview-content wpview-type-embedURL\">\n<div class=\"avia-iframe-wrap\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/H-V7cOestUs?feature=oembed\" width=\"1500\" height=\"844\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/div>\n<div class=\"wpview-overlay\"><\/div>\n<\/div>\n<\/div>\n<\/div><\/section>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1fe6cbc5cb4c638d79cf6cf44c990f4e\">\n#top .hr.av-av_hr-1fe6cbc5cb4c638d79cf6cf44c990f4e{\nmargin-top:10px;\nmargin-bottom:10px;\n}\n.hr.av-av_hr-1fe6cbc5cb4c638d79cf6cf44c990f4e .hr-inner{\nwidth:50px;\n}\n<\/style>\n<div  class='hr av-av_hr-1fe6cbc5cb4c638d79cf6cf44c990f4e hr-custom  avia-builder-el-6  el_after_av_textblock  el_before_av_textblock  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-none'><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<section  class='av_textblock_section av-av_textblock-0366cc7376be6c9e82a3e9cc8987b64f'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Watch the case study and view the results of this amazing campaign here&#8230;<\/p>\n<\/div><\/section>\n<section  class='av_textblock_section av-av_textblock-0366cc7376be6c9e82a3e9cc8987b64f'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><div class='avia-iframe-wrap'><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/117392766\" width=\"640\" height=\"360\" frameborder=\"0\" title=\"I WILL WHAT I WANT - Gisele Bundchen - Website Case Study\" webkitallowfullscreen mozallowfullscreen allowfullscreen><\/iframe><\/div>\n<\/div><\/section>\n<div  class='hr av-av_hr-dcd2069817a0e3d34ae04cad8f3443c7 hr-default  avia-builder-el-9  el_after_av_textblock  el_before_av_social_share '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='av-social-sharing-box av-av_social_share-981f7761336080d54c04d7ac30ef78f7 av-social-sharing-box-default  avia-builder-el-10  el_after_av_hr  avia-builder-el-last  av-social-sharing-box-fullwidth'><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Share this entry<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share 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Many creatives are not afraid to experiment outside the box \u2013 where honesty and authenticity exist \u2013 which makes them uniquely qualified for this kind of work.<\/p>\n","protected":false},"author":1,"featured_media":1062,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-3252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry"],"_links":{"self":[{"href":"https:\/\/maven33.com\/index.php?rest_route=\/wp\/v2\/posts\/3252","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/maven33.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/maven33.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/maven33.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/maven33.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=3252"}],"version-history":[{"count":0,"href":"https:\/\/maven33.com\/index.php?rest_route=\/wp\/v2\/posts\/3252\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/maven33.com\/index.php?rest_route=\/wp\/v2\/media\/1062"}],"wp:attachment":[{"href":"https:\/\/maven33.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=3252"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/maven33.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=3252"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/maven33.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=3252"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}