Blog Insights
Strategic Storytelling: Why Your Brand Needs a Hero and a Villain
The Hero: Your Customer At the heart of every great story is the hero. For your brand, this hero is your customer—the protagonist whose challenges and aspirations shape the narrative. By understanding their goals, frustrations, and desires, you can craft messages that reflect their journey and position them at the centre of the story. This […]
Think Like a Chef: Building Multi-Sensory Campaigns That Leave a Mark
In the world of culinary art, a chef’s brilliance lies in harmonising flavours, aromas, textures, and visuals to craft an unforgettable dining experience. Similarly, in marketing, engaging multiple senses can transform campaigns into rich, immersive experiences that resonate deeply with audiences. The Science of Sensory Marketing Sensory marketing engages one or more of the five […]
From FOMO to JOMO: How Marketing is Tapping Into the Joy of Missing Out
The evolution from the Fear of Missing Out (FOMO) to the Joy of Missing Out (JOMO) signals a profound shift in consumer behaviour. Understanding the Shift: From FOMO to JOMO For years, FOMO has driven marketing campaigns, leveraging consumers’ anxiety about missing out on limited-time offers, exclusive events, or experiences. These tactics played on urgency […]
Why Every Marketer Should Think Like a Stand-Up Comedian: Lessons in Connection and Creativity
It’s about creating a deep and lasting connection with your audience—engaging them in a way that entertains, informs, and resonates. Stand-up comedians, masters of audience engagement. Their ability to captivate a room, deliver impactful messages, and leave lasting impressions makes them unlikely yet powerful role models for crafting memorable campaigns. 1. Know Your Audience Inside […]
The Psychology of Freebies: Why Small Rewards Yield Big Returns
At the core of the effectiveness of freebies lies the principle of reciprocity—a powerful social norm. When individuals receive something for free, they often feel an intrinsic obligation to give something back, even if that “something” is as simple as goodwill, positive feedback, or a purchase. In marketing, this principle translates into tangible results. Offering […]
Are AI-Generated Influencers the Future? Pros, Pitfalls, and Marketing Impact
Are We Ready for AI-Generated Influencers? The Pros and Pitfalls The rise of AI-generated influencers marks a fascinating shift in digital marketing. These virtual personas, crafted through advanced AI and computer graphics, present a blend of opportunities and challenges for brands navigating this rapidly changing landscape. As we consider their place in modern campaigns, the […]
Generative AI for Video Campaigns: From Ideas to Stunning Visuals
Generative AI uses algorithms to create new content, such as text, images, and videos, by analysing patterns in existing data. For video production, this means AI can generate realistic visuals, animations, and even avatars from simple textual inputs or minimal resources. Platforms like Synthesia, for example, allow businesses to create lifelike video avatars for corporate […]
Can a Story Save a Brand? Iconic Comebacks and Lessons in Storytelling
In business, every brand faces moments of challenge—times when its very survival may be in question. Yet, history proves that the power of storytelling can revive even the most beleaguered brands, turning them into icons of success. Let’s delve into some of the most remarkable brand comebacks and the storytelling strategies that saved them. Apple: […]
Hacking Human Behaviour: Behavioural Science in Digital Campaigns
Behavioural science focuses on the psychological principles that influence human actions. In marketing, it translates into understanding not just what consumers do, but why they do it. This deeper knowledge equips brands to design strategies that feel intuitive, natural, and highly effective. At CI Group, we’ve seen how aligning campaigns with behavioural principles can significantly […]
AR and AI in Events: How 2025 is Shaping the Future of Immersive and Personalised Experiences
As we stride through 2025, two transformative trends are reshaping the events landscape: Augmented Reality (AR) and AI-powered networking. We see these technologies not as fleeting novelties, but as strategic tools to deliver richer, more personalised experiences that meet the evolving expectations of attendees and organisers alike. Augmented Reality: Elevating Engagement AR has evolved […]