Embracing the ‘Ick’ in Marketing: Insights from Cristina Jerome
In the world of marketing, discomfort can lead to innovation. Cristina Jerome, a seasoned creative strategist, shares her thoughts on overcoming marketing’s “icky” moments to build meaningful connections.
Meet Cristina Jerome
Cristina Jerome is the founder of Off Worque, a nonprofit social club committed to mental health and work-life balance. With experience in creating compelling campaigns for brands like Topicals and Adidas, her insights are invaluable for marketers looking to deepen their strategies.
- Claim to Fame: Jerome spearheaded the wildly successful campaign for Topicals’ Faded Eye Mask.
- Fun Fact: She lent her voice for Topicals’ brand campaign video.
Lesson One: Embrace the ‘Ick’ for Better Marketing
Jerome believes that every marketer has felt an “icky” sensation when trying to sell something. Building her own brand, Off Worque, transformed her approach to marketing from a metrics-driven mentality to a more organic and emotional one.
“The work doesn’t feel as ‘icky’ because it’s centered on well-being, not just selling,” she explains. By connecting with stories behind the numbers, marketers can create campaigns that resonate deeply with audiences.
Lesson Two: Treat Real Customers Like Influencers
In the digital age, authenticity is key. Jerome argues that traditional influencer marketing has become unrelatable. Instead, she emphasizes rewarding real customers, stating, “Influencing… is becoming unrelatable.”
- Explore unique ways to engage loyal customers, such as thoughtful giveaways or surprise freebies. These efforts foster community and demonstrate that you truly value your clientele.
Lesson Three: Root Culture-First Marketing in Genuine Stories
Jerome strongly believes that culture-first marketing should be authentic and deeply connected to the community it aims to serve. Many brands misinterpret inclusivity, focusing on broad targeting without genuine storytelling.
“You can’t have culture-first marketing without a founder or brand story that aligns with the culture you’re trying to speak to,” she asserts. Building relationships with community ambassadors can enrich your brand story and improve your marketing strategy.
Conclusion
Cristina Jerome’s insights remind us that marketing isn’t just about metrics; it’s about meaningful engagement. By embracing discomfort and prioritizing authentic connections, marketers can create campaigns that resonate on a deeper level, ultimately leading to a more fulfilling brand experience.
Related Keywords
- Marketing strategies
- Authenticity in branding
- Customer engagement
- Culture-first marketing
- Influencer marketing
- Mental health in marketing
- Emotional storytelling
