A quick Google search estimates that brands have spent close to $235bn on social media advertising globally – a 140 per cent increase in just five years. This figure is forecast to grow by nearly 50 per cent by the end of the decade. Yet, this number does not surprise me. Every time I reach for my phone, I am bombarded by content attempting to sell me a product or a brand.
In this overwhelming flood of digital advertising, only a handful of campaigns truly stand out. Most content blends into the background, quickly forgotten or swiped past within seconds. What makes certain campaigns capture attention, build emotional connections and create lasting brand affinity? What separates a campaign t
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