In today’s noisy social media landscape, standing out is the only way to grow. Every scroll through the social media brings more of the same: identical reels, recycled trends, templated captions. So how do you gain real results in a world where everyone’s copying each other?
You stop copying and start leading.
Why Copycat Marketing Doesn’t Work
When businesses follow trends without innovation, their content becomes indistinguishable from competitors. This repetition doesn’t just bore your audience, it diminishes your brand’s credibility and unique voice. Consumers today crave authenticity and freshness, rewarding brands brave enough to step away from the familiar.
Originality Brings Real Communities
Brands that lead rather than follow leave lasting impressions. Consider campaigns by brands like TELUS International Bulgaria and Skapto – each successful due to their courage to innovate. They don’t chase fleeting trends; they set new ones. Original campaigns create conversations, build communities, and most importantly, drive results.
Real Examples of Originality
TELUS International Bulgaria – “Мога там. Искам тук.” (“Come Back to Bulgaria”) Campaign:
TELUS addressed Bulgaria’s brain drain by spotlighting real stories of young professionals who chose to stay and thrive locally. The campaign blended patriotism with realism, inspiring pride and sparking conversations about opportunity at home.
The Challenge: Roughly 900,000 Bulgarians were working abroad, creating a domestic talent gap.
Concept & Execution: TELUS enlisted over 50 foreign professionals living in Bulgaria to answer why here in Bulgaria – against famous landmarks. These authentic video messages were then programmatically targeted to Bulgarians abroad, based on IP and online behavior.
Incentives Offered: Those applying could receive a BGN 5,000 relocation bonus, a plane ticket, and relocation assistance.
Results:
- ~650K impressions across social and media
- ~12K visits to the campaign site
- 500+ CV submissions
- At least 10 individuals returned to Bulgaria
- Cost‑benefit: BGN 1.56 returned per BGN invested
Key Learnings: This campaign brilliantly fused emotional storytelling, smart tech-driven targeting, and tangible incentives, turning passive viewers into actual job applicants.
Full Campaign Case Study from MIXX Awards Europe 2020
Skapto – “Air‑Dropping Fries” Campaign
Bulgarian burger brand Skapto consistently uses witty, pop-culture-infused humor to connect with its audience. Their playful tone and unique voice make them instantly recognizable in a market saturated with generic food marketing.
The Problem: Skapto’s mobile “Skaptobus” was parked in a hard-to-find location and received only 15 orders in 15 days.
Creative Solution: The team went to a nearby park and used iPhone AirDrop to send free fries coupons – along with a Google Maps link – to attract people directly.
Innovation: AirDrop served as a unique, unsolicited “ad space” – a guerrilla tactic to reach people within a specific radius without traditional ad costs.
Results:
- Distributed 1,000+ coupons
- Nearly 25% redemption rate (≈244 free fries)
- Tripled post-campaign revenue
- Significant social media traction and earned media attention
Key Learnings: Skapto demonstrated how inventive thinking can repurpose everyday tech to solve local business challenges, creating buzz and driving concrete results.
Full Campaign Case Study from MIXX Awards Europe 2020
How to Embrace Originality in Your Marketing
- Understand Your Audience Deeply: Original ideas come from understanding your audience better than anyone else. Know their desires, challenges, and aspirations, then create something uniquely valuable.
- Experiment Regularly: Don’t fear failure. Test new formats, messages, and styles. Each experiment is a step toward discovering what truly resonates with your audience.
- Prioritize Authenticity: Authentic content builds trust. Let your unique personality or brand ethos shine through clearly and consistently.
- Encourage Creativity Internally: Foster an environment where your team feels safe suggesting bold, fresh ideas. Creativity flourishes when encouraged and rewarded.
Tips to Spark Originality
- Stay Curious: Constantly seek inspiration outside your industry to find fresh perspectives.
- Collaborate: Work with creatives from different fields to bring diverse viewpoints into your marketing.
- Challenge Conventions: Regularly ask, “What if we do the opposite of what everyone else is doing?” This mindset can unlock powerful, innovative ideas.
- Monitor Trends, Don’t Mimic Them: Be aware of trends, but use them as inspiration rather than templates.
- Storytelling: Use authentic stories to create emotional connections with your audience.
- Feedback Loops: Regularly seek feedback from your audience and adapt your strategy based on genuine responses.
- Diversify Platforms: Experiment with different channels and formats to discover new ways to reach your audience.
- Reflect Regularly: Periodically assess your content to ensure it aligns with your brand’s unique voice and core values.
In a World of Copies, Be the Reason They Click “Follow”
Growth doesn’t come from imitation, because imitation equals limitation. It comes from imagination. So, if you want real results, forget what everyone else is doing. Say something worth hearing. Show something worth sharing.
Because in a world of copycats, originality isn’t just a strategy. It’s your unfair advantage. Like saying…
