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In a world flooded with short-form videos, copy-paste trends, and content made to please the algorithm, the brands that really make an impact don’t just grab attention; instead, they make a connection, one that wins over the hearts and souls of audiences.
The content that sticks with people, the stuff they save, share, and talk about later, isn’t necessarily the loudest. It’s the most meaningful, emotional and shareable one. It tells a story. It hits a nerve. It feels like something. That’s what makes it memorable.
So how do you create content that cuts through the noise and can live beyond the algorithm? Let’s dive into some standout examples, creative direction tips, and practical ideas for brands that want to build a universe, not just tick off boxes in a content calendar.
1. Fictional Characters Over Influencers: The Rise of Emotional Storytelling
Eyewear brand Lohaus proves that great content doesn't need celebrity endorsements or trending audios. Their cinematic social series features a stylish senior as the face of the brand—flipping the typical Gen Z formula on its head. Each video plays like an episode in a dreamy, visual narrative.
They're not selling glasses. They're selling a feeling. A lifestyle. A sense of wonder. The cool grandpa archetype evokes trust and warmth—aspiration without the gloss.
Creative takeaway: Create a character your audience can emotionally invest in. Think beyond demographics—aspiration isn’t just about youth or status.
2. Boring Product, Brilliant Format: Content > Commodity
Argos, the quintessential household name, rebranded their product storytelling with a tongue-in-cheek mockumentary called Arghouse.
They turned their store into an art gallery. Casted creators as dramatic personas. Delivered chaos, humour, and narrative. And the best part? It didn’t feel like an ad.
This is a masterclass in format-first thinking—building a video style your audience loves, then using it to house your messaging.
Creative takeaway: If your product is simple, make the format the star. Think: sitcom, sketch, faux reality show, animation, or even fake documentaries.
3. Worldbuilding > Product Shots
The fashion brand Arny Praht ditches the "new drop, new post" model in favour of mixed media visuals, surreal edits, and anti-aesthetic scenarios.
It’s gritty, weird, and refreshing—proof that a strong visual identity can make people care even before they know what you're selling.
Creative takeaway: Don’t just post about your brand. Create a world your audience wants to live in. Invest in art direction that surprises, puzzles or provokes.
4. Nostalgia, Sonic Branding & Cultural Hooks
Steve Madden is winning again, not by chasing TikTok trends but by tapping into cultural memory. Vintage phones, boomboxes, retro cameras,all tools in their nostalgia-driven content strategy.
It’s stylish, self-aware, and emotionally sticky. Even better, they’re using founder-led content to give the brand a face, human voice, and creative POV.
Meanwhile, PD Paola turned heads in NYC with a jazz band performing in a transparent truck. No product in sight, just a feeling. Now, when you think of the brand, you hear soft jazz. That’s sonic branding in action.
Creative takeaway: Nostalgia is a shortcut to emotional engagement, if used with intention. Music isn’t just background—it’s brand memory.
5. Humanising the Untouchable: The New Face of Professional Brands
Blackstone,a finance giant,chose not to default to interns and memes. Instead, they spotlight senior executives in a Vogue-style 73 Questions format. The result? Surprisingly charming content that’s equal parts educational and personal.
It’s authentic. It’s engaging. And most importantly, it makes powerful people relatable.
Creative takeaway: Consider who you spotlight. Flip expectations. Even B2B audiences crave entertainment; they’re human too.
6. Absurdity Works: Make It Weird (and Visually Genius)
Maezen, a fashion brand, launched a collection by literally freezing it in ice and smashing it open on camera.
Why does this work? It taps into absurdity, surprise, and physical ASMR. You can’t look away. It’s a perfect product reveal that feels more like performance art than marketing.
Creative takeaway: Absurd visuals = scroll-stopping power. Ask yourself: What’s the weirdest way we could reveal this product?
Conclusion: Stop Competing, Start Creating
Social media has become an echo chamber,same trends, same sounds, same 5 brands everyone’s talking about. The brands that are breaking through are those who refuse to play that game.
They’re building universes. Crafting formats. Telling stories. And they’re making content that sticks.