CGI Marketing Campaigns
CGI, meaning Computer Generated Imagery, is a contemporary trend in the marketing industry. Brands are using the trend to create hyper-realistic products and videos to market new products or campaigns. The trend is commonly seen in the beauty industry, with viral CGI advertisements from well-known brands; Maybelline, L'oreal and Kheils. So why are so many brands using this technique?
CGI allows marketers to expand their creativity and innovation with a new online channel, which is crucial when targeting a young, digitally-savvy generation. CGI is a unique method of advertisement which has cleverly captured the attention of young consumers, resulting in organic brand awareness and dominance in competitive markets.
My favourite example of CGI Marketing is this Maybelline viral launch campaign (click the picture above to see the link). The reason why I like this campaign in particular is because it connects well to their target demographic (Gen-Z), using public transport as a means of relatability back to their primary/budget-friendly consumer. This ensures success for the campaign as it intentionally connects and resonates with the brands consumer, building brand loyalty and trust.
Overall, I'm really impressed with the use of CGI, however, I feel that brands need to use it authentically; as it can easily be interpreted as copying other strategies or to just merely keep up with the trend. I believe that Maybelline's campaign was a great example of incorporating the trend whilst staying true to their brand personality and consumer demographic.
So will the trend be seen across all different marketing industries, or will it be a fad that eventually terminates when the next marketing technique comes along?