Surreal: Why your DTC brand Should be Using Founder-led Marketing
Did you know there’s a secret tool within your marketing toolbelt you might just have overlooked? Your founder! Some brands have already utilised this often overlooked opportunity, making sure their founder is front and centre of their marketing efforts.
One of the most innovative DTC brands using their founder in their marketing is the Surreal breakfast brand. In a brilliant viral marketing moment that certainly created plenty of engagement, Surreal co-founder Kit Gammell used a billboard to talk to his dad who seemed to doubt the success of the brand.
It’s a brilliant and clever use of the founder to generate a lot of buzz. It’s also inspired some other brands such as Wild to put their co-founders front and centre in their marketing, with Wild co-founder Charlie Bowes-Lyon venturing onto the London tube in a fluffy pink dressing gown in a Valentine’s Day stunt.
So what lessons can DTC brands learn from Surreal and Wild?
1) Storytelling
Often the most interesting part of a founder’s role in the business is the early days! Use your marketing to highlight how they started the brand. Did they come up against much opposition? Did their friends and family think they were crazy? Use it to tell a story and draw in your customers.
2) Be brave
Both Surreal and Wild’s campaigns include an element of bravery from their founders. They are well aware they could face some backlash for being so bold, but that is why their customers are drawn to them. Don’t be afraid to experiment and try new things when it comes to using your founder in your marketing!
3) Use your audience
Just like your brand’s founder, your customers are part of the story too. Subtly acknowledge their role within the story of the brand and make sure they know you listen and value them.
4) Nail the tone of voice
While using your founder is a fun way to try new things in your marketing efforts, make sure you aren’t straying too far from your brand’s established tone of voice. There is no point using your founder if it comes across as disingenuous and too different from what your customers expect from your brand.
