It's not about being flashy—it’s about being unforgettable.
It’s about creating bold, memorable campaigns that keep your brand top of mind, even for buyers who aren’t ready to act yet.
The latest Salesforce State of Marketing report reveals that top-performing marketers prioritize brand recognition to stand out in crowded markets.
Yet, many B2B marketers are still only laser-focused on demand generation.
This is where creative courage comes in.
Are we brave enough to tell stories that challenge convention?
To push beyond the expected and create campaigns that truly resonate?
Research from the LinkedIn The B2B Institute shows that fame-building campaigns consistently outperform those centered on features and logic alone.
https://lnkd.in/gUUc9fRm
A brilliant fame building example is JCDecaux’s “Meet Marina Prieto” campaign, which won the Creative B2B Grand Prix at the Cannes Lions International Festival of Creativity 2024.
To showcase the power of their outdoor advertising spaces, JCDecaux filled unsold subway spots in Madrid with Instagram photos of Marina Prieto, a 100-year-old woman with just 28 followers.
The result?
Marina’s followers skyrocketed by over 39,000%, sparking curiosity, engagement, and proving the impact of out-of-home advertising to build fame.
This campaign is a testament to the fact that even in B2B, creative strategies rooted in human connection and intrigue can transform brand perception and drive results.
Case Study here: https://lnkd.in/gK-EqkUH
💡 Let’s dare to push boundaries and make fame part of our B2B playbook in 2025.
