Breaking the Marketing Mold: Sofia Salata Of PlantIn app On 5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before
An Interview With Chad Silverstein
Using AI
With the advent of artificial intelligence, brands have gained the opportunity to start utilizing it in various formats. For example, CGI (computer-generated imagery) has been used to create three-dimensional campaigns that look realistic. This can lead to interaction, reposts, and, of course, increase reach. Jacquemus employed this technology in their “Bags on Wheels” campaign, which went viral last year, and in the “Falling Lemons” campaign that received nearly 1,000 comments in Instagram post. In this way, the brand promoted itself, without actually showcasing any of their products.
Traditional marketing methods are no longer sufficient in today’s dynamic and fast-evolving market. To truly engage and captivate audiences, businesses need to think outside the box and adopt innovative and non-traditional marketing strategies. What are these strategies, and how can they transform audience engagement? I had the pleasure of interviewing Sofia Salata.
Sofia Salata is a User Acquisition Specialist at PlantIn app, an AI based plant care app with 23 millions of users around the world. She is responsible for managing advertising campaigns on platforms such as Meta, TikTok, and Snapchat. Her role involves optimizing advertising budgets and exploring innovative targeting strategies to effectively engage and acquire new users.
Thank you so much for joining us in this interview series! To start, could you share when and how you got started in marketing?
I started my marketing career 3 years ago at a creative agency, where I worked with social media marketing, influencer marketing, and brand communications. However, 2 years ago I changed my path and started working as user acquisition specialist in IT marketing in PlantIn app. My main responsibility is to attract users through online channels.
What has been the biggest shift in the marketing industry and can you give us an example of how it impacted you?
The COVID-19 pandemic was undoubtedly a game-changer in all fields, and the marketing industry is no exception. One of the biggest impacts of COVID was change in consumer behavior. Due to social isolation and restrictions, people began to experience anxiety and loneliness like never before. Brands that showed empathy in their marketing campaigns, creating a sense of community and providing support, were able to resonate with consumers. For example, Guinness did this with its “Saint Patrick’s Day Message” campaign, which positively affected the brand’s reputation. This trend continues, so it is important for businesses to understand their consumers’ issues and use personalized messages rather than traditional advertising approaches.
Another significant change that COVID-19 brought is the increased role of digital channels, as they became the only channels of communication for a certain period. Businesses had to increase their investment in social media advertising to attract new customers and update their interaction tactics with existing consumers by adding and managing new channels. This has once again highlighted that omnichannel is the way to go.
During the pandemic, I realized that digital marketing is a new and effective direction for business development, as its impact has become hard to underestimate. That’s why I decided to continue my career in this field.
Can you explain why it’s essential for businesses to break away from traditional marketing and embrace new strategies?
After COVID-19 business is now demanding quick adaptation and change. Traditional marketing strategies still have their place, but it’s important to start integrating new, more innovative approaches that can leave a lasting impression on consumers. The choice between traditional and new approaches should be based on business goals, budgets, target audience, and product — often, a hybrid format that combines both approaches can be the best strategy for many companies.
However, the advantages of new strategies, particularly in digital marketing, are hard to deny:
- Unlike traditional marketing, digital marketing offers less reach but more precise targeting, so in most cases, the target audience receives the brand’s message.
- Businesses receive one-way engagement from consumers through traditional channels, as the audience has limited ways to interact with the brand. Digital marketing facilitates two-way interaction through social media, comments, and chats, increasing engagement and loyalty to the company. For example, Domino’s Pizza’s “Tweet for Pizza” campaign, where customers could order pizza through emojis, encouraged customers to interact with the brand on social media, significantly boosting loyalty.
- Traditional approaches involve higher budgets and measuring revenue can be challenging. In contrast, digital marketing is more cost-effective, especially for small businesses. It allows better budget control, and tracking tools provide detailed information about revenue.
These facts speak for themselves: businesses need to either integrate at least some new strategies or risk falling behind their competitors.
Could you share and briefly explain the first major change you made to break the trend of traditional marketing that was not so common?
From the very beginning, I have primarily worked with innovative marketing strategies and have not been involved in traditional marketing. In my previous role, I often worked with influencer marketing, which was my first step into non-traditional approaches. In the age of active content consumption on Instagram, TikTok, and YouTube, both micro and macro bloggers have become a kind of bridge between brands and audiences, helping to attract new customers and showcase new products. This is exactly what I frequently dealt with. My responsibilities included finding the right influencers for collaboration, creating briefs for them, or preparing texts for presenting new clients’ products.
What specific results did you see after implementing this change?
The effectiveness of influencer marketing for brands is quite substantial. Mostly, I worked with large companies that had the capability to attract consumers through traditional methods such as outdoor advertising. However, more often than not, they opted for influencer marketing due to its measurability and effectiveness. Social media reach was higher compared to outdoor advertising, and it was valuable to receive immediate consumer feedback about the product in comments rather than waiting a long time for it. No doubts that influencer marketing helped these companies achieve their primary goal — raising awareness of new products.
How do you ensure that these new marketing strategies resonate with your target audience?
First and foremost, it is important for every company to know its customer. It is necessary to research not only the demographic components but also the psychographic ones, as they better reveal people’s values and preferences. Through regular surveys or research, valuable insights can be gained that will help choose a relevant innovative strategy that resonates with the audience and benefits the company.
Can you share an example of something you tried that didn’t deliver expected results or ended up becoming a financial burden, and what you learned from that experience?
As is well known, people trust people. In an era of fake, staged advertising, customers are increasingly skeptical of brand propositions. This is why User-Generated Content (UGC) has emerged, where content is created not by brands but by users. It seems to be like breakthrough for the digital era. A great example of using UGC is the brand Glossier. When the brand released the Mega Greens Galaxy Mask, thousands of users shared their selfies wearing the mask with the hashtag #maskforce, which the brand then reposted on its social media channels. In this way, the company not only fulfilled its promise by giving users a chance to become the face of the brand but also began to build trusting relationships with new consumers.
At Plantin App, we expected that UGC would diversify our content and become a new effective method for engaging users. However, current tests show more negative results. This situation has shown that not all marketing tools work equally well for everyone, so it is important to test and find your own keys to success. Additionally, I recommend occasionally retesting what previously didn’t work — it can work this time.
Great. Now, let’s dive into the heart of our interview. Could you list “5 Innovative & Non Traditional Marketing Strategies That Can Engage Audiences Like Never Before”?
1. Storytelling
In the age of digital technology, attention spans are shrinking, making it crucial for brands to tell compelling stories to stand out. Consumers appreciate this approach: 92% of consumers prefer brands that use stories in their messaging, according to OneSpot. People are interested in hearing stories, especially those in which they can find something relatable. Authentic stories create a deeper connection, and consumers experience a stronger range of emotions. Effective storytelling breaks down barriers between the brand and the audience, strengthening their connection. For example, Nike’s stories about how athletes train, face challenges, and still earn rewards for their efforts help many Nike consumers relate to it and stay motivated on their path. If you are ready to start creating stories now, Kindra Hall in her book “Stories that stick” describes the structure of a good story.
2. Viral Content
Anyone can create viral content, but it is crucial to understand a few key aspects. The most important thing is to monitor and follow social media trends, mainly using popular topics, jokes, and events to increase your chances of success. If necessary, create several variations on the same theme. It is important not only to be aware of all the trends but also to implement them correctly in your content strategy, as not all trends may suit every brand. Another effective approach is to collaborate with influencers, both micro and macro as they can boost your reach. Creating viral content has become one of the cornerstones of Liquid Death’s strategy. Their videos, memes, and posts on Instagram and Twitter draw attention to the product and help build a community around the brand. Each Liquid Death marketing campaign is filled with satire and irony.
3. Gamification
Gamification refers to the application of game elements to non-game contexts, such as marketing campaigns. It is based on the human desire for competition, achievement, and rewards. Gamification can take various forms: loyalty programs, contests, interactive content, and reward systems. Its goal is to increase customer engagement, enhance brand loyalty, and encourage specific behaviors, such as making a purchase or sharing content on social media. A well-known proponent of gamification, Duolingo, a popular language-learning app, constantly uses gamification in its content, messaging, and product to make the user experience enjoyable.
4. Using AI
With the advent of artificial intelligence, brands have gained the opportunity to start utilizing it in various formats. For example, CGI (computer-generated imagery) has been used to create three-dimensional campaigns that look realistic. This can lead to interaction, reposts, and, of course, increase reach. Jacquemus employed this technology in their “Bags on Wheels” campaign, which went viral last year, and in the “Falling Lemons” campaign that received nearly 1,000 comments in Instagram post. In this way, the brand promoted itself, without actually showcasing any of their products.
5. Hosting Events
Hosting events, whether in-person or virtual, can create an engaging experience that not only entertains customers but also increases loyalty. These events can range from product launches and parties to educational seminars and workshops. A notable example is Apple, whose new product presentations are watched live by audiences around the world. At WWDC, Apple fulfills its promise to combine technology and creativity. Each year, they discuss concepts that form the foundation of their innovative processes, leading to the creation of new products.
What challenges might companies face when transitioning away from traditional marketing strategies, and how can they overcome them?
At first, it can be challenging to find a working format for new strategies, as their variability is quite broad and the likelihood of everything working perfectly is low. However, there is no need or practical necessity to test everything at once. It is important totest those innovative tools that may be interesting to the target audience and fit into the brand’s development strategy.
It will also be problematic if you implement a strategy without addressing the question of why. Goals and hypotheses must be clearly defined for accurate results analysis.
How do you measure the success and ROI of these new marketing strategies?
It is impossible to measure the effectiveness of implemented strategies if the main goals and key performance indicators (KPIs) were not set at the beginning. I recommend setting goals using the SMART methodology, as this will make them specific and clearly measurable.
It is important to track key indicators and consumer reactions throughout all stages of innovative strategies to respond promptly to various situations. All costs associated with strategies should also be calculated in advance because this helps avoid uncontrolled expenses. After calculating the main expenses and executing the strategies, it is possible to determine the return on investment by comparing the revenue and costs of these strategies.
Looking forward, how do you see the role of innovative marketing evolving in the next 5–10 years?
Marketing has changed significantly in recent years and continues to evolve. I believe that the advancement of technology and AI will profoundly impact the use of innovative strategies, making them more accessible. For example, virtual reality(VR) could become a common marketing tool, just like augmented reality (AR). These technologies can be used to enhance the real-world consumer experience. As technology spreads, more brands will be able to implement it in their strategies.
Additionally, the use of social media will reach a new level for brands, as an online presence will become essential. The competition for consumer attention will become even more pronounced, so we can expect an increase in unique and diverse content and messaging.
What advice would you give to business leaders who are hesitant to move away from traditional marketing methods?
Relying solely on traditional or outdated strategies makes it impossible to attract new consumers, as such companies will simply fall behind others that are constantly seeking new approaches to surprise their customers. In 2024, it is important not only to create a high-quality product and sell it effectively but also to build strong connections with customers through engaging interactions. This is how long-term loyalty and a positive brand perception are formed. It is impossible to become a lovemark brand if you do not know how to surprise and build relationships with your customers.
Can you share any upcoming initiatives or plans you have for further innovating your marketing strategies?
Currently, we plan to strengthen our storytelling approach in advertising by engaging users through relevant thematic stories. We will also continue to test UGC across various digital channels, as we see potential in this type of content.
How can our readers follow your work and learn more about your approaches to modern marketing?
Perhaps one day I will start sharing useful information on my LinkedIn profile, but for now, I will be happy to connect there and engage in discussions about marketing and innovations.
This was great. Thank you so much for the time you spent sharing with us.
About the Interviewer: Chad Silverstein is a seasoned entrepreneur and Thought Leader with over 25 years of business experience. He has founded, operated, and exited multiple companies and now builds into a handful of high impact CEOs. Chad has launched multiple online communities, including a recent leadership development platform, and also serves as a strategic advisor for Authority Magazine’s thought-leader incubator program.
To learn more and connect with Chad visit: chadsilverstein.io
Breaking the Marketing Mold: Sofia Salata Of PlantIn app On 5 Innovative & Non Traditional… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.