Brand mascots definitely aren’t a modern form of marketing. In fact, The Michelin Man - one of the most famous and recognisable mascots in the world - was born in 1894. Familiar characters such as Kelloggs’ Tony the Tiger and the cheeky M&M spokescandies are etched on consumer’s minds and are often surprisingly hard to forget. Whether you are fond of seeing these quirky creations or you find them annoying and outright unsettling, apparently they are doing something right.
Findings by global marketing research firm, System 1, have shown that the fictitious characters ‘employed’ by brands increase advertising effectiveness. The study, which used data from the Institute of Practitioners in Advertising (a UK trade body that represents agencies) collected across 2017-18 found that campaigns including a mascot are 37 per cent more likely to increase market share than ones without. These campaigns are also 27 per cent more likely to increase customer gains and 30 per cent more likely to grow profit gains, the study said.
A separate study System1 conducted on the topic, done in partnership with London-based marketing and advertising research company Lumen, discovered that a mascot can increase ad viewability in a digital context and extend dwell time, the latter by as much as 50 per cent.
So if you’re looking to breathe new life into your business, a brand mascot could be just the trick. For SMEs and start-ups, creating a mascot could help your business build its own identity. Creating a memorable mascot could also help you appeal to customers and stand out in a crowded market place. Mascots are the faces that lend your brand a distinct personality, which in turn differentiates you from the vast sea that is the business world. If you’d like to find out more about how you can make your brand stand out, get in touch with Only Marketing today.