Humans are beautifully complex beings. And what makes us even more so, is that we’re all different and unique. Are you a dog or a cat person? Are you Team Savoury or Team Sweet? Do you have the toilet roll hanging at the front or back of the holder?

You see?

This range in preferences applies to how we like to shop and engage with brands too. With so many platforms and messaging opportunities, as well as the fact that how people encounter them can shift daily, it’s not necessarily an easy task for brands to get it right on all levels.

So, we thought it would be interesting to take a closer look at some of the brands on our radar who are smashing it across multiple channels.

Surreal

The tone of voice is such a winner in all their marketing. It’s witty, familiar and interesting. The website is simple and easy to navigate, aesthetically pleasing and not too huge. The CTAs to direct to their other channels are also great, such as this one on their website:

And once you get to their Instagram, the posts are original, with funny captions and good but not over-stylised imagery. We also love their innovative billboard campaign which features celebrity Surreal-lovers shamelessly endorsing their products. Except, a quick closer look reveals that they’re not actually famous people, but just folk who share the same name as said celeb.

And of course, the emails. Like the rest of the brand, they’re designed in pleasing pastel hues with bold typography. Each email’s purpose is straightforward and contains only one or two messages, and the copy from the headlines to the CTAs is inventive and interesting. It’s all just Surreal-ously good.

Webuyanycar

There’s no denying that they’ve always had a catchy TV/radio ad theme tune. But they recently seem to have upped their cross-channel marketing game too, kicking off with the fun Just Sold My Car TV ad which stars TikTok sensation Mufasa from the viral Friday Dance video. They’ve continued the campaign on their socials, with characters performing their own Just Sold My Car dance, as well as related competitions, audience participation opportunities and even a Spotify playlist.

Their emails follow the website’s branding and are simple yet effective, with fun animation and direct copy that’s universally relatable and always with a reminder to follow up on your inquiry that was made into - you guessed it - selling your car.

Bloom & Wild

The email marketing from Bloom & Wild is impressive. A steady flow of newsletters drop in, often with temptingly good limited discount offers as well as clever personalisation when relevant. They also send letter-style emails that appear to have been personally sent by someone from the company; a great way to make their customer feel more connected with the brand.

Their in-app experience is always a treat, proving simple as well as useful for the user, with handy features such as your own editable Occasions tab as well as a brilliantly upfront Help tab.

Their Instagram grid is also a treat, beautifully curated with images and reels that rarely fail to capture the imagination. And we have to highlight their gorgeous collab with Liberty - surprising and yet, so obvious!

Tony’s Chocolonely

With unapologetically bold branding that beckons gleefully to you from the shop shelves, a stunning website packed with lovely animation and tempting CTAs and an Instagram grid that looks as delicious as the product tastes, it’s no wonder that Tony’s has grown so much in recent years, with its annual revenues at around £100 million as of last October.

Their email marketing is definitely light-touch, with emails only dropping in if they have something to promote or around a major calendar event. But they are delightful to read, and we like the way that they always feature links to ‘our mission’ and ‘FAIR report’ in the hero, highlighting that they’re a mission-led organisation as they strive to make the chocolate supply chain 100% slave-free.

Fascinatingly, Tony’s describes their own product as their number one marketing tool, which would explain the small amount of emails and ads. And whilst this is true and cleverly done (i.e. many of Tony’s consumers will know the reason the bars are uneven in shape is to symbolise the profit inequality across the chocolate supply chain. How? It’s written on the inside of the wrappers), actually they’ve been at the helm of many brilliant campaigns, collaborations and publicity stunts.

Market your product without actually looking like you’re marketing it? Genius.

If you’ve got a cross-channel digital marketing project you need to nail, talk to us. Our team of connected marketers, trusted strategists, and inspired designers, copywriters and developers, know all there is to know about crafting customer journeys across every digital touchpoint.