In an era where digital presence and authentic storytelling can define the success of a brand, Kelly Maret, a branding strategist and photographer, is set to make an impact with her new venture, MAKE SOCIAL. This innovative digital marketing and content creation agency focuses on empowering service providers and startups across Portugal, Luxembourg, Switzerland, and the United States, aiming to bridge the gap between content and brand positioning.
During her bachelor’s degree in international business in the Netherlands, she quickly recognized the diverse and complex role that cross-cultural differences play in marketing. “Culture and language play a huge role in how you present your content and convey your brand. Your brand must deeply understand the needs of its audience to convey the message effectively”. Understanding cross-cultural nuances to connect with diverse audiences became one of her key strategies when working with multinational brands.
Next to cross-cultural strategies, consumer behavior always fascinated Kelly, which is why she dove deeper into that universe when she attended the University of North Florida. This experience solidified her belief that branding extends beyond mere products; it encompasses the individuals behind them, the communities they serve, and the stories they tell. “This is where I realized that it’s not just about your product, the true value of your brand lies in how you connect with your audience” she states.
After completing her studies, Kelly took a significant step in her career by working as a Performance Marketer and Creative Strategist at an Advertising Agency, Digital Growth Studio, in Lisbon. There, she managed campaigns in Germany, Austria, and Switzerland (DACH market) in 3 different languages: German, French and English. During that spell, communicating effectively to the right audience was at the core of their approach, confirming the key role that understanding culture plays in marketing strategy. Also, it allowed her to blend analytical performance with creative content, “In this industry, you’re constantly balancing harsh analytics with the strategic creation of content,” she reflects. “I learned that both aspects feed off each other, and recognizing that interplay can drive exceptional results.”
During that period, Kelly noticed that the best investment a brand could make was in high-quality content. “I realized that the return on investment is often immediate when you focus on creating compelling visuals and narratives,” she notes. This revelation fueled her desire to delve deeper into content creation, prompting her to pursue further education in branding and marketing.
This dedication to her craft and vision is embodied by her company MAKE SOCIAL, which aims to provide personalized content creation and photography services, focusing on both personal and corporate branding. Her unique approach emphasizes storytelling that resonates with audiences on a human level, a philosophy she believes is essential for modern marketing.
Among her notable projects, Kelly highlights the introduction of AI-generated ad creatives for a Swiss homecare e-commerce brand – one of her first clients to utilize cutting-edge AI tools to create a unique brand positioning in the advertising space. She also worked on a compelling content pitch for a U.S. mental health app, where she applied content strategies with photography and short-form video content to be used to pitch to investors, thereby demonstrating versatility and adaptability.
But it was while working with a Swiss shoe brand that she was able to implement all her skills in one project. She worked on every step of the campaign, organizing the creative direction, creating photo and video content to be used for advertising, which were all tailored based on previous data. In this campaign she showcased her ability to blend artistry with strategic branding. She also realized that when you have the ability to do so, it is more effective to control every step of the branding process. “I want to ensure that every step of the process is intentional. Just creating content is not enough anymore, every step needs to be relevant to the message the brand is trying to portray.”
What sets Kelly apart in this competitive field is her combination of analytical comprehension and creative vision, backed by a multicultural upbringing in Luxembourg, enables her to navigate various cultural contexts adeptly. Growing up in a multicultural environment and speaking 6 languages, she believes that understanding cultural differences is essential for effective marketing, Kelly emphasizes. “Different cultures require different approaches, and knowing how to communicate with them is one of my strongest skills.”
As MAKE SOCIAL takes off, Kelly’s philosophy remains rooted in enjoying the process with her clients, rather than solely fixating on conventional measures of success “To me, a successful project is not only checking off KPIs. It’s about knowing that I created a lasting impact for the client, that we co-created an authentic and genuine vision of them or their brand, something that will change the way they see the potential of their brand and hopefully, will help them to imagine new scopes of possibility for the future.”
With her unique approach to branding and content creation, Kelly is poised to make a significant impact in the digital marketing realm, helping brands tell their stories in authentic and engaging ways. As MAKE SOCIAL continues to grow, there’s no doubt that her innovative strategies and passion for connection and storytelling will inspire many in the industry.