Spotlight on Strategy: The Art of Making Your Media “Invisible” (And No, It’s Not a Magic Trick)

Written by Jenna Malcolm

Jenna Malcolm is a digital media lead at Lucid fully committed to L’Oréal South Africa, who’s all about mixing creativity with clear thinking. She's worked across media and performance—and now spends her days building smart, scroll-stopping strategies for some of the country’s #1 beauty brand. Outside of work, you’ll find her running at sunrise, sunset, or in the dark, journaling with coffee in hand, or hanging out with her two miniature dachshunds. She's passionate about balance, growth, and finding joy in the little things.

Ever heard the phrase, “Less is more?” Well, it turns out in the media world, less might just be the new more, and we’re here to prove it. Welcome to the future of marketing—where making things disappear is not only possible, it’s strategic.

You might be wondering, "Isn’t that the opposite of advertising?" And you’re right. Historically, the whole point of media is to make your brand unmissable. But in an era of over-saturation, with ad-blockers, fast-forwarding TV viewers, and digital burnout, we’ve learned that subtlety is the secret sauce. Enter the Invisible Foundation—no, not the beauty product (that’s a bit of a stretch), but the idea that some of the best campaigns work when they don’t scream for attention.

The Invisible Media Strategy: It’s About Seamlessness, Not Noise

Think about it—when was the last time you remember a brand's message without being in-your-face about it? As media strategists, we need to work smarter, not harder. It's not about pushing products down consumers' throats; it's about integrating your message so effortlessly into their lives that they don’t even realize they’ve absorbed it until it’s too late.

In a world where the consumer is constantly bombarded with media, “invisibility” is more important than ever. With a well-crafted omnichannel approach, we can reach people in subtle, yet impactful ways. Whether it’s a beautifully placed Instagram ad that blends in with their feed or a YouTube pre-roll that feels more like part of the content than an interruption—that’s the sweet spot.

It's Not Magic, It’s Strategy

Creating an “invisible” experience doesn’t mean we’re working with smoke and mirrors; it’s a carefully thought-out strategy that ties together creative brilliance, data-driven insights, and an understanding of consumer behaviour. As a media agency, we thrive on putting our clients at the intersection of innovation and consumer engagement. This is the art of making their message feel organic, human, and, yes, invisible, without sacrificing impact.

And the Best Part? It Works.

At the end of the day, the best media campaigns aren’t always the loudest or most flashy. They’re the ones that make consumers feel like they’ve discovered something on their own, like they’re part of an exclusive club or on the cutting edge of a trend. They might not even realise it was an ad in the first place, until they buy the product, share it with a friend, and suddenly, we’ve created something truly memorable.

Let’s continue embracing the art of invisible media. Keep pushing boundaries, keep finding those subtle touchpoints, and most importantly, keep making magic happen, without the smoke and mirrors.

Cheers to less noise, more results!