In this slide I look at a theory of how manufacturing urgency is essential for mobilizing audiences for campaigns. I also show a formula i've come up with for achieving this urgency.
1. MANUFACTURING A
SENSE OF URGENCY
Insights to create infectious campaigns
By Michael Goldstein, Creative Digital Planner, CHI&Partners NYC.
@mickeyg77
Wednesday, October 30, 13
2. Over the past 3 months, I have been
working on creating a sense of urgency
to drive engagement with our ad
campaigns
Wednesday, October 30, 13
3. THREE CLIENTS
Every Mother Counts
Maternal Health charity that needed the public to
#giveathought to the countless women suffering
globally from health complications due to
pregnancy
Bee Raw
Artisinal honey company that wanted to spread the
word that bees are dying at an alarming rate
#savethebees
Thirteen/PBS
Local NY TV station that needed to let everyone
know about the disaster that is modern television
#tvgonewrong
Wednesday, October 30, 13
4. Insight: Web for housing content.
Social for amplification of content.
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6. Twitter
We used Twitter
influencers and
celebrities to spread the
issues of #giveathought
and #savethebees on
twitter.
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7. Despite their large twitter followings neither influencer
created a huge, infectious impact online.
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8. The problem was there was not
enough context or content for people
to latch onto
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9. Web
For our PBS/Thirteen campaign we were featured on the
pages of a few prominent digital publishers
Readers had enough context to understand the issue and
the campaign took off, with huge sharing over social media
Wednesday, October 30, 13
10. Let’s look at how digital publishers helped
our Thirteen campaign deliver content with
enough context for people to dip into....
......And enough urgency to share
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11. A look at 3 different digital
publishers
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12. All three publishers use
different language and
positioning techniques to
create engagement through
urgency
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15. Upworthy - “Do something about this!”
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16. Insight: Urgency is best
created by an un-attached
third party reporting on the
issue. This gives it
authenticity as an issue not
an agenda.
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17. How do they do it?
A closer look at the techniques used by
digital publishers to manufacture urgency
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18. Buzzfeed - Urgency through over the
top language
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21. Thanks to those and other third party
publishers, we had people looking, thinking
and sharing our content. They helped us
manufacturing a sense of urgency that
people felt compelled to amplify through
social media. This drove over 14 million
web and 3 million twitter impressions with
no media spend!
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22. Insight: Relevant messaging
for varied demographics
creates a wider and more
layered sense of urgency
leading to multi-faceted,
intense momentum
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23. A wide range of audiences had content and
context to appreciate the urgency we were
communicating
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24. This happened because each
publisher created relevant
urgency by packaging content
for the audience they cater to
(Two Australian beers of similar content but packaged
very differently!)
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25. Buzzfeed - Fast Food of the internet
Erhmegerd berzfed
dis list, so tru
Wert the ferk
lowl centent
Easy to digest, OMG content perfectly packaged for
over-excited internet novices to hype over through
social media.
Wednesday, October 30, 13
26. Upworthy - Clicktivism Kings
FB reactions
Social issue with a call to action
Prominent social share icons
Content packaged in such a way that clicktivists
feel the need to ‘solve’ the featured issue
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28. Jezabel/Gawker - Black and white issues
Gawker and Jezabel package issues for an audience looking to bring further
discussion to black and white issues where the only moral reaction is of outrage.
Headline prompts outrage
Extensive opportunities for discussion throughout article
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29. Urgency is created when multiple
3rd party publishers all work to
raise attention to the same issue, in
ways that are relevant and
distinctly packaged for their
audiences.
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30. So how can you best create urgency with a
3rd party digital outlet?
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31. For PBS/Thirteen, we tried emailing all the
major digital outlets to give them an inside
scoop on the campaign. Despite the great
content, we had no interest.
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32. It was only when EW.com started getting huge hits
from their post on the campaign that others took
notice. Soon dozens of major digital publishers were
creating posts on the campaign, including many that
we tried to contact 3 days before!
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33. The tactic is to reach critical
momentum with one site, once that
happens others take notice and want
to jump on the UV bandwagon!
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34. The formula:
Great content
x Relevancy over many demographics
+ A popular platform
= Momentum spark
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35. A great example is the recent partnership with
Uber and Cheezburger, where Uber cars delivered
kittens to offices in NYC and San Fransisco for 15
minute play sessions.
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36. #ICANHASUBERKITTENS
Great content (Kitten delivery via Uber)
x
Wide relevancy (Who doesn’t like kittens?)
+
A popular platform (Cheezburger network)
=
Momentum spark
(They had their hashtag trending within 30
minutes on launch day)
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37. My theory is that to effectively
mobilize an audience to action you
need to create a sense of urgency
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39. But in a transparent, digital
world, an unrelated 3rd party
with a loyal following is
crucial to manufacturing the
urgency to create huge
traction for your campaign.
Wednesday, October 30, 13
40. If you liked it, tweet it!
#manufacturingurgency
@mickeyg77
Wednesday, October 30, 13