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MANUFACTURING A
SENSE OF URGENCY

Insights to create infectious campaigns
By Michael Goldstein, Creative Digital Planner, CHI&Partners NYC.
@mickeyg77

Wednesday, October 30, 13
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
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
Insight: Web for housing content.
Social for amplification of content.
Wednesday, October 30, 13
Spreading issues: The
importance of context
Twitter

Wednesday, October 30, 13

Vs

Digital
Publishers
(Web)
Twitter
We used Twitter
influencers and
celebrities to spread the
issues of #giveathought
and #savethebees on
twitter.

Wednesday, October 30, 13
Despite their large twitter followings neither influencer
created a huge, infectious impact online.

Wednesday, October 30, 13
The problem was there was not
enough context or content for people
to latch onto

Wednesday, October 30, 13
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
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
Wednesday, October 30, 13
A look at 3 different digital
publishers

Wednesday, October 30, 13
All three publishers use
different language and
positioning techniques to
create engagement through
urgency

Wednesday, October 30, 13
Buzzfeed - “Look at this!”

Wednesday, October 30, 13
Jezabel/Gawker “Think about that!”

Wednesday, October 30, 13
Upworthy - “Do something about this!”

Wednesday, October 30, 13
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.

Wednesday, October 30, 13
How do they do it?

A closer look at the techniques used by
digital publishers to manufacture urgency
Wednesday, October 30, 13
Buzzfeed - Urgency through over the
top language

Wednesday, October 30, 13
Jezabel/Gawker - Urgency through
disbelief

Wednesday, October 30, 13
Upworthy - Urgency through emotion via
image

Wednesday, October 30, 13
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!

Wednesday, October 30, 13
Insight: Relevant messaging
for varied demographics
creates a wider and more
layered sense of urgency
leading to multi-faceted,
intense momentum

Wednesday, October 30, 13
A wide range of audiences had content and
context to appreciate the urgency we were
communicating
Wednesday, October 30, 13
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!)
Wednesday, October 30, 13
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
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
Wednesday, October 30, 13
PS: Clicktivism =

Wednesday, October 30, 13
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
Wednesday, October 30, 13
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.

Wednesday, October 30, 13
So how can you best create urgency with a
3rd party digital outlet?

Wednesday, October 30, 13
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.

Wednesday, October 30, 13
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!
Wednesday, October 30, 13
The tactic is to reach critical
momentum with one site, once that
happens others take notice and want
to jump on the UV bandwagon!

Wednesday, October 30, 13
The formula:
Great content
x Relevancy over many demographics
+ A popular platform
= Momentum spark

Wednesday, October 30, 13
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.
Wednesday, October 30, 13
#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)
Wednesday, October 30, 13
My theory is that to effectively
mobilize an audience to action you
need to create a sense of urgency

Wednesday, October 30, 13
Marketers have known this for many years

Wednesday, October 30, 13
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
If you liked it, tweet it!
#manufacturingurgency
@mickeyg77

Wednesday, October 30, 13

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Manufacturing a sense of 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. Wednesday, October 30, 13
  • 5. Spreading issues: The importance of context Twitter Wednesday, October 30, 13 Vs Digital Publishers (Web)
  • 6. Twitter We used Twitter influencers and celebrities to spread the issues of #giveathought and #savethebees on twitter. Wednesday, October 30, 13
  • 7. Despite their large twitter followings neither influencer created a huge, infectious impact online. Wednesday, October 30, 13
  • 8. The problem was there was not enough context or content for people to latch onto Wednesday, October 30, 13
  • 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 Wednesday, October 30, 13
  • 11. A look at 3 different digital publishers Wednesday, October 30, 13
  • 12. All three publishers use different language and positioning techniques to create engagement through urgency Wednesday, October 30, 13
  • 13. Buzzfeed - “Look at this!” Wednesday, October 30, 13
  • 14. Jezabel/Gawker “Think about that!” Wednesday, October 30, 13
  • 15. Upworthy - “Do something about this!” Wednesday, October 30, 13
  • 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. Wednesday, October 30, 13
  • 17. How do they do it? A closer look at the techniques used by digital publishers to manufacture urgency Wednesday, October 30, 13
  • 18. Buzzfeed - Urgency through over the top language Wednesday, October 30, 13
  • 19. Jezabel/Gawker - Urgency through disbelief Wednesday, October 30, 13
  • 20. Upworthy - Urgency through emotion via image Wednesday, October 30, 13
  • 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! Wednesday, October 30, 13
  • 22. Insight: Relevant messaging for varied demographics creates a wider and more layered sense of urgency leading to multi-faceted, intense momentum Wednesday, October 30, 13
  • 23. A wide range of audiences had content and context to appreciate the urgency we were communicating Wednesday, October 30, 13
  • 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!) Wednesday, October 30, 13
  • 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 Wednesday, October 30, 13
  • 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 Wednesday, October 30, 13
  • 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. Wednesday, October 30, 13
  • 30. So how can you best create urgency with a 3rd party digital outlet? Wednesday, October 30, 13
  • 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. Wednesday, October 30, 13
  • 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! Wednesday, October 30, 13
  • 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! Wednesday, October 30, 13
  • 34. The formula: Great content x Relevancy over many demographics + A popular platform = Momentum spark Wednesday, October 30, 13
  • 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. Wednesday, October 30, 13
  • 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) Wednesday, October 30, 13
  • 37. My theory is that to effectively mobilize an audience to action you need to create a sense of urgency Wednesday, October 30, 13
  • 38. Marketers have known this for many years Wednesday, October 30, 13
  • 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