1. Your audience define the success of your campaign – It is important not to forget the reason you are creating a campaign in the first place; to attract and engage with your audience. So if you don’t take the time to understand who your audience are, your campaign will surely suffer. 2. Don’t expect them to come to you – In this day and age people are used to not having to look much further than the end of their nose to find what they want, so you need to put your brand there. A common way of doing this is with an app so they can access your products and services remotely, but there are many more innovative ways to get under their noses. Remember, the main aim of this is to promote brand awareness and get ahead of the game. 3. People love to interact – The best way to engage your audience is to offer them a way to interact with the campaign, be that through a game, challenge or competition of some form, it is the best way to capture attention and create a buzz. 4. Unity = sharing – If you can create unity in your audience then you can reach further afield. Giving them a reason to band together and recruit more people to join the cause will mean they spread your brand further and wider than you might be able to reach on your own. 5. Give them what they want – Linking back to the first point, knowing your audience and what they want and then offering them this will drive the success of a campaign. A competition will not attract the right audience or be successful if you do not offer a prize that is in demand and is wanted by your target audience, nor will a campaign resonate with your audience if it doesn’t hit upon the right areas of interest.
Boots has signed a six-figure deal with online parenting portal Netmums, to provide branded content on the website that raises awareness of their baby expertise. The deal means that Boots will be able to tap into the eight million-strong audience of the Netmums website with articles and guides such as “baby sleeping tips” and information on childhood allergies. The partnership also extends across social media, mobile and in Boots stores.
In a related move, Netmums founder Siobhan Freegard has entered into a partnership with Pampers to promote her newly launched YouTube channel: Channel Mum. Freegard launched the channel in January after stepping down from her role as director of Netmums. The partnership builds on Pampers’ existing campaign with the National Childhood Trust, a study following new parents during the first 1,000 days of their child’s life. The campaign kicks off with a sponsored Pampers “how-to” video instructing parents on how to go about recording baby’s firsts: first smile, first crawl and first steps. Both deals highlight how effective it can be for brands to reach specific demographics by partnering with existing communities – leveraging the strength of an established offering and aligning it with the synergies and values of their own brand.
Doritos was the first brand to use Periscope to promote a contest, a game called #DoritosRoulette that was coordinated across Twitter, Vine, and Periscope. Here’s a link to one of the tweets that the company posted, which clearly demonstrates the purpose of the contest: to draw attention to its new product “Roulette,” a chip so spicy that it may just be too hot to handle. The contest included online games of chance, a live giveaway styled like a gameshow, and many opportunities to win prizes—after tagging at least three of your social media buddies. Ultimately, the contest helped create massive exposure for the new product launch. A number of customers tried the new chip as a result of the company’s promotional efforts and said it was delicious (although many of these same testers disagreed on the level of spiciness Doritos promised).
On the heels of this brilliant National Blood Week effort, NHS Blood and Transplant has launched a new campaign calling on 100,000 new volunteers to show their support to England throughout the Rugby World Cup – by registering to become a blood donor between now and 31st October (the day of the final).
Clinique’s #FaceForward campaign is a clear shift in direction for the famous beauty brand by using fashion bloggers Tavi Gevinson and Margaret Zhang to help the brand reach a whole new audience of Millennials. The campaign aims to celebrate achievements rather than appearances by using Q&As, inspirational quotes, videos and images featuring Tavi and Margaret, as well as DJ and model Hannah Bronfman. The campaign is supplemented by associated content on women’s websites such as “The Debrief” and on blogs like “Dizzy Brunette” and vlogs like Maddie Bruce. Tavi, Margaret and Hannah have already been keeping their sizeable online audience engaged with the campaign’s progress through their own social platforms, encouraging their fans to spread the #FaceForward message of empowerment. Clinique is extending the campaign to its own social audience by asking them to volunteer for their own #FaceForward challenge, which has seen the hashtag take off thanks to the content it has generated.
Air NZ – Safety Defenders
Air New Zealand continues to show the world that airline safety videos don’t have be boring and are great branding opportunities. You have a captive audience, so why not do something that people will share? The airline’s new video stars the NZ rugby team (the All Blacks) performing a remake of the Men in Black song.
Creating Outstanding Campaigns
Love Digital Conference
8th March 2016
What is a digital campaign?
• Time limited
• Contains a mechanism
• Uses a variety of channels