Industries and ideas are interlined with a simple component, no not by the letter “i”, it is the ability to design a campaign potent enough to capture the attention also to communicate essential knowledge about the product and the industry it represents.
It is not enough to design a flashy banner and an elaborate social media campaign to launch a product on the platforms and their viability has not only expanded but also the consumption pattern by the audience.
So like ingredients of any cake, formula or any other “magical potion” campaigning also is a mixture of several things and requires several ingredients for it to be successful. So here are 10 ingredients to design a potent campaign that will leave your rivals gasping for air and audience at the same time:
Theme a dream
This is where all campaigns start from, from a piece of paper and a lot of scribbling, countless brainstorming sessions and a dustbin filled with wasted paper and take-away food.
Your entire campaign is going to represent only one thing i.e. the theme you decide, so make sure your theme is emotional, common knowledge and something people won’t have to google in order to find out the meaning of. Simple one word or a single phrase may do it for example we see Adidas’s recent campaign called “create”, rebranding themselves as a creative sports brand. One word that delivers the message.
A story to tell
Getting the story out of the mind onto the piece of paper is a simple part, here comes the hard part to shape that theme and present it in a form of a story that is acceptable and also fits within the restraints of your cultural and political realm.
Creating a controversy only raises questions however a message to address that controversy is something that will help you lift up your product. A campaign would not do any good if it is banned for the message it portrays.
Get the right man for the job
Not the marketing team but as a brand name, remember for your campaign to be successful you need someone who can represent it for you and specifically a person who resonates with the population.
Such as James Bond actors were a high priority for watch brands and Rolex back in the day. However it is understandable that budget constraints can be a hindrance in achieving this target fret not there is always an alternative.
Use social media platform
Now this is a common one, everyone uses this, but the problem is a lot of people are using it wrongly there are too many products that want to bring in traffic and to make content viral.
During the pandemic times social media is over-flooded with content it is a miracle that your page even comes up in random searches of hashtags. To address this issue you never use a single platform and never be restricted on the noted social media platforms such as instagram, Facebook and twitter. You need to look for other platforms also such as Quora, Youtube, Spotify, Tiktok all these platforms are essential for a campaign to be successful.
Always cross-promote your campaign and make sure to use alternative social media platforms to bring in traffic for your main social media content.
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Bit of humor doesn’t hurt anybody
This is a bit funny and unconventional way to campaign, there are certain memes that are evergreen and are sure to provide traffic, use those memes to create identity and also to stay relevant. This adds a comical persona to your product and to your campaign.
Add human touch
Most campaigns use a lot of vectors and spend too much time on designing posts, which is not wrong either but for a campaign to be successful it must have humans in it, faces that people can relate to, not some doodles that have no or little resonance with masses.
Use scripting and short-films
This is a bit of a tidbit used essentially by BMW when they launched their BMW films advertising their brand with Clive Owen being the talented driver and BMW being the indestructible fast vehicle.
Although constraints are a real thing but it is something interesting that can be looked into if your campaign has enough mantle and you are willing to do the hard work this is perhaps a great way to uplift your sales and your campaign.
Never let go of the basics
Yea these are a little boring and repeated but they still work a charm if done properly the basics of campaigning still remain the use of pamphlets, banners and brochures and they are effective and billboards too.
During the FIFA world cup 2014 although ADIDAS was the event sponsor what NIKE did was filled RIO DE JANEIRO and other Brazilian football neighborhoods with banners of Nike through and through everywhere they could. What it did was that it led to upscale Nike in Brazil and with Neymar being a Nike ambassador there plan worked massively.
So missing out on sponsorship from the World Cup did not essentially hurt Nike.
Never disappear in thin air
Starting a campaign is by far the easiest thing in the world. The near impossible thing is to find out a way to end it effectively, however ending a campaign abruptly is not a good way to do it, it loses everything all your hard work goes down the drain.
The appropriate way is to plan ahead and start working on the next campaign simultaneously and announce the arrival midway or somewhat down the road. What it does is: it starts building anticipation of the next campaign and you can end the campaign one you start the next campaign.
Timing is of the essence
Every campaign in history happens within the realms of political and ideological realities of surrounding. Make sure your campaign is not ahead neither behind the time in which you are present. No one wants to listen to an ad that has 1940’s color scheme sell your products and campaigns in the present
These are a few ways to uplift you campaign game and really hurt your rivals these are some of the most simple steps which when followed will yield results of unmatched calibre.
