If your social media campaign isn't grounded in insights and mega-trends, then you might as well be shooting fish in a barrel the size of a lake.
To the client no less. We’ve seen and made bad decisions when we should have – and did – know better.
Don’t get us wrong- it's great to have visually stunning, bold campaigns. Indeed, it’s what got many of us into this business in the first place.
But if it isn't grounded in insights and mega-trends, then you might as well be shooting fish in a barrel the size of a lake.
Picture this scenario, if you will;
Client briefs agency X on a project.
1. Agency X goes back to the shop and comes up with this great big idea (which they’re sure will win awards)
2. Agency X presents it to client who, even though genuinely excited about the campaign, asks, ‘but how does this help me solve my problem?’
3. Unfortunately, this experience isn’t unique. We’ve seen brands invest a significant amount of money to fuel what they hope will be a hugely visible and successful campaign, only to see it flop tragically.
In today’s world we tend to think all insights are intrinsically linked to data (thanks to every digital marketing blog circa 2013).
And whereas this is mostly true, that isn’t the discussion we’re having today. We’re looking beyond metrics to derive insights from numerous sources.
When trying to market to millennials, we often ask ourselves what makes a fact or idea worthy of building a campaign around? How do you discern between powerful ideas and clichés?
Here’s what we have found so far:
And sometimes, your target audience won’t be the source of your best insights. Look around you- More often than not the most profound truths can be found right in front of your nose.
We have a tendency to get carried away and complicate things. Think about it- How many times you have seen a campaign idea and go like, ‘wow, that’s so simple, how come I didn’t think of that?’ Keeping it simple means it will be easier to implement, easier for the target audience to remember and share.
It may seem obvious, but if the insight isn’t compelling or even relevant to your audience, then shelve it. Cool ideas have a viral effect (and not in a good way) of hijacking the creative process and leaving the issue to be addressed in the backburner.
We needn’t go into the finer details of how to use insights to come up with a winning campaign. But just for good measure, take a few minutes to read through this delightful piece by Elle & Co http://bit.ly/1twcsuO
The short of it is that it’s not enough to create something beautiful, whimsical, or emotionally engaging if at the end of the day your target audience can’t relate to it.
*We’ll be discussing data driven marketing as a key to marketing success in a later article.
Written by Diallo Gatabaki
This is a feature by RDM.