With the somewhat never-ending supply of information (from fake news to the, frankly, ridiculous – see mind-blowing Daily Mail article here), it can be difficult for brands to avoid becoming engulfed by this sea of information. So, it might be time to ask yourself some hard truths. Allow us to elaborate. Is your marketing chasing the cultural conversation or are your efforts igniting, steering and guiding cultural conversations? In case you haven’t already guessed it, you should be aiming for tha latter. But we know it can be easier said than done. So, we’ve put together our top three tips to create marketing campaigns that ignite meaningful conversations instead of just running with them.
While it is essential to stay in the loop with the latest hot topics and know exactly what everyone else is talking about, it is just as essential to be original. Stand out from your competitors instead of just joining them. This doesn’t have to mean going to the other extreme and producing content that is super controversial, because as much as this might get you noticed – it might not be for the right reasons!
Take KFC’s FCK campaign following the great disaster of 2018 in which restaurants across the country left consumers fried chicken-less. This campaign is a great example of knowing just how far to go to get noticed, but not too far that you begin stealing the limelight for all the wrong reasons.
In order to spark meaningful conversations with your audience, you’ve got to do exactly that. Be the ones who start the conversations – don’t just wait around for someone else to begin them. Look at Marmite’s Gene Project, for example. This experiment aimed to discover whether we are genetically more likely to be lovers or haters of Marmite. But why? Well, following a decline in sales – Marmite wanted to bring the product back into breakfast discussion. And did it work? Well, following the campaign itself – Marmite saw a 33 per cent increase in sales! Impressive.
These days, organic content can fall through the cracks if it just isn’t quite up to scratch. In some cases, it could even feel like the best piece of content ever written, but no one seems to be noticing it! This is where the power of paid truly comes into play. Data can help you reach the right audience, at the right time, in the right context.
The world of social media is extremely saturated, and not getting desired engagement levels is often more common than not. That’s why strategic social media advertising can help get your content in front of the people who need to see it – opening up the doors for new opportunities and discussions. You can reach audiences that may have otherwise never discovered your brand, and spark genuinely meaningful conversations with them.