From brochure to blueprint
If you want results, fame is the name of the game
In today’s fast-paced world of social media, the intricacies of platform algorithms and constant feature updates, it is easy for brands to lose their way. Spend more than 5 minutes on Instagram these days and you’ll find that many brand social channels have become more like glossy brochures; filled with adverts and key product information, yet lacking the power to truly captivate audiences.
There is a solution to this problem
Brands can fight back against fickle algorithms by creating iconic fame driving campaigns, that are impossible to ignore. Campaigns and content that help brand awareness is good hygiene. Campaigns and content that create brand fame is good business. Creating a social-first campaign that resonates with your target audience is not an easy task, but it is worth the effort.
It requires a huge shift in mindset and a reallocation of resources towards campaigns that are thoughtfully planned and executed. It’s important to keep these points in mind. Anything new, innovative or exciting? We’ll need some of that! Think about PR value before the campaign kicks off (and yes, social and PR are synonymous). Does the campaign generate positive media coverage? What would a customer, an influencer, a creator, or the press say? What do you want people to think, feel and do? What is memorable about the campaign next year, the year after that - or in 5 years time? These are all questions you need to answer at the beginning. And by all means please be honest with yourself - are you creating a better brochure, or the blueprint for something new? When you’ve reached the creation phase, ensure you collaborate, create and iterate content so that it passes the good enough to share/save test. But please, go hard. Think big. Really big. Peter Crouch big? No. Burj Khalifa big? Yes.
Being the most mentally available brand in your category isn’t easy
It means rerouting a chunk of the energy from your team and/or agency into creating intensely thought-out social-first campaigns and brand activations. Distributed in a strategic and compelling way that truly connects with consumers and solidifies you as their ‘goto’ choice (check out recent social-first campaigns from Gymshark and KFC for some inspo here). Your social channel shouldn’t just be a brochure for your customers; it should be the blueprint that audiences turn to when they want the thing you’re providing.
Focus on brand fame to increase sales
Binet & Field, two British researchers well-known in the marketing world for their extensive work on advertising effectiveness, particularly the importance of balancing long-term brand building with short-term sales activation; are often considered the "Godfathers of Effectiveness" within the industry.
Their research suggests that campaigns focused on achieving brand fame as opposed to brand awareness alone are three times as likely to drive sales, revenues and profits throughout the year and beyond. It is the #1 way to become the ‘go-to’ choice for consumers – and delight your boss. Need help thinking bigger this year? Let’s chat. We can help you with a brand audit and together we can take your digital campaigns to the next level.
Bryn Foweather
