As communication professionals, we are programmed to always be on the lookout for news and trends. Although this watch is necessary to be proactive, be careful not to give in to the fad and risk losing sight of the real expectations of the target audience.
Often praised for its innovative campaigns, Nike’s latest experience has recently left us somewhat puzzled. The brand wanted to surf the mode of simulation and interactivity, inviting users to create their own prototype sneakers via a dedicated web platform, then see live what would be the sensations felt with this new range. An original initiative, but whose value-added for the consumer is not very obvious.
Far from curbing their creativity, communicators in charge of advertising campaigns must therefore ensure that these efforts are part of a global reflection, in cohesion with the image of the brand and its audience. Indeed, the latest fashion or technology is not necessarily a guarantee of success! Here are our tips for implementing campaigns that articulate creativity and value creation:
1) Put yourself in the shoes of your audience : Any innovation inevitably arouses enthusiasm. But beware of excessive excitement and forgetting the essential: the public. Any new project must therefore be studied in light of the needs of the brand audience, its potential interest and understanding of the approach. Beyond the message, it is also essential to think about the most appropriate communication medium according to the tastes and practices of the target. Social networks, ephemeral site, pop-up store, 360 ° experience (…), the options can be many! Strengthening engagement involves connecting with your audience and creating a calibrated campaign. In this regard, the most distinctive campaigns are still those generating a real interest for the public. For example, we can mention one of Netflix’s campaigns celebrating the 16th anniversary of Gilmore Girls, which was aimed directly at fans of the show with a unique reboot.
2) Extend the discussion with an over-crowded audience : Once your audience’s knowledge is established, now is the time to challenge and seduce. A road paved with obstacles for brands, at a time of hyper-competitiveness and an economy of attention more pregnant than ever. Consumers of the 21st century are over-solicited. Brands must compete with imagination to captivate the audience, arouse their curiosity and trigger a purchase. The call-to-action is to be defined according to the objectives of the mark and can therefore differ according to the campaigns. However, be careful not to cause frustration by limiting the opportunities for engagement with the brand. Thus, for the Nike React campaign, consumers were only invited to share their creations on social networks, but could not see the price of personalized sneakers or order them. A missed opportunity for the brand. This example shows that even as part of a pedagogical approach to the public, brands must anticipate ways to prolong the discussion and define steps that will allow them to reconnect with it.
3) Share and test your idea: If brainstorming around relevant campaigns and projecting yourself in the shoes of your target audience are two crucial steps in setting up a thoughtful campaign, these conditions alone can not guarantee its success. To put the odds on its side, any brand must share and put into practice its project before an official launch on a large scale. Thus, it may be interesting to gather outside advice via colleagues from other departments, a panel of consumers convened for the occasion, or members of a community of fans. Tester returns and assessments can be valuable in identifying areas for improvement.
Even big companies like Snapchat know how to challenge themselves. The Snapchat network has chosen to return to the design of its previous interface after an update moderately welcomed by users. Take a step back which each brand can be inspired!