3 Strategies to Build Engagement in Your Next Brand Campaign
July 20, 2015
Brand loyalty in todays interactive society is a tough nut to crack. Technology has changed media channels and social media has changed the way brands interact with audiences. Exposure simply does not cut it anymore. Consumers are more likely to take part in shareable experiences than listen to/watch commercials. The tech-savvy audiences of today spend their days sharing photos, check-ins, selfies and comments on a number of different social platforms. Humans need affirmation and feel rewarded when their peers receive these posts positively. Clever marketers are using this desire for engagement to contribute to their brands narrative and how they are perceived amongst consumers. But how can all of this liking, sharing and commenting be achieved? We took a look into some of the most successful brand campaigns to highlight three essential elements for powerful engagement.
Audiences are obliviously pretentious. They want to appear to their own online social peers as attractive and clever, whilst also staying humble. To create a social campaign which gives an excuse for individuals to unashamedly upload selfies without being completely vain is clever and connected. Not only do consumers want to share personal photos, but opinions and ideas and experiences. This gives a feeling of self-validation, no matter how small the approval might be.
Loews Luxury Hotels and Resorts listened to their audiences for their latest engaging “Travel for Real” campaign. They used real Instagram photos from real travellers who had posted about a recent stay at one of their hotels. The campaign used the images for marketing material with relevant captions to reflect the authentic experiences of staying at their resorts.
With content becoming more and more on-demand and everything happening in real-time, marketers must make sure that their content is available for participation and sharing on every platform at anytime. Engagement needs to happen at whatever micro-moment the user happens to come across, including platforms such as YouTube, Facebook, Instagram, Twitter and more. Open-ended engagement must be encouraged from all angles.
In the lead up to the launch of new chocolate flavours, including the viral success of Vegemite flavoured chocolate, Cadbury created a campaign which asked consumers “what flavour do you favour?” across multiple social platforms. The campaign engaged users in twitter conversations, YouTube viral videos and Facebook "joy-filled" photo uploads where individual’s faces were placed onto chocolate block wrappers to win prizes. The flavour celebration campaign has created topical conversations all over the world.
As today’s market is so competitive, consumers want to stay up-to-date with current world events and brands need to stay relevant to keep engagement levels high. A clever way to make consumers feel connected and heard in their circle of peers is to tie your brand campaign to current events, trends or topical conversations.
Oreo’s Daily Twist Campaign ran from June 25 to October 2 2012, and for each day of the campaign released a creative interpretation of the cookie that represented something that happened throughout history on that day. Throughout the campaign engagement increased by 110% and attracted an extra 5 million likes on their Facebook page. See all the daily posts here.