What is it that makes an advertising campaign work? What is it that leads to an ad becoming viral, while the competition does not get consumers to receive the message in the same way? These are key questions that mark the design of the strategy of brands and companies. Everyone would want to have the answer in order to be able to position themselves more effectively when they launch theirs.
A study, prepared by Pacific using data on social networks of Crimson Hexagon, has analyzed the response that some viral campaigns of recent years have achieved, such as Like a Girl by Always, Real Beauty by Dove or The Epic Split by Volvo, among others. . They are campaigns that nobody doubts since they had a very high impact and that they managed to sneak into the conversations. Finding what they have in common can help you understand what works.
People like advertising campaigns
This conclusion may seem the most striking and even the most unexpected, because if something seems to have become clear in recent times and in line with what they are showing from the studies to the things that the consumers themselves do as users of the elements that They are the gateway to the ads is that the latter do not like much. Complaints about advertising and the use of tools that block it have grown.
And, in spite of everything, the study concludes that the advertising campaigns (at least those that have an important echo and manage to position themselves well before the consumers) are well received. Not only are positive feelings more common than negative ones and they last longer, but also the emotion expressed most commonly is joy.
But this love is somewhat limited
This is: only a few campaigns get this love and these relationships with consumers and only a few manage to cross the border between being simply advertising noise and being something relevant. As they point out in the conclusions of the analysis, only a few become viral (and achieve on average a life of four months). We talk about them and we share them, but we may talk less about them in social networks than we would talk about other virals.
Social networks are the way to amplify its reach
The data of what has happened with all these campaigns and the reception they have had among consumers demonstrates once again something that the industry has already pointed out and that has become a kind of keynote in the discourses on how to position a bell. Social networks function as an amplifier of campaigns and as a way to reach many more audiences.
Social networks and the strategic use of them make campaigns much more traveled and have much more chances of becoming a more viral element that reaches audiences better.
Use the influencer strategically
And, very linked to the previous point, you can add the use of influencers. It is not worth simply adding them to the campaign. They have to be used in a strategic way and they have to serve to prop up key elements.
Your campaign has to be true to your brand
One of the risks run by brands and companies when something starts to work for the competition is falling into the trap of thinking that they also have to do that. It is the idea that if someone triumphed with a theme, a technique or a character, the company itself can also achieve it using the same weapons.
Nothing is further from reality. The campaigns that have had the most echo and have worked best have done so because what they showed was very much linked to them. What is the same: the most successful campaigns were a reflection of the values of the brand in question and its qualities and objectives. The brand spoke to its audience starting from what had previously made it unique.
The campaign does not work on its own
However successful the campaigns may be, as with the ones they analyzed in the study, and no matter how much impact they may have or appear to have, advertising campaigns should not be seen as the ultimate goal or as the only tool to reach the consumer. They can not be the ‘all’ of the marketing strategy. In fact, in social networks, brands and companies, remind us, star in conversations especially in two moments.