The simplest ideas really are the best.
One of the biggest perks of working in PR is the opportunity to get creative with ideas, brainstorm and give clients a new perspective on how to make their brand accessible to loyal customers and reach new markets. At the heart of the most successful campaigns are simple, self-explanatory ideas.
Here at Tank, social media has given us the power to not only share and take releases further than ever before, but it also allows us to don the ad agency hat. Traditional advertising is great but a lot of clients now prefer the tangible spend of social and online advertising, where they can see the spikes more clearly on their analytics. Strong social campaigns in particular, connect with audiences, keeping the brand’s core attributes at their heart – the bonus here being that clients can achieve this at a lower cost than advertising and end up right in the laps of target demographics.
Shareability and simplicity have become our favourite buzzwords and have allowed us to expand the perceived reach of brands, building their presence.
Two examples of this are HiLife and Bagel Nash. These clients came to us with simple goals – they wanted to be the first choice for customers and be at the front of their minds over other household-name competitors.
For HiLife, we initially worked on building up a strong foundation of followers. We then developed a campaign where pet owners took pictures of their own cats (the main source of fuel for the Internet, after all) with the phrase ‘I am a HiLife cat because’. Pet owners connected and shared pictures of their beloved pets, whilst spreading the good HiLife Word on Twitter and Facebook, ultimately increasing sales. With some posts attracting over 600 likes, the shareability of posts and exposure the brand gained far exceeded anything that print advertising could have achieved with the same budget.
With Bagel Nash we wanted to convert social presence into increased footfall in-store. The high street bagel store wanted something that would get people through the door to try its new coffee range. #UglyMugs was born. Customers brought a shameful mug that they would never dream of using when friends came round for a cuppa into a Bagel Nash store to put on to the Great Wall of China. In exchange they got a free coffee and the security of giving an unloved mug a good home. This was also replicated online, with followers sending pictures of their crockery. The worst mug each week was then picked as a winner of Bagel Nash goods that they collected in-store.
The idea of a simple play on words meant that each of these campaigns developed a life of its own. What could be more social than that?