6 Lessons from a Great Marketing Campaign

Back in 2009 one campaign submitted to the International Cannes Advertising Festival stole the show by winning a Grand Prix award in 3 categories (direct, online and public relations). This was the first time a campaign had achieved 3 awards in over 50 years.

While I haven’t always been a big believer in advertising awards – they tend to award ‘creative’ campaigns that haven’t necessarily generated the most important result – sales – there are a few things we can all learn from this winning campaign.

Rohit Bhargava the Senior Vice President of Digital Strategy at Ogilvy PR did a great write about about this campaign that outlined the 6 main takeaways.

Here they are with my commentary on each:

1) Make it believable.
This is the cornerstone of all good marketing and advertising. If you make any claims you must prove them. This includes things like explaining why you are an expert in your area? What proof can you provide to establish your credibility?

2) It’s not about how much you spend.
This campaign was interesting because it had a much smaller budget than would be expected for this type of client. The results showed that by using PR and social media effectively you really can achieve big results with a smaller budget. The lesson for consultants here is to think creatively and don’t get held back thinking that you don’t have enough money to do some form of marketing or advertising for your services.

3) Focus on content, not traffic.
I’ve said this for a long time. Traffic is easy to get. Anyone can, in a few simple steps, increase their traffic. The challenge, and what separates the real winners from losers, is converting that traffic. And to do that it is key to ensure that your traffic is relevant. That you are getting in front of the right market. And one of the best ways to do that is through creating great content. Think articles, videos, graphics, and so on.

4) Create an inherent reason for people to share.
This connects directly to the point above it. The better your content, the more likely people will be to share. And this increases the chances of your content going viral, being seen by more people in your market, getting you more traffic, more leads and more sales.

5) Don’t underestimate the power of content creators.
The key point Rohit is making here is that in any community only a small percentage (often between 1-10%) of people will be active in the conversation. Yet those people are an important bunch for you. Value them. Respect them. Engage with them. They are your ‘early adopters’ that will help you grow and spread the word about you.

6) Give your promotion a shelf life.
I’ll make a slightly different point here than Rohit. And that urgency and giving people a reason to take action now is a response booster. Don’t leave your marketing messages open for people to ponder as they please. Explain to your prospects why they should take action now and what will happen if they don’t.

You can read Rohit’s complete article with additional background on the ad here.

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  • Dominic

    I remember this campaign from a ways back. It is such a creative one!

    • Dominic – thanks for the comment. It really was an interesting campaign.

  • Kelby A.

    Wow – this entry got over 30,000 votes. Impressive.

    • Kelby – shows how creativity and the right messaging gets people to take action. Thanks for the comment!