Rules of engagement
Ok, I’ve had to make a few changes. For some professional reasons, there is some stuff I need to keep for myself. I realise it might come as a slight disappointment for some of you but such is life. 🙂
This is what I can share. The presentation is now only the 3 case studies, and are young male biased.
– Halo 3
– Nike Joga Bonito
– Red Bull
As Jacob pointed out, I cannot claim that they were successful because they were using an innovative communication plan. I don’t have the data. I think no one actually has that data. I’m not sure any of these companies actually spent a huge amount of money researching the influence of a pop-up or a print ad in the overall mix.
They went with their gut feeling and created complex campaigns that were successful as entities in their own right.
Even the best econometrics can hardly isolate the effect of one piece of communication in the whole marketing plan.
So yes Jacob, I don’t know what was the impact of each different part of the campaign. Or whether they would have achieved the same results by just having a TV spots.
I agree that Halo 3 was going to be successful even if they weren’t going to do anything at all. But they weren’t expecting it to be so successful. Would have it been as successful without all their plan? No one can tell.
All I’m doing here is mapping what they did do and concluding some interesting principles.
If you want to know what these successful campaigns were made of, you can have a look at the presentation below. Please note that all the figures have been found on the Internet, so I can’t guarantee their accurracy.
Here are my conclusions / principles:
– These brands / campaigns rely less on media spent but more on content. They invest a bigger part of of their budget in content production.
– They have a strong point, active point of view (joga bonito, believe / finish the fight, giives you wings)
– They create rich experiences
– They create different content for different audiences (simple vs deep and immersive)
– They engage people in a terriroty, not just a brand campaign
– They create social currency
– They are complex in their executions, but are consistent with their main idea
Not an exhaustive list at all and not one that can be applied to any case, but a beginning it is…