The Bold and the Brave
As social becomes more and more important in today’s digital marketing world, competition between brands is becoming greater. Uploading a cool photo of your brands newest product or creating a mediocre video for youtube channel, displaying your products best features will just not cut it. Creativity and bravery are becoming increasingly valued in what now has become a battle for consumer attention within overcrowded markets.
In October 2014 we saw Taco Bell shock the marketing world with their social media stunt introducing their new app. Blacking out all their social media sites with a single post stating #onlyintheapp was a move which many marketing professionals would not have even considered a few years back. Adidas’s there will be Haters campaign saw the brand cleverly use the negative feedback football stars receive on social media, to create an integrated video and social campaign. Both examples of campaigns which quite simply could easily have backfired.
It is becoming common within the industry to see brands creating campaigns which are not only challenging conventional marking techniques, but disrupting high end brands who have been paying it safe with their campaigns and ideas and sticking to what they know works. However, the truth is, marketing success is becoming evermore based on creativity and originality. Using the various social platforms in new and imaginative ways is the future of social media, consumers see countless tweets from hundreds of brands advertising offers on products. With brands such as Reebook using Instagram interactively in their Hunt the Pump campaign and Dominos not only creating brand awareness over Twitter but using it as a sales tool, it is about time more brands began thinking outside the box and start to be more bold and brave.