Patricia McDonald at BBH Labs posted a really interesting theory on how campaigns still play a pivotal role to starting conversations with customers. Take it however you like, but I think this makes a lot of sense.
It’s very easy to see the campaign as the poster child for everything that is wrong with communications today-monolithic, monomaniacal and myopic. But do any of us really want to talk to a brand with nothing to say for itself? The people I want to talk to are the ones who tell me interesting stories, make me laugh or show me something beautiful.
Campaigns start conversations: Campaigns are the jokes, the chat-up lines, the anecdotes that get conversations started. Done right, they make our brands look interesting, sexy and funny-the kind of brand you want to talk back to. Campaigns bring people to platforms.
Campaigns refresh and expand conversations: So you’ve started a conversation. People are talking about the brand, passing around branded content, buzzing about the campaign. You’ve used that buzz to draw some people into a deeper conversation, perhaps engaging with a long-term brand platform or utility. Now you want 1. to give those people something new to talk about and 2. to draw more people into that deeper relationship.
Campaigns amplify conversations: You may have a hard core of loyal users who talk to you all the time. They’re fascinating individuals, they make excellent comments, they co-create some fantastic content with the brand. But they’re maybe 1% of your target audience. Campaigns can give these users and their content a much broader stage to play on.
Read the rest here at BBH Labs