The definition of a campaign
Let’s just clarify what a campaign is – because it can be tricky! A campaign is a phrase used to describe some kind of activity with specific goals that run for a set amount of time. It can, and should, be communicated in multiple channels like social media, emails, and texts.
Here are some guidelines to creating an awesome retail campaign:
Know your customers
By analyzing relevant data, you’ll get information about your customers interests, behaviors and what they like. This works as the foundation when creating a campaign. But remember – customers are not just data in a system, they’re humans as well! So make sure to evoke emotion in your communication. Talk to the customers in a human way to create a personal connection.
Be brave and stand out
To create a buzz campaign – you have to stand out. When you have an idea, research to see if anyone has done something similar before. Because you don’t want to be a copycat. The uniqueness of your campaign is also what can determine if the content gets shared by people. They don’t share stuff they have seen before.
Put yourself in the shoes of your customer
This might be the best advice we will give you. Put yourself in the shoes of your targeted customer. Do you like the campaign? Do you understand it, and would you share it? Look at things like the copy, pictures, colours, feeling of it – the whole shebang! Do you love it? You have a winner.
Use multiple channels
The more channels, the broader reach. But it’s crucial that the message is tailored to the specific channels you are using, because your customers are using different channels for different purposes. Plus, you need to make sure the customers you are targeting, actually use channels you have chosen!
Did you reach your goal? If not – evaluate what you could have done differently. If you did – yay! Analyze the results nitty-gritty style, and use the goodies to make the next campaign even better. To be able to do this effectively, you need a platform that gives you all the data you need to follow up on all the matrics – in one place.
To leave you feeling a little bit more inspired, here’s an example of a campaign that created an online buzz:
- Carlsberg – probably not the best beer in the world. The beer company relaunched in 2019 and communicated that they are probably not the best beer company in the world (but better than before). It has been received as their most honest campaigns. And Carlsberg admits that they were too focused on quantity, not quality, before the relaunch. They analyzed what their customers needed and were brave enough to create an honest, human campaign.
We hope this post gave you new insights on how to create your next online-buzzing campaign!