Avoiding Campaign Impermanence
As I’ve mentioned before, smart brands avoid campaign impermanence.
They do this by generating organic demand, with a remarkable product and outstanding service leading the way. In true Field of Dreams like fashion, companies like Slack are proving that if you build a meaningful enough product or service - people will come (500,000 / day, to be exact!)
With organic growth comes a marketing tipping point. The company can remain product-focused, or they can become a brand. To become a brand, the organization must have a clear sense of purpose. Communicating why your company exists helps pave the way for future organic growth.
Let’s assume we’ve decided to build a brand. The product is great, the service is noteworthy and our purpose makes people feel connected based on shared values. Now what? The predictable next step would be to create a campaign. Marketers write an RFP, hire an agency, get free campaign ideas, focus group them to death, hire another agency to create a media plan and voila - you’re in market!
Now that’s campaign impermanence at its finest. Status quo all the way, including when you get ROI data back that says it worked (SEE: the more it’s been done, the easier it is to track effectiveness). Very much a lackadaisical way to illuminate product newness and drive awareness, IMHO.
Let’s go back to the point where we decided to build a brand. Same hypotheticals apply assuming a great product, service and brand purpose. Rather than creating a start-and-stop campaign, we begin to craft digital content platforms that keep our most dedicated customers coming back for more. We give them every excuse to share their love for our brand. We invite them in; make them feel proud.
Kit and Ace, a purpose-led luxury clothing company, is doing this incredibly well. Shannon Wilson, the original designer at lululemon, has successfully launched new technical cashmere product lines for women and men. They’re now focused on building the brand through content platforms such as The Wall Dot Com and Meet Kit.
These two platforms do a great job of connecting creators and buyers to make them feel proud of what they’re creating with the brand. The Wall Dot Com and Meet Kit are not campaigns, they’re continuous digital brand expressions that generate engagement over time. Campaigns, on the other hand, have a bell shape curve impact and focus solely on maximizing impressions.
New and old brands are starting to understand the value of modern brand building. Nike’s dropping their mass media budget by 40% while expecting to grow the company by $9 billion in three years. How so? By focusing on their own digital platform, Nike+. Cheerios created The Family Breakfast Project, a digital initiative focused on connecting families in the morning. Patagonia has created several digital platforms (The Cleanest Line, Patagonia Ambassadors, The Fitz Traverse) to deliver on their purpose of using business to inspire and implement solutions to the environmental crisis.
This is only the starting point of an ongoing list of brands avoiding campaign impermanence. Admittedly, it can be challenging to distinguish the difference between a “campaign” and a “platform” or whatever you want to call it. Rather than obsess over the right word to describe it, I’d like to collect as many examples as possible so people can experience it for themselves. Anything come to mind?