Pulling off a successful marketing campaign/project that has social impact is easier said than done. In my own work with the SCACS advertising team we’ve tried to this; aiming for excellence of the Booker T Washington type – “excellence is to do a common thing in an uncommon way.”
The kinds of campaigns that generate these sorts of remarks can, I think, be described as “excellent”:
- “they are also providing a significant change in redefining the standards of advertising and the unrealistic ideals for the way women look”
- “this campaign is a game-changer for advertising and more should follow in their footsteps”; “a powerful video, but it doesn’t mean is perfect”;
- “a campaign that shows how a company chooses when and how to jump into the commercials landscape with the right marketing scheme”
- “women have reportedly wept over this video, and who could blame them?”
Any idea which campaign I’m talking about? Did you work out who the critics are getting themselves into a lather over? Just a cream soap.
Marketing campaigns that link to societal issues can be game-changers. Check out the examples on Publizia, a fantastic blog that compiles the best advertising samples. Count how many are linked to social issues, both in societal marketing terms or as social marketing campaigns.
A nine day’s wonder?. Last check, Coke ad bringing tears to your eyes.