Four (4) reasons big brands jumped on the Royal baby congratulations band wagon
Comparing the creative ways in which many Companies in the UK chose to jump on the welcoming of the royal baby and comparing it to the sad and characteristically similar manner in which Kenyan Companies chose to welcome President Obama during his visit to Nairobi, it was disappointing to see how little creative effort went into the Kenyan version of adverts most plainly stating their welcome as if the entire creative community was completely bi-passed in a bid to ‘save costs’ on such a ‘simple design matter’. I truly hope the same mistake will not be made by Companies hoping to make public ANY message to the Pope when he makes his visit. Engage the creatives and you will never go wrong, also, any publicity intent should be thoroughly analysed and taken full advantage of, always!
- To flaunt creative ideas aside of the brand guidelines
For Companies tightly bound by their brand standards dictating minute details of advert design and limiting creativity of design of various collateral, this is an opportunity to go all out and do something that even the brand guidelines could not anticipate – the birth of royalty, Obama comes to town.
- For increased brand visibility
Trending topics are good for SEO and visibility because they have a high number of clicks. Audiences will normally click through as many different links to a trending topic in order to receive perspectives of as many news sources as possible. Because of this, users will “see right through” insincere attempts by brands to take advantage of a trending topic, if your brand is considering this type of marketing it must turn the “authentic and genuine gauge up a notch”
Some identified fails sound like this:
- To be part of the unspoken competition between brands with consumers as the unwitting judges
This kind of creative publicity provides a platform for brands to put on their creative hats and step out and “strut their stuff” alongside each other in an unplanned competitive atmosphere that gets them judged by a larger audience than their target market. Brands that don’t have the natural affinity to the topic need to be more strategic and clever in their marketing. For instance, the birth of a second royal baby is in line with Pampers UK brand language and core product, not so much for COCA COLA.
- A chance to be gauged outside of their core business
A larger audience due to the nature and level of appeal of the trending topic, genuine creative output has the ability to effectively create an emotional connection to your brand with a new psychographic. The ones who admire the brand for its creative innovation, they may not consume the product or service but may be quick to recommend the brand to users of similar products because they are drawn to the brand style. This creative output must of course be sustained beyond the trending hot bag.