Advertising can fall into the trap of trying to hard or hard-selling through mass media. One particular comment from Hey Whipple, an advertising handbook, was to make advertising worth remarking on. Make news and then share.
Creating something newsworthy can help elevate advertising out of one of the least trusted professions into one to stimulate brand conversations and engagement. Social media is an important facet of this change of moving from one way to two way communication within advertising.
Dove is a great example of a company that has taken to this model. The “Real Beauty” Campaign is now 12 years old but it stimulated an important conversation about women’s beauty and social expectations. Through billboards, TV advertisements and online videos, they developed a conversation that gained 4.6 billion (with a b) media impressions. Talk about advertising worth talking about.
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