Take a closer look though, and you’ll be able to spot the ones that will work over time. The secret? Sustainable online community campaigns have a cause.
At World Wide Creative we’re working on a wide variety of campaigns right now – from Virgin Mobile to Honda SA, Exclusive Books to The Just Cause. The first thing we try to do with each client is to figure out what is the ‘emotional driver’ of the target audience. Without knowing this, it’s very hard to create a sustainable community campaign. The fact is, you can create as many tactical maneuvers as you can muster, but they will fizzle out unless you can tap into the real heart of your customer.
The cause is not always obvious. This is what I mean:
- If you’re marketing cars, your cause is not mechanical (it’s the feeling that car evokes)
- If you’re marketing alcohol, your cause is not the booze (it’s the lifestyle that the booze conjures up)
- If you’re marketing phones, your cause is not technical (it’s the freedom of communication that you’re given)
- If you’re marketing cologne or perfume, your cause is not smell (it’s the confidence or empowerment that the cologne induces.)
As a brand, if you can tap into your cause effectively, you may achieve the ‘Holy Grail’ of Community Management… where your audience doesn’t just interact with you, but with each other.