5 Steps to a Successful 2022 Media/Brand Campaign

The best media campaigns today are human-centered, connecting your brand values with your target audience in an authentic, relatable way.

These first-class campaigns facilitate multiple interactions with customers through a multi-channel, integrated approach, ensuring the brand message is both varied enough to meet customers across multiple platforms and consistent enough to ensure customers understand your brand clearly when they see it.

A successful marketing campaign both reaches potential users and meaningfully resonates with them. Here are 5 key things to remember when you are developing your next campaign:

1. Know and engage your audience.

Most high-growth marketing teams are now aligning with client experience, sales, MarTech and data insight teams to ensure they truly understand the needs driving customer priorities. Once you have fingers on the pulse of what’s top of mind for your buyers, you are more likely to achieve higher campaign engagement.

Look no further than McDonalds McDelivery Day, which is a great example of a brand meeting the need for late-night sustenance. In addition, Patagonia’s brand imaging centers around people living an outdoors lifestyle, showing what their customers can do with their gear.

NIKE run club and training apps create interactive engagement with a targeted audience. Jeni’s Splendid Ice Cream masters the art of audience communication on social media actively interacting in regular conversations with customers.

Ultimately, these brands understand the experience their customers desire and how their products can meet that need.

2. Show you genuinely care about customer needs.

LEGO consistently evaluates their customers desire for innovation, including the recent offering of Braille Bricks for visually impaired children and special Adult Fans of Legos (AFOL) campaigns teaming up with Marvel, Harry Potter and StarWars brands catering to adults. The company’s Build to Give evolution is another great example of the importance of showing you care about the people you serve which inspires brand loyalty.

3. Customize your content.

Knowing your audience’s pain points allows you to tailor your content to your buyer. B2B providers who conduct their own industry marketing research can speak specifically to growth roadblocks and strategize on moving beyond those challenges. For example, an interactive webinar with all-day appointments for follow-up will likely generate even stronger leads than a standalone webinar.

Also, take time to reevaluate your current content. What worked yesterday isn’t necessarily what’s top of mind today in the quickly changing environment.

4. Prioritize visual storytelling.

National Geographic is among the very best at using visuals to tell stories, as they see 650% higher engagement when they feature images with their content. Visual storytelling increases client interaction opportunities through likes, comments, and shares on social media. Campaigns that include contests promoting user-generated content (e.g., videos or Instagram stories), result in higher leads as your users become raving fans. DOVE’s Detox your feed and double down on purpose as well as ZOOM fan centric content are good examples here.

5. Humanize the brand by partnering with influencers.

These influencers must align with your brand values. If they do, influencers can have a powerful impact in your target market as they humanize your brand and may reach a vast, previously untapped audience.

Adidas has been using influencer marketing to promote their products for years with various celebrities. But not all influencers need to be big names. Explore niche influencers and influencers with a purpose that might resonate with target audiences who are demanding more authenticity today.

Brands that put customers first, use data to identify their ever-changing needs and think out of the box with the right content presented on the right media platforms by the right storytellers are the ones driving revenue this year.