In the information-overloaded world, contents are king. They disseminate business objectives, product features, corporate culture and etc. A successful social media campaign can’t generate expected results without thoughtful and well-plotted contents. In my view, the biggest is how to create effective contents to attract the audience immediately and inspire them to be fully engaged? Audi 2011 #ProgressIs campaign is a successful example we can learn some takeaways.
- Be creative and interactive
Creative contents can grab viewers’ attention at first glimpse, helping campaigns stand out right away and leaving people with deep impression. Effective contents clearly convey key messages, and more importantly, set baits or incentives to lure audience to make interactions with the company.
In 2011, Audi launched A8 of which the new brand positioning was defined as “Luxury has progressed”. They created #ProgressIs at the end of its TV ad, claimed as the first use of Twitter hashtag. They deliberately designed a hashtag as an open question to everyone. People tweeted their definition of progress in for a 3-day contest. The finalist could win $25k for charity. To set more incentives, Audi also launched a creative game called the Estate Sale in Facebook to engage more users to treasure-hunt the items seen in the ad. Prizes were also rewarded.
2. Be timely and relevant
When did Audi roll out this campaign? In the Super Bowl. Why? It definitely because millions of audience were watching; meanwhile it’s the perfect time to tell how much Audi wanted to “escape the confines of old luxury.” $3 million per 30 seconds ad is the luxury. This timely release added more values to the company’s brand positioning.
Effective contents usually catch the burst of trendy topics or popular events. The curators should precisely seize the golden time of buzz, discovery relevant connections and create buzz feed. Therefore, it’s important for PR strategists to always keep alert to the news happening around.
Above all, Audi’s Twitter followers rose by 47% and Facebook followers actively discussed the campaign on their page.
In a nutshell, it’s very challenging to make effective contents. Different social media are featured with distinctive features. Make the great use of each feature and seamlessly integrate them into creative, interactive, timely and relevant contents can attract consumers’ eyes and hearts.