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[Music] so you want to build a campaign that is fire but you don't really know how to go about that i got you i'm going to walk you through the five components of any successful campaign and while we could do a whole comprehensive video on the before during and after of launching and growing your campaign i'm going to focus primarily on five elements that you should consider to make the campaign super contagious and to make it very shareable let's get into it the first component of any successful campaign is making something that's highly showable that means it lends itself to being photographed and to being captured by users so here's what i mean you have seen those organizations where they have some kind of campaign and they send people out uh in the middle of a town square to give hugs to people and they'll have signs that are like oh free hugs now essentially it's leading to something where the t-shirt pushes people to the organization's name or something like that but it lends itself to be shown captured visually so even if a person doesn't participate in the campaign they can't help but to take a picture or to go and tell a friend about it or to capture on video or to post about it on instagram because it's highly showable so if you're creating any kind of campaign that doesn't rely on a visual in order to be shared you're already setting yourself up at a disadvantage so recently we had a client who said they wanted to do something where they were giving away uh free mentorship programs that's well and good and trust me we think it's important to be mission based whenever you're doing anything in your business but that could be an entire campaign that doesn't have to be advertised at all the entire cycle of that campaign could live in the background and that's not what we want so let's say that we're going with the idea of like oh we want to um mentor young people for free okay that's really great but you could recruit train mentor all of that without anybody knowing and all of that can happen and not be shown it's not necessarily something that's exciting to capture if it was shown so you want to make sure that whatever it is that you're putting together for this campaign is highly showable it lends itself to being seen and even if a person didn't want to participate they can't help but to snap it to record it and share it with their friends because it's so enticing or so unique visually the second component of any successful campaign is its degree of invitation so what i mean is if you're promoting anything you're doing any kind of campaign and it rests on you shouting at other people and telling them what you're about and they have to just listen you're doing it wrong a truly successful campaign hinges on people talking back to you it is dependent on people's participation and it invites their voice to the table so whether it's something where you're calling for submissions or you're asking people to share their story people tend to participate when they're allowed to talk about themselves where they can participate when they can share about their background when they can showcase their experiences because honestly basic psychology says that people like to talk about themselves this has been proven time and time again research has shown the brain activity that goes off whenever we talk about ourselves so that is people's natural tendency why not design a campaign that caters to that as opposed to trying to climb an uphill battle of making them do what you want them to do do something that lends itself to what they already do which is talk about themselves so can your campaign invite them to show off what they've got going on or to submit their story and talk about themselves so for example you see some of these brands on tick tock that have partnered with different tick tockers and created challenges and you have to either dance or show off your shoes and let's be honest a lot of the sponsored campaigns on tick tock are corny i'm just gonna say it they're cheesy but the reason they're so contagious is because they let people put their own spin on it they encourage you to put your own style on the campaign so let's say um for example dsw the shoe company did a campaign a couple months ago on tick tock it was cheesy i'm gonna say it but the reason it was so successful and had so much participation is because it encouraged people to show off their personal shoe collection so there was a certain song and a certain dance you had to do but it allowed you to show your shoe collection so even if you had no interest in dsw or no um interest in buying new shoes you're gonna participate because you want to show off your shoe collection too so that's a perfect example of having a campaign that invites people to show off some aspect of themselves or to tell some part of their story if you can create some kind of component in your campaign that invites people to do that you're on your way towards success the next component of any successful campaign is simplicity now i know this doesn't sound very fun or exciting but here's the key about this particular component if it's really complicated for someone to explain to somebody else then they're not going to explain it to somebody else they're not going to share it at all either because they're confused or it takes too much effort to repeat to another person and a lot of popular campaigns a lot of successful campaigns have hinged on their share ability but people can't share it with their friends nor do they want to if it's a complicated idea sometimes when i'm watching shark tank which is one of my favorite shows and you see people getting up there to pitch their idea you'll see a lot of the sharks shut down immediately when they can't explain it or when they have to ask multiple follow-up questions to make sure they understand the concept as soon as you have people struggling to understand what it is or struggling to explain it to somebody else you've lost them because the most contagious factor of a campaign is that people can rapid fire and excitedly and willingly talk about it to their friends they want to go and tell their friend about this crazy cool thing they saw or this um really unique and exciting thing that they saw when they were at the mall or when they were browsing online you can't wait to tell a friend but you're not going to do that if it was too hard to understand or if there were too many obstacles or barriers to entry in order to participate so earlier we talked about the importance of having some kind of component that invites people and allows them to participate but if you make it too difficult to access then you just kind of made it really counterproductive so the key here is to make sure that it's simple meaning it's easy to share with others and articulate and it's also easy for people to participate as soon as you've made it difficult to access or to talk about you just blew your chance and the final component of any successful campaign is not necessarily a sexy or exciting one but it might be the most important and that is determining your success metrics so how will you know that the campaign did well hopefully it's not something silly like likes which we can't really translate into anything tangible or meaningful but how will you know that you did a good job or that it worked for many people that could be something like website traffic so you design the campaign and house a big part of it on the website so for people to access they have to come through the website and take a look and they have to vote or whatever it is but you use web traffic as a way to determine whether or not the campaign was successful another could be shares on social media right which we know to be more valuable than something as simple as likes because people engage more and also the multiplication that takes place the way that it grows is really expansive and important it could be a number of registrations if people have to register for something it could be product sales but how will you know that you did a good job and that you're reaching your goals it's really important that you hone in on that before anything else the next component of a successful campaign this one's kind of optional but it works well if you integrate it and that is some kind of layer of exclusivity so if you can in some way make people feel like they're the only ones and cater to our basic need to feel special and unique that's a win we once had a client who was hosting a valentine's event and instead of blasting out the news that she was having this event and coming from an angle of oh i want you to come please come please buy tickets everyone's welcome well that doesn't compel you as much even if she's showcasing the details of the event and enticing you by telling you what the program's going to be and the food and all of the features because it's like a it's putting you in a position of please everybody come i need sales and that doesn't really prompt us to feel special but if you do something where you hand select a certain group of people to get invitations and you send them out what she did she sent out these very intricate almost ridiculously intricate invitations to a select group of people she didn't even have to tell them to share on social because it catered to that very first component we talked about which is making something that's highly showable so it was so intricate you can't help but to share with your friends the unboxing and so she sent these invitations out to pre-selected people to invite them and them only to this event well of course when they've got their phones out and they are you know recording like oh my gosh look at this invitation oh and they're like recording and zooming in on that fancy invitation they're getting naturally the first inclination of their followers and people viewing that video is ah what's this event what is it for why didn't i get one how do i get involved how did you get selected how can i be selected and so it plays on our need to be invited to be included and it plays on our um joy we won't admit it in feeling special and top tier that's why you have general admission and then you have vip and people selecting vip because they want to feel like there's some kind of imaginative hierarchy okay all that again your best bet is to play toward people's basic human behavior our psychology and our egos in order to have a campaign that's highly shareable attractive and overall successful so even though there are tons of different creative things that you can do to make sure your campaign is successful in my opinion these are the top five to make sure that you have a campaign that brings you a new audience that enhances your reputation and does a great job of increasing brand awareness about your overall brand or gives you success with some kind of new product launch or campaign so i hope that you're successful in this if you have any questions or you want more insight or help with your own campaign development then reach out to us you can find us at telepublicrelations.com or on instagram at tel tell public relations either way we're excited to come alongside you as you work to get more of the shine that you deserve