Your brand can no longer afford to talk normally. To put it blankly, traditional marketing is dead and just placing the same old communication style on digital will not cut it. The only brands that should still be on TV are those that are surviving the Covid19 pandemic without much of a struggle. Every other brand should be disrupting the digital landscape with innovative ways of engagement. Do the unexpected. Launching a product? Do it virtually, need a video? Make it a virtual tour. Find a way to do things differently.
This is the gift of turmoil. It brings out the best in us and shows us roads we never knew existed. I recently saw the story of a tour operator who turned his van into a grocery store and it made me smile. The time has come where we have to rethink our plans. In the words of our famous Minister of Health, Mutahi Kagwe, ‘if you treat your marketing plan normally, it will treat you abnormally.’ The only way you’ll get any attention in this digital age is by doing the unexpected. Key word, doing. Gone are the days where a brand could place a TV commercial, radio and print and skip to the bank dancing like the Barclays dancing robot. Remember that? You now have to talk to your consumers directly and make it interesting enough for them to respond.
Case in point, Ol Pejeta Conservancy’s wildly successful campaign ‘The World’s Most Eligible Bachelor,” which placed ‘Sudan,’ the last remaining male northern white rhino on Tinder. A Tinder profile was created featuring The World’s Most Eligible Bachelor and users just needed to swipe right to match and donate. What a brilliant way of engaging you in an emotive and meaningful way. It’s no surprise that the campaign went viral including a piece in Time Magazine. Moral of the story, your well thought out online campaign will still end up in traditional media but you won’t have to pay a penny for it.
The one glaring truth in these unexpected times, is that we must reinvent ourselves if we’re to get through this. The main skills needed moving forward into the age of Artificial Intelligence and surveillance capitalism, will be emotional fortitude and the ability to adapt. It’s time to reinvent your own brand and find ways of scaling it through digital marketing. That’s why we began this intimate, innovative agency called Edgency.
Welcome to the Edgency. Where you’ll find no boxes.
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