Why are some ad campaigns more successful?
Posted On June 7, 2021
In an article published by The Straits Times, Why Some Causes Resonate, Carol Soon, a senior fellow in the arts, culture and media research group at the Institute of Policy Studies, sheds light on the success of Pink Dot.
A highly controversial event that began in 2009 with the goal of promoting understanding and acceptance of the lesbian, gay, bisexual, and transgender (LGBT) community, Pink Dot increased its attendance from 2,500 in 2009 to an estimated 28,000 in 2015, according to the media. postponements.
Publicity for the event has largely taken place on social media, and in recent years religious conservatives have come out to campaign against it online. With amendments to the Public Order Act prohibiting foreigners from using assemblies and processions in Singapore to promote political causes, Pink Dot faced greater challenges than before, but managed to gain the support of 50 Singapore patrons and reportedly , raised 70 percent of the 2016 sponsorship amount even before the official fundraiser began.
According to Soon, messaging and targeting are two main reasons for Pink Dot’s success. This is no surprise. The events that enjoy the most success, usually measured by participation numbers, tend to have varied but aligned messages that their target audience can relate to.
As the PR agency behind 5 installations of Southeast Asia’s largest and most premium whiskey and spirits show, Whiskey Live Singapore, our work behind the success of these events was not seen as easy. How did publicity and active participation in conceptualizing the event bring Whiskey Live Singapore’s inaugural number from 800 guests in 2010 to 3,000 in 2016? Here are our learning points:
Strategic communications are largely aimed at crafting varied messages that resonate with a diversified target audience at the right time on different platforms. The ability to capture attention and communicate with different audiences is key. – Incorporated Brand Director
Different platforms target different audiences in different ways. The assumption of homogeneity in the target audience and the inability to frame and align diversified messages are the ‘Achilles heel’ of many organizers.
Gone are the days when one size fit all. Even high-budget communications can fail and backfire if social trends and information consumption patterns are not thoroughly analyzed. Take Kendall Jenner’s Pepsi ad, for example. Isn’t there bad publicity? Think again.
The trick is to understand how the target audience receives the information and the relevance of the content. From there, formulate the communication strategy.
A press release may seem archaic to the uninitiated. However, it has certainly not stopped being useful. It is a fundamental tool that describes and puts into perspective the highlights of an event.
Think of it as a cheat sheet. You need to cut through the clutter and get to the point. If you have a seven-page press release (trust us, we’ve seen it before), we suggest you go through it again and put together a succinct story.
Here are our PR tips:
1. Develop an aligned communication framework.
2. Create different messages for different audiences.
3. Use a press release to share succinct information and insights with the media and influencers.
4. Use social media to reach end consumers directly.
Many inexperienced advertisers also overlook the importance of images. The images speak louder than a thousand words. Social media has time and again published data on how relevant images capture attention and increase traction. On the same note, videos are trending upward. Our data shows that videos between the ages of 20 and 30 have the highest audience. And nothing beats capturing the atmosphere of a successful event than actual images.