I’m going to tell you a little story about an experience I had with a popular holiday provider earlier in the week. Now before you settle down, looking forward to a social slanging-match so associated with those type of providers, I’ll reiterate that didn’t happen.
Every year we wait for the John Lewis advert and think ‘there’s just no way they can top last years’ and yet they do. Usually John Lewis top the Christmas advert competition (and make us all weep in the process) but this year I think there’s a bit of rivalry.
Creating campaigns that your audience will want to share with the world without you having to relentlessly push your message is any brands’ bread and butter. A sometimes achievable dream that marketers have realised nicely fits into that ‘don’t talk at them’ principle, the user-engagement strategy puts the power in the peoples’ hands, gives them the chance to make a real ‘difference’ and basically gives your brand a leg-up over those less thoughtful competitors.