Make sure your message sticks.
When it comes to communicating big ideas, a thoughtful message improves your customer engagement, increases sales, and builds a brand reputation.
Let’s examine some real-world case studies of successful big ideas and how they helped cut through the noise.
1. Airbnb’s “Live There”
Airbnb launched a campaign called “Live There” to promote a more immersive travel experience.
The messaging focused on the idea of living like a local and exploring destinations beyond typical tourist attractions.
By highlighting unique accommodations and local hosts, Airbnb effectively conveyed the message of authentic and personalized travel experiences, resonating with adventure-seeking travelers.
- Messages: Highlighting the unique experiences and local connections available through Airbnb, emphasizing the concept of “living like a local.” Messages could include promoting local recommendations, hidden gems, and insider tips for a more authentic travel experience.
- Assets: Engaging blog posts, social media content featuring stories from guests and hosts, visually appealing destination guides, user-generated content showcasing memorable travel moments, and videos that capture the essence of living like a local.
2. Volkswagen’s “The Force”
Volkswagen’s Super Bowl ad, “The Force,” featured a young boy dressed as Darth Vader attempting to use “the force” on various objects, including his family’s Volkswagen car.
The heartwarming and humorous message emphasized the joy and wonder of childhood imagination while subtly showcasing Volkswagen vehicles’ features and reliability.
The ad garnered significant attention and became a viral sensation, boosting brand recognition and favorability.
- Messages: Messages could combine humor and nostalgia while subtly highlighting Volkswagen vehicles’ reliability and features. They could focus on the joy of childhood imagination, family bonding, and the trustworthiness of Volkswagen cars.
- Assets: The iconic Super Bowl ad, extended versions of the ad for online platforms, social media content featuring behind-the-scenes footage and consumer reactions, testimonial videos from Volkswagen owners, and interactive quizzes or games related to the ad’s theme.
3. Patagonia’s “Don’t Buy This Jacket”
Patagonia’s “Don’t Buy This Jacket” campaign was a bold and unconventional message aimed at promoting sustainability and conscious consumption.
The company ran full-page ads in major newspapers, urging consumers to think twice before purchasing unnecessary items and highlighting the environmental impact of overconsumption.
This message aligned with Patagonia’s commitment to environmental responsibility, resonating with consumers who value sustainable practices.
- Messages: Educating consumers about the environmental impact of overconsumption and promoting conscious purchasing decisions. Messages could emphasize the durability and longevity of Patagonia’s products, encouraging customers to buy responsibly and repair instead of replacing them.
- Assets: Print and digital ads with powerful visuals and thought-provoking messaging, educational blog posts and articles about sustainability and the lifecycle of products, videos showcasing the brand’s commitment to environmental responsibility, and initiatives such as garment repair services or recycling programs.
4. Old Spice’s “The Man Your Man Could Smell Like”
Old Spice reinvented its brand image with the memorable “The Man Your Man Could Smell Like” campaign. This humorous and over-the-top messaging featured a confident and charismatic spokesman who showcased the brand’s products unexpectedly and entertainingly.
The campaign successfully rejuvenated Old Spice’s appeal, appealing to a younger demographic and generating significant buzz on social media.
- Messages: Leveraging humor, confidence, and masculinity while showcasing Old Spice products’ benefits and unique qualities. Messages could emphasize the transformational power of using Old Spice, positioning it as a desirable choice for men.
- Assets: Television commercials featuring the charismatic spokesman, social media content with humorous messaging, influencer partnerships that embody the brand’s personality, interactive web experiences where users can create their own “Old Spice Guy” stories, and engaging product packaging designs.
5. Google’s “Year in Search”
Google’s annual “Year in Search” campaign compiles and presents the most searched topics and events.
Through heartfelt videos and storytelling, Google captures the essence of significant moments, triumphs, and challenges that defined the year.
The message conveys a sense of unity, reflection, and the power of information, positioning Google as a reliable and indispensable source of knowledge and connectivity.
- Messages: Reflecting on the year’s significant events, cultural moments, and human stories that resonated with people around the world. Messages could evoke emotions of unity, inspiration, and the power of knowledge and connectivity.
- Assets: Emotional videos highlighting key moments, blog posts and articles that delve deeper into popular search trends, social media campaigns encouraging users to share their own meaningful searches, interactive website features where users can explore the year’s top searches, and partnerships with charitable organizations or initiatives related to the themes of the year.
Ideas to act on
These case studies provide practical examples of how you can achieve your communication goals.
They show the importance of managing a variety of messages and assets across different channels to align effectively with the overall themes and engage the target audience.
By consistently delivering compelling and cohesive messaging through various assets, you can strengthen your narrative, create memorable experiences, and foster deeper connections with your customers.