I saw a fantastic example of a responsive campaign hitting the news today. Following last week's #TheDress (and if you don't know what that is you must have been down a hole for the past week), Salvation Army has released a poster to raise awareness of unreported domestic violence. The poster shows a woman wearing that dress, covered in bruises and cuts. The caption asks "Why is it so hard to see black and blue?". What an effective way of getting the message out. It's simple, it's relevant, it's powerful - and therefore the message is crystal clear (and what an important one at that). But responsive marketing isn't always done so well. An ill thought-out, half-hearted or insensitive attempt at piggybacking will backfire, so if you're considering 'riding the wave' of an event, make sure you have asked yourself these questions:
- Is my response timely? It's no good waiting 6 weeks to wade in on #TheDress debate - the rest of the world has moved on. Get on with it and ride the wave before it breaks!
- Is my response relevant and interesting? Don't make illogical jumps from one PR success story to your own brand in a shameless attempt to plug a product. Consumers will see right through it and not be at all interested. Make it clever, witty, engaging - but keep it simple.
- Is my response appropriate and sensitive? See American Apparel's marketing during Hurricane Sandy for a lesson in how not to do this.
If you can tick these three boxes you stand a good chance of cutting through the noise and making yourself heard. Share your favourite examples of responsive marketing with us below...