As cute as a…
This is one from the archives, a campaign to promote the release of the ‘Devils Due’ Movie back in 2014.
Whilst it terrifies me and has made me permanently afraid of looking into a pram, what I love about it is that it's designed to be inherently shared.
The WTF, the shock factor, the reactions, regardless if this was a film that you would watch, it is highly likely that you would ‘pass it on’, talk about it in the pub and in turn spread the news of the movie launch.
Thinking about the shareability of your idea at its inception is critical for challenger brands who do not have the budget to buy reach with media placements.
But how do you do this?
Let’s start by thinking about what do people share?
They share; advice, tips, human truths, great causes, random wtf did I just watch things, stuff that I know someone else will love.
But why do they share?
It all comes down to self. (I know, I wish we were more selfless, but we're not)
The motivation to share comes down to:
my desire to connect with others
elevate the perception that you have of me
help, or to be seen to be helping
So what does this mean for your brand, and standing out?
Build campaigns that are designed to get people involved. Put your target customer at the heart, give people a reason for participating and sharing- does it make them look more informed, cooler, in the know. Make it really easy for people to spread your message for them.
Sprowt has no affiliation with this terrifying vision of a baby, other than a respect for how 7 years on, I am still talking about it.