One thing that I‘ve realised over the years when creating social media strategies for brands is that although small businesses almost never have hundreds of thousands to spend on their marketing or advertising campaigns, their campaigns often times perform much better… IF
It often boils down to AUTHENTICITY and the more you can (or IF you can) connect with your audience (aka followers) – who hopefully convert into customers or donors – the better off you are. And authenticity is extremely hard – but not impossible – even for a major Corporation. So no matter what industry you are in, what type of business, foundation or cause you run, if you are authentic and people can emotionally connect with you then you already won! (This is something we will discuss in more detail during our e-Course!)
Most campaigns that we run for non-profits, small or major causes usually perform great. Because if they are well communicated then it’s much easier for people to empathise with your campaign. Usually you are not selling a product but someone’s story. We’ve seen this with our #WeAreTheChildren campaign which we ran with QUEEN, the EU Parliament and TikTok and a great example is of course the incredible Captain Tom Moore (what a legend!).
Another great example was the campaign which we ran for Stephen Sutton and the Teenage Cancer Trust back in 2013/2014, which has raised over €5 million (to date). It was a true grassroots campaign with ZERO budget. It worked so well because people loved everything that Stephen stood for and you can’t be more authentic than that. But authenticity alone is not enough. When I met Stephen, his Facebook page had just surpassed 4,000 “followers” and he didn’t even have Twitter and Youtube accounts yet. When Stephen and I created the Hashtag #StephensStory, we had real trouble getting any traction. No News network, no major blog, no celebrity was really that interested in endorsing him.
But one day we posted his now legendary “thumbs-up” photo which was one of the most shared pictures on Facebook that year! Sometimes it’s just a matter of timing and hitting a nerve!
4 Responses
Hey Guys, congratulations on your great idea and sharing some of your success stories and experiences with the rest of us, looking forward to Learning with you. Viel Erfolg
delighted to be a part of this Online course , a close friend of mine grew her business thanks to a campaign you ran for her.
Hands down my favorite company to work with , you have been an essential part to our business growth. Excited to join the Course .
Super Blog!Este curso no podremos estar por el horario, espero pronto hagan otro para poder unirnos.