Ad campaigns through online, TV, or even Fax, need valued content.

21 October 2016

Hmm, nice ad, but what can I get out of it?

What’s the value proposition of me spending one minute of my very valuable time watching this piece of – oh, fluffy kittens you say? Alright, sold.

Most people’s reactions to ads wouldn’t be quite that blatant, but at least subconsciously, most of us weigh up the value of whatever media we’re currently invested in, and regularly decide whether or not it’s worth sticking it out to the end. Or even looking at it in the first place.

Whether you call it a short attention span, or being more discerning with our time, the value exchange of any form of media is very important to helping us decide if we like it or not.

And we all know advertising starts with a pretty steep handicap in that field.

While ads that provide something other than mere product promotion or awareness is the standard every brand should always be striving for, sometimes it needs a little rethink to reaffirm that idea, and set it into practice.

Adidas, in their goal to claw back a slice of the North American market from Nike and Under Armour, went full digital for their recent NMD brand campaign.

David Greenfield, global head of digital ecosystem design for Adidas, explained the focus on digital to Marketing Week:

“Of course TV still has a place, but the fax machine still has a place too, and I’m not about to create a fax machine marketing strategy.”

Citing digital as the most relevant channel for their audience, the campaign was 100% on social, and led to them selling out the shoes in merely hours. 

The campaign, led by a one-minute spot setting out visually striking near-future scenes, bore a very distinct ‘follow your own trends’ vibe.

They also provided enough value for those engaging with the campaign, and the fact that it was a digital-only campaign almost certainly helped to pick out the right audience of people who would find it interesting.

The campaign was a solid win in favour of digital content, but a large part of its success was also down to that value exchange.

Which, again, points to great content being more important than merely content for content’s sake.

Although we wouldn’t underestimate the ever-enduring Fax Machine if we were you.

It’s outlasted the Betamax, with the final nail in that coffin this year, and that has to count for something.


Strawman Says

Whether your strategy belongs in Digital, TV, (or even Fax), providing content of genuine value is a good place to start. After all, Interesting Content is King.