{"id":14771,"date":"2020-05-19T14:33:52","date_gmt":"2020-05-19T14:33:52","guid":{"rendered":"https:\/\/thesocialelement.agency\/?p=14771"},"modified":"2020-10-21T10:09:04","modified_gmt":"2020-10-21T10:09:04","slug":"be-honest-why-your-next-campaign-doesnt-have-to-be-perfect","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/be-honest-why-your-next-campaign-doesnt-have-to-be-perfect","title":{"rendered":"Be honest. Why your next campaign doesn’t have to be perfect"},"content":{"rendered":"\n

In a world where we cut our own hair, cook fakeaways and turn living rooms into gyms, is there still a need for perfection?<\/em><\/p>\n\n\n\n

Not an excuse for being slapdash. Just admitting that right now, we\u2019re making things up as we go. Even more than we did before.<\/p>\n\n\n\n

Real can be refreshing.<\/h3>\n\n\n\n

Like everything Ryan Reynolds does – the one-man marketing machine owning lockdown creative.<\/p>\n\n\n\n

Granted, he\u2019s globally famous with a loyal fanbase, but it\u2019s for good reason.<\/p>\n\n\n\n

He focuses less on execution and more on the gags.<\/p>\n\n\n\n

He does it for his gin brand<\/a>, repurposing pre-lockdown footage to support out of work bartenders. He does it for his mobile phone brand<\/a> where a recent ad is a Powerpoint presentation. And he even does it for his charity t-shirt<\/a>, making a feature of only having one \u2018boring\u2019 product.<\/p>\n\n\n\n

They\u2019re loose, honest, and feel relevant while even our parents embrace homemade content with little or no context.<\/p>\n\n\n\n

He\u2019s not the only brand (and he is now a brand), embracing the new normal.\u00a0<\/strong><\/p>\n\n\n\n

L\u2019Or\u00e9al has Eva Longoria<\/a> breaking the fourth wall by showing her real greys before colouring them herself from home. And this BBC sports commentator uses his dogs<\/a> to stay sharp. It\u2019s not super slick, just a great idea that engages through its honesty.<\/p>\n\n\n\n

Early on, we got high-spec ads from big players like Apple and IKEA. They looked great and proved you can still make beautiful, moving content without studios or expensive locations.<\/p>\n\n\n\n

But after months in lockdown, and no return to normality in sight, we\u2019ve become used to content that feels like it was made that day.<\/h3>\n\n\n\n

So how can your business do it?<\/p>\n\n\n\n

You can talk to your customers.<\/strong><\/p>\n\n\n\n

Marriott\u2019s CEO wrote direct to them to emphasise the hotel chain\u2019s commitment to their staff, frontline staff in healthcare and customers, through the crisis. Going well up in this writer\u2019s<\/a> estimation at least.\u00a0<\/p>\n\n\n\n

You can strengthen links between your community.\u00a0<\/strong><\/p>\n\n\n\n

Fender has led the way by connecting fans and artists with their Artist Check In<\/a> series. It gives artists a platform to perform live, entertains fans, and raises money for the @MusiCares COVID-19 relief fund. If you happen to sign up to Fender\u2019s online guitar lesson platform, even better.<\/p>\n\n\n\n

Or you could simply remind people what you do and hold nothing back. That was our approach when we made our new promo film \u2018Maximum Engagement<\/a>\u2019. It was all shot from home and focused on feeling good.<\/h4>\n\n\n\n

Whatever you do, focus on the message, be honest, and you can feel real in these unreal times.
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In a world where we cut our own hair, cook fakeaways and turn living rooms into gyms, is there still a need for perfection? Not an excuse for being slapdash. Just admitting that right now, we\u2019re making things up as we go. Even more than we did before. Real can be refreshing. Like everything Ryan…<\/p>\n","protected":false},"author":54,"featured_media":14772,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sync_status":"none","episode_type":"","audio_file":"","transcript_file":"","castos_file_data":"","podmotor_file_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","footnotes":""},"categories":[298,24],"tags":[96,293],"series":[],"episode_featured_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2020\/05\/iStock-1218346909.jpg","episode_player_image":"https:\/\/thesocialelement.agency\/wp-content\/uploads\/2019\/01\/Genuine-Humans.jpg","download_link":"","player_link":"","audio_player":false,"episode_data":{"playerMode":"light","subscribeUrls":{"amazon":{"key":"amazon","url":"https:\/\/music.amazon.com\/podcasts\/3abc34c3-ff60-4a78-b347-6119461b7ed1\/GENUINE-HUMANS","label":"Amazon","class":"amazon","icon":"amazon.png"},"apple_podcasts":{"key":"apple_podcasts","url":"https:\/\/podcasts.apple.com\/gb\/podcast\/genuine-humans\/id1561811296","label":"Apple Podcasts","class":"apple_podcasts","icon":"apple-podcasts.png"},"google_podcasts":{"key":"google_podcasts","url":"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly90aGVzb2NpYWxlbGVtZW50LmFnZW5jeS9mZWVkL3BvZGNhc3Q?sa=X&ved=0CAYQrrcFahcKEwiQz-mM7dzvAhUAAAAAHQAAAAAQAQ","label":"Google Podcasts","class":"google_podcasts","icon":"google-podcasts.png"},"spotify":{"key":"spotify","url":"https:\/\/open.spotify.com\/show\/7jkfw0qeUlwrauhfy2pCGU","label":"Spotify","class":"spotify","icon":"spotify.png"},"youtube":{"key":"youtube","url":"","label":"YouTube","class":"youtube","icon":"youtube.png"}},"rssFeedUrl":"https:\/\/thesocialelement.agency\/feed\/podcast","embedCode":"

Be honest. Why your next campaign doesn’t have to be perfect<\/a><\/blockquote>