Creating Digital Content With Impact
How do we ensure digital content has impact? In other words, how do you drive a change in consumer behaviour?
A great example is the Healthy Habits campaign, launched by Principality Building Society.
Their goals were:
Maximise sponsorship of the Cardiff Half Marathon
Reach first-time buyers
Launch competition to win your 10% deposit (one winner only!)
The campaign itself was dreamed up by advertising agency Orchard.
You can read exactly how they did it here, but what struck me most was how their approach practically guaranteed a response.
01 Targeting
Orchard honed in on the target demographic: under 35s, meaning the best marketing channels were Out-of-Home, Digital and Audio.
02 Branding
By using out-of-home, the branding could dominate Cardiff city and the campaign's three key messages: The Cardiff Half Marathon sponsorship, the Healthy Habits Campaign and the competition.
03 Attention
People were encouraged to relax inside a giant inflatable house, set up on site at the Cardiff Half Marathon. The house featured Principality branding and the tag line "Where home matters".
Orchard handed out free smoothies highlighting the "Healthy Habits" theme and encouraged people to enter the competition.
To sum up, the Healthy Habits campaign was able to be particularly impactful through a combination of strategic targeting, clear and impactful branding and the freebies handed out on site.
