Substance Over Slogans

Customers need brand purpose over snappy slogans.

Marketing has changed so much since the days of one slogan campaign. Blumilk’s Marketing Manager, Rebecca Lovell believes that ‘marketing campaigns have the capability to touch millions of people and with this capability comes the opportunity to be a positive force.’

For example, consider the ‘Share a Coke’ campaign by Coca Cola which ran across the summers of 2013 and 2014. The ‘Share a Coke’ campaign was incredibly successful producing 998 million impressions on Twitter 235,000 tweets from 111,000 fans using the #ShareaCoke hashtag, but what a lot of people don’t know is the campaign stemmed from the idea to connect.

Blumilk feels like Coca Cola’s thought process to the campaign was one of the key contributors to its success. The campaign was designed to connect customers not only with each other but with the brand and every aspect of the campaign was cleverly tailored to delight the customer even down to the specially created font ‘You’ which was designed specifically for the campaign.

Customers want sustainability and a brand with purpose. Brands need to demonstrate they have goals beyond profit and delight their customers with engaging marketing messages. John Rudaizky, partner and global brand and external communications leader at Ernst and Young commented that ‘Purpose is about galvanising and driving people forward. What we found is that overall if people have a greater sense of purpose, profit will follow.’

Blumilk helps our customers explore their values, build sustainability, and tailor purpose which all translate to an increase in revenue. Call us today and delight your customer with your next marketing campaign – 0191 232 4401

Reference: https://www.marketingweek.com/2016/02/15/why-brands-must-prove-their-purpose-beyond-profit/ and http://www.coca-cola.co.uk/stories/history/advertising/share-a-coke/#