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What are you trying to achieve with this campaign? Are you trying to rock the boat because you’re repositioning your brand? Or perhaps you’re hoping to get a surge of activations or signups. Clearly define your objectives, set metrics, and make a case for the impact it will make for the company. This will help you convince internal stakeholders of your idea, especially if it involves some risk.
What is that one sentence that encapsulates your tone, messaging, execution, and user journey through the campaign? Your PR headline will be the centre of what you say, how you say it, to whom, and even which channels you use. Focus your efforts into crafting a statement that catches people’s attention while also communicating your key message.
Here’s the thing: things go viral when they evoke polarised reactions from people. They should either completely love or completely hate your idea. This back-and-forth disagreement is what generates buzz and gets different voices involved in the conversation. Share your idea with a few people internally and check if it gets them polarised. If it sparks a debate, you’re on to something good!
With these three steps nailed, you’ll be on your way to hitting that viral jackpot.
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Head of Marketing