In order to halt this development and, if possible, regain some trust and build a more positive reputation, more and more corporate organisations will resort to campaigns in which they package a message to make the world more beautiful, better or more sustainable. So-called “do good” campaigns.
They will start to focus their communication more on their intrinsic motivation (Why) instead of just promotional advertising around their products. The magic word here is of course authenticity. That sounds like an easy marketing trick now. And if they don't change their behavior, it will stay that way. But okay, that's not the issue of this article.
A nice example that clearly shows that “do good” campaigns can quickly create a high level of involvement was of course the Twitter campaign of Lidl in Belgium this week around the malta phone data hashtag #luxuryforeveryone. The campaign was (unexpectedly?!) so successful that it was stopped after 24 hours.
Lidl #Luxuryforeveryone
Lidl's Twitter campaign #luxuryforeveryone failed due to its success
7. Organizations are being restructured
Organizations are currently still very functionally structured, as it were, in pillars. Structures, cultures, processes and internal infrastructures are geared to this. However, in a growing socially engaged society, in which consumers are the marketers and (reputations of) brands can make or break based on experiences they have, all activities of an organization contribute to the reputation and image of the brand.
- Board index
- All times are UTC
- Delete cookies
- Contact us