14 September 2009 6 Comments

Campaign: what is wrong with it?

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


brand-campaign-2brand-campaignIn today’s world, campaign seems to be loosing the grip it used to have. Campaign used to be the magic wand that sold the idea to people. It used to be the last card when a brand, idea, product or service is not doing well and brand owners need to reinvent or rejuvenate the brand. Campaign is also used to launch a new product to the market. While campaign is still very relevant, its effectiveness seems to be fading. Some other vital instruments are coming up fast and catching up with campaigns relevance. What then seems to be wrong with campaign? I think it is important to start with what campaign is. An online resources states ‘Campaigns are the advertisements created by the Advertiser. A Campaign contains one or more Advertisements.

Campaigns include setting up limit costs, delivery flight dates, targeting, among other issues. Campaigns can only be created and owned by an Advertiser”. Campaign is associated with the war tactic and vocabulary. It is driven by target, launch and domination. Campaign most times is not supposed to create emotionally attachment but to ensure a selfish connection to buy support for a advertiser’s brand or idea. Campaigns are used to achieve a temporary gain. Traditional campaign aims at selling, convincing, interrupting, and urgency. There is no long-term value to this activity. So the moment campaign achieves its aim, it is often discontinued. In other words the moment a brand owner, advertiser gets return on investment in the campaign, it is often automatically stopped. Examples are there to see from major campaigns that had been on.

Because most campaigns have short term goals that do not require a life long commitment, most advertisers normally use the traditional media that have short term appeal which are expected to catch attention for the specific period it will runs. Campaigns are self created with intention of fanning a selfish goal. It is basically focused on an advertiser talking about him/herself and when properly diagnosed campaigns are meant to create awareness. Having said that, times are changing, efforts must change direction.

What works yesterday may not be that effective again. Brand’s tribe engagement through conversation and relationship building is gradually getting right result as well as  exposing the weakness in campaigns. The reason is not far fetched; this method seems to be getting more results than campaign nowadays. One of the reasons for that is that brand’s tribe engagement tools are directly opposite of campaigns tools and the motive is more of win-win than a ‘one sided gain’ approach tactic of campaigns. Brand’s tribe engagement is more credible because it goes on while the communal spirit is still intact. Brand’s tribe engagement can happen at both platform, offline and online. Internet has become more accessible and possibly one of the biggest, most valuable resources that help to reach the tribe’s member. It reaches people of all ages, cultures and regions and you have a lot of freedom to be creative with your ideas.

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