So you want to build hype for your campaign? Our campaign strategists at Bluetext have some tips for you. Assuming you’ve already started building out your campaign, you should have an idea of what your goals are. A common goal is to build awareness and excitement. When building excitement ahead of your launch, you want to bring an air of mystery. Balance announcing details of your campaign while leaving enough to the viewers’ imagination. Some effective teaser mediums include social media snackables, physical swag, email campaigns, or teaser trailers.
When Bluetext recently launched Phosphorus’ Thing Tamer, we decided to keep things mysterious. So, we began with the organic promotion of teaser videos to curate a collection of content for the dramatic launch of a full campaign without sacrificing ad spend. Once our audience’s interest was piqued by compelling graphics and intriguing headlines, we directed their attention to the campaign landing page. This landing page hinted at all things to come and encouraged users to sign up for exclusive notification of the launch. The landing page was designed to be as engaging as possible, with promotional movie posters, two different trailers of the Thing Tamer series, and on-scroll animation to introduce the personified things and interactive carousels to reveal campaign messaging and key stats. signed up for the email list, they received a thank you email that further teases at the Things to come.
The first trailer named the Beast Trailer worked to establish the problems Thing Tamer solves. Offices with countless enterprise IoT devices are at high risk of being exploited by unsuspecting sources. Each device has its own firmware and unique language making managing all of them a complicated process. Without giving too many details away, we put a spotlight on common problems enterprises face. This was followed up with the second trailer, which starts off by slowly revealing our hero, the Tamer, an IT version of Indiana Jones meets Crocodile Dundee. By shifting focus to our IT guy wearing the Tamer’s hat, users are able to envision themselves as the ones resolving their IoT devices’ vulnerabilities. The teaser strategy allowed for the campaign to slowly introduce the problem with an air of mystery, leaving them craving more for the full campaign to unveil the solution. Separating the story into digestible trailer videos keeps the target audience engaged for an extended period of time, building upon their interest and education with every touchpoint. Not only does it allow for multiple follow-ups and a nurture strategy, but the shortened length of each video also ensures that viewer attention does wane while watching a long-form video. Hitting the viewer with messages one at a time increases the likelihood of memory retention and builds upon Phosphorus’ brand association. At the end of the day, a successful message is one that users can connect with, and that’s just what we did.
Similar to Thing Tamer’s landing page where visitors could engage with different elements to learn more, the recent The Batman movie had a fun way of building hype ahead of the movie’s premiere. Visitors who found the secret website through a hidden message on the official movie poster were able to talk with the Riddler and solve additional puzzles. Those who solved the puzzles were rewarded with exclusive clips and pictures from the yet-released movie. Once the movie was released, Warner Brothers went a step further and updated the page to reflect the domain being seized by the fictitious Gotham police department. Warner Brothers managed to engage with their target audience over the course of weeks, thanks to a clever Easter Egg hidden in their posters. Being given the opportunity to dive into the Gotham universe in this unique way allowed the audience to connect with the film and get hyped for the official movie release.
Phosphorus also engaged in a few organic social media promotional posts to promote its campaign launch. Social media serves as a great opportunity when trying to build awareness. That being said, Phosphorus didn’t want to spoil too much, so we kept the captions short and used the two trailers and social snackables for the LinkedIn promotions. Utilizing cross-channel promotions and various forms of media increases the likelihood of your users finding your content and engaging with it. Again, at the end of the day, how can you build excitement if your campaign isn’t known? Agencies like us here at Bluetext have the expertise to guide you through the optimal campaign launch.
No two campaigns will be the same, and while the Phosphorus campaign succeeded based on its goals, your success isn’t a guarantee. At the end of the day, your best bet is to engage with a trusted campaign-focused agency to build hype for your campaign launch. Once you’ve launched, we work with you to drive paid marketing and PR efforts, ultimately driving users to engage with your business. Want to learn more about how Bluetext can help your campaign? Get in touch with us here. To learn more about our Thing Tamer campaign, check out the full breadth of our work here.