Now that I have my final internship confirmed (WOOHOO) and have a break from the constant string of sending out resumes and preparing for interviews, it is time to focus Working Wednesday back into the world of PR/marketing.
We’ve been talking a lot about measurement and online conversations in our social media class. In essence, measuring conversations in both the physical and digital world is a huge part of what PR is all about.
Believe it or not, I managed to multitask enough (duh!) to watch the unfolding of #dressgate during the insane and amazing season finale of How to Get Away With Murder. Personally, not that anyone will care at this point, I saw black and blue. I also didn’t care all that much about the whole situation other than the hilarious celebrity tweets, especially Mindy Kaling.
It takes a special skill to turn something viral into a meaningful message. And today, I want you to recognize and appreciate how Salvation Army did just that.
I was so excited when I saw the Maclean’s article about the ad campaign on Twitter. Many companies obviously tried to find a way to incorporate the viral Tumblr phenomenon into their own campaigns but I honestly believe this was a perfect way to do it.
They put use to what people were talking about.
Everyone was talking about the dress. You couldn’t go anywhere without having someone ask you what colour you saw so it was super important for them to utilize it quickly before the conversation ran out.
The campaign represented the brand’s key messages.
In the end, the ad provided a much more meaningful conversation than the original post ever intended. The Salvation Army said that it was important to them because domestic violence is a huge problem in the world, especially in South Africa where the ad originated. They run shelters for women escaping domestic violence. Although the campaign was “not about the Salvation Army” but “about the problem”, it was a great tie to what the brand believes in and supports.
The result was an incredible story for media.
The story was covered everywhere. It was perfectly timed with International Women’s Day. I applaud whoever made this happen because it would have been a treat to pitch.
Although it is not a public relations initiative, the Salvation Army ad is a great example of being aware of conversations, using information in a timely matter and bringing the conversation back to your brand. The ad is certainly something I consider a lesson in best practice.
What do you think about the campaign?