Projects not campaigns-relevant ideas for our consumer/product/concept.

Fatigued by traditional marketing messages, people are far more likely to get involved with a cause they connect with. So brands are increasingly investing in projects, not campaigns, to show what they stand for and encourage a more meaningful connection with audiences.

Ideas born to live not built to die at the end of the campaign period. He explains that brands have an opportunity to create the real, and that we don’t have to know where they will end up. Campaigns can be built around the project as appropriate or relevant.

A project, they say, “needs constant nurturing and encouraging. It relies on engagement, feedback and input. …” and if it is more work, it is more rewarding in that it can create deeper engagement and connection between a brand and its audience.

The project, whatever it is, has to feel authentic. It must flow from the brand beliefs; the behaviour must be consistent with those beliefs. Mess this up and there will be scorn, derision, backlash.

For our Project: we could focus on activity-e.g. race for life kind of project, we could find out what charities, values or causes are most important to our target consumer and base a project around helping these. It is suggested that 5% of the marketing budget be spent on the project so we should combine this with more traditional marketing strategies, this would just be an additional element to include with our concept if we can come up with a good idea.

Charlotte