The anatomy of a viral summer campaign: How brands captivate audiences when everyone is outdoors

Summer is finally here and while so many of us long for this season, it can present some challenges for brands. Many see a summer slump. With people wanting to spend more time enjoying the weather, how can brands captivate audiences while everyone is outdoors?

Let’s dive in!

Summer Opportunities

If you look for them, there are so many opportunities for a campaign, from summer festivals, to sporting events (we’re in the midst of the World Cup right now), to backyard parties, back to school, and everything in between.

Of course, they may not all make sense for your brand and your audience, but understanding your audience’s behaviour in the summer, as well as what events and opportunities are coming up, can help you plan for a successful campaign.

Make participation fun and easy

There are so many ways that you can make your campaign both fun and easy. This could include photo opportunities, gamifying your campaign (i.e. prize wheels, online games, etc.), freebies, QR codes for easy registration or sign ups, and so much more. Get creative and have fun!

Think about shareability

You’ve probably seen videos of people sharing campaign content online, like from a really fun/cool pop-up. Shareability is important, not only does it help increase brand awareness, but it also makes people excited to interact with your brand.

If you want something to be shared, think about what could make it worth sharing among your audience? Is there a really cool or striking installation that you could do? Does it hit on an emotion like nostalgia? 

Meet them where they are

If people are outside, go there too!

Ads, pop-ups, sponsorships, and sampling can be done in places like parks, concerts and festivals, sporting events, and more.

Is there an aspect of FOMO?

A lot of people have FOMO (fear of missing out) and you can tap into this without being predatory. For example, saying that there’s a “limited release” or that something is “out of stock” to create FOMO or scarcity when it’s untrue can come across as slimy to a lot of consumers. Instead, let it be more natural rather than forced.If it’s a seasonal product, say so. If it’s an event or a sale that only happens once a year, that’s ok to say as well.

Track, track, track

Sometimes, brands and businesses want success but they don’t measure and track their progress, or maybe they’re looking at the wrong metrics. When you’re creating your campaign, you should have an idea of what you want the outcome to be, such as boosted brand awareness or sales. By understanding what you really want the outcome to look like, you can decide which metrics to track and prioritize. And don’t forget that you can look beyond numerical data. Depending on your desired outcome, it might make sense to also look at the volume of UGC content created and what people are saying online.

While so many brands can hit the summer slump, it is possible to create a successful campaign! 

Not sure where to start? Book your 20 minute consultation with us!