Would you like to get a trophy for getting up in the morning? OK, maybe not as much for getting up as for doing those habitual things you do to get ready for a new day of whatever it is you do. The people at belVita thought that the answer to this question would be “YES!” – with Caps Lock firmly in place. The campaign is simple; tweet @belVita about your morning win, be it finding matching socks or making the perfect omelette, using the hashtag #MorningWin. The one with the best tweet gets an actual trophy with their 3D printed morning achievement on top. Honourable mentions get personalized certificates, videos and virtual trophies from belVita.
This ingenious campaign is a great example of how a company can engage its customers whilst getting a small army of copywriters doing its bidding. User generated content is one of those marketing wants, but “should we use it?” is easier to answer than “how can we get it?” This is why we’re so happy to discover potentially viral campaigns that manage to engage customers, have them contributing to the brand in question, all while merging everything to the product in a way that feels somewhat given.
Depending on your product, you may or may not be in for a hard time creating a campaign of your own that creates such impact and conversation like this one. Grumpy competitors could claim that belVita had a stroke of luck coming up with this little treasure, but they know as well as the rest of us do that it takes an equal amount skill at the very least. It’s about knowing your audience and your product – finding the little things that link them together. It’s a jigsaw puzzle where the last missing piece is the one making all the difference between a campaign being mediocre and genius.
We don’t have access to the minds of the men and women behind the Morning Win campaign, but you can bet that it took quite a lot of brainwork and creative flare. Don’t expect to just sit down on your lunchbreak and come up with a killer idea. Knowing your customers is key to any successful marketing campaign and to do that you need to do your homework. Lazy marketers will most likely be the ones failing, so take the time to care for your product, your customers and your campaign.
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Image/video courtesy: lifestyle.uk.msn.com / Youtube: belVita