Manufacturing a sense of urgency

MANUFACTURING A
SENSE OF URGENCY

Insights to create infectious campaigns
By Michael Goldstein, Creative Digital Planner, CHI&Partners NYC.
@mickeyg77

Wednesday, October 30, 13

Over the past 3 months, I have been
working on creating a sense of urgency
to drive engagement with our ad
campaigns


THREE CLIENTS
Every Mother Counts
Maternal Health charity that needed the public to
#giveathought to the countless women suffering
globally from health complications due to
pregnancy

Bee Raw
Artisinal honey company that wanted to spread the
word that bees are dying at an alarming rate
#savethebees

Thirteen/PBS
Local NY TV station that needed to let everyone
know about the disaster that is modern television
#tvgonewrong


Insight: Web for housing content.
Social for ampliﬁcation of content.

Spreading issues: The
importance of context
Twitter


Vs

Digital
Publishers
(Web)

Twitter
We used Twitter
inﬂuencers and
celebrities to spread the
issues of #giveathought
and #savethebees on
twitter.


Despite their large twitter followings neither inﬂuencer
created a huge, infectious impact online.


The problem was there was not
enough context or content for people
to latch onto


Web
For our PBS/Thirteen campaign we were featured on the
pages of a few prominent digital publishers

Readers had enough context to understand the issue and
the campaign took off, with huge sharing over social media

Let’s look at how digital publishers helped
our Thirteen campaign deliver content with
enough context for people to dip into....

......And enough urgency to share

A look at 3 different digital
publishers


All three publishers use
different language and
positioning techniques to
create engagement through
urgency


Buzzfeed - “Look at this!”


Jezabel/Gawker “Think about that!”


Upworthy - “Do something about this!”


Insight: Urgency is best
created by an un-attached
third party reporting on the
issue. This gives it
authenticity as an issue not
an agenda.


How do they do it?

A closer look at the techniques used by
digital publishers to manufacture urgency

Buzzfeed - Urgency through over the
top language


Jezabel/Gawker - Urgency through
disbelief


Upworthy - Urgency through emotion via
image


Thanks to those and other third party
publishers, we had people looking, thinking
and sharing our content. They helped us
manufacturing a sense of urgency that
people felt compelled to amplify through
social media. This drove over 14 million
web and 3 million twitter impressions with
no media spend!


Insight: Relevant messaging
for varied demographics
creates a wider and more
layered sense of urgency
leading to multi-faceted,
intense momentum


A wide range of audiences had content and
context to appreciate the urgency we were
communicating

This happened because each
publisher created relevant
urgency by packaging content
for the audience they cater to

(Two Australian beers of similar content but packaged
very differently!)

Buzzfeed - Fast Food of the internet
Erhmegerd berzfed
dis list, so tru

Wert the ferk

lowl centent

Easy to digest, OMG content perfectly packaged for
over-excited internet novices to hype over through
social media.

Upworthy - Clicktivism Kings

FB reactions

Social issue with a call to action
Prominent social share icons

Content packaged in such a way that clicktivists
feel the need to ‘solve’ the featured issue

PS: Clicktivism =


Jezabel/Gawker - Black and white issues
Gawker and Jezabel package issues for an audience looking to bring further
discussion to black and white issues where the only moral reaction is of outrage.
Headline prompts outrage

Extensive opportunities for discussion throughout article

Urgency is created when multiple
3rd party publishers all work to
raise attention to the same issue, in
ways that are relevant and
distinctly packaged for their
audiences.


So how can you best create urgency with a
3rd party digital outlet?


For PBS/Thirteen, we tried emailing all the
major digital outlets to give them an inside
scoop on the campaign. Despite the great
content, we had no interest.


It was only when EW.com started getting huge hits
from their post on the campaign that others took
notice. Soon dozens of major digital publishers were
creating posts on the campaign, including many that
we tried to contact 3 days before!

The tactic is to reach critical
momentum with one site, once that
happens others take notice and want
to jump on the UV bandwagon!


The formula:
Great content
x Relevancy over many demographics
+ A popular platform
= Momentum spark


A great example is the recent partnership with
Uber and Cheezburger, where Uber cars delivered
kittens to ofﬁces in NYC and San Fransisco for 15
minute play sessions.

#ICANHASUBERKITTENS
Great content (Kitten delivery via Uber)

x
Wide relevancy (Who doesn’t like kittens?)

+
A popular platform (Cheezburger network)

=
Momentum spark
(They had their hashtag trending within 30
minutes on launch day)

My theory is that to effectively
mobilize an audience to action you
need to create a sense of urgency


Marketers have known this for many years


But in a transparent, digital
world, an unrelated 3rd party
with a loyal following is
crucial to manufacturing the
urgency to create huge
traction for your campaign.


If you liked it, tweet it!
#manufacturingurgency
@mickeyg77


Manufacturing a sense of urgency

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