The best an ad can be?
The Cyber Breach Communication Playbook is out now.
There is still no real substitute for the credibility of the business press.
Research show we want surprise, joy and jeopardy in our stories.
IMB has done a great job positioning Watson with short, simple, human content.
Surely there is more to brand engagement than having one dimensional 20th century TV ads masquerading as social media engagement.
According to Erving Goffman we are all rehearsing to become the people we want to be and we all accept this is the case. The same is true for companies and brands. So their public persona should be at is most confident best and a little larger than life.
With the Workplace Gender Equality Agency (WGEA) we did some analysis on how well the Equilibrium Man Challenge has worked in terms of generating awareness. The results are impressive.
From an audience of zero, when we launched on 28 April 2015, the campaign has reached over two million people and generated extremely positive media coverage with an editorial value of about $1.2 million (using Advertising Space Rate equivalents).
Another measure is that the content has been used by so many organisations, like our 40+ official Cheer Squad, top tier consulting firms like KPMG, as well as numerous industry bodies, event organisers etc. At every point the quality and appeal of the stories recieve high praise.
The current project will wrap around mid-March 2016.
The Equilibrium Man Challenge micro-documentary series is now well over half way. It has been getting lots of traction, with anecdotal evidence suggesting a good level of awareness in the HR profession and amongst those interested in diversity and gender equality.
One of the nicest things about this initiative is the longevity is has. Early this month Boss ran this piece, by AFR journo Fiona Smith, about working flexibly on their website. The embedded videos are two of our first episodes, so the story can start from the beginning for this new audience.
Within a year's time we expect The Equilibrium Man Challenge will have gained the ubiquity we had imagined at the beginning. There are more episodes to shoot this month and we are currently in edit mode for content that sees some of the themes arising from the micro-docs dovetail into 'expert' discussion. Standby...
We are pleased to announce that The Equilibrium Man Challenge launched on 28 April. This project has been a long time in development and we are delighted with all aspects of it.
You can check it out here:
Twitter handle: @equchallenge #betterways2work
We would welcome your thoughts on the project.