What top performing campaigns get right
Top performing campaigns do something that sets them apart from regular performing campaigns. In fact, they do one of two things to help them get more media placements and social shares: they are either emotionally resonant or surprising, according to Moz blogger Kerry Jones. Here’s a look at the difference between high, moderate and low success campaigns:
- - High success: Jones’ research shows that seventy per cent of high success marketing campaigns had an emotional hook; 76 per cent were surprising, and 96 per cent had a broad appeal. These types of top performing campaigns are categorized as generating more than 100 placements and 20,000 social shares.
- Moderate success: Compared to highly successful campaigns, 45 per cent of moderately successful ones had an emotional hook; 54 per cent were surprising, and 81 per cent had a broad appeal. These types of campaigns are categorized as generating between 20 and 100 placements and 20,000 social shares.
- Low success: Only 25 per cent of low success marketing campaigns included an emotional hook; 47 per cent were surprising, and 86 per cent had a broad appeal. This campaign category generates less than 20 placements and less than 1,000 social shares.
- Overview: Based on the research, three campaign categories (high, moderate and low success) had a broad appeal, but the top performing marketing campaigns offered more. Jones’ data reveals that campaigns with an emotional hook gained an average of 70 per cent more “media pickups” and than 127 per cent more social shares compared to those that lacked this ingredient.
- What to do: Dealerships that want to reach that high success campaign category should either keep their message or story positive, create an emotional rollercoaster for the user (pair up hope and despair, admiration and sadness, and so on), and combine negative emotions (fear or anger) with surprise.
Overall, a combination of emotions, surprise and broad appeal can help “supercharge” the results of your campaign, says Jones.