Thursday Thinky: Effectiveness, Impact & Strategy
For this week’s edition of our Thursday Thinky, we took a slightly different approach.
We chose four campaigns from the last year and looked at them through the lens of effectiveness. We have two powerful stunts that happened in New York to call out the US government’s child detention policy at border camps, and inaction on gun reform. We are also sharing with you a campaign that impacted Californians’ energy consumption habits. And last, but definitely least, a head-scratching strategic approach to recruiting more organ donors.
Energy Upgrade California –The most energy efficient campaign ever (Ad Forum)
RAICES – #NoKidsInCages NYC Stunt (Art Net)
Part of the irony, and the power of this, is that the installations garnered so much media and law enforcement attention that were taken down within a few hours. But the kids being held (and dying) in detention centers continued. It’s a fascinating study in what we respond and react to as humans, and as a government :/.
Effectiveness Grade: A. From beginning to the end, this campaign was spot on. The innovative thinking behind this idea and the shock value really helped with one of their main goals, raising awareness around this issue. We don’t have the data on whether this stunt drove an increase in site visits or donations, but as those were tertiary goals, we still believe this was a home run.
Change The Ref – Transforming Fearless Girl into #FeafulGirl as a symbol for gun reform (Ad Week)
Donate Life CA – Giving second chances to speeders (The Drum)
All makes sense, right? But, here’s where the head-scratching comes in. Instead of coming up with a program that built on either of these insights, they went a completely different direction… which was to thank existing organ donors by letting them off of a speeding ticket. Is it a lovely gesture to say thanks to those who have already made a selfless decision? Of course. Was it a pretty big feat to get law enforcement involved (which was also a perception boost for them)? Definitely. But did it effectively make anyone more compelled to sign up? Did it take advantage of either of the twi powerful insights they uncovered? Nope and nope. For us, this missed the mark completely and did nothing to achieve their intended objective. What do you think? What would you have done differently?
There’s so much more to talk about when it comes to effectiveness and measurement…but that’s a post for another day. Thanks for reading today’s Thinky. See you next week!
PS: If any of the above made your wheels spin, we’d love to hear your thoughts–get in touch with us!
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