Top 3 tips to create lasting brand buzz

“Considering that brands are investing so much for Super Bowl spots, they want to ensure that they’re generating the right type of conversations and driving positive, lasting levels of brand engagement,” said Paige O’Neill, CMO at SDL. “Our analysis shows that to be successful, brands must combine a strong story with a tangible link to brand identity and an engaging incentive in order to transfer buzz into longer lasting brand uplift. Without those combined elements, buzz might spike, but it won’t be sustainable.”

Where to start? SDL’s experts suggest:

• Ask for participation – encourage consumers to act on your campaign through incentives and contests. These specific calls to action return 4% higher Commitment Scores than average
• Think continuity – if you already have a series of commercials, make a Super Bowl or Olympics ‘event’ ad that keeps the existing ad storyline in-tact and moving forward. Campaigns that build on former campaigns have been shown to engage consumers
• Take a stand – don’t be afraid of that controversial subject. Campaigns that show a stand get higher buzz and media factors than those that skirt an issue

What to avoid?

• Simplicity – yes, simple is good, but in some cases simplicity is less effective than over-the-top entertainment
• Star power – celebrity endorsements are great, but SDL warns that the brand needs to be the star of its own show, er, commercial. That way viewers know what they are seeing
• Contradictions – celebrity endorsements are powerful, but research potential spokespeople before hiring for a new campaign. Make sure the endorsement fits with brand beliefs