How can you create anticipation in a publicity campaign?

Start by teasing your campaign through teaser posts or cryptic messages on social media, sparking curiosity. Use countdowns or sneak peeks to build anticipation as the campaign launch date approaches. Collaborate with influencers or industry figures for endorsements or exclusive reveals, amplifying the campaign's reach. Employ storytelling techniques to create a narrative around your campaign, generating intrigue and emotional engagement. Leverage user-generated content or contests that encourage audience participation, fostering a sense of community and excitement. In summary, anticipation in a publicity campaign is cultivated through a combination of teasers, influencers, storytelling, and interactive elements.

In my experience it’s best to begin by understanding the overarching objectives of your campaign. Are you looking to increase brand awareness, drive sales, gain more social media followers, or change public perception? Your goals should align with these objectives. Before launching the campaign, establish a baseline for key metrics related to your goals. This will help you measure the campaign’s impact accurately.

When it comes to choosing channels for your campaign, it's important to consider your target audience and their media consumption habits. By selecting the right channels, you can ensure that your message reaches the right people at the right time. Hershey India’s #HerSHE campaign is a great example of how to create anticipation in a publicity campaign. The campaign was launched ahead of International Women’s Day to recognize, honor, and uplift women through activations in India and around the world. The campaign was unveiled through a celebratory rap song by American Indian rapper Raja Kumari & Indian musician Meba Ofilia. It was amplified through limited edition packaging & activations on social media platforms like Instagram and Twitter

Think of it like a journalist would, and answer the questions: - Why does this matter? - Who cares? (and make sure you are mapping messages to the right audience!) - Is it actually new and interesting? Then support that thoroughly -- is it the first of its kind? different in what way? are the people, product, process or population unique aspects?

Much like Taylor Swift's masterful approach in building anticipation for her latest "Eras" tour, creating buzz in a publicity campaign involves strategically unfolding the story. Just as Taylor released cryptic hints, teasers, and exclusive content to engage her fans, a well-executed campaign generates excitement by leaving breadcrumbs of curiosity that lead to the grand reveal. By leveraging teaser videos, social media sneak peeks, and interactive experiences, a campaign can captivate its audience's imagination and leave them eagerly awaiting the big moment, much like Taylor Swift's fans did as they eagerly anticipated the unveiling of her next era in music.