What makes a good online campaign?

Online marketing is becoming a very popular marketing option. There are more and more engaging campaigns running all across the channels.

There are brands that are of course taking the lead with their campaigns, making them stand out. This will become a crucial thing in the world, the online world that has become part of our everyday life. It is no wonder that Facebook wants to show less branded content on its newsfeed

The question then becomes, what is a good online campaign?

To answer this question, I will take your mind back to a campaign that you saw and could not help but smile, or take the action the campaign asked you to. Can you recall what made you smile? Or click that button, or subscribe to that channel?

Aspects of a good online campaign:

1. Relatability

There are brands that are quite accurate in how they depict their target audience. Take KCB Group, for example, their content is 'so Kenyan'. The team here takes time to understand peculiar Kenyan habits and create engaging content around it.

2. Emotive

A campaign like Safaricom's 'Twaweza' and 'the funtastic four Gs' get you engrossed the moment you see them on You Tube. As much as they are 'skippable', you rarely click that button. In essence, they end up becoming 'non-skippable'

3. A sense of urgency

One of the best campaigns that could best illustrate this point is the Jumia treasure hunt. You needed to get that iPhone since it was only one, and probably millions of eyes 'eyeing it'. Let's not even get to the Christmas mbuzi or jogoo.

These are just three aspects of a good online campaign, based on what Kenyans are doing, the big question is, how do you keep your online campaign relatable, emotive, and with a sense of urgency?

Let's keep the conversation going.