While our minds may still be crackling with memories of Fourth of July celebrations, the work continues to spark forward without pause. What is your organization doing for the longevity of your latest marketing campaign? Did you make an announcement or launch an initiative that started off with a bang? How can you make it go (more) viral, and avoid the quick fizzle? Or, if your organization is a little quiet – how can you use that time to re-enliven your key communications content?
Keep the Bottle Rockets Flying
There are loads of case studies of organizations who were able to create meaningful, intentional, “fireworks” when making an announcement or launching a marketing/communications initiative. But those who were able to avoid the quick fizzle are case studies we can all learn from – no matter your (or your client’s) business vertical.
Case Study: Nike’s “What The Football” Campaign
Yes& CommCore’s Insight for Communicators: Stagger the release!
Nike spotlighted 11 iconic female footballers in cinematic mini-films, each tailored to her personality and playing style. The impact was broad and immediate. It boosted visibility for women’s sports and shifted Nike’s focus from performance to brand marketing. It worked because of the timing of this release: It celebrated athletes as individuals and launched during a surge in women’s sports coverage.
But what made these fireworks durable, avoiding the fizzle?
Nike staggered the release of the whole PR package for marketing campaign longevity. They launched one video, capturing all athletes, but then they put out the 11 individual athlete mini-films, separated by a few days each over the following month. That kept the fireworks in the air!
Case Study: Billie’s Scratch-and-Sniff Armpit Posters
Yes& CommCore’s Insight for Communicators: Give the People Something to Do!
Billie placed giant scratch-and-sniff posters around NYC to promote their new deodorant. It was interactive, humorous, and broke hygiene taboos in a playful way. The impact was tremendous – it went viral overnight.
But, how did they make it last and avoid the fizzle?
They gave the people something to do. People recorded themselves sniffing the ads and posted on social media.
We understand that not all communicators are working on consumer brands, but the lessons here are transferable. If you want to extend the fireworks and avoid the fizzle – stagger the release and/or give the readers/viewers/listeners an action they can take!
What to do When Your Summer is All-Fizzle: Revitalize Your Core Messaging
If things are slowing down in the summer or you are between critical announcements/initiatives, leverage that time to take a close look at your (or your client’s) core messaging content and reignite it. How do you do that?
- Hold a messaging brainstorm and invite leaders from a variety of practice areas, not just communications/marketing
- “Lead the witnesses” and ask for specific ideas, examples, and illustrations, not just “How do we make these messages stronger?”
- Reverse-engineer: Mine for new substantiating proof points before you re-write “headlines” or summary statements for these core messages.
- What makes a good, substantiating proof point? Well, audiences need and love their facts and statistics, of course. But what improves your messages and makes them more memorable are: analogies, case study examples, consumer anecdotes, third-party endorsements – anything that paints a picture in your mind.
This is how you revitalize stale messages — so when it’s time to set off your next fireworks display, it won’t fizzle quickly, but resonate powerfully and leave a lasting mark on key stakeholders.
Let’s Keep the Momentum Going, Together
Whether you’re riding the high of a recent campaign or navigating a quieter season, the key to long-term impact is intentional, sustained communication. From staggered content rollouts to revitalizing your core messaging with fresh proof points, there are proven strategies to keep your brand top of mind, and out of the fizzle zone.
At Yes& CommCore, we can help your craft compelling narratives, extend the shelf-life of major initiatives, and train teams to communicate with clarity and confidence. Reach out today to schedule a free messaging audit or learn more about our communications training workshops. Let’s keep your fireworks flying.
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