In order to retain customers, a business needs to engage them. Writing a headline in the form of a challenge or dare can make a marketing campaign effective.
Several effective campaigns have been written as challenges. In the US, Lays was challenging customers to eat just one potato chip. In the UK , Fruit Pastels challenged customers to put one in their mouth without chewing it.
Customers today might be more cautious of such blatant attempts to make them consume more, however, setting a challenge can be a good way to engage them.
Challenging stereotypes and conceptions can also lead to effective marketing. Burger King introduced Proud Whopper to celebrate San Francisco Pride 2014. The burger came wrapped in rainbow-colored paper. There were no other features to set it apart.
This successfully carried out the message of ‘We are all the same inside.’ Brands have to create a sense of meaning. This would only facilitate engagement.
They have to discover nuances of how consumers think and feel and how brands can use this as an opportunity to embrace this knowledge and understand what it means to be relevant today. This can also help brands to explore and expand how they tell stories.
According to the latest data from data and insights company Kantar, unstereotypical advertising creates 37% more branded impact, 28% increase in purchase intent, and increases enjoyment of ads by 35%. Hence, marketing campaigns should avoid harmful cultural norms and include diverse and progressive elements.
Recruitment advertising often uses challenges as an essential component. A London police recruitment ad showed a man spitting at a police officer with the line,’ Could you turn the other cheek?’ Recruitment advertisements that focus on the difficulty of a profession can capture the attention of the right applicants and also make existing staff feel better about what they do.
There have been notable online campaigns based around challenges. The ‘Whopper Sacrifice’ campaign for Burger King offered customers a free Whopper if they deleted ten Facebook friends. It was a challenge that many accepted. Over 200,000 people were unfriended.
Pret A Manger created an innovative campaign based on insight that uses the challenge of eating healthy snacks. The Little Veggie Pop-Up campaign was designed in response to the surge in healthy eating to give their customers more of what they want. The campaign challenged the perception of the retailer as a mere snacking brand, and encouraged meat eaters to see vegan and vegetarian choices in a new light.
They created an audience-centric campaign by paying attention to their customers. Customers were allowed to vote via social media which recipes have ‘hit the spot’ or ‘lost the spot’. This direct communication with the customers ensured that Pret’s new launches were successful.
Hinge’s “Let’s be real’ campaign challenged the way people view online dating. Instead of idealized images used by most dating apps, they used real stories from their user base. 81 percent of Hinge users have never found a long-term relationship on any ‘swiping app.’ This information, along with many others, were used across their web page titled ‘The Dating Apocalypse’. They used their own data to encourage people to make real connections through shared vulnerabilities.