Lessons for brands: What political advertising can teach us about impactful marketing
By Dolapo Otegbayi
#SaturdayCampaignChronicles As a self-proclaimed advertising enthusiast, I’ve always found immense joy in reviewing & analyzing marketing campaigns. However, in recent years, I’ve noticed a concerning trend in the sub-Saharan African region – a sea of sameness when it comes to brand communication & advertising. It seems that the once-vibrant advertising space has become somewhat homogenized, lacking the creative flair & strategic impact that we’ve come to expect.
Interestingly, as I’ve observed this shift, I’ve found myself drawn to the political advertising domain, where the rules of engagement appear to be quite different. Politicians & their teams seem to have a far stronger grasp on the fundamentals of brand building & effective communication strategies.
Take, for example, the current/ ongoing marketing communication strategy & execution behind Ms. Kamala Harris’s political campaign. It’s nothing short of exceptional, embodying the true essence of 360-degree advertising.
This approach encompasses strategic touchpoints that go beyond the conventional advertising methods we often see in the commercial sector. In a traditional advertising space, brands typically rely on a linear approach, focusing on a limited set of touchpoints such as television commercials, print ads, & digital banners & PR and influencers.
However, successful political campaigns have mastered the art of integrating every conceivable channel to reach their target audience – from social media influencer partnerships & grassroots community engagement to meticulously crafted visual branding & powerful storytelling.
This “360-degree” approach recognizes the multifaceted nature of modern consumers and the need to create a consistent and immersive brand experience across all touchpoints. It’s a strategy that demands a deep understanding of the target audience, their behaviours, and their preferences, allowing brands to tailor their messaging and delivery to maximize impact.
In contrast, conventional advertising often falls short in its ability to truly connect with consumers on an emotional level. It’s not uncommon to see brands relying on generic, one-size-fits-all campaigns that is weak resonating with their audience. Political advertising, on the other hand, tends to be more daring, more personal, & more aligned with the values & aspirations of the target voters.
As brands navigate the ever-evolving marketing world, there is much to be learned from the strategic prowess & innovative approaches exhibited in the political advertising space.
By embracing a more comprehensive, data-driven, & emotive approach to communication, brands can elevate their marketing efforts & forge stronger, more meaningful connections with their consumers & customers.
~ D.K.O 📸 📹 Disclaimer: No copyright infringement intended. All rights and credits are reserved for the respective owner(s).
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