By Claire Couzinie-Holmière
Do you know the concept of Left and right brain?
Right brain people are emotional people they focus on feelings and anesthetics, and according to my experience and studies, these people are also more emphatic than left brain. Therefore, to address their needs or engagement you should show feelings. Patagonia campaign for the environmental engagement resonated with me because the message was well disseminated, impacted on my right brain and was crystal clear.
I will show you why and how the Patagonia social media campaign on the Black Friday was so successful among people just like me.
- Promotion platforms and volume are key words
First, a successful campaign is promotion, SEO, and sheer volume, according to Mark Schaefer, as per a recent comprehensive piece by Steve Rayson, “you can get more social sharing through volume compared to companies focusing on fewer, quality posts”. A strategy for when late for content marketing or I believe when this is for a specific event (held only one day) that needs to standout.
As per my teacher, Scott Ross, at McGill “one platform does not make a complete SMM Campaign” Patagonia has promoted its campaign on many social media platform, namely: Facebook, Twitter, Instagram, LinkedIn, and on the website, and kept the same constant message on these social media platforms. Quite a success if we consider the $10 million in sales.
Patagonia Campaign: ‘100% today, 1% every day.’
- Clear – concise – authentic
“100% today, 1% every day. Today, we’re donating 100% of sales to grassroots environmental groups”
However, from my point of view, it is missing the sound element in this video.
Patagonia strategy/objective in this campaign was to engage and convince people to experience the feeling of a duty accomplish and a genuine involvement for our future generations.
The numbers “100% today, 1% every day” was a good teaser, quite intriguing to prompt the customer to try to understand the analogy between 100% and the 1% every day and curious enough to learn more for the non-followers like me – not anymore. This campaign persuades me; they won a new follower. Patagonia manages to connect with customers by being altruist on the Black Friday – one of the biggest sales day for all companies. Patagonia appeals to the feelings of people, and making them proud to be part of a big project for the community.
In Mark Schaefer blog, we are told that in this automated world we should be more emphatic and that an Empathic Marketer, “sees a realistic view of how their brands play a role in the real lives of their customers.” The $10 million that will be distributed to hundreds of local environment organizations working around the world is an example of a realistic view.
The twitter platform is the preferred platform for customer service connection. In a campaign such as this one, on the Black Friday, one-single day event, Twitter is the platform for responding to practical questions or seeking for feedback. One effective tweet on November 25 among the 7 tweets that day, was appealing to the generosity of people
“And as people think generously about family and friends, we also want to help our customers show love to the planet”.
Customers on a conversational way replied with encouraging words “Thanks for helping protect the planet”, “great idea”. A great use of the hashtag #BlackFriday, very appropriate and certainly effective to share.
They also did a great Media Release on November 21, short and sweet and straight to the point.
For each platform they change slightly the words of the campaign, but still with the same message of a green company, engaged toward small environmental groups, often underfunded who work on the front line.
We see unquestionably every day the effect of the climate warming. We need to act now, or by the end of the century from now, Southern Europe (I am afraid South of France will too) will look like the desert areas of Morocco according to a recent study.