Selfies That Change Things
Facebook is thirteen years old.
So it’s not exactly breaking news that we live in a direct-led and socially connected world. We’ve been living in it for over a decade now. It’s not going to change our lives; it already has. The way we talk. The way we think. The way we act. As people. As consumers. And, for those paying attention, as brands.
Even the line between brand and consumer is becoming blurred. With brands like Lyft and Airbnb, the platforms themselves have become communities where brand values and benefits are communicated through daily interactions, rather than through headlines. Actions, not ads, have become the coin of the realm.
46-inch TVs sitting in living rooms have become 7-inch smartphones constantly moving. From couch to desk to coffee shop to grocery store. From Facebook to Twitter to YouTube to Instagram to Snapchat. Seamlessly. “Word of mouth” has become “likes,” “shares,” “comments,” and “snapchat follows.”
People are literally carrying your brand around in their pockets. So it makes sense that marketing has become more personal. Now, more than ever, people want to be a part of the brand. They expect to have a voice.
And this is why we invented The Selfifesto® – a new and innovative co-creation process that puts your brand’s most devoted fans at the center of the process to bring the brand truths to life.
Tapping into today’s selfie-culture, we ask brand loyalists to record videos of themselves on their smartphones. Then we package the video into an ad where they become the stars. We provide the brief, strategy, concept, scripts, and editing, but each consumer is their own director, actor, and camera operator. An ad co-created between the brand and consumer. It’s not just our campaign; it’s theirs as well.
In return, the brand develops a greater understanding of their target audience, increasing customer satisfaction through the back-and-forth interaction. A community is built, and engagement is only further intensified when the superstars themselves spread the spots online.
It’s an experiment we first tried with WeightWatchers a few months back, and then again with Affinity Federal Credit Union. Real customers with real stories… a celebration of their success with the brands, all for a fraction of typical production costs.
No one knows your consumers better than they know themselves, and when you give them the voice they want and invite them to join the conversation, some amazing things can happen. Remember, a brand is not what you tell people it is. A brand is what people tell people it is.
If you want to learn more about how we can do this for you and your brand, we’d love to talk. Email tom@digobrands.com for more on The Selfifesto®.