Has the 'selfie' campaign phenomena reached its shelf-life?

1. How are they authentically linked to the cause?

 

2. Does the thing you are asking people to do connect strongly to your message?

 

3. Are you adding enough of a new twist to get people re-engaged?

 

The first point is the most important. Brands, like people, are trusted when they behave consistently, in line with clear and stated values.

 

Standing up for good causes is great, but only if it aligns with existing values and demonstrates a track record.

 

Personally I believe brands can play a very active and positive role in assisting good causes, but it has to be handled sensitively, in areas where the brands have earned the right to have a view.

 

Point two is more about execution – does the thing you are asking people to do actually connect to your message? This is a point we took to heart earlier this year when planning the #FeelingNuts campaign for Check One Two (a social movement designed to get men to check their testicles more regularly, thus preventing unnecessary death from testicular cancer).

 

We made sure that all our campaign content involved balls in some way – from a global crotch grab to naming your nuts. It needed to be clear why we were asking people to get involved, without some elaborate post-rationalisation.

 

I guess the final point is that for a format like this to continue to be effective you need to keep re-inventing it otherwise it will get really tired.

 

In the online world, obsessed with The Next Big Thing, coming up with new ways to make the format engaging is vital, but of course, also really difficult.

 

Time will tell if Douwe Egberts campaign becomes the next #NoMakeUpSelfie or the next #WakeUpSelfie (remember that debacle), but brands need to enter this space incredibly carefully.

 

Consumers are smart, and will see through opportunism quickly. Be true to yourself and your core values, and you’ve got a chance.