Imagine you’re a popular, but not critically acclaimed, actor or actress sitting in the Dolby Theatre as Leonardo DiCaprio steps on stage and accepts his first Oscar.
Jealousy surges through your veins and you make a promise to yourself that you’ll do anything to stand on that stage next year.
The following day, you meet with your talent agent to build a game plan that will guarantee you a coveted golden statue. Their one and only recommendation? Get your drama school-trained ass attacked by a bear and in a freezing river as soon as possible.
It would be almost unthinkable for any agent worth her or his salt to suggest simply doing exactly what DiCaprio does in The Revenant and expecting the same reward. It is, therefore, surprising how many marketers appear to believe that copycatting the most successful campaigns will generate copycat results. It won’t.
Please, marketer, don’t be that agent.
Creativity in advertising isn’t about playing me-too marketing and building your own real-time team just to keep up with the Joneses. The value lies in understanding the emerging consumer behavior behind the success of a campaign, and finding innovative ways to activate on it. Let me explain what I mean.