Hero Campaigns
Hero content & campaigns
Hero PR campaigns give your brand elevated levels of attention and emphasis, for launches of fresh initiative and new products, and to dramatise the positioning (or re-positioning) for audiences at scale. Typically, multi-channel to amplify their impact – they’re usually complex in their planning and execution - all to tell a beautifully simple story, as powerfully as it can be told.
Good All Year with Susie Dent
GOODYEAR
Feed The Bees
ROWSE
Drop the pressure
CABA
What is hero content?
It could be the scent of laundered money, the sound of an AI lullaby, the taste of a gin made with collagen to ward off wrinkles, or the film of Susie Dent choosing obscure weather words from the dictionary. (Yep, we’ve made all of these.) Hero campaigns will have a memorable artefact at their heart, that gives the story that talkability and reach when shared with the media and social audiences.
Our distinctive approach to hero campaigns
Your campaign brief is the starting pistol, it’s how you tell us your brand challenge. It’s our job to turn that into the creative brief, bringing insights that re-express it as the audience’s ‘problem’, that we find wonderfully surprising stories to tell, that show your how your brand empowers them.
Ideation & creative planning
From creative brief to concept we work from the fanciful, wishful thinking of early ideas to the tissue stage, when you see three concepts and choose which one’s going to fly (and which get binned, at least for now).
We know that the two words that kill creativity are “let’s brainstorm” (actually, it’s also “tiny budget” and “go viral”) so we have a Creative Process that steers us through the divergent and convergent steps - and takes us from “getting the right idea” to “getting the idea right”.
Creating stories that are worth talking about
Originality makes for sticky stories that stay with audiences, and the emotional peaks hardwired into hero campaigns make for shareability – because it’s funny, weird, awe-inspiring, daring, clever or just outrageous. Creative campaigns – as well as communicating a message – say something about your confidence as a brand, and confidence is attractive.
How can our hero campaigns drive fame for your brand?
The hero campaign aims for the fame goal – widest reach, minimal targeting and segmentation… the brand-building impact for audiences who aren’t in-market (yet), but will be left with an enduring impression of your brand, that will influence their purchase preferences - when they come to choose, they’re more likely to choose you.
Hero campaigns work as the peaks, layered on to your StoryPlan. Heightened brand impact, amplifying the always-on flow of stories. At the apex, they can also cascade into helpful (and findable) content and stories, and lead audiences further along the marketing funnel.
