After watching competitors spend all of their time on social media either bragging or announcing or selling, it occurred to me that they were essentially “crying wolf” and people would stop paying attention if every Facebook post or tweet was a brag or a call to action. I want people to spend some time getting to know the company before trying to sell them something or asking them to help pat me on the back. This is something like the “Jab Jab Jab Right Hook” approach except I believe in Jab Jab Jab Jab Jab Jab Jab Jab Hug It Out. If I’m going to brag or ask someone to buy something or even just click on a link I think the chances of success are greater if I have earned it by engaging, and by this I simply mean offering a little bit of personality, a little bit of “getting to know us.”
My favorite examples come from my “Blue Cup Photo Bombs” campaign.
Below you’ll find some visual examples of this approach.