PERU – It’s very simple; your brand must create social mobilization projects and begin using the strength of social networks for common good. Today, the consumer seeks real experiences more than ever, on which they can exert direct influence, and which are connected with their realities and needs. Today, the consumer wants to participate as a transformer agent, interfere in procedures and when they cannot find this, especially the youngest, they adhere in new structures.
Creative and collaborative economy, new economic standards and the emergence of companies such as Uber and Airbnb has reinvented a whole productive chain by putting traditional models to the test, this movement has made many brands begin to change their look into the possibilities of digital universe and social networks, but this movement is still very small.
Many companies have perceived that it’s necessary to change the gaze, that is, change the culture of the company to see new opportunities. We need to refrain from looking to scarcity, and focus our gaze to the society around us, and understand people and what people really seek.
If we stop to analyze the success of these new companies, mainly digitals, we’ll notice that they all emerge to help people in a process of mutual collaboration, where the company simply becomes these transactions facilitator and with the exponential speed of the consumer matters, by means of social networks; try to start charging of major brands new ways to interact with them and with society.
A great movement that is happening increasingly often is marks creating actions through social networks that generate social mobilization, in favor of the collective common by placing the consumer as a protagonist. To get creating a strategy with such object you must do an exercise of construction of desirable future and align it with a cause that is aligned with your company’s brand construction.
Recently, we could prove that using social mobilization in favor of a trademark strongly strengthens the company in addition to contributing to the sales of products, a good example of “Marketing of Well” is the campaign #ZeroFireworks that mobilized throughout Peru at the end of last year.
Nowadays firework commerce to individuals is prohibited in the country, but many people buy illegally through smuggling, these fires in turn, have dubious origin and usually cause numerous accidents and deaths. Wondering how to decrease this enormous number of accidents, an insurance company created a movement called #ZeroFireworks against the use of fireworks, they counted with pets as ambassadors and they had the mission to conscious people using social networks and parts such as Dubsmash and Gif’s. This campaign won the accession of thousands of people in few hours.
The movement was so great that won the adherence of hundreds of other brands in the country, until the government behind several municipalities also entered the campaign and the first lady of the country began to summon population in favor of the motion. That is, when a brand decides to create a social mobilization project for the common good, it only has to win, both in the market participation growth as in a better world construction.
See the result of the campaign #ZeroFireworks at case below:
ABOUT THE AUTHOR:
Tito Ribeiro is the Head of Social Media at Y&R Peru
