Social Experiment – Effective Content Marketing Strategy

Social Experiment – Effective Content Marketing Strategy

What is social experiment? What does have to do with content marketing?  Well, social experiment speaks for itself: it is experiment conducted in real world with real people for different reasons.  It could be for research purposes or bring awareness about particular subject matter.  In marketing world, it is most often, conducted to sell some product or service by reaching to and engaging with audience.  Sounds simple, but there are certain things to keep in mind for social experiment to be successful:

Authenticity

It has to be authentic or at least be close to authentic.  If people feel it’s staged, there is no way, it will go viral.  So, there has to be a legitimate and authentic reason, why you even want to conduct social experiment in the first place. 

Here is an example: London based charity Pilion Trust wanted to raise money for shelter for homeless kids, otherwise it would have to close.  They only had 500 pounds and cardboard.  And this is what they did:

Video taken from YouTube: published By The Pilion Trust Charity

It looks authentic to me.  But what else makes social experiment successful?

Memorable Headline or Slogan

If you want to get attention, you must come up with memorable slogan or headline.  Will it be provocative, inspirational or just funny?  It’s up to you, but it has to stand out.  Let’s go back to our charity.  Their slogan for campaign was “Fuck The Poor”.  It definitely got my attention.

pilion trust charity campaign
Image taken from Google

 

 

 

 

 

 

 

 

 

Instead of Asking start Conversation

This charity didn’t ask for money as most of us would expect.  They provoked people to start talking or reacting in some way instead.  It increased engagement and people started to respond.  

charity campaign
Image taken from Google

Call to Action is a Must

This is the most important part of any social experiment.  You must provide call to action.  For every brand or organisation it’s specific.  However, try to think outside the box.  Be original.  Sometimes simple SHARE, LIKE, COMMENT is not enough. 

The Pilion Trust came up with a twist: “We know you care. Care enough to give!”

What can we take away from this?  Social experiments work, and can be a great content marketing strategy, but they have to be done right.

As to the Pilion Trust, their social experiment worked really well!  See for yourself:

http://www.publicis.com/strategy/case/fuck-the-poor-1/

 

 

 

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