If every marketing campaign is a battle, every marketer
should be a strategist that needs to gather all information from internal and
external, analyze intelligence, develop tactics and monitor battlefield to
strive for a perfect victory. In the marketing campaign, there are many types
of battles like TV commercial, SEO, SoLoMo and newsjacking. Newsjacking is a new
valuable tool for brands to stay relevant to their consumers, but marketers
must create the best content about the brand immediately for hot news or
holiday.
As Thanksgiving is coming, more and more brands want to use
newsjacking to get more customers’ attention. So how can you win this battle?
Sun Bin, a famous ancient Chinese military strategist, said,” Good timing,
geographical convenience and popular support lead success”. In other words, for
marketing campaign, it should be “Right time, Right content and Right support
will lead success”. So you need “RRR” to get your success in Thanksgiving
newsjacking.
Well, I will use “RRR” to analyze Godiva’s Thanksgiving tweet
for newsjacking (as below shown).
Right time: Bad!
Godiva posted this tweet on November 8 that is about 20 days
before Thanksgiving. But the content of the tweet is about after Thanksgiving.
So the time is wrong. I think the best post time should be November 29 or 30
that is 1 or 2 days after Thanksgiving.
Right content: Good!
The content is “After the Turkey, head for the bar (the
chocolate one)”. Although Godiva had no direct correlation to the holiday, it
still managed to inspire people to buy its chocolate through the witty tweet.
After I read this tweet, I would like to buy some Godiva chocolate to share
with my friends after Thanksgiving. So I think its content is good for
newsjacking.
Right support: Bad!
This tweet only got 3 retweets and 6 favorites that mean it
got few supports. The fewer supports it got, the less people it touched. So
Godiva did a real bad work on the support.
In summary, I think this newsjacking campaign is fail
because it only had good content so that it cannot touch enough customers to
achieve its goal. I think there are 4 reasons lead its failure.
The first one
is wrong time. Godiva should post this tweet after Thanksgiving. If it creates
a new holiday like after-thanksgiving day, it may get a big success.
The second
one is lacking of call-to-action. Godiva should add a QR code that customers
can buy chocolate for themselves or their friends by scanning the code. I think
a call-to-action button will motive more customers to support this tweet.
The
third one is bad picture. The picture is not relevant with the content. There
is a just a chocolate bar in the picture that cannot attract customers to share
it or buy it. Godiva should design a picture about Thanksgiving chocolate bar.
The last one is few earn media. Based on its few retweets and favorites, it
also cannot get more earn media. After all, Godiva’s newsjacking is a real
failure. But I think it will do a better job if it can get “RRR” in next
newsjacking.
In addition, I believe that it has become overused since
Oreo’s famous Super Bowl newsjack. Because nowadays every brand want to do
newsjacking on every holiday or hot news. And customers are feeling numb from
more and more newsjacking. So a smart brand should find a new way to attract
customers.
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