Don’t Design your Next Campaign Before Answering this Question

Brands suck in advertising around occasions.

Giveaways during festive seasons, colourful creatives popping-up on ‘special days’ (emoji day, anyone?), and the countless “we’re in this together” videos coupled with an equally aimless email.

99% don’t make the cut. They’re all same.

It’s tricky to stand out unless you choose to look the other way.

Here’s an example from India’s numero uno food delivery app, Swiggy. They released this newsletter to mark the end of lockdown in India.

The email had two things

• A subject line that’s intriguing.
  

• A single message- processing 30 million orders with 0 COVID transmission from their staff.

Shows they care. Sells their prowess. Screams reliability.

How did they achieve this? Through what I call the “So what?” technique while designing campaigns.

Let me explain.

Swiggy says

So what?

You can order from Swiggy without the fear of COVID transmission from their staff or restaurant partners

The next time you anchor a story/campaign around an event, answer “So what?” from the customer’s POV.