BBH Labs | 10 Lessons On Social From Joe Biden
It was a week out from the 2020 US election, I’d been keenly watching whomever ran Joe Biden’s social living it up for months, so I thought I’d share what I saw with everyone and how to apply it to big ad campaigns. The article was published via BBH Labs (R&D Zags For The Creative Industry) and shared via the global BBH network.
I’m not saying I played a part in his victory…
10 LESSONS ON SOCIAL FROM JOE BIDEN
Social is where your Above the Line idea walks up to customers, shakes their hands and kisses their babies. For the uninitiated team, that might be a little daunting. Joe Biden does not have that team. Here’s a crash course in social from the man himself (and BBH London Creative, James McComb).
1. Love writing post copy a little more.
Good social copy is good copywriting.
Up the charm, decrease the characters, give it some bounce.
2. The less luddite you are, the more elegant the work.
There’s three things going on here. A Mike Pence gag, a URL trick, and a very clear Call To Action. He didn’t even use a space bar.
3. Interactivity is a sliding scale.
If you’re asked to do ‘interactivity’ and reach straight for the ice bucket, you are going to get fired. Find the campaign’s lane. Social films made of social ingredients? Chef’s kiss.
4. Be social on social.
Always remember why people (like you) log on in the first place. It’s probably more for dog pictures than savvy marketing. Is it low hanging fruit, or just a very heavy peach?
5. A tale of two messages.
MF DOOM once said, ‘me and this mic is like yin and yang.’ The same should be true of post copy and asset. You have this magical opportunity for two simultaneous, separate and yet interlocking messages - do something special.
6. Games, merch and taxes.
The campaign is live. Your TVC is great. You’ve got 48 sheets on the Victoria line.
‘What else?’ (the client asks). Time to get weird and wonderful with a digital side-hustle and give the campaign a second wind. You might even steal the show.
7. Don’t be so uptight
(unless your campaign is uptight).
Are your fries not as good as your burgers? Does everyone know all your customers are mums? It’s okay to lean into what makes you a little uncool - it will endear people to the brand, start new conversations about your category... maybe even plant seeds for your next creative opportunity.
8. Reactive content.
Sometimes things just fall out of heaven. Catch them quickly. That’s what social is for.
9. Ventriloquism.
Influencers and advocates can have conversations with customers that Tone Of Voice guidelines might not let you get away with. Be spicy by proxy.
10. This is the end.
While stocks last. Sale ends soon. Don’t miss out. Think of a creative way to advertise the last moments of a campaign and your client will love you.
