So, you've got a new youth marketing campaign coming up


By Jon Windeatt

The creation of a new campaign is an exciting time. You’ve got big aims. Ambitious targets. A whole audience of bright young things out there, just waiting to be inspired by your sparkling messages.

What an opportunity. What a time to be alive. But, what a lot of things to think about.

Before you race off and brief your creative team, here are a few things to ponder. Know your answers to them all, and you’ll have a much smoother time – and a much better campaign, too.

Do you know what you want to say?

The clearer you are about what your message is, the more confident your agency will be that they can say it beautifully for you.

Does your agency know what you like?

If not, help them. Be a magpie, and collect things that inspire you, whenever and wherever you see them. If your agency knows what floats your creative boat (or sinks it) you’ll all have a better time.

Why are you looking to change things?

Ok, so you’re probably a little bored of last year’s campaign by now. But it’ll be brand new to this year’s crop of apprentices and/or graduates. So maybe a complete overhaul isn’t actually needed.

What worked last time?

Learn from last year’s campaign. What did and didn’t work, from a messaging point of view? And if anything isn’t broken, don’t fix it – not much, anyway.

What about your brand?

It pays to be clear about your brand from the start. Which lines do you have to toe, and how free are you to try something a bit different? There are few things more dispiriting than seeing work you and your agency love being shot down by brand at the last moment.

Are you keeping it real?

Are you remodelling yourself to suit what your audience wants, at the expense of who you are? Understanding what motivates your youth audience and then tailoring your messaging in response is a good thing. Trying to get down with the kids, at the expense of authenticity, is not.

Are you following the herd?

Just because everyone else is doing it, it doesn’t mean you should. It’s trendy, but is it you? If it’s not right for you then, no matter how ‘big’ it is right now, leave it be.

So, there you go. A few things to think about, to help you and your agency cook up a youth marketing campaign to be proud of. If you have any questions, or want to know more about any of this, just get in touch.