I was recently asked by Mobile Marketer to provide commentary tied to if selfies are still relevant for brands.
Mobile Marketer – Are results for selfie campaigns being negatively impacted by the lack of innovation and the over-use of this strategy?
Tom Edwards – User generated content is still a viable mechanism if the campaign is relevant and creates an authentic connection with an existing behavior. Where “selfie” campaigns can go astray is when brands ask consumers to create content that are not natural extensions of their existing behavior.
Mobile Marketer – Is brand interest in selfie campaigns still high?
Tom Edwards – We are still seeing creative briefs that are focused on creating authentic connections with consumers, fostering advocacy as well as connecting physical to digital. All of which are potentially ideal for leveraging user generated content.
Mobile Marketer- What is the most creative selfie campaign you’ve seen?
Tom Edwards – The recently launched Who are you when you’re hungry? Campaign by Snickers is an interesting take where the brand shifts directions from consumption to creation by turning over the You’re not you when you’re hungry campaign to consumers to tell their story with the winning content taking over Snickers YouTube channel for a day.
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