Green Sky Thinking: Movement marketing

by Colwyn Elder (@colwynelder) Creating a consumer movement, as opposed to an ad campaign, is not new to the world of marketing but has certainly gained momentum over the past decade. The most obvious reason for this is the growth of social media, but I believe there is more to it than this.

The word ‘campaign’ describes an operation intended to achieve a particular objective. In our industry, this usually means trying to convince a group of people to choose your brand over another. It’s planned, targeted and, most often, involves an element of persuasion.

A ‘movement’ is more organic, albeit equally premeditated. Movements tend to take on a life of their own, and people join a brand movement because of like-mindedness and shared personal values. In other words, you stand for something and people choose to be a part of it; they’re buying into what the brand represents and not just buying the brand.

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