A campaign is a marketing initiative that embeds a brand within the very fabric of consumer conversation and culture. The best campaigns entertain, take a stand, or solve a genuine consumer problem, and they are created to earn attention rather than buy it. They are a combination of many different components that work together to produce a compelling and cohesive cultural effort that is unique to that brand.

The word “campaign” is derived from the Latin for “to struggle” or “to strive.” A political campaign, for example, involves a series of efforts to convince voters that a particular candidate has the best chance of winning an election. This includes raising funds, contacting potential voters, and arranging debates or speeches.

To raise awareness for a cause, you must make people feel that it is important and urgent to them. This is done by showing the impact on a person’s life. You can also encourage them to participate by providing them with skills and resources that they need to act. This might include training for activists, effective background notes for meetings, specimen letters that they can adapt, a petition that they need to sign, or a list of activities that they can carry out.

The best campaigns are rooted in rock-solid audience insights, whether at the outset of planning a strategy, identifying the right message/content/channels/platforms, or analyzing campaign performance. This is where GWI’s Consumer Insights really shine, helping marketers and creatives elevate their campaigns from meh to marvelous.