We are nearing the end of our series of articles dedicated to the keys to a successful filter. If you've been following along, you'll have noticed that there are three key points, as this last article is the third. So, after talking about the audience and the narrative, this third part will focus on the timing of your filter-based digital strategy.
Mastering time: the marketing evergreen
As the saying goes: time is money, albeit time is more valuable. Indeed, whether you miss a business opportunity or approach it with bad timing, it will be hard to make up for such a loss with money. This is why it is so important to consider the timing of your marketing campaign. It is in this constant concern to master the time factor that marketers have adopted the evergreen!
What is the evergreen we are talking about? Uh, no, it's not a tree, it's a term that belongs to journalism and was later adopted by marketing. The evergreen, also called advertising calendar, is often associated with the marketing calendar as it is one of the closest definitions. The technique consists in preparing a timetable of the important events of the upcoming year in order to plan marketing actions.
How to prepare a marketing evergreen?
The evergreen is a tool that offers brands the possibility to cultivate a special and regular relationship (especially in terms of years) with their customers. Indeed, by producing attractive contents adapted to the season, customers and prospects are made to feel cared for, as they are the focus of your social media campaign.
To make a good advertising calendar, you will have to review several points: the audience, the event, the action duration and the filter. You will surely have figured it out, it all comes down to the keys to a successful filter:
- The audience: the audience is your first concern when setting up a marketing calendar. It is your choice of audience that determines if a date is interesting to consider in your marketing calendar or not.
- The event: this addresses the need for a narrative (nature of the event) and a timing (date of the event). You can simply look at the calendar and pick the key dates, or look for days that have special meaning for your audience (special celebrations, world days, national days, etc.).
- The action duration: based on your objectives and the nature of the event you have chosen, you will have to determine when your campaign will start and when it will end.
- The filter: it is important that you specify in your planning the type of filters that will be used for each specific date. We have already talked about this extensively in the previous article (in its third paragraph). In the case you are a bit lost, it is always possible to contact a team of filter creators in this stage of the preparation of the evergreen, as well as in the realization of the effects.
Big brands lead by example!
If small businesses are sometimes mistakenly strangers to using a marketing calendar for Snapchat and Instagram filters, this is not the case with major brands. We can deduce that this is perhaps one of the reasons why top brands keep their advances. Especially when they know how to anticipate and prepare the highlights of the year far ahead of time.
We can talk about Orange's #FabriquonsNoël campaign that it launched for Christmas 2020. The filter and the spot, very touching, were able to reach and connect different generations of users. A more than excellent result as we know it is a communication company.
M&M's also took advantage of the festivities around Easter to affirm the relationship (chocolate) between the brand and this particular holiday. That's why the brand offered bunny ears in augmented reality on social networks. M&M’s did not hesitate to humour the effect, by offering bunny ears made with the fingers of its mascot.
This concludes our series of articles on the keys to a successful filter. We would like to remind everyone that AR filters are the keys to success of any contemporary digital marketing strategy, and the big brands have understood this. So, if you haven't yet integrated this tool into your strategy, it might be time to think about it so you don't get left out further!