It's the story, stupid.
When you're building a brand campaign, there's one thing you need to remember...
📙 It's the story, stupid.
So many brands think getting the right celebrity or influencer to promote their product will make them soar. Not true. If there is no magnetic concept or idea to latch onto, your campaign will not go off.
🎥 Glamorous celebs and lovable influencers do make us feel some type of way. Still, if those emotions are not aligned with what you want your community to feel about your brand, it's going to be confusing and weird—two moods you definitely DO NOT want anyone having around your brand.
🥇 As always, the story comes first. Think deeply about what this chapter in your brand saga needs to be about. What kind of vibes are you putting out? Come up with a central tagline that expresses it elegantly and powerfully. Get your whole team behind it.
🎨 THEN, start thinking about how you're going to put it out in the world—mood boards, directors, photographers, filters. THEN, decide who is going to carry this story forward for you.
👥 What kind of well-known person or people would best embody the vibe you set? Choose influencers and cast your campaign based on the story, not the other way around.
Because if you don't have a clear point of view, all the Kardashian-Jenners in the WORLD won't sustain your brand. ™️