Social media isn’t necessarily right for all brands. Certainly, as my old mate* the Ad Contrarian has loudly proclaimed, many of the claims made on behalf of Facebook and its fellow data thieves a few years ago have turned out to be rather empty.
It transpires that social is a little more like old media than many people once thought. Maybe that’s why it’s taken this long for Breakfast to produce its first (a brief dalliance with the Phone Co-Op aside) fully-formed social campaign, for our favourite vodka, Moskovskaya.
In partnership with hungry upstarts Studio Appetite, we have been producing some ads (there’s no more appropriate term) for two or three months now, and having some fun while doing so.
(You’ll need to follow the brand on Facebook, Instagram or twitter to see the animated bits, links and accompanying text. Sorry.)
Having avoided being too vocal on the merits or otherwise of social media for building brands, I have now progressed from interested observer into an advocate of treating these channels as opportunities. They offer brands without big budgets (or even medium-sized budgets) the chance to reach a potentially massive audience with a relatively small spend.
We’re not mistaking our ‘likes’ for customers, or expecting our audience to become evangelists (the world has more than enough of those at the moment). But we are (we think) producing good work for a genuinely distinctive, strong vodka brand. It might take us a while to conquer the world, and we might not achieve domination via social alone.
But we’re in the game. And enjoying it.
*He’s not a mate: I’ve never met him. But I’m pretty sure we’d get on.