Social Media

Social Media messaging across all digital platforms is now, of course, an extensive and integral element to every advertising campaign.  

But with so much digital content constantly bombarding consumers, the challenge is to not only create content that cuts through the incessant and endless blizzard of images, banners, videos, and audio to reach, impress, impact, appeal to, and motivate a media-saturated ADD populace whose senses are increasingly inured to even the most guileful of advertising stimuli. 

With that in mind, here is how I approached a social media effort on behalf of a recent client, The Lifeline Program.

Actress Betty White in recent years has become nothing short of a cultural phenomenon. She is, most happily, the advertising face of my client's company, whose target audience is retirees and those soon to be. It's safe to say that there is not a more universally beloved iconic celebrity alive today. 

And thus, my idea was to use her very special humorous and heart-warming appeal via her unique personality to get her in front of the eyes of the client's social media using target audience: an exponentially increasing number of seniors who have become relatively tech-savvy in recent years (unlike Betty herself who proudly describes herself as a "techno-spazz!"). The idea was not a "one-and-done" approach, but an effort to get Betty to be a permanent fixture in the target's social media experience. And hence, so too would my client's name and identity.

As Facebook was our target's platform of choice, often exclusively so (versus a younger demo who engage in a wide range of social media sites) we concentrated on Mark Zuckerberg's handy little invention.  

We took a number of quirky photographs of Betty out in Los Angeles. Culling through them, I wrote original one-line sayings and philosophies in Betty's "voice," in the unique tonality that is endemic to her. The idea was for them to become a kind of digital poster card. 

They were great fun to write, one of the more enjoyable projects on which I've worked. 

Once the batch was finished and approved, we made them available to all of the folks who friended my client on Facebook so they could put any or all of the Betty cards on their Facebook walls, as well as suggesting people send them to their friends to place on their walls.

The result being Betty - and my client's name - became an enduring presence on the sites and in the consciousness of a great many existing and potential senior clients. 

Herewith, a few examples.