CIPR case study – Best Use of Social Media

What it was:

Review of a case study from the CIPR Awards for social media campaigns – MSL Group’s campaign -“Always #LIKEAGIRL”

Source: http://bit.ly/1GxUMn2

What I learned:

Key points from the campaign:

  • Activity was based on solid research insight (confidence plummeting at puberty).
  • Activity was very much in line with the grain of the brand’s previous activity i.e. supporting women and aspiration
  • Turned a well-worn pejorative on its head.
  • Global message was managed seamlessly across continents.
  • Campaign created an empowering call to action which has potential to become a movement.
  • Campaign harnessed celebrities and social media influencers.
  • Content yielded a very large number of earned media placements (approx 1900)

What I will aim to do differently as a result:

Use insight and research to understand pain-points and concerns for the target audience.

Make sure activity is in keeping with and strengthens any existing brand values or history.

As a potential creative avenue, explore common uses of language around the audience or topic and see if these can be subverted or challenged.

Think about whether a campaign can generate a movement which has life beyond the campaign.

Leadership Brand

What it was:

Session on Leadership and personal brand at Ashridge as part of Future Leaders Scheme residential module one. August 2017.

What I learned:

Your real leadership brand is what other people say about you when you leave the room.

Leadership brand has various Attributes:

  • Contacts (judged on who you associate with)
  • Story
  • Appearance (image you project)
  • Presence
  • Behaviour (collaboration)
  • Purpose
  • Values
  • Talents (what are you famous for)

To consider:

  • What is the source of your authority? Why should anyone be led by you?
  • What do you expect of others?
  • What stories do you want other people to be telling about you?
  • What type of leader do you want to be remembered as (legacy)?

If you’re not constantly evaluating these sorts of things, you are potentially dangerous!

In the book “Why should anyone be led by you” they examined “what do followers want?”

  • Community (feel part of something)
  • Authenticity (not a robot leader)
  • Significance  (something that matters)
  • Excitement (new and interesting)

What I will aim to do differently as a result:

  • I will try to develop (write down) my leadership brand
  • I will read: “why should anyone be led by you”