Hey Pulsers,

Welcome to The Marketing Pulse! In this first edition, we’re breaking down how to create marketing campaigns that don’t just fade into the background. No jargon—just smart, actionable advice you can use right away.

In today’s edition, we’ll cover:

• Setting goals, knowing your audience, and creating content that they’ll love ❤️

• Keeping your branding airtight and your audience engaged 🔒

• Real-world campaign secrets you can steal (we won’t tell) 🤐

Let’s dive in.

1. Set Clear Goals and Plan🎯

Why it matters: Without a clear goal, your campaign is like a chef without a recipe— you might end up with something, but it won’t be what you intended.

Clear goals help you stay focused, track progress, and make adjustments when things go off-track. Whether you’re aiming for higher sales, better brand recognition, or stronger community engagement, defining your goals will shape the rest of your strategy.

Example: Nike’s "Just Do It" campaign has always been about empowering people to take action. It’s not just about selling shoes; it’s about selling a mindset. Every piece of content, from ads to social posts, is aligned with this clear, motivating goal.

2. Know and Reach Your Audience👥

Why it matters: Even the best product will flop if you’re not speaking to the right people. It’s like trying to sell a winter coat in the middle of the summer—just not the right moment, and definitely not the right crowd.

You need to understand your audience: who they are, what they care about, and where they hang out online or offline. This lets you tailor your messaging and ensure it reaches the right people.

Example: Apple’s “Shot on iPhone” campaign speaks to a broad audience, especially those who appreciate photography and creativity. Instead of focusing on camera specs, Apple highlights real, everyday people taking stunning photos, empowering users to see their iPhones as tools for creative expression.

3. Create Engaging Content🎥

Why it matters: If your content doesn’t grab attention, people will just keep scrolling. It’s like trying to get someone’s attention at a concert with a whisper—good luck with that.

Great content stops people in their tracks, sparks conversation, and creates buzz. Aim to make your audience stop, think, laugh, cry, or share.

Example: TikTok’s “It Starts on TikTok” campaign is a perfect example of viral content. By showcasing real user-generated videos, TikTok celebrates the creativity and trends that begin on their platform and spread across mainstream culture.

4. Maintain Consistent Branding🏷️

Why it matters: Brand consistency is like a signature fragrance—it’s instantly recognizable, and it creates a lasting impression wherever you go. When your branding is consistent across all platforms, it builds recognition and trust.

Whether it’s your logo, color palette, or tone of voice, everything should work together to create a unified experience.

Example: Coca-Cola’s “Open Happiness” campaign has been consistent for years. From the iconic red and white colors to the joyful message, every piece of content reinforces the brand’s core values of happiness and inclusivity.

5. Encourage Interaction and Adapt as Needed💬

Why it matters: In the digital world, a one-way conversation doesn’t cut it. If you’re not engaging with your audience, you’re like a person who shouts out their window but never listens for a reply.

Encouraging interaction helps build a community, while also giving you valuable feedback to improve your strategy.

Example: Lego’s “Lego Ideas” campaign is a great way to engage directly with their audience. Fans submit their own set ideas, vote on designs, and feel like part of the brand’s creative process. Lego gets fresh, innovative ideas, and fans get to be part of the action.

Brand Campaign Breakdown: Spotify Wrapped🎧

Spotify’s Wrapped campaign is a perfect example of all five principles in action:

• Clear goals: Drive user engagement and showcase Spotify’s music ecosystem.

• Audience: Young adults passionate about music, eager to share experiences online.

• Engaging content: Personalized year-in-review features that users love sharing.

• Consistent branding: Wrapped is now synonymous with Spotify’s core values of personalization and fun.

• Engagement: Users sharing their Wrapped results sparks conversations across social media.

Spotify’s success comes from making the experience personal and turning it into a social conversation starter.

Marketing Hits & Misses✅❌

Hit: Calm — In a tense political moment following the US election, Calm ran a 30-second ad featuring complete silence. It stayed true to its brand as a meditation app, offering a peaceful pause amidst the chaos. A perfect example of aligning with your brand’s values.

Miss: Coca-Cola’s AI Christmas Ad — Coca-Cola tried to create a heartwarming holiday ad with AI-generated characters. The result? Cold, robotic, and lacking the emotional depth we expect from the brand. Let’s just say, it didn’t warm anyone’s heart. Check out the ad here.

Key Insights💡

• Emotion sells: Campaigns that tap into emotions (humor, nostalgia, inspiration) resonate longer and stick better.

• Adaptability matters: The best campaigns are flexible and responsive to real-time feedback.

• Know your audience: Tailor content to your audience’s interests and emotional triggers for maximum impact.

And remember:

❌ Don’t fly blind—Set clear goals.

❌ Don’t ignore your audience—Know them inside out.

❌ Don’t be dull—Make your content sing.

👉Quick Exercise

In one sentence, describe the purpose of your campaign, who it’s for, and how it will engage them.

This helps clarify your campaign’s core message in just a few minutes!

🎬That’s a wrap for this first edition of The Marketing Pulse! We hope these insights give you some fresh ideas for your next campaign.

If you found this helpful, don’t forget to share it with friends who might need a marketing pick-me-up.

Until next time, keep your campaigns fresh, fun, and impactful!

P.S. Did you know? Studies show that over 80% of marketing decisions are influenced by gut feelings—just make sure your gut is well-fed with data! 😉