07 Feb


I saw this a couple of days ago:

Screenshot 2020-02-04 at 09.49.55

We now live in an age where being a ‘floor care influencer’ is an actual thing, or even a vocation.
And why has a 15-year-old got a collection of 200 vacuum cleaners? What happened to collecting Panini stickers or Xbox games?

But this kind of thing is precisely why so many advertising campaigns now seem to lack an idea, because we live in an age of floor cleaner influencers, or just influencers in general, where you don’t need a creative campaign – you simply latch on to the influencer relevant to your product, and have them mention it to millions of followers.

In fact, I can’t remember the last time I saw a good, pure digital campaign.
I’ve seen digital ideas off of an existing TV/outdoor/press campaign, but I’ve not seen a stand-alone digital campaign that’s wowed me: they seem to be quite literal (‘here’s the product, click through to buy it’).

I don’t even know why I’m writing this shit: I’m off to become a plant pot influencer and make my millions through a sponsorship deal with Homebase or B&Q.

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