As we dive into August, often known as the "silly season" in the news industry, I want to share why this period is a fantastic opportunity for creative campaigns that can captivate your audience far beyond the summer sports frenzy.
The term "silly season" refers to the time when the usual flow of serious news slows down, and lighter, more whimsical stories take centre stage. With Parliament in recess and a lull in major political events, the media landscape becomes fertile ground for unique and engaging stories. This seasonal shift creates an ideal backdrop for brands to shine with innovative campaigns that might otherwise be overshadowed during busier news cycles.
Why August?
Less competition for attention: In September, brands rush to launch campaigns, coinciding with the back-to-school season and the lead-up to the holiday marketing blitz. By capitalising on August's quieter period, your story has a higher chance of standing out. The media is on the lookout for fresh content, and your campaign could be the exciting narrative they need
Capture a relaxed audience: August is synonymous with holidays, staycations, and a general wind-down from the year's hustle. Audiences are more relaxed and open to engaging with lighthearted and creative content. This receptiveness provides a unique opportunity to connect with your audience on a more personal and enjoyable level
Creative freedom: The absence of heavy news allows for more flexibility and creativity in storytelling. Whether it's a quirky PR stunt, a heartwarming human-interest piece, or a visually stunning social media campaign, August offers the creative freedom to experiment and innovate
Building momentum: Launching a successful campaign in August can create a ripple effect, building momentum and brand awareness that carries through to the busier months. Instead of waiting until September to compete with the surge of new campaigns, seizing the moment now can establish a strong foundation and keep your brand top-of-mind
Tips for Crafting a Standout Campaign
- Leverage current trends
Align your campaign with ongoing summer activities, from sports events to travel trends. By tapping into what people are already excited about, your story becomes more relevant and engaging.
- Use data to tell your story
Data-led stories add credibility and interest to your campaign. Our market research arm, OnePoll, can help craft compelling, data-driven narratives that make your brand stand out within as little as 72 hours. Leveraging statistics and insights ensures your campaign is both informative and captivating.
- Emphasise visual appeal
August's slower news period means that visually striking campaigns have a better chance of being featured prominently. Invest in high-quality photography, videos, and graphics such as quizzes or infographics to make your campaign irresistible to both media and audiences. Powerful visuals enhance your campaign's appeal and engagement levels and make your story more interactive and memorable.
- Create shareable content
Craft your message in a way that encourages sharing. Whether through humour, nostalgia, or feel-good stories, aim to create content that people will want to share with friends and family, amplifying your reach organically.
- Engage with your audience
Use this time to build a deeper connection with your audience. Host interactive events, run contests, or start conversations on social media. Engagement not only boosts visibility but also fosters loyalty and trust.
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August's silly season is a prime opportunity for brands to step into the spotlight with creative campaigns that capture attention and resonate with audiences. Don't wait until September to launch your big ideas. Embrace the unique dynamics of this month, and seize the moment to create memorable, impactful stories that extend far beyond the summer.
If you'd like to learn more about how we can navigate silly season together and turn August into a month of success for your brand, email me at emma.elsworthy@72point.com