Case: The Swedish Army Makes You Think outside The Box – from within The Box!

Recruiting soldiers to the army can be a mission impossible in a time where personal comfort is treasured and creation of identity happens online. At least, this was the starting point for the agency DDB’s target group understanding when the Swedish Army released their new recruitment plan: engagement on partly the technological terms of the target group as well as the physical reality of the company.

Who cares?
The video below showcases how the Swedish Army forced the target group to think “inside the box” and sacrifice their own comfort in order to save a stranger.  The point was to evoke a physical reaction to the core message of the campaign, “Who Cares?”, in order to test how the target group valued the central point of the Army: helping others despite your own discomfort. With a target group understanding focused on the online part of their daily life, the campaign tried to actively move them from the screen into the action.

So, what did they do exactly?
In practice, they installed a box in the city centre of Stockholm with nothing but a chair and some water bottles inside. They then launched a web site streaming live from within the box where a guy was sitting on the chair. Finally, spreading the message online as well as on print and outdoor, they invited all viewers and by walkers to join in by taking over the hot seat in the box in order to rescue the person already sitting in the box. Point being, that in order to help the person in the box people would have to move away from the screen and actively help the person by taking their place. No tweets or status updates would help.

It’s a success!
And was it a success? In terms of creating engagement both physically and online, it was a great success: people traveled from all over Sweden to partake in the happening and shared their experience and thoughts about the campaign in social media. During the 89hrs the box was open, no one spent more than 2hrs before rescued by a stranger. Furthermore, they more than doubled the number of targeted applicants from a goal of 4,300 to an actual 9,930.

…But did they get it right?
Despite the success and innovative engagement strategy, I personally find the target group understanding a bit limited. Limited in the sense that the starting point of the campaign was the understanding that the target group spend most of their time being self involved online. They tweet, post and blog about their own life and don’t leave their comfort zone in the process. Sure, the target group, the so-called Digital Natives, spend a lot of time sharing their life online. But they share the life they live off line more than anything else. A point the campaign indirectly proved by the huge online engagement and viral spread of the streaming web site as well as the great number of people physically partaking meanwhile tweeting about it. The premises for understanding the target group as well as the success criteria are therefore somewhat questionable.

Nevertheless, the Swedish Army created a campaign that very successfully created involvement – both short term as well as long term.

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?


Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.


Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.


The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.


Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.


A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.


Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.


At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.


If you’d like to find out more please get in touch.


*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!