3 Ways to Make Your Brand’s First Campaign Connect

In January, on-demand delivery app Postmates launched its first 360 brand campaign in LA. This month, they’ve taken their message to the big apple—and the creative has NYC residents saying, “I ❤️ Postmates.”

Learn why this campaign connects so well with customers—and how to apply its lessons to your brand’s initial marketing efforts.
#1: CONNECT BY UNDERSTANDING CUSTOMER’S NEEDS AND MOTIVATIONS

Postmates’ customers want good food — and they want someone to get it for them. They don’t want to have to move from the couch, pretend to change out of PJs by putting on a coat and Ugg boots, or go outside in any way, shape or form.

Their motivations may be varied (small kitchen, can’t cook, lazy day, bad weather, hiding out, Netflix binge, hangover, etc.). But their need remains the same. They’re itching to indulge in whatever specific craving they have right here and right now, in the privacy of their own homes. If that means scarfing down a whole box of Milk Bar cookies in the bathtub, so be it. That’s their prerogative.

2. CONNECT BY SPEAKING DIRECTLY TO THOSE NEEDS AND MOTIVATIONS

With marketing messages like “Everyone you regret making out with is probably walking around NYC right now. Dinner at home. We get it.” Postmates quickly shows its customers that it understands their needs and motivations.

And the tone of the copy tells them that Postmates MORE than understands — Postmates sympathizes with their urban millennial plights. Postmates can laugh along with them.

And Postmates can solve their problems in a super-duper easy way that requires no added explanation: They can get you that exact dish you’re craving; they can get it fast; and they can get a move on (aka no questions, muss, fuss or judgments).

3. CONNECT BY GETTNG AS PERSONAL AS POSSIBLE

Making a campaign personal doesn’t mean calling people by their first names in an email. By highlighting the trend-specific cravings + situational conundrums of New Yorkers — where these billboards have taken over the city — Postmates creates a personal bond with their customers.

Postmates gets their quirks. And gets them exactly what they want. What’s more #winning that that?

⚡️THE BITE-SIZED SUMMARY⚡️

Postmates’ new “We Get It” campaign is a fantastic example of a company (1) understanding the needs of its audience (2) using those insights to talk directly to them in a tone that’s conversational and clever and (3) localizing content to create a perfectly on-brand engagement opportunity.

⚡️YOUR FAST INSIGHT⚡️

Find out what your customers want, then find a fresh way to speak their language — and show how you get them BETTER than anyone else.

That’s how #brandsthatgetyou deliver on connection. And you can too.


This story is published in The Startup, Medium’s largest entrepreneurship publication followed by 320,924+ people.

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