The rise of ‘contagious truthtelling’
It was Abraham Lincoln who famously said “You can fool all the people some of the time, and some of the people all the time,” but we believe that you can’t fool any of the people, any of the time.
The rise in social networking has generated a wave of activism from bloggers and citizen journalists, which means that truth is more accessible than ever before and ‘spin’ no longer works.
The simultaneous rise of digital content platforms has, for the first time ever, given brands an unmediated link to their consumers. With over 100k YouTube videos viewed every second, brands are in a better position than ever before to tell their own stories and become content producers and publishers in their own right.
The upshot of these two trends is the distinct need to make content that is authentic, which is why we have built our agency around a ‘Contagious Truthtelling’ model.
We create streams of creative content born from compelling brand truths and get these into the hands of the right people at the right time to spread them contagiously.
We have used this to great effect on clients such as Pilsner Urquell.
Despite increasing consumer excitement about the craft beer scene, Pilsner Urquell was having a tough time differentiating itself from other premium lagers, so we set out to discover the brand’s compelling truth.
Pilsner Urquell is the original golden lager, still brewed in Plzen, Czech Republic, in the original way. This heritage makes the beer appealing to discerning beer drinkers who are looking for authentic brands with layers of interest to discover. To spread this truth we created a new brand world with a constant flow of ‘Truthtelling’ about how the beer is made, who makes it and where it’s made, as well as holding authentic events which let people experience these truths in new exciting ways.
The content we create has far higher engagement levels than the category average with a recent video about the coopers that Pilsner Urquell alone still employs, achieving one million organic views in just three months.
For us and our growing list of clients, there is nothing as contagious as the truth.