A digital marketer’s argument for billboards
Yes, you read that right.
On August 6, 2020, Oprah and her O Magazine team erected 26 billboards demanding justice Breonna Taylor across her hometown of Louisville, Kentucky. The image reflected the recently launched September issue of O Magazine, where for the first time ever, Oprah Winfrey gave up the cover to the 26-year-old black woman who was fatally shot by police officers back in March.
When I first saw the pictures of the billboards with Breonna’s face prominently displayed above the Louisville intersections, it took my breath away. I imagined being a resident during my daily commute and looking up expecting to see a 1–800 number to call if you’ve been in an automobile accident, and instead, seeing this picture. A reminder of something so incredibly tragic and unjust and so close to home. Her face. Those words. The Oprah Winfrey logo. After I had a moment to absorb what I was seeing, the marketer in me kicked in.
Here’s what is so interesting about this tactic: It runs counter to every marketing campaign strategy and digital trend taking the forefront in recent years.
Here’s what is so interesting about this billboard: It runs counter to every marketing campaign strategy and digital trend at the forefront of our minds in recent years — especially during this pandemic. Brands have almost entirely pivoted their budget allocation to digital advertising and social media. And why wouldn’t they? Adoption and engagement on these platforms have increased significantly in the last couple of months. One might have thought investing in a robust social media paid campaign with the same CTA would have been the obvious choice for Oprah’s team.
Certainly, if it were me presented with this brief, I know I would have defaulted to thinking through every digital activation under the sun that could raise awareness and spark change.
But instead, Oprah’s team went old school. They leveraged a platform digital marketers typically avoid because it’s nearly impossible to measure or optimize mid-campaign. But they did something important. Something that always wins out over data and measurement and optimization.
They opted for disruption.
This tactic captures the attention of audiences and is so impactful BECAUSE it runs counter to how we’re conditioned to receive information. We‘re so used to the consistent stream of content taking up space in our newsfeed that after a while, even the best, most targeted and relevant content loses some impact. When we see the images of these billboards on our social feeds, we don’t see just another engaging social media graphic, we see ourselves, as I did, and imagine the feeling of being in those intersections looking up.
For a long time now, digital marketing has been the “disruptor”. Less than a dollar cost-per-clicks and interactive ad formats spat in the pervertible face of the traditional and expensive print and television ads.
But isn’t it interesting that thing that was once cast-off as dated or traditional for so long, can actually resurge as a disruptor to what disrupted it in the first place?
The point is about finding ways to break patterns — to disrupt for impact.
Make no mistake, I’m not suggesting to adopt this tactic for just any campaign. The point is about finding ways to break patterns — to disrupt for impact. As marketers, we get caught up in data and trends and as a result, we often end up competing for audience attention in the exact same way. As audiences on the receiving end, it’s hard to differentiate the messages with so much of the same kind of noise delivered to our feeds and inboxes.
I’m less so arguing for billboards as the hot new marketing channel, and instead, arguing that marketers and content creators should pay attention to the white space just as much as they pay attention to trends. Then strike when the moment is right.
Congratulations to the O Magazine team for striking at the right moment. We are all the better for it.
In light of this article, please consider signing the petitions.whitehouse.gov and Color of Change petitions to demand justice from officials.
