Disruptive communication is the new buzzword around and it’s taking the PR world by storm too. Large established brands tend to settle into a comfort zone without doing anything that’s too innovative. Smaller ones try to ‘Copy’ the success of these big brands hoping it will make them successful too. However, whether it’s a start-up or an established brand shaking up the pattern of PR can create exciting results.
Why does a brand need disruptive PR? Today, media channels have expanded like never before. Everywhere you turn, you find a brand trying to grab your attention. This has resulted in a kind of ‘numbness’ among consumers where brand messages are either being ignored or have stopped making any impact. This is where disruptive PR can make the difference.
The element of the unexpected, that surprise is what makes this so effective. Disruptive PR can work in two ways, the first is that the brand gets disruptive and generated enough material for PR activities or a disruptive PR campaign is developed for a brand.
Disruptive PR functions in close connection with brands helping them reach new markets. Nike, the iconic sportswear brand disrupted the entire sporting category through its Nike Fuel Band. This moved it from being merely a sportswear brand to tracking people’s fitness and lifestyle. This generated a huge amount of sales. This is an instance where the brand went disruptive and PR was just the messenger.
It’s not always that a brand gets disruptive with its product offering, so there is a greater challenge for the rest. One of the very successful disruptive PR campaigns took place at the Tour de France’s Grand Départ event in 2014. They had an out-of-the-box idea of dying a herd of 150 sheep yellow. This was the colour of the race’s yellow leader’s jersey. These sheep were placed in a field enroute the race. The event was further enhanced by making sweaters from the wool and the proceeds donated to charities. The resulting PR campaign generated enormous interest on social media and there were 290,000 results for “yellow sheep tour de france”.
Creating a successful disruptive PR campaign is all about looking at the brand differently. BTL activities offer greater scope for creating disruptive communication. The media is always looking for something that’s new or has a shock or surprise element and naturally these get snapped up. Photo opps also create scope for the media to feature these campaigns.
Be a disrupter and create a new pathway for success!