The Ultimate #TBT Post ft. #TooLaterGram

A 3-Pronged #TBT: 

Part 1 - The Tactic, 5W’s & H

Part 2 - Real Life Campaign Analysis

Part 3 - The 3 E's

#TBT 1 - 

As a child, basic problem solving and storytelling was broken down into 5 W's & H:

· Who

· What

· Where

· When

· Why

· How

I've learned a lot of big words since then, but those same basics can be applied to marketing, project management and more.

I use them every day. Here's an example of questions I ask myself when crafting a campaign:

· Who is your demographic?

· What is your goal/mission? 

· Where is your demographic?

· When? Is there are timeline, launch date/event, seasonal focus?

· Why? What is your mission behind this campaign?

· How? Execution - platforms, key roles/teams needed, strategic partners, etc.

#TBT 2 -

So when World Wildlife Fund wanted to reach millennials and raise awareness around the environment...what did they do?

· Who - Millennials

· What - A creative social campaign that evokes an emotional reaction leveraging FOMO.

· Where - Millennials = INSTAGRAM, where FOMO, envy, and aspirational goals live through pictures.

· When - Spring/Summer, better weather, more travel 

· Why - Raise awareness

· How - Flip the traditional Instagram FOMO experience by forming strategic partnerships with travel, lifestyle, and adventurer influencers to create 'before & after' nature pictures of once beautiful natural landmarks/destinations. The ultimate #TBT post…

Final Product: #TooLaterGram

#TooLaterGram is a campaign targeting millennials to raise awareness about the current state of our environment, with real life examples of once beautiful insta-worthy destinations that are no longer making the "Top 10 Places To Go this Summer" lists.

As the 'before' #TBT-esque picture shifts to current day, the narrative changes the usual "OMG, so gorgeous! @travelingbuddy123 we have to go there!" to "How could we let it get this bad? How can we fix this?"

FOMO turns into a reality check.

Anyone else having WALL·E deja vu about now?

#TBT 3 - 

The 3 E's: Entertain, Engage, & Emotion.

I’ve posted so many times about the 3 E’s you don’t need me regurgitating this #TBT, but I will reiterate that the #TooLaterGram campaign leverages the existing (and highly active) community on Instagram that is entertained and compelled to engage with nature, adventurer, and travel content. They’ve taken that envy, aspirational, and FOMO emotion on Instagram and flipped it to raise awareness for their mission. They even played on the popular #latergram hashtag with over 42M tags and put their own spin on it!

#TooLaterGram is the ultimate #TBT