Being a freelance team that loves getting around, we've seen a trend in the briefs we're getting - 'This has to be an earned idea that will make news'. However, we've also noticed most agencies don't grasp earned thinking, as they go to their go to solution of doing what they've always done - nothing wrong with that. But for some reason making news outside the industry isn’t on their radar. So, we thought let’s share our two pennies worth, for what it’s worth.
What is ‘earned’ media anyway?
If you’re following X,Y and Z brands, people, stars, cats… on social, and you’re not being paid to do it, then they’ve earned your attention for free.
Earned is about people paying attention without paying for it.
How it was and still is: Media used to be all about paid. It’s still there but not as effective as it once was, before people had a million other choices to give their attention to.
Paid media’s like buying people’s votes. Buying it is boring. It’s lazy, it’s predictable and a well-trodden track, because it’s easy and formulaic. Creating ideas where earned media is simply a fortunate by-product by chance, if it happens at all.
And it shouldn’t be like this, not now.
Earned deserves respect because it’s earned on purpose, not just by chance.
People have evolved. How we consume has evolved.
We must earn their attention, not presume as they’re sat in front of the TV or behind the paper that we have their attention. Not when their mobile or tablet is at hand too. You know this, because we all do it.
These days, the power is in the hands of the people, quite literally. To be informed by whom they choose. That’s why earned matters. We must earn the audience’s time with what they want to share on their channels. After all, they’re media outlets in their own right, with thousands or millions of followers and fans instantly notified whenever they do something, go somewhere or share anything.
That’s the rise of the influencer, though if you’re paying for them to share anything, that’s not organic or earned, it’s paid too. You’re just a sponsor.
There’s nothing wrong with that, but pride, joy and reward only truly comes from earning eyes, ears, hearts and minds as opposed to just buying them. Knowing that people have sought out your film, stunt, story, sculpture, song, clip… whatever, as it’s affected them culturally, personally.
That’s something we learned at Edelman Deportivo. A smart nimble creative PR agency that’s sole focus is earned in everything they do. It was a steep and fast learning curve, like sitting in a speeding rollercoaster going sky high driven by intelligence, strategy and creativity, all for earned attention.
Earned is about culture first. Not brand first.
The earned mindset’s objective is different to a traditional approach. It’s not all about getting new consumers, but all about fanship. Since the long-term fan is a long-term strategy. Fans are in it for the long run. Any die-hard football fan is living proof of that.
Focusing on the long-term fan affects everything you do because when you have a captive audience, you’ve got to continue to be captivating.
Have a Break Have a KitKat gave everyone permission to take time out for themselves, showing it cared enough about people and their lives. But as it’s just a chocolate, it was ok, a break in the day with chocolate makes anyone feel better. This was earned before earned became a thing. And it’s been a thing for over 50 years. It’s the same with Volvo putting safety first.
For us, the earned mindset is the key to turning any brief into something powerful. Multiplying the gold nugget of insight with what will earn attention. Simples.
It’s our priority to earn people’s time and attention, as neither are free.
If we give them something that interests them enough to want to spend time with us, then we’re winning.
That’s why it’s imperative to build trust. And the brands who are doing it well, who are shaping culture, are the same ones you are loyal to because they seem to genuinely care. No coincidence there. Nike’s ‘Dream Crazy’ inspired by Colin Kaepernick is a brilliant example of this.
That’s why earned isn’t just another media channel. It’s the creative edge.
The right blend of creativity, and an understanding that to get real traction, we must drive for longer, passing the first thoughts to discover a truth that’s bigger, more intriguing and shareable.
Since two thirds of the population consider themselves to be belief-driven buyers today, brands are trying to ensure their audience feel something for them. They’re trying to create work that’s a reaction to the world we live in, trying to be the publisher and curator of cultural content, but without understanding why they need permission or authenticity to do it. Now, it’s not enough just to jump on a bandwagon and ride the trend wave. Because it’s transparent if you do.
As an industry that influences culture, we must earn the right to influence and create it. Only then will it be seen as genuine and not some commercial advantage of a moment, event or hot topic. And not something reborn from advertising’s history books.
It’s not just about making ads anymore, you’ve got to make news.
Our goal has always been to make stuff that was disruptive and effective, but also created news and possibly new behaviours. Things that people loved and would share, that ambition has never changed.
News can be in many forms, from new products and experiences to intellectual property or surprising partnerships. May be user generated content or a hack, why not? And with the earned mindset, it will be something we’ve not even thought of yet.
As long as the idea is truly insightful, cultural and relevant to the audience, the brand will have earned a right to be there, to be experienced and to be talked about.
Today, we know that when an idea has an earned core, it’s the launch pad for a brand to blast off in any direction. This earned culturally relevant approach is taking the lead - all those Lions in recent years prove it.
But if you’re not taking the lead, you’re not capturing the attention you want and need. You’re just creating something people don’t want to invest time, effort, emotion or money in.
This was our two pennies worth, hope we earned your attention.
Anuj Shah - Global editor-in-chief