Whatever the media, the requirement is the same. Digital & Web are no exception. They depend on everything that any good piece of advertising needs.
First it’s about strategy & positioning. Insightful, differentiating and credible.
Next it needs to be on-brand & in-campaign, sharing the same look and feel and tone of voice as your messaging in any other comms channels.
Finally, it must be well-written & well-executed.
Below are three examples.
CLC World, one of Europe’s leading hotel and resort companies, took to social media with a 'free holiday' promotion. It’s also proof that sales activation can double as brand-building advertising.
Boutique West End law firm, Quastels, wanted to re-position itself and then to get the message out via its most important customer touchpoint, a new website.
An IPA initiative to promote careers in account management, included here because it shows how an online campaign should be part of something much bigger. (You can see the 'something much bigger' here.)