Summary: In advertising, we are charged to deliver messages that call consumers to action, whether that action is to purchase a good or service, to be aware of a certain idea or issue, or to be moved to join in a cause. Throughout history, we have seen that our efforts can be repeatedly trumped by the oldest trick in the book.
The voice of a group.
Yes, social proofing, the feeling of togetherness, the need to feel wanted and being a part of a group are the most powerful forces in our society. Time and time again, advertising campaigns fail and succeed based on the power of groups. That’s why the advertising community vouches for “viral marketing;” once a core group of people catch it, it is only a matter of time…