July 8th, 2010

The Naked Campaign is Born

This is part of a series of articles about how Fight is approaching using some free advertising. It all kicks off here.

With all of the considerations discussed in the previous articles in mind, we brainstormed.

We have always believed that having people experience our process is the best way to convince them to hire us, so we asked ourselves how we could incorporate this into our campaign. And then it hit us: The Naked Campaign.

We’d expose our process for what we thought about and what we did with respect to this free advertising, including the results. And we would talk about this in our advertising. We thought that by incorporating what we’re doing into the advertising itself, we could create content that more directly spoke to the people that we wanted to talk to than other ads on the page, and that the ads would do a better job of drawing people in to the project. They would click through to a landing page that described our challenge, and that linked to the parts of the story that had currently unfolded, with new parts being added as we went through the campaign to help create a story that people would want to come back and check in on. As they did that, we’d continue to update our blog with other content as well so that they could get other exposure to what Fight is all about.

At the same time, we would see if we could foster a conversation with folks who already regularly checked us out. We felt like this kind of program would be worth talking about. We’re going to expose as much as we can, so likely we’ll do something interesting, and probably we’ll screw something up, but we’ll definitely be exploring in a way that we hope invites collaboration.

The campaign officially kicks off on July 9th, but, as you can probably guess, this series of articles is already a part of the process. We hope that you’ll at least stay tuned to see how things go (the good, the bad, and the ugly) via RSS or Twitter, but, even better, we hope that you will chime in with best practices that you have used, questions about what we’re doing, what you think about the program and the like. You should leave us a comment below . So go ahead!