How Would You Make an Object in Your Bedroom Famous?
This was the question I was asked as part of a 5-question application for the Kennedy Incubator program run by Wieden and Kennedy each year.
Here was my response:
Step 1. Choose an Object
Step 2. Create a Story About That Object
A story gives people a reason to care about the object. Make sure the story is easily understood.
Step 3. Decide How You Would Like to Communicate That Story
Types of communication:
Verbal communication occurs when we engage in speaking with others.
Non-verbal communication includes facial expressions, posture, eye contact, hand movements, and touch.
Whether it is an email, a memo, a report, a Facebook post, a Tweet, a contract, etc. all forms of written communication have the same goal — to disseminate information in a clear and concise manner.
Televisions are running 24/7, Facebook is visual with memes, videos, images, etc., Instagram is an image-only platform, and advertisers use imagery to sell products and ideas.
Step 4. Create Content Materials
Once you have decided on the form of communication you want to use to tell your story, now is the time to create content. For example, if you want to communicate your object through visual communication, create memes, videos, images, etc.
Step 5. Media
Once you have your content, now is the time to distribute it across different media channels. Media channels are avenues that provide information.
Examples of media channels:
- ONLINE VIDEO
- ONLINE DISPLAY
- LINEAR TV
This is an important step because your object can’t become famous if people don’t know it exists.
Remember that the content should be contextual to the platform.
Step 6. Promote Promote Promote
Now that you have distributed pieces of content spread across different media channels, you need to generate hype around your object. If done successfully, it will get people to clamor for it. My suggestion is to have a spokesperson for your object participate in podcast interviews, talk shows, etc.
Step 7. Getting Your Object Famous
This is where it becomes tricky. Gary Vaynerchuk once said that creativity is the variable of success.
For example, you can post a bunch of your item’s content to different media, but if the story isn’t memorable, the content isn’t creative or contextual, and if you don’t get enough views, people won’t see it, they won’t care about it and it won’t trend.
But if you do get all of those factors just right, your object could very well spark virality and become famous!