Get your characters right: If you go for a campaign in the style of a soap, take time to establish your characters. Oxo used the same director and three main actors throughout its 16-year run.
Attach a story to your brand or product to increase its authenticity: Whiskey giant Jack Daniel’s consistently plays on its roots in small-town America and the craftsmanship of its founder, distiller Jack Daniel, in its marketing strategy.
Be afraid to have some fun: Daz side-stepped the limitations of the soap opera genre by making a parody of its clichéd plots and dialogue in its “Cleaner Close” adverts.
Ignore the appeal of a good wedding: BT took advantage of national royal wedding fever as Adam and Jane tied the knot a few days after the Duke and Duchess of Cambridge.
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