Brand activism in the Black Lives Matter era
This article is part of a series of articles from the WARC Guide to brand activism in the Black Lives Matter era. Read more.
Data-driven, modern targeting and messaging techniques notwithstanding, the most effective marketing messages are empathetic. Organic. Human. We take cues from society’s prevailing cultural winds, embed those cues into emotional messages, and hope those messages drive a person to action. On rare occasions – when the perfect message meets the perfect moment, like Gatorade’s “Be Like Mike” – our work has the potential to drive culture. Those who drive...