It won’t be wrong if we say that only those who are living under a rock wouldn’t know about the ‘Ice Bucket Challenge‘ that took the social media by storm!

Ever wondered why some ideas spread like wildfire, while others, cease to create a buzz? Why did the Ice Bucket Challenge go viral, raising millions without spending a penny on marketing, unlike the campaigns of other non-profits?

Well, the answer is simple and cliched too! The most overused word in the advertising field is the answer to it. Creativity…yes, it’s the creativity in the content that inspires people to act and take a campaign to a global level. You have to have the right mixture of creativity along with content that builds rapport with your audience. We are hungry for solutions, starving for answers, and you have the opportunity to create and inspire the people with these needs every day.

That’s exactly what happened with the Ice Bucket Challenge which made Amyotrophic lateral sclerosis (ALS) a household name. Simply because the awareness campaign was fun and playful. Who doesn’t like to see their friends or famous people dump freezing water on themselves? Without dwelling on the negative effects associated with ALS, the campaign generated awareness and connected instantly with the audience.

So the lesson learnt here is that ‘Sad emotional topics do not need to have sad marketing content’. Always aim for content that hits both ends of the emotional spectrum, and your campaign will appeal to a wider audience without looking insensitive.

But what actually makes up for creative content? Often we relate it to interactive digital pieces that feature beautiful design. And that’s where we go wrong and limit the scope of creativity. It’s the simplest of approaches sometimes that lead to successful campaigns. So step into the shoes of the audience/consumers and understanding what will appeal them. Whether its a product or an idea, the catch is to introduce a human element to make the content sticky. What stays the most with consumers and pushes people to engage is a raw, human feel which they can easily relate to.

Remember that content is the voice of your brand. Creating great content is difficult, and delivering great content consistently through established processes is complex. However, this is what is required if you want to take your brand from good to great in today’s communication environment.