In this blog post, we’ve prepared a few guidelines that we hope will help you create better summer campaigns by avoiding the most common mistakes we’ve observed over the years in our analysis.
✨Don’t rely only on what worked before – it’s time for something fresh
One of the most common traps in modern marketing. A brand runs a successful campaign, gets great results from certain activities, and then stubbornly tries to recreate and repeat it year after year… We can’t ignore the changes happening in the market – platforms evolve, audiences and their expectations change. Leave the old successful campaign in a drawer (or on a pedestal 😊) and try to create something even better this summer.
✨Forget the “classic” advertising hooks
It’s great that you understand the importance of presenting a problem and offering a solution, but it doesn’t need to sound like you’re offering a discount in 2010. Try a more conversational approach. Speak to your audience with phrases that feel familiar and relatable instead of the classic “Having problems with XY? Our brand is here to solve them all.” That approach is already a cliché. People don’t trust such claims anymore, and it doesn’t grab attention like it used to.
✨Authenticity always makes a difference
Summer campaign posts shouldn’t sound generic just because it’s summer and people are “less serious.” Each post should reflect your brand, built around the real summer experiences, desires, and needs of your audience. Authenticity should always guide your campaign creation. If you try to replicate a campaign that a well-known brand already did successfully, there’s a high chance your audience has already seen it online and won’t be impressed when they see your version.
Instead of “borrowed” ideas, focus on a message that truly resonates with your audience and sparks real interaction and connection on a topic that matters to both them and your brand.
✨Not every summer design needs flip-flops, sun, and palm trees
Unless you want to come across as the most cliché brand out there, this won’t bring results. You don’t always need the typical summer visuals to signal a seasonal campaign (we tried to include them all in this email header, so you know what to avoid :)). Find the real story behind your campaign, show the value your audience can gain, and illustrate how they can use your product/service this summer. If you’re not a travel agency, you really don’t need sand, colorful cocktails, and sun umbrellas in every design.
✨Don’t use the same keywords as everyone else
Avoid cliché phrases like “summer vibes,” “hot picks,” “amazing summer deal,” or “refresh yourself this summer with…” – no matter how fitting they may seem, remember that many competitors (even those who aren’t direct ones but still target your audience) will use the same approach. Choose your own communication path and keywords that make your offer truly stand out.
✨It’s always data season
No matter how relaxed or casual it may feel, a summer campaign is just like any other. Don’t forget about numbers and analytics – especially during a time when it’s even harder to grab the audience’s attention. Analyze the performance of every post and adjust accordingly. That’s the only way you’ll manage to attract and keep your audience’s attention, even if there’s a stunning ocean view behind the phone screen they’re using 😊
TL;DR:
Even though it’s already unbearably hot, and we’re all a bit slower (let’s be honest – maybe even get a bit lazier), your summer campaigns shouldn’t reflect that.
Think strategically, authentically, and stay aligned with what’s currently happening for your audience. Skip the filters and palm tree emojis – focus on analytics, identity, and impact.
Or just call us – we’ll handle it for you 🙂
