Labor’s Australians First ad is a classic example of what can happen when you create a campaign without having a strategy behind it.
The strategy would have asked important questions, like:
- Who is our target audience?
- What message do we want to communicate?
- What are the risks of such a campaign that we want to avoid?
Somewhere in there, someone would have said “make sure they aren’t all white people”.
Lesson: Marketing without strategy = danger.