Nick Law: “You insinuate your way in by giving them things they want and need.”

By Matt Van Hoven 

During a panel called Social Media, Social Change, R/GA EVP, CCO Nick Law explained the difference between today’s marketing tactics and those borne of the 50+ years when the TV storyline ruled.

“You insinuate your way in by giving them things they want and need,” he said, meaning that in order to get noticed by the demographic/psychographic you’re aiming at, providing value comes second to stepping on the field.

Law and R/GA’s campaign for utilized the power of social media and Google to earn $25 million for the cause. Law said the Google network did a lot of the heavy lifting, but having a relevant story helped.


He went on to explain that the reason this campaign worked as well as it did socially stemmed from the fact that it hit on four very important factors. It was interesting, legible, relevant and true &#151 which made the video and accompanying campaign that much more palatable for consumers who watched/participated.

Asked what else makes social networking so effective, Law stated that they promote behavior, as opposed to being a pure message platform. In other words, social networking not only allowed for a call to action but it provided an easy means for people to participate, respond and help without coming off as too preachy. In this case, teens (who are obviously averse to taking the “don’t tolerate abuse” lesson from parents) were given the tools to create their own change.

But the overarching theme of the day was just how great Google was in making all this happen. Rather than taking that at face value, consider this: if Google has the network capability to make R/GA look like kings for a campaign about text message abuse, imagine what they’re doing for less altruistic clientele. The company can use campaigns like this, at Advertising Week, as case studies for why your agency should work with them. Between YouTube, search and the rest of Google’s network, the possibilities are frighteningly endless.

More: “Toward a Bill of Rights for Advertising