The more people your campaign needs to engage with, the more generic it often must become as you don’t want to exclude anyone…which is why you need to ask what the brief’s objective really need. Sure, the clients would say that they want a lot of engagements, but is it because they really need a lot of engagements or do they just want the buzz that comes with all that engagements? If all they want is to be the talk of town, you just need people to talk about your campaign. Rather than needing to address everyone, you only have to draw in the specific person whose engagements will make the campaign viral.

 

Make the campaign as weird and exclusive as your creativity would allow as long as you are targeting someone while the rest of the public gasps and follows along as spectators. By the way, maybe it is even okay if the super specific group of targets doesn’t turn up as long as the super specific-ness already intrigues the public enough to talk.