Scaling Resonance
How do you get a big impact, without a big price tag?
That's the perennial question for most CMOs facing increased pressure to deliver growth, quickly, with under-invested budgets.
What is the most attention we can get for the smallest investment? And how do we do that predictably, rather than buying lottery tickets and hoping for a breakthrough?
The approach to connections strategy and comms planning we're building at TRG (for those interested, MORE DETAIL) is all about finding unexpected twists that allow you to amplify a core theme - by finding the norms among a tribe to subvert, the tensions and constraints of touchpoints to twist, that allow a campaign to earn more attention than it would otherwise be able to buy.
While that sounds philosophical, it's meant to be clinical.
Dig deep to better understand people, how they think and come together, and find the routines/rituals/unstated and unrealized thoughts and use that insight to disrupt their flow of attention. Then, break down how different communications vehicles (media channels, formats, coverage cycles, community forums, events - any possible touchpoint to infiltrate) typically work to rebuild them in a way that let's you get more out of them.
Examples of this thinking are readily on display.
They all have paid media to amplify them (in some cases, extremely pricey paid media support), but in every case it's just enough media to tip the scales. These are campaigns that scale attention, but don't always pay full freight for it.
WorkInProgress's work for Domino's Pizza for years has been built on the idea of creating moments that are experienced by a few people, but the stories are told broadly. Paving for Pizzas, Park Delivery Zones, Order by Emoji, Emergency Pizza, and scores of others are all ways to dramatize technology and ease of ordering; the experiences themselves aren't meant to scale, but play off a tension among a group of people that need to be fully seen.
Rethink's recent work for IKEA captures this way of thinking beautifully - reframing sleeplessness and booty-text coded messages as a discount-delivery vehicle, then amplifying that they did it at all to be seen and applauded by people who find it audacious. You can guarantee that more people understand that IKEA has beds this week than last week.
And of course, all the Grand Prix winning (and worthy) work from Wieden + Kennedy for McDonalds (Grimace, WcDs, As Featured In) and DoorDash (All the Ads); Rethink, again, for Heinz (Ketchup Fraud, Draw Ketchup), Ogilvy for (Michael) Cerave, Mischief @ No Fixed Address for Coors (Summer of Coors, the Mondays) and on and on all tap into the idea of using touchpoints in unexpected ways to capture more attention than paid media alone.
These campaigns are brilliant. They gain notoriety for a reason.
But they shouldn't be the outliers - this approach to using creative thinking, not just in the expression of the art & copy, but in orchestrating attention at scale, can be taught, trained, and delivered predictably over time. It's by far (at least to me) the most viable pathway for overcoming media fragmentation and the decline of advertising effectiveness.
All the normal jargon we'd use to express this type of thinking is fraught with baggage.
Integrated campaigns - jargon for digital-first ideas
Cross-platform & 360 campaigns - this is more than matching luggage
Brand actions - synonomous with stunts in 2025
Transmedia storytelling - we're not building the Marvel Cinematic Universe (but I bet the work would be better if that was our goal)
Propagation planning - are we talking about shrubbery?
A new option - these campaigns are designed and aimed at scaling resonance.
Resonance hits you right in the chest.
It is emotional & tickles the brain with logic that just fits.
Resonance speaks of rhythm and sonic harmonies and waves.
When something resonates, it is dynamic, rising and fading.
Resonance fills and engages the space it occupies.
When adapting a brief for scaling resonance, it's important to note:
Resonance inspires recall - something deeply felt lodges a stronger memory.
Resonance can be cultural - capturing and reflecting the zeitgeist or a sub-culture.
Resonance can build momentum - it creates echoes and reactions.
Resonance is deep - it isn't about one note or pitch, it's the perfect blending of components.
Resonance can evoke participation - when something connects deeply, it can inspire reactions, amplification and advocacy.
Resonance isn't about recency - instead of perfectly targeted, in-market nudges, its tapping into a memory structure that attaches the brand to a future need.
Resonance can be measured - strong (intended) emotional response and clear articulation of an intended message.
The real challenge in scaling SCALING RESONANCE as the most effective path to brand growth is that most people struggle with non-linear thinking. In seeing patterns in complexity. Exponential and unconventional thinking is the true unlock in uncovering ways to grow brands, not just grow reach, or sales, or anything that is a simple action/reaction model of planning, but in truly valuing that brand building pays off in multiple interrelated ways.
Lastly, and most hauntingly:
Sound waves dissipate as they travel; advertising's effects also fade over time, and get diluted the further they expand from the most leaned-in-audiences.
Once you've landed a campaign with resonance, you need to build on it to keep it singing. With a core resonant idea as your starting point, you can build upon it with inventive consistency into a flywheel, exponentially increasing the impact and value of the work. Resonant sounds can create avalanches, resonant ideas can move minds and markets.
