I've heard a lot in my ad classes about setting goals for a campaign. Goals are fine, because they keep a project on schedule and on focus. However, the measurements for these goals can be a gray area. How do you measure a goal for an ad that is used to send a message?
My answer: spark a movement.
In a field like advertising, the only way I feel comfortable measuring success of an ad is through its effectiveness in creating a movement. Good ads urge their audience to not only buy the product, but also give feedback, browse the website, engage with other content and tell other people about the brand. But like I always say, you have to be interesting for anyone to want to be more active in your brand. Here's an example of the right idea but probably the wrong method. That link is for a group of "food activists" who kidnap a Ronald McDonald statue from a McDonald's restaurant and hold it hostage until McD's answers their demands for safer, cleaner food.
It's a funny and interesting idea, literally holding a brand hostage for their practices. But it's taking activism and movements too seriously. If you want to spark a movement there are better ways, but people will always pay attention to crazy.
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