The Deconstructed Brief
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Brand: Condé Nast Traveler

Ongoing challenge

Elevate brand awareness by engaging in relevant social conversations


At 12:06 a.m., President Trump released a tweet using the word "covfefe."

Twitter had a blast.

Ongoing One Thought:

Take a vacation anywhere, with Condé Nast Traveler.

Lessons to be learned:

  • Planning never stops — This could be the brief for most brands today, as the “always-on” mentality of social has redefined the marketing and advertising landscape. Planning doesn't start and stop; brands that win are always looking for relevant cultural inspiration to tap into. 
  • Know your target — The brand’s followers loved the content. Within 30 minutes of posting the video, its engagement already far exceeded previous posts. Along with identifying the cultural relevance of the tweet, the team at Condé Nast Traveler correctly inferred that its target audience would not only respond to the work, but also share it. 
  • Politics without paralysis — This was a great example of a nonpartisan, humorous, quick-acting social takeover of a current event that allowed the brand to join the conversation without taking a side. “Covfefe” isn't what comes to mind when you think of travel destinations, but Condé Nast Traveler found a way to blend the two concepts into one satirical post that doesn’t offend either side of the aisle.