Content must be amplified to deliver ROI. A useful lens we use to map the effectiveness of all integrated campaigns is the 1,9,90 model. Think of it in this way….
1% of the audience will be Creators in that they will actually engage in the ‘event’ as a direct experience or as content creators.
A further 9% will be the Engagers who actively engage with the campaign content or may create their own UGC or enter a competition or share the content.
And the majority of us sit in the 90% as Eyeballs, hearing about the activity by seeing PR coverage, on social media, watching content, but more passive. Social currency comes from being in the know so this 90% are a crucial amplified audience.