#GivingTuesday is an example of successful grassroots marketing.
Marketers love the notion that a great idea can be carefully crafted and nurtured by one man or woman. Think of Milton Glaser's iconic images, the fictional talent of Don Draper, or the all-too-real attention to detail embodied by Steve Jobs. Agency truly lies with the agency — or so marketers would like to think — whether that be an ad agency, PR firm, or graphic team.
But right now, I'm working on a marketing campaign that knows no master, a ship without a captain. And it's exhilarating. Its logo will never win any design awards, and there are no brand guidelines, but somehow this idea has grown to over 1,000 volunteer partners in every state. It's called #GivingTuesday....
As marketers, the most important thing we do is create an idea or feeling strong enough to take on a life of its own.