Endurance

This week we started to talk about the post-engagement principles. The first one we talked about was endurance. The case that stood out to me was about the NRA. When the Sandy Hook shooting occurred, the NRA was under a lot of pressure. Many people were writing on the NRAs websites, and many of those people were very upset with the organization. The NRA didn't comment on any ones opinions, the organizations basically stayed quiet for days. I don't think the NRA handled this the right way. In my opinion the organization should have said something. There should have been a statement issued, saying that their thoughts and prayers went out to the families of this tragedy. Something along those lines. The organization should have showed that they cared about the huge loss. I agree that the NRA made the right decision not to address the gun issue, but it is important to show compassion.

When trying to find an article about endurance, I came across the new Mellow Yellow campaign. This article talked about several different unique campaigns. Unique content is something we discussed when we talked about endurance. Mellow Yellow has been around for a long time, but has been pretty much unknown in recent years. The company decided to use a new approach by starting a Facebook page for Mellow Yellow. They used a retro theme, and customers were able to upload photos and get a retro look in a photo generator. This allowed the company to reach a whole new audience. They found that 80% of the pages fans were 24 and under. This company went through a time when they were pretty much forgotten, and now have a whole new fan base. This case of Mellow Yellow shows how endurance can pay off.