Summer is still known as ‘silly season’ by those working in the marketing and media industries, writes George Hayley, creative comms director at 33Seconds.

Traditionally, the period evokes thoughts of frivolous stunts or wacky campaigns, rushed off to capitalise on summer’s dearth of hard news and ‘serious’ marketing activity. In other words, brands potentially doing things because they can, rather than because they should.

But with the current news cycle toggling between farce (one long silly season, if you like) and relentless global meltdown, should we approach this time of year differently?

Silly season is evolving and brands should take this seriously

As experts have noted, challenging and uncertain periods can mean that audiences are harder to reach, less likely to spend and need more reassurance, transparency and clarity than ever from brands.

Against this backdrop, summer also takes on a greater significance for audiences – as a period to recharge, prioritise and spend time doing things they love with the people that matter most.

Consumer engagement also often sees an uplift during the summer months, particularly via social media, with people using various platforms to find ideas for activities, products, and experiences that will help make the most of the season.

To gain cut-through, uplifting and entertaining content is fundamental, but it’s important to strike the right tone.

Messaging should be executed within the context of the ‘unpredictability vortex’ (as one journalist recently called it) that we currently find ourselves in.

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Hitting the right note during the summer months 

Brands that can leverage seasonal shifts to tell positive, hopeful and engaging stories that remain sensitive to the current ‘mood’ and climate, can have a significant impact.

This includes creating emotional connections with customers, guiding decision-making and increasing brand loyalty.

Examples include KitKat’s ‘Phone Break’ campaign, which encourages us to put down our devices in a humorous and non-preachy way (and recently won big at Cannes Lions); Instagram’s ‘Anyway’ campaign, that addresses topics such as creativity, vulnerability and overcoming self-doubt; and M&S’ ‘Summer like you mean it’ which celebrates the small, memorable moments that matter.

Humour can also be an incredibly powerful and emotive tool when used skilfully. Look no further than Greggs or Lynx, two brands that are consistently good at motivating audiences and creating highly engaged communities through the power of laughter.

Is summer the right time for more thought-provoking campaigns?

One silver lining during volatile times is that people become more open to talking about challenges – from the state of the planet, to physical and emotional wellbeing – and adept at focusing on what’s most important in life.

This also presents an increased opportunity for brands to reach people, mobilise support and raise awareness around seasonal issues.

The British Skin Foundation, for example, has launched a new DOOH campaign that shows the impact and risks of UV rays on different skin tones in real time.

Called ‘The Burnable Billboard,’ the campaign is running in the UK this summer – raising a critical issue in a visually simple and striking way.

The soaring temperatures of course also make us think about more than just holidays and spending time in the sun.

This summer, Friends of the Earth joined The Climate Coalition, alongside grassroots groups and organisations from across the UK, to take part in a mass lobby of MPs to act on climate change.

Other organic moments are more reactionary but can still be highly impactful, such as when a Just Eat rider went above and beyond, hurling bottles of water up to passengers stuck on a sweltering train.

The way ahead for forward-thinking brands

So, is ‘traditional’ silly season activity as we know it a thing of the past? Probably not quite yet but I’d strongly question this approach.

Objects floating down The Thames and giant statues of celebrities of course have their place – there’s always room for a bit of light-hearted fun – but perhaps this type of activity is no longer providing brands with quite the bang for their buck it once did.

In other words, brands should stop and think before they stunt for the sake of it.

Instead, savvy companies and organisations are increasingly understanding that summer is a critical time to consider what really makes a difference to audiences and meet them where they’re at.

Central to success will be integrated campaigns, executed in a bespoke way across relevant platforms to tell a unified story.

It might still be referred to as ‘silly’ season for a while yet, but for those in the know, the opportunity to create meaningful, thought-provoking work that truly connects and resonates, is anything but.