Opposites attract: Why brands should combine agile content with ad campaigns

Ad campaigns and agile content might seem like total opposites.

One is all about insight-backed creative precision and meticulous timing. The other thrives on spontaneity and off-the-cuff engagement. It might feel like your brand has to choose between the two — but that’s a false dilemma.

Because, just like people, sometimes your brand should dress to impress, and sometimes it should let its hair down. The key is knowing when to do each. Otherwise, you’re missing out.

Agile and advertising: Two approaches that strengthen each other 

These two marketing strategies can be effective on their own, but together? They’re a complete powerhouse.  

(Brace yourselves: we’re about to get into some top-level armchair psychology). 

Ad campaigns work on a conscious level — often very polished, conceptual, and designed to drive clear decision-making. They’re unmistakably advertisements, and that’s part of their strength. 

Agile social content, on the other hand, works subtly. It’s the most grounded approach to social media marketing because it blends into feeds, drawing people in without screaming “brand message” off the bat. Instead of pushing for immediate action, it often builds organic engagement over time.  

When these two approaches share consistent messaging, they reinforce each other. By appealing to both conscious and subconscious thinking, you’ll create a brand presence that truly sticks.

Agile content or refined creative: Which one should lead the way? 

Knowing that you need both is just step one. The real magic happens when you figure out how to combine them strategically. 

Sometimes, leading with an ad campaign can be a smart move. 

It establishes your big idea upfront, which provides direction for social content. The campaign introduces the messaging in its simplest, most direct form, while agile content fills in the gaps — adding supporting points, social proof, and deeper engagement over time. Naturally, it's a lot easier to progressively convey new layers of information in this approach. 

But sometimes, it makes sense to lead with agile content. 

Because agile content is designed to stop the scroll, it’s common for marketers to hook audiences with relatable videos or pain-point-driven storytelling—only to shift into “sales mode” midway through.  

This can be very effective, but there’s a bit of a catch: agile content alone may not seal the deal for everyone. When all it takes is an iPhone and a decent ring light, audiences may question how legit your brand actually is. 

That’s where a polished ad campaign comes in. 

By retargeting viewers who’ve already engaged with your agile content (say, watching at least 50% of a video), you can reinforce your message with high-quality, creative advertising. This signals credibility, as not just anyone can craft a superb ad campaign (we're winking, by the way). 

Embracing agile in your media mix 

By now, you might see how these two powerful forces could work together for your organization. But you might also question what’s right for your brand, especially with agile still being a bit of a new kid on the block (when compared to most other forms of marketing). You’ve worked hard to refine your organization’s image – will an agile, social-first approach risk it?  

But here’s the thing: Your audience is on social media, consuming content in different ways. Brands that meet them there — authentically — have an advantage.

And besides, "letting your hair down" doesn’t mean ditching professionalism. There are a variety of approaches that let you embrace agility while staying true to your brand.

Agile content creates the opportunity to showcase your team's personalities – their humour, insights, expertise and passion — while maintaining professionalism. This is especially valuable for organizations that deal directly with their audience.

For look and feel purposes, you can also introduce subtle brand elements and graphics to keep the content aligned with your other efforts. If the off-the-rails Nutter Butter approach isn’t right for your audience, that’s okay. Content creation is inherently flexible.

Of course, having subject matter experts appear in content is just one type of agile approach. You can also have footage montages, behind-the-scenes capture... and yes, memes.

Before you dismiss memes entirely, consider this: When done strategically, they can be incredibly effective. The key is using them wisely: 

• Keep them relevant to your industry and audience
• Adapt meme formats to reinforce your brand message
• Use them before they hit peak saturation (in other words, before every brand starts using them) 

The biggest risk in agile content deployment 

At the end of the day, agile marketing is about experimenting, refining, and building authentic connections. Some tactics will work, others will work... less. The biggest risk? Sitting on the sidelines.

The bottom line: By combining spontaneous social content (like memes and thought leadership posts) with polished ad campaigns, you unlock a two-pronged approach that both builds authentic connections and drives meaningful audience action.

It’s well-past the time to harness the power of both. And if you need a little help catching up, we can help you make it happen.