Create ideas using: Challenge yout target group
Isn't challenging customers risky? What if they just reject the challenge?
Some will. But the ones who don't? Those are your people. When you challenge people, you're separating the people who actually care from the ones who don't. The people who take the challenge become emotionally invested. They've made a commitment. They've chosen to participate. That turns passive consumers into active participants. Yeah, you might lose some people. But you'll convert the right ones into believers.
How do I challenge my audience without sounding preachy?
Make the challenge feel like an invitation, not a demand. 'Are you brave enough to...' feels different from 'You must...' Frame it as a test of their values, not your judgment. The challenge should appeal to the better version of who they want to be. And make participation easy—remove the friction. A great challenge is something people genuinely want to try, not something you're forcing them into.
Example: How it could look
A fitness brand could challenge: 'Show us your non-obvious strength—the thing nobody would guess about you.' Invite customers to share stories or videos. The challenge isn't about muscles; it's about vulnerability and authenticity. The people who participate have invested emotionally. They're not just following the brand—they've become part of the community. The campaign becomes powered by real human stories instead of brand messaging.
Or like this:
Why is Challenge yout target group a great technique?
Challenging your audience works because it transforms passive consumption into active participation—people who take the challenge become invested.
Converts observers into active participants
Self-selects for aligned values and beliefs
Builds community through shared challenge
Generates authentic user-created content
When you challenge your audience, you're not just advertising—you're inviting them into something. The ones who accept become your strongest advocates. They've chosen to participate, which means they've chosen you.
! When not to use the Challenge yout target group Technique
When the challenge is patronizing or doesn't align with your actual brand. Also skip it if the challenge is too difficult or if completing it requires resources people don't have—accessibility matters. And if you're going to invite participation, honor it—respond, celebrate it, make people feel seen.
Technique first described by www.deckofbrilliance.com