Is it a formula? Luck? Rohit Bhargava’s “Influential Marketing Blog” describes the winner of the International Cannes Film Festival‘s award for a great marketing campaign: a marketing campaign called “The Best Job in the World” for a little-known island off the Great Barrier Reef. It’s a good story, and worth reading.

He whittles the successful components to a great marketing campaign down to the following key items:

1. Make it believable
2. It’s not about how much you spend
3. Focus on content, not traffic
4. Create an inherent reason for people to share
5. Don’t underestimate the power of content creators
6. Give your promotion a shelf life

Read his blog post. It’s worthwhile, and the list is one that I’ll think about when I put together my next campaign.