evolving campaign strategy

Evolving Campaign Strategy

A look at strategy creation and implementation

GREAT CAMPAIGNS CREATE MEANINGFUL CONNECTIONS WITH CONSUMERS

AND HAVE MULTIPLE TOUCH POINTS FOR CONSUMER/BRAND EXPERIENCES

TRADITIONALLY THESE TOUCH POINTS ALL ‘INTEGRATE’ WITH ONE CENTRAL BIG IDEA

OVER AN 8-WEEK CAMPAIGN PERIOD

MULTIPLE CHANNELS ARE IMPLEMENTED SIMULTANEOUSLY AND CONSECUTIVELY. EG.

TVC (WEEKS 1-4)OUTDOOR (WEEKS 1-8)EXPERIENTIAL (WEEK 2)DIGITAL & SOCIAL (WEEKS 1-8)PR (WEEK 1)

EVEN WITH TESTING, IMPLEMENTING A BIG CAMPAIGN ACROSS MULTIPLE CHANNELS IS RISKY.

THE CONVENTIONAL WAY HAS GIVEN WAY TO AN NEW ALTERNATIVE. IT’S PART OF THE REASON SO MANY SMALL AGENCIES CAN PROSPER SERVING A SMALL CLIENT BASE.

THE CONVENTIONAL WAY.

THE CONVENTIONAL WAY.

RESEARCH& INSIGHTS

THE CONVENTIONAL WAY.

RESEARCH& INSIGHTS

A BIG IDEASTRATEGY & CREATIVE}

THE CONVENTIONAL WAY.

RESEARCH& INSIGHTS

A BIG IDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

} }

THE CONVENTIONAL WAY.

RESEARCH& INSIGHTS

A BIG IDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

BIG LAUNCHMULTIPLE CHANNELS FOUNDED ON ONE IDEA} } }

THE CONVENTIONAL WAY.

RESEARCH& INSIGHTS

A BIG IDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

BIG LAUNCHMULTIPLE CHANNELS FOUNDED ON ONE IDEA

MEASURE

REPORT

REPEAT} } { }

THE CONVENTIONAL WAY.

RESEARCH& INSIGHTS

A BIG IDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

BIG LAUNCHMULTIPLE CHANNELS FOUNDED ON ONE IDEA

MEASURE

REPORT

REPEAT} } { } NEW BUDGET DEPENDENT/INDEPENDENT ON CAMPAIGN LEARNINGS

A DIFFERENT WAY.

A DIFFERENT WAY.

RESEARCH& INSIGHTS

A DIFFERENT WAY.

RESEARCH& INSIGHTS

SCALEABLEIDEASTRATEGY & CREATIVE

}

A DIFFERENT WAY.

RESEARCH& INSIGHTS

SCALEABLEIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

} }

A DIFFERENT WAY.

RESEARCH& INSIGHTS

SCALEABLEIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

QUICK LAUNCHFEW CHANNELS EXECUTING ONE IDEA

} } }

A DIFFERENT WAY.

RESEARCH& INSIGHTS

SCALEABLEIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

QUICK LAUNCHFEW CHANNELS EXECUTING ONE IDEA

MEASURE

REPORT

INSIGHTS} } { }

A DIFFERENT WAY.

RESEARCH& INSIGHTS

SCALEABLEIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

QUICK LAUNCHFEW CHANNELS EXECUTING ONE IDEA

MEASURE

REPORT

INSIGHTS} } { } NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS

A DIFFERENT WAY.

RESEARCH& INSIGHTS

SCALEABLEIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

QUICK LAUNCHFEW CHANNELS EXECUTING ONE IDEA

MEASURE

REPORT

INSIGHTS} } { } NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS

EVOLVEDINSIGHT

A DIFFERENT WAY.

RESEARCH& INSIGHTS

SCALEABLEIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

QUICK LAUNCHFEW CHANNELS EXECUTING ONE IDEA

MEASURE

REPORT

INSIGHTS} } { } NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS

EVOLVEDINSIGHT

EVOLVEDIDEASTRATEGY & CREATIVE

}

A DIFFERENT WAY.

RESEARCH& INSIGHTS

SCALEABLEIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

QUICK LAUNCHFEW CHANNELS EXECUTING ONE IDEA

MEASURE

REPORT

INSIGHTS} } { } NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS

EVOLVEDINSIGHT

EVOLVEDIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

} }

A DIFFERENT WAY.

RESEARCH& INSIGHTS

SCALEABLEIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

QUICK LAUNCHFEW CHANNELS EXECUTING ONE IDEA

MEASURE

REPORT

INSIGHTS} } { } NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS

EVOLVEDINSIGHT

EVOLVEDIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

IDEA IN-MARKET NOT A LAUNCH, BUT IDEA EVOLUTION ACROSS CHANNELS

} } }

A DIFFERENT WAY.

RESEARCH& INSIGHTS

SCALEABLEIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

QUICK LAUNCHFEW CHANNELS EXECUTING ONE IDEA

MEASURE

REPORT

INSIGHTS} } { } NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS

EVOLVEDINSIGHT

EVOLVEDIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

IDEA IN-MARKET NOT A LAUNCH, BUT IDEA EVOLUTION ACROSS CHANNELS

MEASURE

REPORT

INSIGHTS} } { }

A DIFFERENT WAY.

RESEARCH& INSIGHTS

SCALEABLEIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

QUICK LAUNCHFEW CHANNELS EXECUTING ONE IDEA

MEASURE

REPORT

INSIGHTS} } { } NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS

EVOLVEDINSIGHT

EVOLVEDIDEASTRATEGY & CREATIVE

TESTING

MAKE CHANGES

IDEA IN-MARKET NOT A LAUNCH, BUT IDEA EVOLUTION ACROSS CHANNELS

MEASURE

REPORT

INSIGHTS} } { }

EVOLUTION OF IDEAS AND CONTINUAL EXECUTION

THE ADVANTAGES ARE

SMALLER, FASTER IDEAS

SCALEABLE & EXTENDABLE ACROSS ADDITIONAL TARGETED CHANNELS

CREATIVE REMAINS FRESH & RELEVANT, BUT LOGICALLY EVOLVED

RESPONSIVE TO MARKET CHANGES & COMPETITIVE FORCES

HOWEVER THE HURDLES ARE

REQUIRES MORE TIME & EFFORT TO FIND IDEAS THAT ARE BOTH SCALEABLE AND EVOLVABLE INTO NUMEROUS ITERATIONS

CONTINUAL INVOLVEMENT WITH MONITORING, EVALUATION AND CREATION

A TRUSTING AND LONGTERM RELATIONSHIP BETWEEN BRAND AND AGENCY

EXAMPLE: Playground

PLAYGROUND - A SWEDISH OUTDOOR/ADVENTURE RETAILER.

IDEAS: SLEEPLESS, ANGRY & ANTI-SHOPPING

AGENCY: ÅKESTAM.HOLST

EXAMPLE: Playground

IDEA 1: EXPERIENTIAL & DIGITAL

http://www.youtube.com/watch?v=6AjGpMwc1YQ

EXAMPLE: PlaygroundIDEA 2: EXPERIENTIAL, DIGITAL & PRINTIt continued with more small ideas that the shop will encourage people to be outdoors by throwing them out of the shop

WELCOME TO THE WEBSHOP THAT WANTS YOU TO LOG OFF

AN ANGRY SALESPERSON WHO THROWS YOU OUT OF THE STORE IF YOU LOITER TOO LONG

EXAMPLE: Sleepless @ PlaygroundNEXT IDEA: TBCWHILE THE AGENCY CONTINUES TO EVOLVE THE CAMPAIGN, THE CONTINUED USE OF IN-STORE EXPERIENTIAL MARKETING MIGHT BE USED AGAIN, EVOLVING THE IDEA MORE AND SCALING THE IDEA ACROSS RADIO, PRESS & OUTDOOR.

THANKS

SEE THE FOREST THROUGH THE TREES

THOUGHTS & IDEAS BY MAREK WOLSKI

PICTURE CREDITS: UNKNOWN :(