Download - 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 :(
