Your SlideShare is downloading. ×
CIPR Fresh - Creative Campaigns - Tuesday 10 September 2013
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

CIPR Fresh - Creative Campaigns - Tuesday 10 September 2013

1,135
views

Published on

Published in: Technology, Business

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,135
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
33
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Click to edit Master title style #CIPRFRESH#CIPRFRESH Creative Campaigns Rich Leigh Tuesday 10 September 2013
  • 2. Click to edit Master title style #CIPRFRESH#CIPRFRESH Chair’s introduction Sarah Ross Creative Campaigns
  • 3. Click to edit Master title style #CIPRFRESH#CIPRFRESH Creative Campaigns Rich Leigh Tuesday 10 September 2013
  • 4. Click to edit Master title style #CIPRFRESH#CIPRFRESH • Dad of 2 • Proud participant in the worst GuinnessWorld Record in history • Senior account director at Frank PR, worked at 10Yetis for 5 and a half years – Willy waving bit – past and current clients include Confused.com, Premier Inn, IKEA, Amscreen and Myprotein • Start-up co-founder (bloggabase) Who am I?
  • 5. Click to edit Master title style #CIPRFRESH#CIPRFRESH • I’m geekily passionate about good PR/marketing stunts and campaigns, • Fan of Jim Moran era of stunts (he sold ice to an eskimo, walked a bull through a china shop and sat on an ostrich egg for 19 days to promote a movie calledThe Egg and I) • Wrote Good and Bad PR column for PRmoment for 2+ years • Started PRexamples.com in Jan 2012 • Have worked on a few personally – Tank past RBS, Zombie Auditions, curry perfume, world’s first bacteria billboard, Paddy Power sky tweets, “drunk driver” Why am I here?
  • 6. Click to edit Master title style #CIPRFRESH#CIPRFRESH A few creative campaigns I like Adobe Photoshopped unsuspecting members of the public as they waited for a bus and filmed the reaction Marmite stood out amongst a huge number of other Diamond Jubilee tie-ins with this simple limited edition product-led campaign
  • 7. Click to edit Master title style #CIPRFRESH#CIPRFRESH A few creative campaigns I like To encourage smoking cessation, theThai Health Foundation secretly filmed children asking smoking adults for help lighting their cigarette. Sparked 40% increase in calls. Multi-stage campaign byThe Icecreamists asking mums to donate breast milk, which was then made into ice cream.
  • 8. Click to edit Master title style #CIPRFRESH#CIPRFRESH A few creative campaigns I like Anarchic craft brewers BrewDog first hit the front pages with a stunt involving beer and dead animals (though it was made clear the animals were road kill before they became bottle warmers) To promote new video game Mercenaries 2, EA offered drivers up to £40 free fuel – creating (relevant) chaos and headlines
  • 9. Click to edit Master title style #CIPRFRESH#CIPRFRESH • Easily explainable in a sentence • Relate to the product/service they’re aiming to promote • Clear objectives • Visual – great assets, whether images or video What do they have in common?
  • 10. Click to edit Master title style #CIPRFRESH#CIPRFRESH 1. Create a reaction - not just views, but measurable increase in share of voice, enquires and/or sales 2. Answer the client’s brief 3. Relate to the product/service it’s aiming to highlight 4. Reach the intended audience 5. Inspire thought and/or debate, shock or entertain What should a good campaign do?
  • 11. Click to edit Master title style #CIPRFRESH#CIPRFRESH Creative thinking is a process. Not always a long one, not always a collaborative one, but idea generation generally involves the following steps: Thinking creatively
  • 12. Click to edit Master title style #CIPRFRESH#CIPRFRESH – Know your client – begin with insight related to them, competitors and their audience – Be aware of what else has worked, what hasn’t and why – research – If you think you have a good idea – can you explain it in a sentence? – Does it inspire thought and/or debate? Does it shock? Does it entertain? – Is the reaction measurable?What does your client want from the campaign? Creative considerations
  • 13. Click to edit Master title style #CIPRFRESH#CIPRFRESH Creative considerations Creating a longer campaign? Break into stages of creative content. FromThe Best Job in theWorld to The CRAPPs, if the brief is to create a longer campaign, consider ways to engage and then re-engage audiences. Not competition format? Become a story teller. Drip feed content to audience using all available channels.
  • 14. Click to edit Master title style #CIPRFRESH#CIPRFRESH – Piggybacking/newsjacking – known as Agendaneering at Frank • Planned/seasonal piggybacking • Opportunistic piggybacking – Creative campaigns often tie into events we know will happen – but what about what’s happening right now? ‘Agendaneering’
  • 15. Click to edit Master title style #CIPRFRESH#CIPRFRESH • Leeds Met’s Richard Bailey: – “judgement is the most valuable and most underrated skill in PR” • Good example of judgement: Pitfalls Sandals Resort offered Katie Price a refund – on the basis she didn’t choose its resorts for ‘any future weddings or stays’
  • 16. Click to edit Master title style #CIPRFRESH#CIPRFRESH • Bad examples of judgement: Pitfalls Puma sent a flash mob to Champions League losers Borussia Dortmund American Apparel’s ill- judged sale during a hurricane that killed almost 300 people
  • 17. Click to edit Master title style #CIPRFRESH#CIPRFRESH • Campaigns must be relevant to your client – don’t shoehorn an idea because it’s a good idea • Don’t rush to use a new medium unless the idea fits • Don’t mistake headlines for success – a lot of campaigns are well circulated within media/marketing, but who outside knows or cares? • Awards do not a happy client make – Well known former client spent £30k on a stunt that was widely loved within the industry – provided zero return Pitfalls
  • 18. Click to edit Master title style #CIPRFRESH#CIPRFRESH Questions?
  • 19. Click to edit Master title style #CIPRFRESH#CIPRFRESH Thank you for attending, please complete the online evaluation form. Find out more at cipr.co.uk/fresh