Click to edit Master title style
#CIPRFRESH#CIPRFRESH
Creative Campaigns
Rich Leigh
Tuesday 10 September 2013
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
Chair’s introduction
Sarah Ross
Creative Campaigns
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
Creative Campaigns
Rich Leigh
Tuesday 10 September 2013
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
• Dad of 2
• Proud participant in the worst GuinnessWorld
Record in ...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
• I’m geekily passionate about good
PR/marketing stunts and campaign...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
A few creative campaigns I like
Adobe Photoshopped unsuspecting
memb...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
A few creative campaigns I like
To encourage smoking cessation, theT...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
A few creative campaigns I like
Anarchic craft brewers BrewDog first...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
• Easily explainable in a sentence
• Relate to the product/service t...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
1. Create a reaction - not just views, but
measurable increase in sh...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
Creative thinking is a process.
Not always a long one, not
always a ...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
– Know your client – begin with
insight related to them,
competitors...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
Creative considerations
Creating a longer campaign? Break
into stage...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
– Piggybacking/newsjacking –
known as Agendaneering at
Frank
• Plann...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
• Leeds Met’s Richard Bailey:
– “judgement is the most valuable and ...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
• Bad examples of judgement:
Pitfalls
Puma sent a flash mob to
Champ...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
• Campaigns must be relevant to your client – don’t
shoehorn an idea...
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
Questions?
Click to edit Master title style
#CIPRFRESH#CIPRFRESH
Thank you for attending, please complete
the online evaluation form....
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CIPR Fresh - Creative Campaigns - Tuesday 10 September 2013

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CIPR Fresh - Creative Campaigns - Tuesday 10 September 2013

  1. 1. Click to edit Master title style #CIPRFRESH#CIPRFRESH Creative Campaigns Rich Leigh Tuesday 10 September 2013
  2. 2. Click to edit Master title style #CIPRFRESH#CIPRFRESH Chair’s introduction Sarah Ross Creative Campaigns
  3. 3. Click to edit Master title style #CIPRFRESH#CIPRFRESH Creative Campaigns Rich Leigh Tuesday 10 September 2013
  4. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 18. Click to edit Master title style #CIPRFRESH#CIPRFRESH Questions?
  19. 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
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