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Evolving Campaign Strategy
 

Evolving Campaign Strategy

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    Evolving Campaign Strategy Evolving Campaign Strategy Presentation Transcript

    • 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 IDEA STRATEGY & CREATIVE
    • THE CONVENTIONAL WAY. TESTING RESEARCH & INSIGHTS } A BIG IDEA } STRATEGY & CREATIVE MAKE CHANGES
    • THE CONVENTIONAL WAY. TESTING RESEARCH & INSIGHTS } A BIG IDEA } STRATEGY & CREATIVE MAKE CHANGES } BIG LAUNCH MULTIPLE CHANNELS FOUNDED ON ONE IDEA
    • THE CONVENTIONAL WAY. TESTING MEASURE RESEARCH & INSIGHTS } A BIG IDEA } } STRATEGY & CREATIVE MAKE CHANGES BIG LAUNCH MULTIPLE CHANNELS FOUNDED ON ONE IDEA { REPORT REPEAT
    • THE CONVENTIONAL WAY. TESTING MEASURE RESEARCH & INSIGHTS } A BIG IDEA } } STRATEGY & CREATIVE MAKE CHANGES BIG LAUNCH MULTIPLE CHANNELS FOUNDED ON ONE IDEA { REPORT REPEAT NEW BUDGET DEPENDENT/INDEPENDENT ON CAMPAIGN LEARNINGS
    • A DIFFERENT WAY.
    • A DIFFERENT WAY. RESEARCH & INSIGHTS
    • A DIFFERENT WAY. RESEARCH & INSIGHTS } SCALEABLE IDEA STRATEGY & CREATIVE
    • A DIFFERENT WAY. TESTING RESEARCH & INSIGHTS } SCALEABLE IDEA } STRATEGY & CREATIVE MAKE CHANGES
    • A DIFFERENT WAY. TESTING RESEARCH & INSIGHTS } SCALEABLE IDEA } } STRATEGY & CREATIVE MAKE CHANGES QUICK LAUNCH FEW CHANNELS EXECUTING ONE IDEA
    • A DIFFERENT WAY. TESTING MEASURE RESEARCH & INSIGHTS } SCALEABLE IDEA } } STRATEGY & CREATIVE MAKE CHANGES QUICK LAUNCH FEW CHANNELS EXECUTING ONE IDEA { REPORT INSIGHTS
    • A DIFFERENT WAY. TESTING MEASURE RESEARCH & INSIGHTS } SCALEABLE IDEA } } STRATEGY & CREATIVE MAKE CHANGES QUICK LAUNCH FEW CHANNELS EXECUTING ONE IDEA { REPORT INSIGHTS NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS
    • A DIFFERENT WAY. TESTING MEASURE RESEARCH & INSIGHTS } SCALEABLE IDEA } } STRATEGY & CREATIVE MAKE CHANGES QUICK LAUNCH FEW CHANNELS EXECUTING ONE IDEA { REPORT INSIGHTS NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS EVOLVED INSIGHT
    • A DIFFERENT WAY. TESTING MEASURE RESEARCH & INSIGHTS } SCALEABLE IDEA } } STRATEGY & CREATIVE MAKE CHANGES QUICK LAUNCH FEW CHANNELS EXECUTING ONE IDEA { REPORT INSIGHTS NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS EVOLVED INSIGHT } EVOLVED IDEA STRATEGY & CREATIVE
    • A DIFFERENT WAY. TESTING MEASURE RESEARCH & INSIGHTS } SCALEABLE IDEA } } STRATEGY & CREATIVE MAKE CHANGES QUICK LAUNCH FEW CHANNELS EXECUTING ONE IDEA { REPORT INSIGHTS NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS } TESTING EVOLVED INSIGHT EVOLVED IDEA } STRATEGY & CREATIVE MAKE CHANGES
    • A DIFFERENT WAY. TESTING MEASURE RESEARCH & INSIGHTS } SCALEABLE IDEA } } STRATEGY & CREATIVE MAKE CHANGES QUICK LAUNCH FEW CHANNELS EXECUTING ONE IDEA { REPORT INSIGHTS NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS } TESTING EVOLVED INSIGHT EVOLVED IDEA } } STRATEGY & CREATIVE MAKE CHANGES IDEA IN- MARKET NOT A LAUNCH, BUT IDEA EVOLUTION ACROSS CHANNELS
    • A DIFFERENT WAY. TESTING MEASURE RESEARCH & INSIGHTS } SCALEABLE IDEA } } STRATEGY & CREATIVE MAKE CHANGES QUICK LAUNCH FEW CHANNELS EXECUTING ONE IDEA { REPORT INSIGHTS NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS } TESTING } } IDEA IN- EVOLVED MEASURE EVOLVED INSIGHT IDEA STRATEGY & CREATIVE MAKE CHANGES MARKET NOT A LAUNCH, BUT IDEA EVOLUTION ACROSS CHANNELS { REPORT INSIGHTS
    • A DIFFERENT WAY. TESTING MEASURE RESEARCH & INSIGHTS } SCALEABLE IDEA } } STRATEGY & CREATIVE MAKE CHANGES QUICK LAUNCH FEW CHANNELS EXECUTING ONE IDEA { REPORT INSIGHTS NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS } TESTING } } IDEA IN- EVOLVED MEASURE EVOLVED INSIGHT IDEA STRATEGY & CREATIVE MAKE CHANGES MARKET NOT A LAUNCH, BUT IDEA EVOLUTION ACROSS CHANNELS { 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: Playground IDEA 2: EXPERIENTIAL, DIGITAL & PRINT It continued with more small ideas that the shop will encourage people to be outdoors by throwing them out of the shop AN ANGRY SALESPERSON WELCOME TO THE WHO THROWS YOU OUT OF WEBSHOP THAT WANTS YOU THE STORE IF YOU LOITER TO LOG OFF TOO LONG
    • EXAMPLE: Sleepless @ Playground NEXT IDEA: TBC WHILE 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 :(