0
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)
...
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
SERVI...
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
               ...
THE CONVENTIONAL WAY.

                                       TESTING
RESEARCH
& INSIGHTS   }   A BIG IDEA
               ...
THE CONVENTIONAL WAY.

                                       TESTING                             MEASURE
RESEARCH
& INSIG...
THE CONVENTIONAL WAY.

                                       TESTING                             MEASURE
RESEARCH
& INSIG...
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 ...
A DIFFERENT WAY.
                                       TESTING
RESEARCH
& INSIGHTS   }   SCALEABLE
                 IDEA ...
A DIFFERENT WAY.
                                       TESTING                            MEASURE
RESEARCH
& INSIGHTS   }...
A DIFFERENT WAY.
                                       TESTING                             MEASURE
RESEARCH
& INSIGHTS   ...
A DIFFERENT WAY.
                                       TESTING                             MEASURE
RESEARCH
& INSIGHTS   ...
A DIFFERENT WAY.
                                       TESTING                             MEASURE
RESEARCH
& INSIGHTS   ...
A DIFFERENT WAY.
                                       TESTING                             MEASURE
RESEARCH
& INSIGHTS   ...
A DIFFERENT WAY.
                                       TESTING                             MEASURE
RESEARCH
& INSIGHTS   ...
A DIFFERENT WAY.
                                       TESTING                                MEASURE
RESEARCH
& INSIGHTS...
A DIFFERENT WAY.
                                       TESTING                                MEASURE
RESEARCH
& INSIGHTS...
THE ADVANTAGES ARE

SMALLER, FASTER IDEAS
SCALEABLE & EXTENDABLE ACROSS ADDITIONAL TARGETED
CHANNELS
CREATIVE REMAINS FRES...
HOWEVER THE HURDLES ARE

REQUIRES MORE TIME & EFFORT TO FIND IDEAS THAT ARE BOTH
SCALEABLE AND EVOLVABLE INTO NUMEROUS ITE...
EXAMPLE: Playground


PLAYGROUND - A SWEDISH OUTDOOR/ADVENTURE RETAILER.
IDEAS: SLEEPLESS, ANGRY & ANTI-SHOPPING
AGENCY: Å...
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
  enco...
EXAMPLE: Sleepless @ Playground
  NEXT IDEA: TBC
  WHILE THE AGENCY CONTINUES TO EVOLVE THE CAMPAIGN,
  THE CONTINUED USE ...
THANKS

SEE THE FOREST THROUGH THE TREES


THOUGHTS & IDEAS BY MAREK WOLSKI


PICTURE CREDITS: UNKNOWN :(
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Transcript of "Evolving Campaign Strategy"

  1. 1. Evolving Campaign Strategy A look at strategy creation and implementation
  2. 2. GREAT CAMPAIGNS CREATE MEANINGFUL CONNECTIONS WITH CONSUMERS
  3. 3. AND HAVE MULTIPLE TOUCH POINTS FOR CONSUMER/ BRAND EXPERIENCES
  4. 4. TRADITIONALLY THESE TOUCH POINTS ALL ‘INTEGRATE’ WITH ONE CENTRAL BIG IDEA
  5. 5. 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)
  6. 6. EVEN WITH TESTING, IMPLEMENTING A BIG CAMPAIGN ACROSS MULTIPLE CHANNELS IS RISKY.
  7. 7. 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.
  8. 8. THE CONVENTIONAL WAY.
  9. 9. THE CONVENTIONAL WAY. RESEARCH & INSIGHTS
  10. 10. THE CONVENTIONAL WAY. RESEARCH & INSIGHTS } A BIG IDEA STRATEGY & CREATIVE
  11. 11. THE CONVENTIONAL WAY. TESTING RESEARCH & INSIGHTS } A BIG IDEA } STRATEGY & CREATIVE MAKE CHANGES
  12. 12. THE CONVENTIONAL WAY. TESTING RESEARCH & INSIGHTS } A BIG IDEA } STRATEGY & CREATIVE MAKE CHANGES } BIG LAUNCH MULTIPLE CHANNELS FOUNDED ON ONE IDEA
  13. 13. THE CONVENTIONAL WAY. TESTING MEASURE RESEARCH & INSIGHTS } A BIG IDEA } } STRATEGY & CREATIVE MAKE CHANGES BIG LAUNCH MULTIPLE CHANNELS FOUNDED ON ONE IDEA { REPORT REPEAT
  14. 14. 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
  15. 15. A DIFFERENT WAY.
  16. 16. A DIFFERENT WAY. RESEARCH & INSIGHTS
  17. 17. A DIFFERENT WAY. RESEARCH & INSIGHTS } SCALEABLE IDEA STRATEGY & CREATIVE
  18. 18. A DIFFERENT WAY. TESTING RESEARCH & INSIGHTS } SCALEABLE IDEA } STRATEGY & CREATIVE MAKE CHANGES
  19. 19. A DIFFERENT WAY. TESTING RESEARCH & INSIGHTS } SCALEABLE IDEA } } STRATEGY & CREATIVE MAKE CHANGES QUICK LAUNCH FEW CHANNELS EXECUTING ONE IDEA
  20. 20. A DIFFERENT WAY. TESTING MEASURE RESEARCH & INSIGHTS } SCALEABLE IDEA } } STRATEGY & CREATIVE MAKE CHANGES QUICK LAUNCH FEW CHANNELS EXECUTING ONE IDEA { REPORT INSIGHTS
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. 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
  30. 30. EXAMPLE: Playground PLAYGROUND - A SWEDISH OUTDOOR/ADVENTURE RETAILER. IDEAS: SLEEPLESS, ANGRY & ANTI-SHOPPING AGENCY: ÅKESTAM.HOLST
  31. 31. EXAMPLE: Playground IDEA 1: EXPERIENTIAL & DIGITAL http://www.youtube.com/watch?v=6AjGpMwc1YQ
  32. 32. 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
  33. 33. 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.
  34. 34. THANKS SEE THE FOREST THROUGH THE TREES THOUGHTS & IDEAS BY MAREK WOLSKI PICTURE CREDITS: UNKNOWN :(
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