Are smaller evolving creative ideas the way forward? Do they work better for digital and social media strategy given the need for responsiveness?
This is a look at the micro approach to creative strategy.
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)
11. THE CONVENTIONAL WAY.
TESTING
RESEARCH
& INSIGHTS } A BIG IDEA
}
STRATEGY & CREATIVE
MAKE
CHANGES
12. THE CONVENTIONAL WAY.
TESTING
RESEARCH
& INSIGHTS } A BIG IDEA
}
STRATEGY & CREATIVE
MAKE
CHANGES
} BIG LAUNCH
MULTIPLE CHANNELS
FOUNDED ON ONE IDEA
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. 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
18. A DIFFERENT WAY.
TESTING
RESEARCH
& INSIGHTS } SCALEABLE
IDEA }
STRATEGY & CREATIVE
MAKE
CHANGES
19. A DIFFERENT WAY.
TESTING
RESEARCH
& INSIGHTS } SCALEABLE
IDEA } }
STRATEGY & CREATIVE
MAKE
CHANGES
QUICK
LAUNCH
FEW CHANNELS
EXECUTING ONE IDEA
20. A DIFFERENT WAY.
TESTING MEASURE
RESEARCH
& INSIGHTS } SCALEABLE
IDEA } }
STRATEGY & CREATIVE
MAKE
CHANGES
QUICK
LAUNCH
FEW CHANNELS
EXECUTING ONE IDEA
{ REPORT
INSIGHTS
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. 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. 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. 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. 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. 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. 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. 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. 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. EXAMPLE: Playground
PLAYGROUND - A SWEDISH OUTDOOR/ADVENTURE RETAILER.
IDEAS: SLEEPLESS, ANGRY & ANTI-SHOPPING
AGENCY: ÅKESTAM.HOLST
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. 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. THANKS
SEE THE FOREST THROUGH THE TREES
THOUGHTS & IDEAS BY MAREK WOLSKI
PICTURE CREDITS: UNKNOWN :(