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Campaign Design
Framework
We struggle to design a
campaign for a project -
specially in social media:
We face the difficulties in terms of:
1. Campa...
Tried to make a thumb rule
of campaign design:
1. It will help to create a campaign and branstorm over it
2. It will help ...
How we tried to decode the
formula?
Lets check this Example:
http://www.youtube.com/watch?v=343FhAQgS
wE
Decoding the formula:
1. Information - We all know that employees prefer candies
during their office hours.
2. So TG: Offi...
Campaign design for one project:
Project name: Organic Tattva (we have made the proposal
already)
Nature of the business: ...
Another Campaign idea:
Project name: Bubble Blue
Nature of the business: day care for the kids
TG: Working parents (specia...
Another Campaign Idea:
Project name: teestadka.com
Nature of the business: Online T shirts store - ecommerce
type
TG: teen...
Now look at a TVC:
(http://www.youtube.com/watch?v=2N4QXVjQ0Xc)
Project name: Wheel washing powder
Business vertical: FMCG...
Same brand Wheel - Sequel to
promote
Now look at a TVC:
(http://www.youtube.com/watch?v=2N4QXVjQ0Xc)
Goal of the campaign:...
TVC: Hero Moto Corp
http://www.youtube.com/watch?v=VkZuKkfpLbs
Brand name: Hero Splendor
Business vertical: Automobile
TG:...
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Campaign Design Decoded

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Thumb rule model how to create social media and other digital marketing campaigns.

Published in: Marketing
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Campaign Design Decoded

  1. 1. Campaign Design Framework
  2. 2. We struggle to design a campaign for a project - specially in social media: We face the difficulties in terms of: 1. Campaign design 2. Outcome of the campaign 3. Emotional connect 4. What to promote 5. Variation of promotion (like what to promote, the product, the service, the mission statement, the tagline..) month on month and so on...
  3. 3. Tried to make a thumb rule of campaign design: 1. It will help to create a campaign and branstorm over it 2. It will help creating quick campaign idea for proposals - thus boosting sales 3. A well thought campaign would create virality and spread - value for the client 4. This basic draft may provide a platform to start with. Later on team can do more refinement.
  4. 4. How we tried to decode the formula? Lets check this Example: http://www.youtube.com/watch?v=343FhAQgS wE
  5. 5. Decoding the formula: 1. Information - We all know that employees prefer candies during their office hours. 2. So TG: Office goers 3. Do they have money: Yes (ad campaign backed by purchasing power) 4. Goal of the campaign - engagement and sales of the product 5. Emotional connect - How to engage the office goers? - They are emotionally connected with their management and generally bosses. So lets create an ad (read campaign) on boss and make the boss dance. 6. Note of the campaign: Funny. 7. Execute the campaign.
  6. 6. Campaign design for one project: Project name: Organic Tattva (we have made the proposal already) Nature of the business: Grocery of organic foods, vegetables and more Goal of the campaign: Engagement and future sales of the product. TG: Women, homemakers (as they are one of the decision makers in buying the groceries) Target Market: Urban areas (Delhi NCR etc) Purchasing Power: Yes. (for both the working women and the homemakers) Emotional connect: Mother in law (really high) Campaign Idea: Product to emotional connect - Explain your mother in law with a simple vegetable or a fruit. Example: 1. My mother in law is like a bitter melon :) 2. She is just like a ladies finger, very slippery. Campaign tone: Funny Best explantion would fetch an Organic gift hamper from Organic Tattva.
  7. 7. Another Campaign idea: Project name: Bubble Blue Nature of the business: day care for the kids TG: Working parents (specially moms) Target Market: Kolkata, sector 5 and rajarhaat. Goal of the campaign: Want to promote the service among working parents and generate few quick queries. Purchasing Power: Yes and high. Emotional connect: I want to see my kid secured in every sense. So security could be the connect. Campaign tone: serious Product to promotion connect: Bubble blue do not compromise on kid's security. Campaign Idea: Your task
  8. 8. Another Campaign Idea: Project name: teestadka.com Nature of the business: Online T shirts store - ecommerce type TG: teens and youth aging 15 to 25+ Target Market: Pan India Purchasing Power: Yes but little. (from their pocket money, tution fees and may be from part time job) Emotional connect: Love partner (girl friend, boy friend) Campaign tone: Care Campaign Idea: Which of the following tee colours suit best for your love partner? 1. Blue 2. Pink 3. Red 4. White 5. Black
  9. 9. Now look at a TVC: (http://www.youtube.com/watch?v=2N4QXVjQ0Xc) Project name: Wheel washing powder Business vertical: FMCG TG: Homemakers (decision makers here) Target Market: Pan India Purchasing Power: Yes. Goal of the campaign: Promoting value of the product - fragnance (USP or product positioning we can say) Emotional connect: TG prefers cleanness with fragnance as it signifies the cleanness. Campaign note: Campaign Idea: Design it.
  10. 10. Same brand Wheel - Sequel to promote Now look at a TVC: (http://www.youtube.com/watch?v=2N4QXVjQ0Xc) Goal of the campaign: Promoting value of the product - fragnance (USP or positioning)
  11. 11. TVC: Hero Moto Corp http://www.youtube.com/watch?v=VkZuKkfpLbs Brand name: Hero Splendor Business vertical: Automobile TG: Youth (Focus - Youth Marketing) Target Market: Pan India Purchasing Power: Yes. Emotional connect: Family and its different angles - papa, mom, kid. (Family is important for youth) Product to emotional connect: Family, the brand is a part of the family. Goal of the campaign: Promoting the brand amonth youth via the usage of it on different time and space. Campaign note: Enthusiasm Campaign Idea: Design it.

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