This document provides guidance on campaign design and examples of campaigns for different projects. It outlines a framework for campaign design including defining the project, target audience, goals, emotional connection, tone, and campaign ideas. Specific examples are given for campaigns promoting organic grocery products, daycare services, online t-shirt stores, and wheel washing powder. The key aspects of campaign design discussed are the business, target market, purchasing power, emotional engagement, and translating the product to an idea that promotes the goals of the campaign.

1. Campaign Design
Framework

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. 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. How we tried to decode the
formula?
Lets check this Example:
http://www.youtube.com/watch?v=343FhAQgS
wE

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. 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. 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. 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. 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. 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. 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.