Think Creative, Think Data, Think Measurability - Our proprietary thinking framework @ ARM WorldWide will help you think right for your brand or for your customer (brand or product). Our framework ensures that research around the brand as well as category, competition, TG understanding is thorough / as good as a brand manager to be able to crack right consumer insights leading to desired strategy. And then follows ideation, different technics have been shared which will help you think big, bold, unique and linked with consumer insight. Execution pillar will help you plan well, plan right and plan efficiently. Last pillar of the framework gives you, as a planner (whether working for a brand or with a brand) assurance of output of your efforts.

1. Think Creative, Think Data,
Think Digital
Thinking Framework

2. Intent
•This represent our approach to achieve clients
objective meaningfully, with a creative, scalable &
measurable solution.
•Ideation cues are models, they are not ‘the’ solution but
they can help you find ‘a’ solution.
•This method of thinking will always in 'beta' mode.
•We believe in the power of community and therefore this
thinking process is open for improvisation – do share your
wisdom!

3. Brisk Walk: Agency to Consulting
Brand
Knowledge
Research Ideation Execution Measurement

4. Phase1- Brand Knowledge

5. Decode your Client
• Business--What businesses are they in?
• Current Challenges--What are the biggest issues
that client is facing currently?
• Success & failures-- What are the challenges in the
progress and what steps are been taken care of by
now?
• Category Understanding--What companies
compete in the category and their standing?
• 4P’s– Product, Place, Price & Promotion
Knowing Your Client Better!

6. Learn everything about the Category
• What are the category trends?
• Are there any seasonal skews?
• How volatile is the category?
• Category growth & forecast?
• Knowing about your competitors?

7. • Who is your target audience?
• What are the relevant demographics
and what’s your audience doing there?
• What are customers attitude, behavior
and belief?
• How do they connect to the brand?
• What is the purchase cycle customer
is going through?
• Which is the medium where your core
TG is present the most?
• Their online-offline behavioral study.
Target Audience: Consumer Intent

8. Brief Decoded

9. Phase2: Research Work

10. Understanding your market
Category learning
• Consumers new product adoption & preference evolution, thus contributing to
category growth.
• Category performance in the sector
• How brand is performing with respect to category
Market Growth
Market size (current &
future)
Market growth rate
Market profitability
Market Trends
Key Success factors
Category Performance
Monitor and measure
performance with respect
to market or industry
growth
Track operational
performance of the
category
Discover the leading
performance indicators
Keep a check on
competitors and their
growth in the category
Brand Ranking
Brand ranking in terms of
performance
Brand positioning
Brand standing with
respect to competitors

11. Know the category & competition
Google
Google trends
Understanding keyword
strategies
Branding vs Customer retention
Vs Acquisition
Know where your competitors are
spending money
Publishers
Spend data of competitors
Category spend
Any big campaign supported by
media
Inventory consumption
Paid Media
•Overall category spends
•Know what you competitors are
spending through paid channels
•Paid influencers and how
competitors are utilizing them
•Keeping a track of the reach of the
customers.
•Content is the king, check for paid
content promotion.

12. Analyse your assets & game plan
Social Channels
SEO Analysis
Blogs: traffic & audience
study
Social profiles content
plan analysis
Hygiene study
Case studies:
international & national
New Platforms opportunities
New platform if any
Audience on the new
platform and identifying
TG
Activities & results
Case Study if any
Case Study
Category case study
understanding
Learning &
implementation
•New
platform
inclusions
•Case Studies
•Current
status and
performance
on owned
properties
•Competitors
marking,
channels +
strategy

13. Learning’s from the past
Owned Asset performance
Page analysis : Likes, followers, engagement
etc.
Quality of audience
Page Hygiene
Apps, integrations
Social insight analysis
Content
Content diversity
Content calendar
Communication through content
Brand tonality
Creative
Brand guidelines & creative must do’s
Style guide check

14. Sentiments check & engagement
Rich Media
Sponsorship opportunities
Brand integration through
partnership
Competitors study on rich
media content
Key Success factors
Listening Report
Listen and track
conversations to discover
user sentiments
Acquiring real time social
marketing insights
Optimizing design of
marketing and advertising
Developing performance
metrics
Integrated Campaign
understand direct and
indirect channels of
communication and are they
alignment with goals.
Access data capture and
management to understand
the performance gap
Make sure your campaign
include all available
platforms which will add
value to the campaign.
Earned Media
•Reach out and interact
through third-party channels.
•Understand what consumers
are taking about you, and seek
marketing opportunities.
•Know what competitors are
doing on earned media and
their strategies.

15. Research work is done

16. Step2: Outcome
Communication
• Brand’s current
communication in the
market
• Do we need to follow
the current
communication for our
strategy & ideas?
Category
Insight
• Info about the target
market and country
specific info
• Brand performance by
market
Benchmarking
• Industry standards with
respect to market &
category
• Performance
evaluation of previous
run campaigns to
formulate strategy
• Competitor study and
critical information
Consumer
Insight
• Consumers likes &
preferences
• Consumer behavioral
study

17. Phase3: Ideation

18. Idea & Opportunity
Opportunity
Perspectives
Platforms
Content
Devices
Content Type
Convergence
Cross Media
Ideas

19. Targeting your idea to the right audience
Content
Weds
Consumer
Content
Lead
Intent Driven
Low hanging fruits

20. Go Wild, Go Insane
Change your
shoes and be
what you are not
to think beyond
Boundaries!
Be a painter..
Be a Swimmer..
Be an Artist..
Be an Engineer..
Be an illustrator..
Be a photographer..
Be creative..

21. Challenge Your Assumptions
What If?
• Competition launches a similar product a day before?
• Clients slash their budget by 50%?
• What if your client surprises you by doubling his budget?
• What if we need to do just opposite of what we have done?
• What if your idea doesn’t look integrated?

22. 50 Words Game..
Describe your idea in 50
words..
• Whatis the idea?
• Whyis it a good idea?
• Give your idea A name.

23. Evaluate your idea

24. Phase4: Execution

25. Execution Checklist

26. Execution Checklist
Platform
•Choose the right
platform for your
idea
•Make sure ROI
remain the key
and the outcome
of your idea is
measurable
•If it’s with
sponsorship or
partnerships,
always check the
ROI & share Of
Voice
Content
• Make right
choice when it
comes to
content type: Is
your campaign
running on your
custom content
or on third
party?
• Try to create a
property when
it comes to
idea, third party
hosting are not
advisable.
Devices
• Check the
compatibility of
your idea with
multi devices
• Choose the
right device for
your idea to
reach maximum
users.
• Try and keep
mobile first
approach to
most of your
ideas
Content Type
• If it’s content
based
campaign, it
will largely
based on
creative work.
• Chose the right
content type;
which put
people to ease
and make it
easier for them
to consume and
upload the
content.
Convergence
• Seize the
opportunity of
personalization.
• Hangouts, live
chat, etc make
audience more
connected with
the campaign,
should be kept
in mind.
Amplification
• Amplifiyit on
the digital
space – through
sponsorship,
partnerships,
etc.
• Offline
amplification
through
integration of
the idea on
Radio, print &
TV

27. Think through all perspectives before executing
Human Assets
•Spokesperson
•Brand Ambassador
•Employees
•Consumers
Supply Chain Assets
•Retail Space
•Offices
•Partners
•Consumers
Product Assets
•Packaging
•Sampling Barter
Paid Content Assets
•Sponsorship leverage
•Partnership Leverage

28. Construct your idea
Social Platforms
Facebook Apps: Apps to draw engagement, ROI needs to be
tracked at each step. Require SSL integration and hosting,
guidelines to be followed
Facebook Content based campaign: To draw buzz and
social engagement which does not require any SSL
integrations and is purely content based.
Twitter campaigns: twitter applications based and Hashtag
based campaigns.
Instagram campaigns, based on hashtags and theme. Such
campaigns are at least a month based campaign with high
ROI
Microsite/Landing Page
Microsite campaigns which needs to be promoted on other
social properties need to be thought through on execution
level
Amplification of such ideas through media push. (Fb
advertising, widgets on other media properties)
Blog hosted campaigns (third party campaign hosting)

29. Opportunities while Executing
• Media
– Sponsorship opportunities as per the category & the brand.
– Brand, content partnership & media opportunities to integrate the brand
– ROI & effectiveness of the campaign to be measured before finalizing.
– Take over the space on media options for extended reach

30. Phase5: Measurement

31. Measurement
• Think beyond outcome
measures
• Measure what matters,
not what’s easy
• Metrics aren’t enough
• Don’t stop with
descriptive analytics

32. Measurement
Current
State
TargetKPI’sIdeal
State
Challenges Ideas

33. feedback next steps