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THE ART & SCIENCE of GREAT MEDIA CAMPAIGNS<br />
PRINCIPLES not LAWS<br />This is a presentation that aims to summarise some key principles of great media communications c...
THE ART (there are many ways to paint a great picture)<br />
1. COMMS STRATEGY not MEDIA STRATEGY<br />Great Media campaigns begin with great Comms Strategy<br />Media is just a selec...
TED BAKER & BLIGHTY<br />
FREEDOM FOODS & TOPTABLE<br />Making it simple to find ‘free range restaurants’ by integrating a bespoke useable search ba...
TOSHIBA & THE GUARDIAN<br />Giving journalist product to report with…<br />
2. STRATEGY DRIVEN BY INSIGHT<br />Business insights<br />Brand insights<br />Consumer insights<br />Burger King consumer ...
3. SACRIFICE & OVERCOMMIT<br />By Gender/Demographic<br />
OR BY CULTURE/ GEOGRAPHY<br />
4. STAND FOR SOMETHING<br />Meaningful and Relevant<br />Make it a Brand Promise<br />Deliver against it<br />
Meaningful and Relevant<br />Make it a Brand Promise<br />Deliver against it<br />Real Beauty<br />“help people look good,...
Meaningful and Relevant<br />Make it a Brand Promise<br />Deliver against it<br />Courage is what you need<br />We shall s...
from<br />to…<br />Meaningful and Relevant<br />Make it a Brand Promise<br />Deliver against it<br />We all admire clever ...
And let that direct everything else you do…<br />
5. COMMIT DON’T CAMPAIGN<br />source: Paul Isakson: http://paulisakson.typepad.com/<br />
CAMPAIGNING<br />COMMITING<br />CHANGING YOUR CORE BRAND MESSAGE TO FIT WHAT YOU THINK PEOPLE NEED OR WANT TO HEAR TODAY S...
CAMPAIGNING<br />COMMITING<br />HAVING A PRODUCT OR SERVICE WITH SOME POTENTIALLY INTERESTING MARKETING.<br />NO LOYALTY<b...
CAMPAIGNING<br />COMMITING<br />SHORT TERM KPIs<br />LONG TERM VISION / KPIs<br />
CAMPAIGNING<br />COMMITING<br />
NIKE HELPS YOU BE VICTORIOUS<br />RONALDINHO<br />VIDEO<br />NIKE<br />PLAYGROUND<br />RUNNING<br />CLUBS<br />LEBRON<br /...
&quot;We don&apos;t do advertising any more. We just do cool stuff…We need to become part of people&apos;s lives and digit...
COCA-COLA MAKES YOU HAPPY<br />HAPPINESS<br />FACTORY<br />HILLTOP<br />(TEACH THEWORLD TO SING)<br />ROCKWELL<br />POLAR<...
6. CREATE DEEPER ENGAGEMENT<br />Enhance an experience<br />Offer something useful<br />Add value to something they buy in...
Enhance the experience<br />To reach out to a desirable audience (real runners)<br />That you don’t currently attract (wea...
What would make relaxing in the park on a hot summers day even better?<br />
What would you appreciate most while at a festival?<br />
8. TAKE INSPIRATION FROM OTHER CATEGORIES<br />The essence of what we stand for is not unique to our industry<br />So we c...
VALUE<br />Don’t promote your ‘best’ range<br />Though show your value in bucket loads<br />Ever presence & frequency<br />
PREMIUM<br />It’s not solely a price war<br />There’s a market for top service in everything<br />Flexibility, easy and as...
FACILITATING FUN<br />Recreate the experience of what you stand for<br />Simplify the essence and make it accessible<br />
9. BREAK CATEGORY CONVENTIONS<br />
OR RATHER…<br />
http://www.youtube.com/watch?v=CVS1UfCfxlU&fmt=18<br />
10. TAKE ADVANTAGE OF CONTEXT<br />Things are so much more powerful when placed within the right context<br />
1 in 8 women are diagnosed with breast cancer - get a check up…<br />
11. PLAN FOR THE UNEXPECTED<br />You never know how your competitors will react<br />Or what world events may get in the w...
Tube strike<br />Lot’s of people in distress<br />Confused.com do what they do best (help people)<br />
12. SHOUT & BE PROUD OF WHAT YOU DO WELL<br />Sorry, this bit is specific to individual clients, though the point is that ...
13. TELL, SHOW, INVOLVE<br />
Telling is not enoughRemember the wise words ofConfucius<br />
Tell me <br />and I may forget<br />Source: confuscius<br />
		Tell me and I’ll forget<br />		Show me and I may remember<br />		Involve me and I’ll understand<br />Show me<br />and I ...
Involve me <br />and I’ll understand<br />
Get consumers to tell others why they love your product and write your ad copy at the same time<br />
THE SCIENCE<br />
1. THE ANSWER IS WRITTEN IN THE BRIEF<br />“A problem well defined is a problem half solved”<br />What are the real object...
Response…<br />
Awareness…<br />
Association…<br />
Engagement…<br />
Fame…<br />
Perception…<br />
2. USE MEDIA THAT INFLUENCES<br />
We used real science to bring out some insights on influence<br />
There are7 basic plot types for any story, book, film, play<br />
Breakthrough<br />Disrupt<br />Connect<br />Subinfluence<br />Activate<br />Strengthen<br />Break existing<br />long stand...
3. DO & LEARN (ROI & MEASUREMENT)<br />
Effective measurementfor today’s communications landscape <br />
Classic measurement techniques are still important<br />Coverage<br />Frequency<br />Impacts<br />Ratings<br />Impressions...
Econometrics will add value to understanding the specific sales contribution of individual media channels <br />
We need to start thinking about the qualitative value of time spent engaged with our brands<br />What this makes consumers...
From Impression to Expression<br />
You must also measure & value …<br />Interactions & Interaction time<br />Interaction occasions <br />& return traffic<br ...
4. COLLABORATION<br />Transparency, openness and acting in partnership between clients and agencies is key<br />
Let’s do it!<br />Dino Myers-Lamptey<br />dmyers-lamptey@phdrocket.co.uk<br />
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The Art & Science of Great Media Campaigns

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Some key principles that lie behind great media campaigns

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The Art & Science of Great Media Campaigns

  1. 1. THE ART & SCIENCE of GREAT MEDIA CAMPAIGNS<br />
  2. 2. PRINCIPLES not LAWS<br />This is a presentation that aims to summarise some key principles of great media communications campaigns<br />BUT this is not a rule book<br />
  3. 3. THE ART (there are many ways to paint a great picture)<br />
  4. 4. 1. COMMS STRATEGY not MEDIA STRATEGY<br />Great Media campaigns begin with great Comms Strategy<br />Media is just a selection of the available communications vehicles<br />After all Everything Communicates<br />Great Communications Strategy gives ideas across every consumer touchpoint<br />
  5. 5. TED BAKER & BLIGHTY<br />
  6. 6. FREEDOM FOODS & TOPTABLE<br />Making it simple to find ‘free range restaurants’ by integrating a bespoke useable search bar…<br />
  7. 7. TOSHIBA & THE GUARDIAN<br />Giving journalist product to report with…<br />
  8. 8. 2. STRATEGY DRIVEN BY INSIGHT<br />Business insights<br />Brand insights<br />Consumer insights<br />Burger King consumer insight: <br />It’s amazing what people would do for a whopper<br />
  9. 9. 3. SACRIFICE & OVERCOMMIT<br />By Gender/Demographic<br />
  10. 10. OR BY CULTURE/ GEOGRAPHY<br />
  11. 11. 4. STAND FOR SOMETHING<br />Meaningful and Relevant<br />Make it a Brand Promise<br />Deliver against it<br />
  12. 12. Meaningful and Relevant<br />Make it a Brand Promise<br />Deliver against it<br />Real Beauty<br />“help people look good, feel good and get more out of life.”<br />Dove started a self-esteem fund in 2006 to let every girl feel beautiful for who she is<br />
  13. 13. Meaningful and Relevant<br />Make it a Brand Promise<br />Deliver against it<br />Courage is what you need<br />We shall support your adventure - Give you wings<br />Sponsoring extreme sports, Flugtag, X Fighters, F1 etc<br />
  14. 14. from<br />to…<br />Meaningful and Relevant<br />Make it a Brand Promise<br />Deliver against it<br />We all admire clever humour<br />“We shall make you laugh.”<br />Edinburgh Comedy Festival ‘Best Joke Ever’<br />
  15. 15. And let that direct everything else you do…<br />
  16. 16. 5. COMMIT DON’T CAMPAIGN<br />source: Paul Isakson: http://paulisakson.typepad.com/<br />
  17. 17. CAMPAIGNING<br />COMMITING<br />CHANGING YOUR CORE BRAND MESSAGE TO FIT WHAT YOU THINK PEOPLE NEED OR WANT TO HEAR TODAY SO THAT THEY BUY YOUR PRODUCT OR SERVICE.<br />DRIVEN BY THE PURSUIT OF SHORT TERM GAINS<br />BUILDING YOUR BRAND ON CORE PRINCIPLES THAT NEVER CHANGE.<br />FUTURE THINKING LONGER TERM APPROACH<br />
  18. 18. CAMPAIGNING<br />COMMITING<br />HAVING A PRODUCT OR SERVICE WITH SOME POTENTIALLY INTERESTING MARKETING.<br />NO LOYALTY<br />CREATING AN EVOLVING COLLECTION OF COHERENT BRAND IDEAS AND EXPERIENCES OVER TIME<br />CREATES BRAND LOYALIST<br />
  19. 19. CAMPAIGNING<br />COMMITING<br />SHORT TERM KPIs<br />LONG TERM VISION / KPIs<br />
  20. 20. CAMPAIGNING<br />COMMITING<br />
  21. 21. NIKE HELPS YOU BE VICTORIOUS<br />RONALDINHO<br />VIDEO<br />NIKE<br />PLAYGROUND<br />RUNNING<br />CLUBS<br />LEBRON<br />NIKE<br />TOWN<br />TIGER<br />WOODS<br />DON IMUS<br />THANK YOU<br />LETTER<br />REVOLUTIONTV SPOT<br />BO<br />KNOWS<br />NIKE+<br />THE<br />HUMAN RACE<br />JUST DO IT<br />AIR<br />JORDAN<br />THE<br />SWOOSH<br />Brand Molecule: The Brand Innovation Manifesto by John Grant<br />
  22. 22. &quot;We don&apos;t do advertising any more. We just do cool stuff…We need to become part of people&apos;s lives and digital allows us to do that.”Simon PestridgeUK marketing chief - Nike<br />
  23. 23. COCA-COLA MAKES YOU HAPPY<br />HAPPINESS<br />FACTORY<br />HILLTOP<br />(TEACH THEWORLD TO SING)<br />ROCKWELL<br />POLAR<br />BEARS<br />GRAND<br />THEFT<br />AUTO<br />BOTTLE<br />(SHAPE)<br />HAVE A COKE AND A SMILE<br />HOLIDAYS<br />REFRESHMENT<br />MEAN JOE <br />GREENE<br />SECRET<br />FORMULA<br />Brand Molecule: The Brand Innovation Manifesto by John Grant<br />
  24. 24. 6. CREATE DEEPER ENGAGEMENT<br />Enhance an experience<br />Offer something useful<br />Add value to something they buy into already<br />
  25. 25. Enhance the experience<br />To reach out to a desirable audience (real runners)<br />That you don’t currently attract (wear asics)<br />Give them something that enhances what they love<br />
  26. 26. What would make relaxing in the park on a hot summers day even better?<br />
  27. 27. What would you appreciate most while at a festival?<br />
  28. 28. 8. TAKE INSPIRATION FROM OTHER CATEGORIES<br />The essence of what we stand for is not unique to our industry<br />So we can learn from others<br />
  29. 29. VALUE<br />Don’t promote your ‘best’ range<br />Though show your value in bucket loads<br />Ever presence & frequency<br />
  30. 30. PREMIUM<br />It’s not solely a price war<br />There’s a market for top service in everything<br />Flexibility, easy and assurance are most important<br />
  31. 31. FACILITATING FUN<br />Recreate the experience of what you stand for<br />Simplify the essence and make it accessible<br />
  32. 32. 9. BREAK CATEGORY CONVENTIONS<br />
  33. 33. OR RATHER…<br />
  34. 34.
  35. 35.
  36. 36.
  37. 37.
  38. 38. http://www.youtube.com/watch?v=CVS1UfCfxlU&fmt=18<br />
  39. 39.
  40. 40. 10. TAKE ADVANTAGE OF CONTEXT<br />Things are so much more powerful when placed within the right context<br />
  41. 41.
  42. 42.
  43. 43. 1 in 8 women are diagnosed with breast cancer - get a check up…<br />
  44. 44.
  45. 45. 11. PLAN FOR THE UNEXPECTED<br />You never know how your competitors will react<br />Or what world events may get in the way<br />Flexibility and a readiness to act can pay off<br />
  46. 46. Tube strike<br />Lot’s of people in distress<br />Confused.com do what they do best (help people)<br />
  47. 47. 12. SHOUT & BE PROUD OF WHAT YOU DO WELL<br />Sorry, this bit is specific to individual clients, though the point is that there are many brands that do good things, but don’t shout loudly enough about them<br />
  48. 48. 13. TELL, SHOW, INVOLVE<br />
  49. 49. Telling is not enoughRemember the wise words ofConfucius<br />
  50. 50. Tell me <br />and I may forget<br />Source: confuscius<br />
  51. 51. Tell me and I’ll forget<br /> Show me and I may remember<br /> Involve me and I’ll understand<br />Show me<br />and I may remember<br />Source: confuscius<br />
  52. 52. Involve me <br />and I’ll understand<br />
  53. 53. Get consumers to tell others why they love your product and write your ad copy at the same time<br />
  54. 54.
  55. 55.
  56. 56. THE SCIENCE<br />
  57. 57. 1. THE ANSWER IS WRITTEN IN THE BRIEF<br />“A problem well defined is a problem half solved”<br />What are the real objectives? <br />Are they short or long term?<br />What is the the single biggest business problem?<br />What is the best thing this campaign could achieve?...<br />
  58. 58. Response…<br />
  59. 59. Awareness…<br />
  60. 60. Association…<br />
  61. 61. Engagement…<br />
  62. 62. Fame…<br />
  63. 63. Perception…<br />
  64. 64. 2. USE MEDIA THAT INFLUENCES<br />
  65. 65. We used real science to bring out some insights on influence<br />
  66. 66. There are7 basic plot types for any story, book, film, play<br />
  67. 67. Breakthrough<br />Disrupt<br />Connect<br />Subinfluence<br />Activate<br />Strengthen<br />Break existing<br />long standing <br />associations<br />Borrow <br />associations<br />from a third <br />party<br />Subtly build<br />new <br />associations<br />Force active <br />considerers to <br />respond <br />Cut through<br />at any cost to<br />Create new <br />associations<br />Reinforce<br />existing brand<br />associations<br />… likewise there are 6 basic communication models<br />This is just a summary of a tool (Neuroplanner) we often use as part of a mix, to understand which media is the most influential for a particular comms task. <br />
  68. 68. 3. DO & LEARN (ROI & MEASUREMENT)<br />
  69. 69. Effective measurementfor today’s communications landscape <br />
  70. 70. Classic measurement techniques are still important<br />Coverage<br />Frequency<br />Impacts<br />Ratings<br />Impressions<br />Click Throughs<br />
  71. 71.
  72. 72. Econometrics will add value to understanding the specific sales contribution of individual media channels <br />
  73. 73. We need to start thinking about the qualitative value of time spent engaged with our brands<br />What this makes consumers think & feel about our brands<br />And the effect this has on consideration & purchase intent<br />
  74. 74. From Impression to Expression<br />
  75. 75. You must also measure & value …<br />Interactions & Interaction time<br />Interaction occasions <br />& return traffic<br />Buzz Metrics<br />Contribution of online activity to brand awareness, <br />perception, consideration & recommendations<br />Sentiment<br />
  76. 76. 4. COLLABORATION<br />Transparency, openness and acting in partnership between clients and agencies is key<br />
  77. 77. Let’s do it!<br />Dino Myers-Lamptey<br />dmyers-lamptey@phdrocket.co.uk<br />

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