A smart strategy, an original idea, and well-thought-out channel planning and orchestration. It doesn’t really take more for a successful campaign. But why don’t we see more of them? Let’s change that together.
Campaigns are one of the most important communication tools for advertising businesses. And that won’t change anytime soon. When it comes to convincing people of something in a creative way while delivering a precise message, campaigns are simply the home remedy of marketing communication. You can use this tool in many different ways: From short-term, sales-promoting performance- and product launch campaigns to long-term image campaigns, there are a wide variety of occasions. What is your occasion?
Successful campaigns don’t advertise, they tell stories. These three characteristics are particularly important: A relevant message. A central idea that translates the message into a story. And a strategic placement of the campaign on the right channels.
Let’s start with the relevant message. We have to ask ourselves the question: What do we tell the target group to win them over? Answering this question requires meticulous dedication. Because as simple and convincing as a message needs to be, getting there takes work. The more systematically you organize this work, the more efficient you will be.
Our system is based on 4 search fields: target group, brand, product / service and competition. The relevant message is hidden in these categories. This is how we find it: Through a careful target group and touchpoint analysis that provide interesting insights. Through understanding in the brand on the deepest level and using it as a compass. Through intensive examination of the product or service, from which we derive a definite benefit structure. And through a focused competition analysis that reveals unused positioning gaps.
The creative packaging, the central idea, opens the door for the message. But: Our target group only opens the door when we have something exceptional to offer – whether exceptionally useful or exceptionally entertaining, anything but normal works. That’s why we believe that story-telling is the best lead concept. Because we are convinced that people are so used to advertisements, that they automatically switch off, zap and click away when they see it. But they’ll stay for a good story. Because they identify with the protagonist, maybe even become the protagonist themselves. Because a well-told story is touching and moving. A good story opens the door to a place where advertising has long been denied access to: The heart of the people. For this to work, the story needs to be told.
That brings us to the third important feature: smart campaign placement. The question is: On which channel and through what media can we best reach the target group: Offline via TV, radio, OOH and print ads or online via a central landing page, social media and display banners? Or both? And how can we orchestrate all measures to ensure that the campaign reaches its full potential? To answer these questions, we primarily use our findings from the target group and touchpoint analysis. We create a campaign plan that places the message where it achieves the best outcome and takes the target group where it needs to be: To the online shop, the POS, into the community, on Mount Everest. Where do you want your target group to go to?
What is creativity: Is it just an accessory of a campaign or is it indispensable? Sascha Lehmann and Dr. Gordon Euchler’s study Die wahren Werbetreiber. Kreativität schlägt Krawall ("The Real Advertisers. Creativity beats riot") provides clarity: They have proven that there is a measurable connection between creativity and the success of a campaign.
Effie winners and short-list nominees of the last ten years used creative elements 31% more than less successful campaigns. But what does creativity actually mean? The authors narrow down the term: Creativity is characterized by “the use of humor and entertaining, exciting or touching stories.”
However, it is important to always have a solid strategic base: In other words, “a clear and credible value proposition, consistency with previous campaigns, and a tonality that fits the brand.” What has little or even a bad effect on advertising is exaggerated emotionality. Especially when the product doesn’t matter.
Lehmann; Euchler (2018)
Bold ideas are like bold people: they remain engraved in people’s minds. Are you bold enough for bold ideas?