understanding digital creative

Tools for understanding great digital creative

Nick Emmel@ewarwoowar

Understanding traditional concepts is easy

Knowing whether a digital idea is a good one is far harder…

Which media will it involve?

What technologies?

What is the user journey?

How do people participate?

What conversation does it start?

How does it get shared?

How is it personalised? How is it activated?

7 questions to ask yourself when

reviewing a digital idea

What is it actually going to achieve?

1

Can you articulate the strategy?

By

To

Get Your audience, who you define by need, mindset, context, or whatever.

Do something in response to your marketing that actually does something that has a positive effect on a business challenge

Using your cunning strategy

Can you articulate the strategy?

By

To

Get People who don’t swim as much as they think they should

Associate Speedos with great swimming experiences

Getting them nostalgic about past swims

Maybe the strategy should have been

By

To

Get Men who are put off Speedos because of their association with gay culture

Feel that they are a sportsman’s choice

Emphasising the cutting edge streamlined technology of the swimwear

Is it believable?

2

What is the emotional hook?

3

Why would someone bother?

4

What bits are worth the effort?

5

Some flimsy maths

TotalIncrementalProfits (£)

=Profit persale (£)

Magical Sales

Conversion Ratio(%)

Campaign Reach

x xCampaign Cost (£)

-

BLOOMIN’ASTRONOMICAL

TINYTINYALRIGHT

I S’PPOSEWOAH

How will it get scale?

6

SE PTI

How can the conversation

be extended?

7

7 questions to ask of a digital concept

What bits are worth the effort?

5

How will it get scale?

6

How can the conversation

be extended?

7

Why would someone bother?

4

Is it believable?

2

What is the emotional hook?

3

What is it actually going to achieve?

1

IDE

AE

XE

CU

TIO

N