Download - Digital campaign development
Digital campaign development
Task
Research and bring to the session:
1 example of digital creative / a digital campaign that you really like and a reason why you like it
One from me
And another
What makes a campaign great?
A few thoughts from me… • Creativity• Knowing the customer journey• Blended operations• Delivery of:
• Relevance• Regularity• Virality & Shareability
• Enabling: • Action• Good experiences
• Creativity• Knowing the customer journey• Blended operations• Delivery of:
• Relevance• Regularity• Virality & Shareability
• Enabling: • Action• Good experiences
What makes digital campaigns &
communications great?
Creativity
Technical(create new theories,
technologies or ideas)
Artistic(skill,
technique and self-expression)
Most problems have multiple solutions
Don’t go with the first idea that comes into your head
Never accept the status quo
Know your industry(ies) intimately
The tactics of technical creativity
Some tricks to try…
Limit yourself
Spend half an hour a day
Start with 5 minutes and then gradually build up to half an
hour. Think without distraction on your own. After a while, you’ll be able to think in the midst of distraction e.g. at work or on
the commute
thinking exclusively about one subject
Speak for 15 minutes
Make it smooth and keep it interesting, so that someone
reading or listening would never notice anything odd about it.
without using the words I, me, my and mine
Write a story based on a picture
Make a list of words about a picture (50-100) then create a story about the picture using all (or most) of the words.
Any picture will do Make it smooth and keep it interesting, so that someone reading or listening would never notice anything odd about it.
Combine two opposite ideas
Keep a metaphor journal
Describe everything you do and feel using metaphors
“I am awake: the echo of the night watchman as he changes shifts, almost guides me directly to the currents that create worlds collecting in pools and illuminating the milky way above my head.”
Or an attempt at writing a metaphor of getting out of bed and having a shower…
On how to write metaphors: http://www.wikihow.com/Write-a-Metaphor
What makes a campaign great?
• Creativity• Knowing the customer journey• Blended operations• Delivery of:
• Relevance• Regularity• Shareability
• Enabling: • Action• Good experiences
A quick story
Growing up we only had one TV in our house. When it came time to replace the TV, we’d buy the same brand from the same family-owned store a few miles from our home.
Fast-forward to 2012. I went online and spent 30 minutes educating myself on all the options, features and specs, jumping back and forth between manufacturer websites and reviews, looking at the best-sellers and comparing prices. Once I made a choice, in less than five minutes I had logged into a retailer’s site, added a TV to the cart, paid in a single clickand had a date for a delivery direct to our home.
The purchase of that TV all happened while we were all in mid-flight from San Francisco to New York, 35,000 feet above the Earth, somewhere over Utah!Jim Lecinski, ZMOT evangelist at Google
"Eighty percent of success is showing up."
If there ever was a funnel, it’s changed massively
Multi-channel research
Reporting experience
Blended stages
Slower consideration
Less information
Cannot publish experience
Example ZMOTs
It’s not that simple
• Harnessing ZMOT is complicated – and not entirely possible all the time.
• But with the right insight, planning & technologies in place, there are opportunities to gear a brand towards ZMOT marketing and experiences
So… • View every audience experience/touch-point with the brand or company as an opportunity to engage – map out where a customer is expected and communicate there
• Try and put yourself in the audience’s position – and be aware of their habits and how those habits change
• Market in the moment – plan how to react to ad hoc scenarios/news events, so you can delight your audiences in creative ways spontaneously
• Allow for participation & engagement every step of the way – “free” marketing. (Tip: if you don’t find what you’re doing engaging then neither will your audience)
• Plan for long tail engagement
• Creating blended campaigns can be difficult – sometimes even chaotic and costly but there are tools available to help: Salesforce, Quantcast, Adobe – look for tools that help you plan real-time marketing and deliver it effectively and help you measure campaign effectiveness
What makes a campaign great?
• Creativity• Knowing the customer journey• Blended operations• Delivery of:
• Relevance• Regularity• Shareability
• Enabling: • Action
A basic template for a blended campaign
In reality there is no silo and purpose is interchangeable but this may be a good starting point …
Core team roles
Strategist
Creative
Designer
Media Planner
Content & PR Manager
Analyst
What makes a campaign great?
• Creativity• Knowing the customer journey• Blended operations• Delivery of:
• Relevance• Regularity• Shareability & memes
• Enabling: • Action
Virality & ShareabilityWhat makes things viral?
Congruency: how does the content fit with people’s understanding of a brand or company? E.g. Harley Davidson = Freedom, Belonging, Independence, Tattoos, Muscle, Membership
Emotive Strength: how much does the content evoke strong emotions that embed into long-term memory? Evoking these emotions are particularly powerful: fear, disgust, humour, happiness, sentiment
Network-involvement ratio: how relevant is the content to the network you are engaging?
Other paired up factors: cute, impromptu, skills-based, vigilante justice, cliffhangers/suspense/anticipation, tongue twisters, poetry, disruption/destruction, baby love, nostalgia/vintage/retro, voyeur, rose glasses, comedy side-split, simulation (let’s take you there), performancehttp://www.webreep.com/blog/post/2011/11/14/What-makes-a-30-second-movie-go-viral.aspx
The Christmas John Lewis ad has the right amount of sentimentality to be popular and enjoys huge viral spread (on the day of the ad’s release in 2014 #montythepenguinwas trending across Facebook & Twitter). For the last few years, the John Lewis Christmas ad has enjoyed significant popularity to the point that people look forward to it every year…
Virality & Shareability
Shareability: the extent to which information can be shared
Bake sharing into all content
Action
Experience
Hypothesis: brands that create good experiences for their audiences beyond creating just a product or service will have a lasting impact and endure. Why? Because experiences are memorable.
“There’s nowt wrong wi’ gala luncheons!!”
Monty Python – Northern Playwright
The brand experience scale
VS.
Task list
1. Hone your creativity2. Know your audiences inside out (and their habits and what drives them)
3. Collaborate and understand blended operations – set up the right teams
4. Deliver ideas & behaviours that delight you, your client and their customers
5. Drive action in everything 6. Create experiences that resonate both with brand values and the audiences and consumers you invite to participate