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