1. Evolving
Campaign
Strategy
A look at strategy creation and implementation

2. GREAT CAMPAIGNS CREATE
MEANINGFUL CONNECTIONS
WITH CONSUMERS

3. AND HAVE MULTIPLE TOUCH
POINTS FOR CONSUMER/
BRAND EXPERIENCES

4. TRADITIONALLY THESE TOUCH
POINTS ALL ‘INTEGRATE’ WITH
ONE CENTRAL BIG IDEA

5. OVER AN 8-WEEK CAMPAIGN PERIOD
MULTIPLE CHANNELS ARE IMPLEMENTED SIMULTANEOUSLY AND
CONSECUTIVELY. EG.
TVC (WEEKS 1-4)
OUTDOOR (WEEKS 1-8)
EXPERIENTIAL (WEEK 2)
DIGITAL & SOCIAL (WEEKS 1-8)
PR (WEEK 1)

6. EVEN WITH TESTING,
IMPLEMENTING A BIG
CAMPAIGN ACROSS MULTIPLE
CHANNELS IS RISKY.

7. THE CONVENTIONAL WAY HAS
GIVEN WAY TO AN NEW
ALTERNATIVE. IT’S PART OF THE
REASON SO MANY SMALL
AGENCIES CAN PROSPER
SERVING A SMALL CLIENT BASE.

8. THE CONVENTIONAL WAY.

9. THE CONVENTIONAL WAY.
RESEARCH
& INSIGHTS

10. THE CONVENTIONAL WAY.
RESEARCH
& INSIGHTS } A BIG IDEA
STRATEGY & CREATIVE

11. THE CONVENTIONAL WAY.
TESTING
RESEARCH
& INSIGHTS } A BIG IDEA
}
STRATEGY & CREATIVE
MAKE
CHANGES

12. THE CONVENTIONAL WAY.
TESTING
RESEARCH
& INSIGHTS } A BIG IDEA
}
STRATEGY & CREATIVE
MAKE
CHANGES
} BIG LAUNCH
MULTIPLE CHANNELS
FOUNDED ON ONE IDEA

13. THE CONVENTIONAL WAY.
TESTING MEASURE
RESEARCH
& INSIGHTS } A BIG IDEA
} }
STRATEGY & CREATIVE
MAKE
CHANGES
BIG LAUNCH
MULTIPLE CHANNELS
FOUNDED ON ONE IDEA { REPORT
REPEAT

14. THE CONVENTIONAL WAY.
TESTING MEASURE
RESEARCH
& INSIGHTS } A BIG IDEA
} }
STRATEGY & CREATIVE
MAKE
CHANGES
BIG LAUNCH
MULTIPLE CHANNELS
FOUNDED ON ONE IDEA { REPORT
REPEAT
NEW BUDGET DEPENDENT/INDEPENDENT ON CAMPAIGN LEARNINGS

15. A DIFFERENT WAY.

16. A DIFFERENT WAY.
RESEARCH
& INSIGHTS

17. A DIFFERENT WAY.
RESEARCH
& INSIGHTS } SCALEABLE
IDEA
STRATEGY & CREATIVE

18. A DIFFERENT WAY.
TESTING
RESEARCH
& INSIGHTS } SCALEABLE
IDEA }
STRATEGY & CREATIVE
MAKE
CHANGES

19. A DIFFERENT WAY.
TESTING
RESEARCH
& INSIGHTS } SCALEABLE
IDEA } }
STRATEGY & CREATIVE
MAKE
CHANGES
QUICK
LAUNCH
FEW CHANNELS
EXECUTING ONE IDEA

20. A DIFFERENT WAY.
TESTING MEASURE
RESEARCH
& INSIGHTS } SCALEABLE
IDEA } }
STRATEGY & CREATIVE
MAKE
CHANGES
QUICK
LAUNCH
FEW CHANNELS
EXECUTING ONE IDEA
{ REPORT
INSIGHTS

21. A DIFFERENT WAY.
TESTING MEASURE
RESEARCH
& INSIGHTS } SCALEABLE
IDEA } }
STRATEGY & CREATIVE
MAKE
CHANGES
QUICK
LAUNCH
FEW CHANNELS
EXECUTING ONE IDEA
{ REPORT
INSIGHTS
NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS

22. A DIFFERENT WAY.
TESTING MEASURE
RESEARCH
& INSIGHTS } SCALEABLE
IDEA } }
STRATEGY & CREATIVE
MAKE
CHANGES
QUICK
LAUNCH
FEW CHANNELS
EXECUTING ONE IDEA
{ REPORT
INSIGHTS
NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS
EVOLVED
INSIGHT

23. A DIFFERENT WAY.
TESTING MEASURE
RESEARCH
& INSIGHTS } SCALEABLE
IDEA } }
STRATEGY & CREATIVE
MAKE
CHANGES
QUICK
LAUNCH
FEW CHANNELS
EXECUTING ONE IDEA
{ REPORT
INSIGHTS
NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS
EVOLVED
INSIGHT } EVOLVED
IDEA
STRATEGY & CREATIVE

24. A DIFFERENT WAY.
TESTING MEASURE
RESEARCH
& INSIGHTS } SCALEABLE
IDEA } }
STRATEGY & CREATIVE
MAKE
CHANGES
QUICK
LAUNCH
FEW CHANNELS
EXECUTING ONE IDEA
{ REPORT
INSIGHTS
NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS
}
TESTING
EVOLVED
INSIGHT
EVOLVED
IDEA }
STRATEGY & CREATIVE MAKE
CHANGES

25. A DIFFERENT WAY.
TESTING MEASURE
RESEARCH
& INSIGHTS } SCALEABLE
IDEA } }
STRATEGY & CREATIVE
MAKE
CHANGES
QUICK
LAUNCH
FEW CHANNELS
EXECUTING ONE IDEA
{ REPORT
INSIGHTS
NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS
}
TESTING
EVOLVED
INSIGHT
EVOLVED
IDEA } }
STRATEGY & CREATIVE MAKE
CHANGES
IDEA IN-
MARKET
NOT A LAUNCH, BUT
IDEA EVOLUTION
ACROSS CHANNELS

26. A DIFFERENT WAY.
TESTING MEASURE
RESEARCH
& INSIGHTS } SCALEABLE
IDEA } }
STRATEGY & CREATIVE
MAKE
CHANGES
QUICK
LAUNCH
FEW CHANNELS
EXECUTING ONE IDEA
{ REPORT
INSIGHTS
NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS
}
TESTING
} } IDEA IN-
EVOLVED MEASURE
EVOLVED
INSIGHT
IDEA
STRATEGY & CREATIVE MAKE
CHANGES
MARKET
NOT A LAUNCH, BUT
IDEA EVOLUTION
ACROSS CHANNELS
{ REPORT
INSIGHTS

27. A DIFFERENT WAY.
TESTING MEASURE
RESEARCH
& INSIGHTS } SCALEABLE
IDEA } }
STRATEGY & CREATIVE
MAKE
CHANGES
QUICK
LAUNCH
FEW CHANNELS
EXECUTING ONE IDEA
{ REPORT
INSIGHTS
NEW BUDGET DEPENDENT ON LEARNINGS TO EVOLVE & SCALE IDEAS
}
TESTING
} } IDEA IN-
EVOLVED MEASURE
EVOLVED
INSIGHT
IDEA
STRATEGY & CREATIVE MAKE
CHANGES
MARKET
NOT A LAUNCH, BUT
IDEA EVOLUTION
ACROSS CHANNELS
{ REPORT
INSIGHTS
EVOLUTION OF IDEAS AND CONTINUAL EXECUTION

28. THE ADVANTAGES ARE
SMALLER, FASTER IDEAS
SCALEABLE & EXTENDABLE ACROSS ADDITIONAL TARGETED
CHANNELS
CREATIVE REMAINS FRESH & RELEVANT, BUT LOGICALLY EVOLVED
RESPONSIVE TO MARKET CHANGES & COMPETITIVE FORCES

29. HOWEVER THE HURDLES ARE
REQUIRES MORE TIME & EFFORT TO FIND IDEAS THAT ARE BOTH
SCALEABLE AND EVOLVABLE INTO NUMEROUS ITERATIONS
CONTINUAL INVOLVEMENT WITH MONITORING, EVALUATION AND
CREATION
A TRUSTING AND LONGTERM RELATIONSHIP BETWEEN BRAND
AND AGENCY

30. EXAMPLE: Playground
PLAYGROUND - A SWEDISH OUTDOOR/ADVENTURE RETAILER.
IDEAS: SLEEPLESS, ANGRY & ANTI-SHOPPING
AGENCY: ÅKESTAM.HOLST

31. EXAMPLE: Playground
IDEA 1: EXPERIENTIAL & DIGITAL
http://www.youtube.com/watch?v=6AjGpMwc1YQ

32. EXAMPLE: Playground
IDEA 2: EXPERIENTIAL, DIGITAL & PRINT
It continued with more small ideas that the shop will
encourage people to be outdoors by throwing them out of
the shop
AN ANGRY SALESPERSON
WELCOME TO THE
WHO THROWS YOU OUT OF
WEBSHOP THAT WANTS YOU
THE STORE IF YOU LOITER
TO LOG OFF
TOO LONG

33. EXAMPLE: Sleepless @ Playground
NEXT IDEA: TBC
WHILE THE AGENCY CONTINUES TO EVOLVE THE CAMPAIGN,
THE CONTINUED USE OF IN-STORE EXPERIENTIAL MARKETING
MIGHT BE USED AGAIN, EVOLVING THE IDEA MORE AND
SCALING THE IDEA ACROSS RADIO, PRESS & OUTDOOR.

34. THANKS
SEE THE FOREST THROUGH THE TREES
THOUGHTS & IDEAS BY MAREK WOLSKI
PICTURE CREDITS: UNKNOWN :(