🦄💫4° SEM32 WORD PLANEACIÓN PROYECTOS DARUKEL 23-24.docx
Anatomía de una campaña de publicidad
1. Campaña
de Publicidad
Presentación realizada con fines educativos y no de lucro. La información, los casos, las imágenes, las marcas,
logotipos, nombres y los videos que contiene esta presentación son propiedad de sus respectivos dueños.
2. Temario
• Objetivo de la campaña publicitaria
• Concepto de campaña publicitaria
• Proceso completo de una campaña con ejemplo
3. ¿Qué es una
campaña?
• Una campaña es un conjunto
sistemático de tácticas agresivas
enfocadas a resolver un problema en
específico.
4. El problema puede ser
ideológico, político,
social, militar, personal,
corporativo, publicitario,
etc.
10. “Its omnipresence made it a brand
that was taken for granted, just
part of the furniture. Product
quality had been allowed to
deteriorate over the years. As a
result, affection for the brand had
cooled.”
Though well known and respected,
people not longer loved Kleenex.
Since we did not have any new or improved
product to get us to reconsider the brand.
Emotion alone would have to turn around
Kleenex's fortunes.
12. Kleenex wants to incite a
powerful emotional response.
We will need to measure this.
“Kleenex is the brand that most
encourages you to let your
emotions out.”
And most importantly, we
wanted to impact market share.
14. The insight emerged from a radio
program about a team of Army
doctors and nurses in an ER in
Baghdad.
The answer did not come out of a focus group or a
segmentation study
A nurse talked about the
pervasive sense of numbness,
the absence of tears in the
operating rooms despite the
harrowing experiences everyone
was going through.“...somebody
brought in a box of Kleenex and
the next moment the tears came.
There was a lot of crying but by
the end of it we felt better.”
“To make Kleenex
stand not for
control, but for
release of human
emotions.”
15. • Traducir el insight a un
mensaje
• Generar ejecuciones
relevantes para el
público objetivo.
16. Kleenex could become a permissive
brand, encouraging and inspiring people to
act differently, to cry, shout, scream and
laugh when they wanted to.
The rallying cry we created was simple but
visceral: Let it Out.
We went to the streets, set up a sofa, a
sympathetic 'good listener' and a box of
Kleenex and filmed what happened.
17. • Directores de Arte y
Copywriters: Bajan la
campaña a distintos
medios en diferentes
formatos.
• Producción: Contratan
productoras, las cuales
corrigen, traducen,
filman y producen el
audio a partir de los
guiones del
departamento creativo.
(Producción)
19. • Estructuran un plan
de medios
• Realizan la
contratación de los
mismos.
• Documentan y miden
la exposición de
campaña
• Monitorean y archivan
“testigos”
20.
21. • Corrige y aprueba
cada paso de la
campaña.
• Monitorea procesos
• Mide resultados
22. • Evaluación de
Resultados
• Toma de decisiones
ejecutivas acerca de
los pasos a seguir.
After four years of declines, sales were up for the
first time, rising by almost $50M. More importantly,
it signalled to everyone, from the company's
employees to Wall Street that Kleenex on the way
up again, and has prepared the ground for new
product launches in the coming year.
25. Bibliografía
• The Brand Gap
Marty Neumeier
AIGA, New Riders
2006
• Kleenex: Let It Out
American Marketing Association,
New York Chapter 2008
Effie Awards - Gold
Household Products and Supplies
www.nyama.org