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Smart, compelling strategies
for creating successful
creative campaigns
From good to great.
Shannon Flowerday
Digital Designer, Elevated Third
HOWARD GOSSAGE, 1955
People don’t read ads.
They read things that
interest them. Sometimes
that happens to be an ad.
Effective campaigns:
What do they have in
common?
They’re Memorable.
They resonate with customers.
They communicate how the product or service
makes your life better, happier, more productive.
The stand for values above and beyond
the product or service.
They are inextricably
linked to the brand.
Stories of success:
What made these
campaigns great?
Did it make me gasp when I first saw it?
Do I wish I had thought of it myself?
Is it unique?
Does it fit the strategy to p...
Be unexpected.
Know your
audience.
DOLLAR SHAVE CLUB
TAKEAWAYS
If it ain’t broke,
don’t fix it.
Consistency
builds a strong
brand identity.
ABSOLUT VODKA
TAKEAWAYS
Be extremely
literal.
Outdoor isn’t
limited to
billboards.
DENVER WATER
TAKEAWAYS
Involve your
audience in
your campaign.
Find the right
channels.
DORITOS LOCOS TACOS
TAKEAWAYS
WEST SYDNEY
UNIVERSITY TAKEAWAYS
Tell a really
good story,
and people will
want to listen.
VOLKSWAGON
TAKEAWAYS
Hook with an
intriguing
headline.
Embrace
simplicity.
QUEENSLAND TOURISM:
BEST JOB IN THE WORLD
TAKEAWAYS
Experiment with
non-traditional
channels.
Even small brands
can make a...
Great campaigns:
What’s the process?
THE CREATIVE PROCESS
FOR GREAT CAMPAIGNS
Prepare.
Incubate.
Ideate.
Implement.
Iterate.
THE CREATIVE PROCESS
FOR GREAT CAMPAIGNS
Prepare.
Study your product/service.
Ask the right questions.
Specify the target ...
PREPARE:
STUDY THE
PRODUCT
PREPARE:
THE TARGET
AUDIENCE
Our target is middle-
aged women who
care about eating
healthy.
Our initial target is a Whole...
PREPARE:
COLLECT DATA
We asked 150 participants which ad they preferred in a Google Survey.
The Winner? Product + Image (C...
PREPARE:
DO THE RESEARCH
We reviewed what social posts
performed well, and researched the perfect
Pinterest photo, accordi...
THE CREATIVE PROCESS
FOR GREAT CAMPAIGNS
Incubate.
Walk away.
Why great ideas come in
the shower.
Outer-Inner Tasks.
DAVID OGILVY
Big ideas come from the
unconscious... But your
unconscious has to be well
informed, or your idea will
be irr...
THE CREATIVE PROCESS
FOR GREAT CAMPAIGNS
Ideate.
Brainstorm ideas.
Collaborate with others.
Evaluate and refine.
IDEATE:
BRAINSTORM IDEAS
Various headlines and food photos used
in the initial round of designs
THE CREATIVE PROCESS
FOR GREAT CAMPAIGNS
Implement.
Embrace the medium(s).
Encourage cross-channel
connections.
IMPLEMENT:
Final executions: Responsive landing
page, media ads
THE CREATIVE PROCESS
FOR GREAT CAMPAIGNS
Iterate.
The life of a campaign.
Post-mortem.
ITERATE:
POST-MORTEM
Review of conversions over first month of campaign.
Final Thoughts.
FINAL THOUGHTS:
Never underestimate the
power of good typography
and simple image editing.
FINAL THOUGHTS:
Learn how to sell.
Learn how to write.
FINAL THOUGHTS:
Be the jack-of-all-trades.
Focus on getting good
at a lot of things in your 20s.
That way, you’ll know wha...
THAT’S ALL, FOLKS!
ANY QUESTIONS?
Thank you!
shannonflowerday@gmail.com
Contact me on LinkedIn
From Good to Great: Smart strategies for successful creative campaigns
From Good to Great: Smart strategies for successful creative campaigns
From Good to Great: Smart strategies for successful creative campaigns
From Good to Great: Smart strategies for successful creative campaigns
From Good to Great: Smart strategies for successful creative campaigns
From Good to Great: Smart strategies for successful creative campaigns
From Good to Great: Smart strategies for successful creative campaigns
From Good to Great: Smart strategies for successful creative campaigns
From Good to Great: Smart strategies for successful creative campaigns
From Good to Great: Smart strategies for successful creative campaigns
From Good to Great: Smart strategies for successful creative campaigns
From Good to Great: Smart strategies for successful creative campaigns
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From Good to Great: Smart strategies for successful creative campaigns

What makes a campaign really great—even remarkable—and what it takes to get there. A look at some successful campaigns across all mediums, discuss what we can learn from them, and then review the creative process to get there.

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From Good to Great: Smart strategies for successful creative campaigns

  1. 1. Smart, compelling strategies for creating successful creative campaigns From good to great.
  2. 2. Shannon Flowerday Digital Designer, Elevated Third
  3. 3. HOWARD GOSSAGE, 1955 People don’t read ads. They read things that interest them. Sometimes that happens to be an ad.
  4. 4. Effective campaigns: What do they have in common?
  5. 5. They’re Memorable.
  6. 6. They resonate with customers.
  7. 7. They communicate how the product or service makes your life better, happier, more productive.
  8. 8. The stand for values above and beyond the product or service.
  9. 9. They are inextricably linked to the brand.
  10. 10. Stories of success: What made these campaigns great?
  11. 11. Did it make me gasp when I first saw it? Do I wish I had thought of it myself? Is it unique? Does it fit the strategy to perfection? Could it be used for 30 years? ACCORDING TO OGILVY: HOW TO RECOGNIZE BIG IDEAS 1 2 3 4 5
  12. 12. Be unexpected. Know your audience. DOLLAR SHAVE CLUB TAKEAWAYS
  13. 13. If it ain’t broke, don’t fix it. Consistency builds a strong brand identity. ABSOLUT VODKA TAKEAWAYS
  14. 14. Be extremely literal. Outdoor isn’t limited to billboards. DENVER WATER TAKEAWAYS
  15. 15. Involve your audience in your campaign. Find the right channels. DORITOS LOCOS TACOS TAKEAWAYS
  16. 16. WEST SYDNEY UNIVERSITY TAKEAWAYS Tell a really good story, and people will want to listen.
  17. 17. VOLKSWAGON TAKEAWAYS Hook with an intriguing headline. Embrace simplicity.
  18. 18. QUEENSLAND TOURISM: BEST JOB IN THE WORLD TAKEAWAYS Experiment with non-traditional channels. Even small brands can make a big impact.
  19. 19. Great campaigns: What’s the process?
  20. 20. THE CREATIVE PROCESS FOR GREAT CAMPAIGNS Prepare. Incubate. Ideate. Implement. Iterate.
  21. 21. THE CREATIVE PROCESS FOR GREAT CAMPAIGNS Prepare. Study your product/service. Ask the right questions. Specify the target audience. Look at the data. Do the research.
  22. 22. PREPARE: STUDY THE PRODUCT
  23. 23. PREPARE: THE TARGET AUDIENCE Our target is middle- aged women who care about eating healthy. Our initial target is a Whole Foods shopper. Early 30s-40s, female, active, health conscious with a dietary restriction, either voluntary (vegan, vegetarian) or involuntary (lactose intolerant, gluten allergy). This customer is engaged with social media, particularly on mobile devices. BAD GOOD
  24. 24. PREPARE: COLLECT DATA We asked 150 participants which ad they preferred in a Google Survey. The Winner? Product + Image (C) A B C
  25. 25. PREPARE: DO THE RESEARCH We reviewed what social posts performed well, and researched the perfect Pinterest photo, according to science.
  26. 26. THE CREATIVE PROCESS FOR GREAT CAMPAIGNS Incubate. Walk away. Why great ideas come in the shower. Outer-Inner Tasks.
  27. 27. DAVID OGILVY Big ideas come from the unconscious... But your unconscious has to be well informed, or your idea will be irrelevant.
  28. 28. THE CREATIVE PROCESS FOR GREAT CAMPAIGNS Ideate. Brainstorm ideas. Collaborate with others. Evaluate and refine.
  29. 29. IDEATE: BRAINSTORM IDEAS Various headlines and food photos used in the initial round of designs
  30. 30. THE CREATIVE PROCESS FOR GREAT CAMPAIGNS Implement. Embrace the medium(s). Encourage cross-channel connections.
  31. 31. IMPLEMENT: Final executions: Responsive landing page, media ads
  32. 32. THE CREATIVE PROCESS FOR GREAT CAMPAIGNS Iterate. The life of a campaign. Post-mortem.
  33. 33. ITERATE: POST-MORTEM Review of conversions over first month of campaign.
  34. 34. Final Thoughts.
  35. 35. FINAL THOUGHTS: Never underestimate the power of good typography and simple image editing.
  36. 36. FINAL THOUGHTS: Learn how to sell. Learn how to write.
  37. 37. FINAL THOUGHTS: Be the jack-of-all-trades. Focus on getting good at a lot of things in your 20s. That way, you’ll know what you want to become great at later in your career.
  38. 38. THAT’S ALL, FOLKS! ANY QUESTIONS? Thank you! shannonflowerday@gmail.com Contact me on LinkedIn

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