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Savannah Gillespie

Created on October 9, 2023

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Effective Practices for Bringing Strategy and Ideas to Life

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How do great briefs become great campaigns?Great campaigns have three features:

Effective Media

  • Customer experience
  • Harness the right media
  • Fund effectively

Impactful Branding

  • Be on brief
  • Differentiate
  • Integrate
  • Aim for relevance
  • Engage emotions
  • Go for it

Creative Quality

We'll cover nine practices that can help you build these features into your work

Back

Let's talk about Creative Quality

Feature

Creative Quality

01

Excellent marketing has high quality creative content.

  • Aim for relevance
  • Engage emotions
  • Go for it

Three Practices:

Go to the first practice

Back

CreativeQuality

  • Aim for relevance
  • Engage emotions
  • Go for it

Aim forrelevance

  • To the audience
  • To the moment
  • To the channel
  • To the culture

Achieving relevance isn't easy, but arguably this is the ultimate test.

But who is the audience?

Back

CreativeQuality

  • Aim for relevance
  • Engage emotions
  • Go for it

Diversity is part of relevance

For instance, of 3,500 ads in 56 countries 2019-2020:

7% women and 9% men were shown in non-traditional, unstereotyped roles

GENDER

22% had women with diverse body types

1.8% characters with discernable orientation.

BODY

LGBTQ+

30% cast a man who appears ≧40 19% cast a woman who appears ≧40

AGE

22% included a mixture of ethnic origins or skin colors 17.2% characters of color are shown working vs. 20.5% white

RACE

Go to the next practice

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CreativeQuality

  • Go for it
  • Engage emotions
  • Aim for relevance

Engage emotions

EMOTIONAL CAMPAIGNS

43%

30%

% REPORTING VERY LARGE PROFIT EFFECTS

RATIONAL CAMPAIGNS

13%

Make effective work that makes people feel something

23%

20%

10%

"The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions."

3 YEARS

2 YEARS

1 YEAR

CAMPAIGN DURATION

Source: The Long and the Short of It, Field and Binet, 2013

— DONALD CAINE, NEUROLOGIST

Explore an example

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CreativeQuality

  • Aim for relevance
  • Engage emotions
  • Go for it

Which emotions does this campaign engage?

“You Are Already a Millionaire,” a campaign designed to differentiate the lottery brand by moving from transactional to emotional communication.

LOVE

HOPE

JOY

ANTICIPATION

EFFIE CHILE GRAND 2018

Go to the next practice

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CreativeQuality

  • Aim for relevance
  • Engage emotions
  • Go for it

Go for it

  • Be brave
  • Innovate
  • Go bigger

Not only do bold and non-conforming campaigns win Effies....

Source: Effie & Ritson analysis of Effie database

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CreativeQuality

  • Aim for relevance
  • Engage emotions
  • Go for it

Go Bigger, and Aim For Fame

Go bigger, and aim for fame

...fame campaigns make the biggest business impact.

SALES

PRICE SENSITIVITY

LOYALTY

PENETRATION

PROFIT

MARKET SHARE

Source: Binet & Field, The long and short of it

Explore an example

Back

CreativeQuality

  • Aim for relevance
  • Engage emotions
  • Go for it

Learn from the experts

DOVE REAL BEAUTY:

  • FAMOUS.
  • BRAVE.
  • INNOVATIVE.
  • EFFECTIVE.

EFFIE 5 FOR 50 WINNER

This campaign transformed Dove into a $6 billion global brand.

Let's move on to our second feature

Back

Feature

Effective Media

02

Excellent marketing makes effective use of a variety of media.

  • Customer experience
  • Harness the right media
  • Fund effectively

Three Practices:

Go to the first practice

Back

EffectiveMedia

  • Customer experience
  • Harness the right media
  • Fund effectively

Customer experience

Finnish convenience store Alepa created a chatbot service for customers to request products in their nearest store. It generated > €5M in 6 months and built brand equity.

Customer experience is bigger than what you say—don't assume the answer is always communication. Connect activity across the customer experience. Focus on the moments that matter for customers.

EFFIE EUROPE GOLD 2019 MARKETING INNOVATION

Go to the next practice

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EffectiveMedia

  • Customer experience
  • Harness the right media
  • Fund effectively

Harness the right media

BRAND / MESSAGE

CHALLENGE / OBJECTIVE

Select your media so that they deliver against all three metrics. When you do that, you maximize relevance and effectiveness.

AUDIENCE / MOMENT

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EffectiveMedia

  • Customer experience
  • Harness the right media
  • Fund effectively

Fund effectively

Invest in short and long term 40:60. Aim to achieve Excess share of voice (ESOV) which is the share of voice you buy in excess of market share. There's some nuance in the details, but the overall pattern is that ESOV is effective.

Source: Advertising Council Australia using Effie case analysis

Let's move on to our final feature

Back

Feature

Impactful Branding

03

Excellent marketing supports your brand and expands awareness.

  • Be on brief
  • Differentiate
  • Integrate

Three Practices:

Go to the first practice

Back

  • Be on brief
  • Differentiate
  • Integrate

ImpactfulBranding

Be on brief

OBJECTIVES

Check that your work delivers against the objectives, the brand and the message—and all other priorities in the brief. It’s easy to lose track of the brief among the creative inspiration.

BRAND

MESSAGE

Go to the next practice

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  • Be on brief
  • Differentiate
  • Integrate

ImpactfulBranding

Differentiate

Be distinctive to capture attention, and make it branded attention. Grow memorability and mental availability so your brand is thought of in buying or usage situations. Deploy distinctive brand assets: sounds, characters, colors, taglines, etc.

But how can I do this?

Back

  • Be on brief
  • Differentiate
  • Integrate

ImpactfulBranding

Differentiating your brand

To differentiate your brand:

OR YOU CAN SAY SOMETHING SIMILAR, BUT IN A DIFFERENT WAY.

YOU CAN SAY SOMETHING DIFFERENT.

HUNGER SATISFACTION IS NOT A UNIQUE PROPOSITION. YOU’RE NOT YOU WHEN YOU’RE HUNGRY SAYS IT DIFFERENTLY.

  • UNIQUE VALUES.
  • INNOVATIVE PRODUCTS.
  • DIFFERENT CUSTOMER EXPERIENCE.

Go to the next practice

Back

  • Be on brief
  • Differentiate
  • Integrate

ImpactfulBranding

Integrate

Integration is about being consistent across channels, executions, and over time. It doesn't mean everything looks identical. Consistency is about connecting the idea.

What does integration do?

Back

  • Be on brief
  • Differentiate
  • Integrate

ImpactfulBranding

Go Bigger, and Aim For Fame

Consistency across channels

Integration across multiple channels correlates with higher effectiveness award scores

Award score

n=4,855

# of channels used

Source: Effie & Ritson analysis of Effie database

Explore an example

Back

  • Be on brief
  • Differentiate
  • Integrate

ImpactfulBranding

What can integration look like?

Integration around the idea and over time drives memorability

EXECUTIONS

2021

2010

2017

IDEA

YOU’RE NOT YOU WHEN YOU’RE HUNGRY

You're not you when you are hungry

What is the takeaway?

Back

Three features. Nine practices.

Effective Media

  • Customer experience
  • Harness the right media
  • Fund effectively

Creative Quality

  • Aim for relevance
  • Engage emotions
  • Go for it

Impactful Branding

  • Be on brief
  • Differentiate
  • Integrate

Back