Copy - P3_Interactive_BestPracticePrinciples

Click to get started

Effective Practices for Bringing Strategy and Ideas to Life

Back

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

• Be on brief
• Differentiate
• Integrate

• Customer experience
• Harness the right media
• Fund effectively

Let's talk about Creative Quality

• Aim for relevance
• Engage emotions
• Go for it

Impactful Branding

Effective Media

Creative Quality

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

Back

Go to the first practice

Three Practices:

• Aim for relevance
• Engage emotions
• Go for it

Excellent marketing has high quality creative content.

Feature

01

Creative Quality

Back

• Go for it

• Engage emotions

• Aim for relevance

CreativeQuality

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

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

Aim forrelevance

But who is the audience?

• Go for it

• Engage emotions

• Aim for relevance

CreativeQuality

LGBTQ+

Back

BODY

Go to the next practice

1.8% characters with discernable orientation.

22% had women with diverse body types

GENDER

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

RACE

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

AGE

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

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

Diversity is part of relevance

• Go for it

Explore an example

• Engage emotions

• Aim for relevance

— DONALD CAINE, NEUROLOGIST

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

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

Back

3 YEARS

2 YEARS

43%

30%

13%

23%

20%

10%

1 YEAR

CAMPAIGN DURATION

% REPORTING VERY LARGE PROFIT EFFECTS

CreativeQuality

Make effective work that makes people feel something

Engageemotions

EMOTIONAL CAMPAIGNS

RATIONAL CAMPAIGNS

ANTICIPATION

LOVE

HOPE

JOY

EFFIE CHILE GRAND 2018

Go to the next practice

• Go for it

• Engage emotions

• Aim for relevance

CreativeQuality

Back

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

Which emotions does this campaign engage?

Back

• Go for it

• Engage emotions

• Aim for relevance

Source: Effie & Ritson analysis of Effie database

Explore an example

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

• Be brave
• Innovate
• Go bigger

Go for it

CreativeQuality

Go bigger, and aim for fame

...fame campaigns make the biggest business impact.

PROFIT

PENETRATION

LOYALTY

PRICE SENSITIVITY

MARKET SHARE

SALES

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

Back

• Go for it

• Engage emotions

• Aim for relevance

Explore an example

CreativeQuality

Go Bigger, and Aim For Fame

• Go for it

• Engage emotions

• Aim for relevance

CreativeQuality

Back

Let's move on to our second feature

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

EFFIE 5 FOR 50 WINNER

DOVE REAL BEAUTY:

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

Learn from the experts

Back

Go to the first practice

Feature

02

Three Practices:

• Customer experience
• Harness the right media
• Fund effectively

Excellent marketing makes effective use of a variety of media.

Effective Media

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.

EFFIE EUROPE GOLD 2019 MARKETING INNOVATION

• Fund effectively

• Harness the right media

• Customer experience

Go to the next practice

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.

Back

EffectiveMedia

Customerexperience

AUDIENCE / MOMENT

BRAND / MESSAGE

CHALLENGE / OBJECTIVE

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

• Fund effectively

• Harness the right media

• Customer experience

Go to the next practice

Back

EffectiveMedia

Harness the right media

Source: Advertising Council Australia using Effie case analysis

• Fund effectively

• Harness the right media

• Customer experience

Let's move on to our final feature

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.

Back

EffectiveMedia

Fund effectively

Feature

03

Back

Go to the first practice

Three Practices:

• Be on brief
• Differentiate
• Integrate

Excellent marketing supports your brand and expands awareness.

Impactful Branding

BRAND

Back

OBJECTIVES

MESSAGE

• Integrate

• Differentiate

• Be on brief

ImpactfulBranding

Go to the next practice

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.

Be on brief

But how can I do this?

Back

• Integrate

• Differentiate

• Be on brief

ImpactfulBranding

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.

Differentiate

ImpactfulBranding

Back

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

YOU CAN SAY SOMETHING DIFFERENT.

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

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

To differentiate your brand:

• Integrate

• Differentiate

• Be on brief

Go to the next practice

Differentiating your brand

Back

What does integration do?

• Integrate

• Differentiate

• Be on brief

ImpactfulBranding

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

Integrate

Back

Explore an example

ImpactfulBranding

Source: Effie & Ritson analysis of Effie database

n=4,855

# of channels used

Award score

Integration across multiple channels correlates with higher effectiveness award scores

• Integrate

Consistency across channels

• Differentiate

• Be on brief

Go Bigger, and Aim For Fame

ImpactfulBranding

You're not you when you are hungry

Back

IDEA

YOU’RE NOT YOU WHEN YOU’RE HUNGRY

2017

2010

2021

EXECUTIONS

• Integrate

• Differentiate

• Be on brief

Integration around the idea and over time drives memorability

What can integration look like?

What is the takeaway?

• Aim for relevance
• Engage emotions
• Go for it

Creative Quality

• Customer experience
• Harness the right media
• Fund effectively

Effective Media

• Be on brief
• Differentiate
• Integrate

Impactful Branding

Back

Three features. Nine practices.