Successful marketing is all about standing out in the right ways. Great creative campaigns are memorable, appealing, relevant, and actionable. They get your brand out there in surprising ways that attract attention and engagement – and inspire sharing and discussion. Here’s how to build a creative campaign that’s as distinctive as it is unforgettable.
Start With Your Why
Unbridled creativity is an amazing thing. But marketing creative isn’t just art – it’s strategic. It needs guardrails to make sure that it’s delivering value for your brand. Before you start brainstorming ideas, define your “why.” To narrow this down, ask:
- What are you trying to achieve?
- Who are you trying to reach?
- What does success look like?
Know Your Limits
Your creativity knows no bounds, but your bottom line does. Clearly outline budgets, timelines, personnel constraints, and organizational brand guidelines that might impact your work. This may feel limiting, but it can also be freeing in that it helps you narrow your focus.
Think Like a Human
The most beloved creative campaigns are ones that resonate on a human level – think the Always #LikeAGirl campaign or Coke’s Share a Coke. They tap into the zeitgeist, show an understanding of human nature, challenge norms, and offer moments of surprise, levity, and delight. When starting your creative, ask:
- What matters to my audience?
- What emotion do I want them to feel?
- What settings, things, or devices can help evoke that?
- How can I get people involved?
Go Against the Grain
“When others go right, go left,” goes the saying, and it’s perfect for creatives. Get to know what others in your vertical are doing, then do something completely different. Maybe it’s a difference in messaging, brand colors, medium, or tone, but whatever it is should be something that feels fresh and one-of-a-kind. Try taking your cues from successes in other verticals and then transposing them to your context.
Strive For Audience Participation
Some of the most seminal creative campaigns invite audiences to get involved. Known as “participation marketing,” this approach encourages consumers to create their own content, share experiences, or join in on something. From handing a Snickers to someone who gets “hangry” when they haven’t eaten to creating branded, selfie-friendly spaces, there are plenty of ways to get audiences actively involved in your campaign.
Get Creative With Formats
A clever theme or concept is a solid start. Combine these with an unusual or creative format and you probably have a winning campaign. Think beyond the traditional ad formats and brainstorm new and refreshing approaches and channels for your campaign. Ambient advertising is great at this – it takes our natural surroundings and creates something that ties in seamlessly with them. This makes it creative, specific, and one-off, which is a winning combination! Even if you’re working with the usual print and digital formats, figure out ways of breaking out of the typical ad campaign mold.
Ask For Help
Coming up with brilliant creativity isn’t easy. If you’re looking to create something that will launch your brand into the stratosphere, but you’re not sure where to start, get in touch! The experts at StellaPop relish the opportunity to craft strategic creativity that turns heads – and boosts bottom lines.