It all begins with an idea. The very best campaign concepts from around the world have one simple thing in common: they all have a simple campaign idea that resonates with their audience and can be carried across a number of channels.
Creating marketing campaign ideas may seem simple, but you’d be surprised just how hard it is to get it right. You need to find an idea that is simple to grasp, but something that will work just as well on a billboard as it will online or on radio. You also want to be sure that the campaign concept puts your product or service in the best light: are you creating awareness campaign ideas that create interest or digital campaign ideas that entice action from your target audience?
How do you generate a good campaign idea? Here are some strategies for coming up with great campaign ideas.
Fully understand the challenge. Some of the strongest campaign ideas come from stating a very clear ‘problem’ or challenge. Be very clear in what you are trying to say. My product is better than the competitor’s because … or my service will solve a specific problem for my target market by…
Get to know your target market. Often, marketers have a clear idea of their target market, but they don’t spend enough time figuring out what makes them tick. You may be targeting a millennial audience with a fair amount of expendable income. Instead of simply trying to target millennials by creating an advert featuring someone who looks like a millennial, try get to know the audience better: what big issues are important to them, what are they passionate about, when are they most relaxed, where do they spend their free time. These insights might lead to much stronger campaign concepts.
Link insights to your product or service. Once you feel you understand your target market, and have strong insights about them, link that insight back to your product. For example, if your insight about your target market is that they are very concerned about their health and the ingredients that go into their body, you could focus your campaign concept for your breakfast cereal around the purity of the ingredients that go into it.
Find ways of being more authentic. People don’t want to buy from a big, nameless corporation. They want a personal connection with a brand and the people behind the brand. How can you reach out in a more authentic way? Social media offers many interesting opportunities for incorporating real people and real interactions into your campaigns. Social media campaign ideas offer brands a rapid communication platform while an activation may need longer lead times but provide deep experiences off your brand.
Stay ahead of the news and current events. Sometimes great campaign ideas are sparked by a current event or something in the media. For example, if national elections are coming up, you could consider leveraging the idea of an ‘election’ in your advertising – perhaps people can ‘vote’ on their favourite product.
Carrying your creative campaign across different media. A good creative campaign idea will work across a number of media channels and platforms. For example, if you conceptualise social media campaign ideas, make sure that the concept will also work as a digital media idea and in other formats like billboards, print adverts and brochures.
How to find a partner to help you create a creative campaign. If you need a creative campaign for your product or service, you ideally want a partner with the skills to conceptualise a strong idea that will win you more customers. When looking for a creative agency, consider the agency’s size, personality and track record.
If you are a relatively small company, you probably won’t want to partner with one of South Africa’s largest advertising agencies, where you may find you’re just a number. You also don’t want an agency that’s too small and can’t turn around work fast enough.
You also need to consider the personality of the agency, and whether it’s a good fit for your company: are they very funky and unconventional or particularly reserved and sedate?
While a funky advertising agency may push you out of your comfort zone, they may push the envelope too far, creating campaign ideas that don’t suit your brand’s personality. On the other hand, you don’t want an agency that’s too afraid to present an idea that’s a little edgy and different.
Finally, you need to consider the track record of the agency. Have they been around for a long time? Do they have the skills on board to create marketing campaign ideas that will work for your business?
Creative awareness campaign ideas need to do two things. The first being to connect with your audience through relevance and the second, to move your market forward emotionally to want to continue to connect with your brand.
Let’s get creative in your campaigns!
Contact Ebony & Ivory for Creative Campaign Ideas
Ebony & Ivory is a full service advertising agency with the experience to with a 50 year track record for strategically strong and tactically smart campaigns. We excel in creative campaign concepts using extensive marketing channels and ideas such as social media, advertising, and awareness campaigns to achieve brand objectives. Let’s talk – call us on +27 11 327 6871 or email firstname.lastname@example.org.