Strategy first, creativity second

Posted by By at 23 January, at 13 : 56 PM Print



TGR14_CORE_entrepreneurIn the overwhelming and sometimes frustrating world that is today, the reality of our lives is overbearing. There’s no doubt that with the likes of technology and the digital world, the constant communication we all face day in and day out is painful, writes Michael Kava.

As a result, it’s hard for consumers to sift through all the clutter and understand what we love, appreciate and enjoy.

As a marketing consultant it’s important to celebrate companies and brands that are able to cut through, send a message and speak to their customers in an effective way.

Let’s start with Boobs. Bonds. For those of you who didn’t see it, the Bonds brand created a one-word campaign, namely, Boobs. Billboards across cities proudly spelled the word in the same typeface as their Bonds brand font type, automatically linking the two together. For the majority of Australians who recognise the Bonds logo, the relationship of the Boobs logo was easy. For those that didn’t see the link, the campaign was clever enough and teetered (no pun intended) far enough away from distasteful for people to see the marketing in the humour that it was intended.

The point to all of this was to communicate to the people of Australia that Bonds do bras, launching their new range of sporty, happy and busty bras for everyday Australian women. They even changed the labels on some of their products with the ‘Boobs’ logo. Clever cut through, plenty of exposure and a great idea that suits the Australian humour.

So what makes an idea a great idea? It starts from the basics and really understanding what your brand stands for. An idea can be good on its own, but if it doesn’t link back to the core brand and create a key link to what the brand means to its customers, then it’s dead in the water: strategy before creativity. Some of the biggest brands in the world have got this so wrong. Why? Cart before the horse. It’s the creatives telling the strategists what direction the brand should be going. Wrong, wrong and wrong!

 

Why don’t we share a coke?

The main objective of this campaign was straightforward. Let’s increase consumption of Coca-Cola over the summer period. The next objective was to get people talking about the brand again.

The campaign needed to make consumers see Coke in a way that would encourage them to actually consume the product, not just love the brand.

Traffic on the Coke Facebook site increased by 870% and the Facebook page grew 39%. In Australia, Coke was the number one most talked about Facebook page and 23rd globally. Seventy-six thousand virtual Coke cans were shared online and 378,000 custom Coke cans were printed at local Westfield malls across the country.

Who cares about Facebook likes and sharing unless the purchase of Coke went up too, right? The campaign blasted the brand’s expectations with millions of Australians purchasing and ‘Sharing a Coke’ either virtually or literally. Young adult consumption increased significantly by 7% during the campaign making 2011 the most successful summer for Coke ever. The campaign earned a total of 18,300,000-plus media impressions.

The campaign also changed attitudes: over the campaign, teens claimed it gave them a ‘very positive’ impression of Coke. Scores on ‘always doing new things’, ‘is a brand I love’ and ‘for someone like me’ all improved with the young adult audience.

 

How about Jeanswest?

Recently, Jeanswest devised three types of targeted and automated email campaigns that run concurrently with its promotional calendar campaigns.

Targeted activity: campaigns are developed based on a customer’s data and past behaviours. For example, customers who purchased a top in a floral print previously are targeted when Jeanswest releases a new top in a similar style with a different pattern. Smart marketing.

Triggered campaigns: Jeanswest created tailored campaigns at significant milestones based on a customer’s loyalty status. Email campaigns like ‘Birthday’ (triggered on date of birth), ‘Anniversary’ and ‘Congrats, you’re now a Gold member’ have proven to be some of the most successful ever launched, driving the highest ROI while requiring the least amount of maintenance. Very clever.

Life-cycle marketing: Lifestyle marketing strategies were developed, where customers were delivered individualised offers and promotions depending on their relationship and engagement with Jeanswest. For instance, regular shoppers were sent a thank you offer as a reward for being a valued customer, new shoppers were sent an offer to welcome them to the Jeanswest program and irregular shoppers were sent an offer to help reignite their interest and encourage them to re-engage. Beautiful.

So all of this activity sounds good and smart, but what about the results?

Email campaigns are now developed faster and are extremely cost-effective. A new campaign can be conceived and executed in half a day.

The results of key campaigns include 400% higher ROI from triggered, automated emails than untargeted emails. A 200% higher ROI from product-targeted emails than untargeted emails was achieved.

Given the improved targeting, up to 150% higher open and click-through rates for targeted, event-triggered campaigns than untargeted emails were achieved.

Going forward, more than 50,000 highly personalised emails are now triggered and delivered automatically each month.

Land of Quattro

Audi Australia recently announced the winner of its interactive 2013 brand campaign, ‘Land of Quattro’, a global campaign theme that was the first to be produced locally in each market.

So what is Land of Quattro? The campaign, launched in July, asked Australians what Land of Quattro meant to them and generated 2,275 unique TV commercials produced by friends and fans of the brand. Talk about experiencing the brand!

Users were invited to produce their own version of the company’s TVC with footage of the Audi Q5 shot from every conceivable angle using state-of-the-art aerial tracking technology and car-mounted GoPro cameras. Now that’s brand interaction.

‘Directors’ were able to cycle between cameras across multiple locations that epitomised the Australian landscape. They were able to choose vehicle footage down to the second and slice in vision from a broad range of everyday Australian activities to reflect how they live their own lives.

The Land of Quattro campaign, launched at the end of July, saw more than 150,000 unique visitors head to the specially-developed micro site to interact with the Audi brand…

 

 

Excerpted from an article originally published in the February/March 2014 issue of Think & Grow Rich Inc. magazine. If you are a subscriber to Think & Grow Rich Inc. magazine, you will receive this article in your February/March 2014 issue of TGR. If you are not a subscriber, click here to subscribe.

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