How to Create a Marketing Campaign — Marketing Strategies For Beginners — Session 10

What is a campaign?

A campaign is a series of ads/activities that make up a concept/idea that has one more execution. Campaigns are always bigger ideas than just one-shots! The campaign idea is the overriding umbrella thought that drives and determines each execution. The idea is generally explained in the form of a tagline.

The one-shot vs the campaign.

This directly means one event or list of activities leading to a call to action. The one-shot cannot be extended to a series, but this does not imply that one-shots cannot be conceptually profound!

Why a campaign?

Why are campaigns so hard to create? Because they help brands to set a firm footing in the future with their message. Theoretically, a single campaign can be run for N-number of years, whereas one shot would lose its charm after a while!

How to create a campaign?

This is the hardest part of the process, ideally when you have thought through the campaign. To help in this process, you have to focus on two significant things:

1. The origin of an idea
2. The function of the tagline

Small Campaign Idea vs Big Campaign Idea

Small campaigns can be efficiently executed, but extensive campaigns require at least three executions.

Small campaign ideas:

Scrabble — Elephant, Guitar & Dove Ad

Big campaign Ideas:

• The Economist

• Mastercard — Priceless

• Nike's — Just do it

Same Ad Three Times (SATT) Syndrome:

Balance is as crucial as symmetry is in design. So, the executions in the campaign can be similar when in a campaign. It's another way of saying there are three ways of doing the same one-shot!

Remember: Same Yet Different!

The execution has to be similar but not too closely different. It's like three siblings vs three triplets.

Elements of a Campaign: A General Guide

Same

• Core Message: The central theme or idea you want to convey throughout the campaign.
• Target Audience: The specific people you want to reach with your message.
• Campaign Goals: The desired outcomes or objectives you aim to achieve with the campaign.

Different

• Campaign Theme: The specific angle or approach is taken to convey the core message.
• Campaign Channels: The platforms or mediums used to reach the target audience (e.g., social media, email, print, TV).
• Campaign Duration: The length of time the campaign will run.
• Campaign Budget: The amount of money allocated for the campaign.

Strategy

• Campaign Planning: Outlining the campaign goals, target audience, messaging, channels, and timeline.
• Creative Brief: A document that provides the creative team with the necessary information to develop the campaign elements.
• Media Planning: Selecting the most influential media channels to reach the target audience.

Execution Ideas

• Headlines: Compelling and attention-grabbing statements that summarize the campaign message.
• Visuals: Images, graphics, or videos that support the campaign message and resonate with the target audience.
• Copy: The written content used in the campaign, including headlines, body copy, and captions.
• Call to Action (CTA): A clear and specific instruction or request that encourages the target audience to take a desired action.

Campaign Idea: The central concept or theme that inspires the entire campaign.

Tagline: A short and memorable phrase encapsulating the campaign's key message.

Proposition: The campaign's unique value or benefit to the target audience.

Tone: The overall mood or attitude conveyed in the campaign.

Art Direction & Branding: The campaign's visual style and aesthetic should be consistent with the brand's identity and enhance the overall message.

By carefully considering these elements, you can create a successful campaign that effectively reaches your target audience and achieves your desired goals.

The Teaser campaign:

A traditional campaign suggests that the consumer needs to know about the product in one go! But teaser campaigns, as their name suggests, tell the consumer about the product gradually. The final stage is the big reveal. Note: If done well, this can be an effective way of launching the new brand/product in the market.

Exercise: Pick a product or service. Create a print campaign for it. Then, do the same thing for the product you hate.

For more on my work, you can check out my current brand, EFC India Limited, which is into non-leasing commercial real estate.