You realise you’ve been involved in many digital campaigns but they don’t yield the kind of results you’ve been wanting. Sometimes, you question whether it’s the creative idea, the execution, the game flow, the usability of the site or even the media that you’ve invested.

For some, you will begin to question the strategy, the endless focus groups you’ve done in various provinces was actually accurate. Its like witchhunt and I have no doubt you will find flaws in every facet of your campaign. Then again, wouldn’t prevention be better than cure.

I have a very interesting methodology. Work bottom up, literally. So, how does that work …

1. What are our measurement metrics for this campaign ? We would identify the type of measurements we need to have the basis of setting the results right. For example, if our measurement is about how many people registered for a free trial, then we need to setup our entire tracking that leads people to registering for a free trial. In this part, you have put your measurement and tracking in place.

2. Content pillars - What type of content or hooks I need to have both rationally and non-rationally to get these consumer to be interested in actually thinking about registering. This way, I can easily map that perhaps in this case, the rational point is it’s easy to get a free trial, no commitment and on the emotional equation, it might be necessary to see how beautiful, sexy or even cool they can become by trying out the product. Well, you’ve just identified all the content matrix that would be relevant to help drive your consumer to register for a free trial

3. Channels - Look at the content (rational and emotional) and see whether you can amplify those in different digital channels. You can then investigate mobile, kiosk, ARG, UGC, social network, etc. to see relevance. Finalise a shortlist of channels that would be used and what pillars will be represented in each of those pillars.

4. Creative Idea - You must be wondering how to bring this to life. More time, agencies tend to focus on the execution without prior thinking of the idea. Its not wrong for them to do it that way. The only problem is the result of the campaign is it has no life, no excitement and more importantly, no involvement. In this area, that’s where magic happens. Knowing well that we need to measure registration, have all the content to drive them to it emotionally and rationally, we need a real magic wand to solidify the focus. A core idea is always important because it focuses the consumer on only one single thing.

5. Consumer Insights - Now that you have the above three items mapped, you need to qualify it with consumer insights to see its relevance. Have unaided consumer research (qual and quan) to see whether your consumer are finding the whole creative idea or pillars resonate with them.

6. You’re almost reaching the end of the campaign - Requalify your business, marketing and communication objectives. This is probably the final checklist on whether the campaign is meeting all these areas

There you have it. A succinct and concise way to have a singleminded focus on a great campaign that deliver the results you’re envisioning. Now, go reward yourself with a glass of wine.

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Last Modified : August 15th, 2008 Filed under : Digital Navigate : Previous post / Next post