There are many factors that contribute to the success of a campaign, but the importance of a strong creative execution can’t be underestimated. In fact, up to 80% of a campaign’s performance can be directly attributed to the creative idea.
It’s an astounding statistic. It illustrates just how vital it is for the creative idea to be robust, unique, insightful and engaging. No matter how many media placements have been booked, a campaign will generate a lot more traction if it stands out. How do you make sure your campaign will cut through? Here’s the four things we always keep top of mind.
1. Look for the ‘ah ha’ moment.
It’s important that when people see your ad, they have a moment where they recognise a truth about your product or the campaign. To get your ‘ah ha’ moment, make sure your insight is original, true and relevant to your audience. A fresh and engaging thought is far more likely to resonate than something familiar and predictable. It’s even better if you can get your audience to enjoy their experience with your brand.
2. Keep it interesting and engaging.
You can have the best insight in the world, but if it’s presented in a dull and forgettable format, it’s unlikely to inspire audience recall or recognition. Let alone drive further action from your audience. Instead, the idea you choose should look and feel different and interesting enough to naturally turn heads.
3. Stay true to your brand.
An inviting overall tone will help reassure your customers they’re making the right decision when they choose your brand or service. It’ll help grow a community around your product and make people feel proud to align their values or personal brands with yours. Of course, a truly great product or service can grow brand love organically through consistent quality, but advertising can amplify it like nothing else.
4. Right place and time.
You’ve got great insight and a clever idea, now it’s crucial to launch to maximum effect. Without the right placement and timing even the most interesting ad can be missed. Look for a format relevant to your target audience - somewhere it’ll get noticed. Check what else is going on - public holidays and big news stories can overshadow and impact the success of your campaign. The last thing you want is for your campaign to be missed because your audience was on holiday, or to miss an opportunity for media coverage because a politician is causing another scandal.
Even if everyone is selling similar products to yours, advertising campaigns can help make a brand shine and stand out from its competitors. Take a look at any generic lager brand in New Zealand – the actual products are quite similar yet each brand has a distinct proposition and strong creative execution, helping it to stand out in a crowded marketplace.
With all these factors in mind, it makes sense to invest in creative for a stronger, more effective brand that your customers will love.
