What is a Creative Marketing Campaign?
The definition of the word ‘campaign’ is ‘an organised course of action to achieve a goal’. This is also true of creative campaigns where ‘one big idea’ will bring together a series of different executions to help a client achieve their goals.
Like any military campaign, a creative one will start with a strategy of attack. Before you charge towards your opponent you need to have thought about the terrain, your opponent, and how to best surprise them. In creative advertising terms we use market research to formulate a strategy of attack, and use the secret weapon of creativity to win over our audience.
Why is a Creative Marketing Campaign Important?
Although there are great examples of ‘one-off’ ads and ideas, a well thought through campaign enables a brand to deliver one message across all its platforms.
The thought process behind a creative strategy also allows a brand to take a step back and ensure it’s communicating the right message in the right way at the right time.
Having ‘one big idea’ across all communications helps to amplify a consumers understanding of why it needs that product or service. If the concept constantly changes and isn’t underpinned with a core proposition the brand may lose a customers trust and therefore a sale.