School of Business, Creative Campaigns, Topic 1 – Seminar

Creative Campaigns

Introduction to Creative Campaigns – Seminar

School of Business, Creative Campaigns, Topic 1 – Seminar

As covered in the opening lecture, today’s seminar will be focused around:

•Cross-functional relationships existing within organisations •Role of internal communications•Methods for communicating internally •Relationship between collaborative working and meeting customer needs

Introduction

School of Business, Creative Campaigns, Topic 1 – Seminar

In groups of 2-3, spend 25 minutes conducting research into a recent creative campaign.

Exercise 1

School of Business, Creative Campaigns, Topic 1 – Seminar

Choosing a Creative Campaign

When choosing a recent creative campaign, consider the following:

•Think of an advert or campaign that has caught your attention – maybe it’s particularly imaginative or innovative in its approach.

•Discuss why it has been effective at capturing your attention and whether this has changed your perception of the brand/product (or altered your behaviour).

School of Business, Creative Campaigns, Topic 1 – Seminar

• Pictionary’s ‘Cloud Sketch’ campaign was an innovative idea by Saatchi & Saatchi that organically led to thousands of people talking about the game on Twitter.

• They did this by building giant empty Pictionary frames and hanging them in the sky at prominent positions across Guatemala – the result being that people looked at the cloud formations and let their imagination take hold.

For example…

School of Business, Creative Campaigns, Topic 1 – Seminar

Cloud Sketch

• To make it go social, they involved Twitter by asking people to take a photo and tweet what they see in the clouds using the hashtag #ISEE

• This led to #ISEE becoming a trending topic in Guatemala through the generation of >25,000 conversations

• This gave great publicity to the game and cost the company a few dollars to implement!

• https://www.youtube.com/watch?t=20&v=1kE59AHlrJk

School of Business, Creative Campaigns, Topic 1 – Seminar

Exercise 2

For the company behind this campaign, spend 25 minutes identifying and discussing the following:

1.The cross-functional relationships in place to deliver the creative campaign

2.The existing stakeholder groups

School of Business, Creative Campaigns, Topic 1 – Seminar

E.g. Making ‘Cloud Sketch’ Possible

• In order to make Pictionary’s cloud sketch campaign possible, it would have been important for a group of employees (with different functional expertise from across the business) to work together towards a common goal.

• For instance, a coordinated marketing effort would have been needed both before, during and after the campaign was run to maximise its effectiveness.◦ Including an integrated omni-channel approach to raising awareness of

the campaign, focused on targeting and engaging Guatemalans◦ Using the #ISEE on marketing materials/packaging/limited edition game

School of Business, Creative Campaigns, Topic 1 – Seminar

E.g. Making ‘Cloud Sketch’ Possible

• The sales team and client managers would need to:

1. Inform key retailers of Pictionary about the campaign

2. Create a strategy around the role of retailers in promoting the campaign to engage customers in a compelling way

• The logistics would also have been a key consideration - Where would the frames be placed? How will they be implemented? For how long?

School of Business, Creative Campaigns, Topic 1 – Seminar

Exercise 3

Discuss the various tools and approaches that you would recommend using to communicate the campaign internally to employees. Ensure that you consider the following:

•What channels of communication will you use?•How will you motivate and engage employees with the campaign? •How may you want to tailor your internal communications strategy for different internal stakeholders (as previously identified)?

School of Business, Creative Campaigns, Topic 1 – Seminar

Channels of Communication

• Internal communication across the entire business is absolutely key for a campaign to be successful, however this can often be neglected.

• There are a number of different channels for internal communication which you should have considered, such as: ◦ Intranet & internal social media tools◦ Emails/desktop alerts◦ Marketing materials for the campaign (e.g. stickers, notebooks, pens)◦ Employee champions/campaign ambassadors ◦ Lunch & Learns ◦ Internal videos◦ Dynamic screen savers◦ Internal newsletter

School of Business, Creative Campaigns, Topic 1 – Seminar

Motivating and Engaging Employees

There are lots of ways that you can look to engage and motivate employees with a creative campaign, such as:

•Ask employees for their input (e.g. intranet suggestion box) and test ideas by asking for feedback from employees at different stages

•Create a buzz around the launch of the event – lead up to the launch with update communications and mark the launch in some way (e.g. hosting a launch party)

School of Business, Creative Campaigns, Topic 1 – Seminar

Motivating and Engaging Employees

• Allow your employees to preview/test the creative campaign before it’s released to the public – this is a great way to engage employees and gather feedback.

• Encourage employees to take part in the campaign and promote it with their friends.◦ E.g. Pictionary may have encouraged their employees to take part in the

campaign and use the #ISEE hashtag on Twitter ◦ You could reward employees for taking part and spreading the word

amongst their friends and family – this could tie-in with gamification initiatives

School of Business, Creative Campaigns, Topic 1 – Seminar

End of presentation