THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

1778 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

1213
E-commerce / 2016DEEPER STUDY · 6 MIN READ

Medok Pendekar Jari Sakti / Pahlawan

Bukalapak

Define a recurring character through consistent choices while keeping fictional virtue separate from platform evidence.

Develop a recurring narrative identity A memorable costume or unusual skill is not enough to sustain a useful series. The character needs a decision rule that can generate new situations without becoming arbitrary. A small organisation could create an original guide who consistently helps people understand choices rather than winning arguments for them. Write several hypothetical dilemmas and check whether the guide’s response follows the same principle. This creates continuity at the level of behaviour rather than surface styling. In audience research, ask what the character would probably do next and why. If predictions vary wildly, the personality may be recognisable but its purpose is still unclear.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Character decision rules
1214
Food and condiments / 2005DEEPER STUDY · 6 MIN READ

Festival Jajanan Bango

Bango

Give independent makers authority over their portrayal and keep the sponsor’s role proportionate.

Place a product within its wider context A sponsor can provide space, distribution and resources without rewriting a participant’s identity. Give each contributor approval over the description of their work, including how regional or cultural terms are used. A small exhibition might use short maker-approved profiles that distinguish personal practice from a claim to represent an entire community. Ask contributors what information is missing and what they do not want published. This can reveal errors that a polished brand narrative would conceal. The goal is not to collect colourful testimony cheaply, but to create a presentation in which people retain agency over how their expertise is introduced to an unfamiliar audience.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Contributor authority
1215
Banking / Date not verifiedDEEPER STUDY · 6 MIN READ

Challenger Series / progress films

RHB

Show an enabling action and preserve individual agency without letting encouragement substitute for suitability.

Explain the role of support An inspirational ending can hide the practical assistance that made progress possible. Identify the specific contribution of each participant: explaining a process, providing time, sharing a workspace or removing a procedural barrier. A small organisation can make its relevance clearer by showing one bounded action it can actually perform. Ask viewers to describe that action in their own words. If they only remember a general message about believing in oneself, the story may be emotionally legible but operationally vague. The communication should help someone understand a possible form of support without implying that it is sufficient for every situation or guaranteed to produce the same result.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Enabling actions
1216
Banking and social-enterprise support / 2018DEEPER STUDY · 6 MIN READ

JumpStart / Demi Kita

Hong Leong Bank

Define partner needs and usable deliverables before building publicity or participation around a collaboration.

Connect communication with partner needs A donation drive is easy to describe but may create sorting, storage and disposal work that the recipient did not ask for. Start by asking what the partner can use, in what quantity and under what conditions. A small organisation might discover that clear product information is more valuable than a large public collection. Document who owns each task and who pays for unavoidable costs. Build the invitation around that agreement rather than adapting the partner’s needs to a preselected creative idea. Participation is useful when it reduces a real constraint; its visibility is not enough to establish that it benefits the people receiving it.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Partner autonomy
1217
Telecommunications / 2006DEEPER STUDY · 6 MIN READ

Yellow Coverage Fellow

DiGi

Give an invisible service a precise visual meaning while keeping factual conditions outside the metaphor.

Make a service attribute recognisable Personification works best when the audience can explain what the character stands for in a short, accurate sentence. Start with a narrow function rather than a vague promise of being everywhere or solving everything. A small library might create an original guide representing the availability of a help desk during stated hours. The figure can make information approachable while the hours remain explicit. Ask viewers what they think the character does and does not mean. If they infer a wider service than exists, the visual metaphor needs adjustment. Memorability is useful only when the remembered meaning remains compatible with the organisation’s actual responsibilities.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Service personification
1218
Telecommunications / 2017DEEPER STUDY · 6 MIN READ

5 Sekawan festive series

Celcom

Build continuity through reciprocal relationships and review agency across the whole series.

Sustain an inclusive narrative across occasions An ensemble should have more than a shared frame. Give characters opportunities to offer help, receive it, disagree and change their minds over time. A small organisation can sketch a relationship map before writing a series, checking whether the same person is always the expert, outsider or source of comic confusion. Rotate narrative agency without treating equality as identical personalities. Ask viewers who made a meaningful choice and who was merely present. This can reveal a superficial inclusion problem that a headcount would miss. A recurring cast earns its place when the audience understands how people relate, not just that several backgrounds have been visibly assembled.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Ensemble agency
1219
Business software / 2022DEEPER STUDY · 6 MIN READ

The New Possible: Change the Visual Answer Without Losing the Strategic Question

Zapier

A documented identity revision shows why a strategy and its chosen symbol need separate approval decisions.

Communicate an expanded offer through a coherent identity. Write a short statement of what the audience should understand before discussing which shape or colour expresses it. Keep this statement usable even if the preferred artwork disappears. A small organisation can ask reviewers to explain both the strategic objective and the visual interpretation in their own words. When these are fused, rejecting the drawing can feel like rejecting the entire project. Separating them makes a change easier to evaluate on its merits. It also prevents a visually appealing proposal from quietly redefining the offer without anyone noticing that the brief has changed.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Context review
1220
Business software / 2018DEEPER STUDY · 6 MIN READ

Hit Refresh: Turn Category Frustration into an Inspectable Alternative

Freshworks

A challenger used animated workplace frustration and event-adjacent communication to invite reconsideration of familiar software.

Invite reconsideration without turning frustration into an unqualified claim. Start with a specific task and an observable difficulty rather than a universal claim that all existing solutions are bad. A small team can write a fictional scenario showing an unclear handoff or an unnecessary repeated step. Keep it separate from unverified allegations about named organisations. Ask whether viewers recognise the type of problem and understand that the example is illustrative. A useful challenger brief identifies where comparison is warranted. It does not need to imply that anyone satisfied with a different product is foolish or that every user faces the same constraint.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Category reconsideration
1221
Business software / Date not verifiedDEEPER STUDY · 6 MIN READ

A Brand System in Use: Reconcile Expressiveness with Everyday Production

Intercom

Two first-party accounts show how an identity’s public presentation and its later production constraints can be examined together.

Reconcile expressive communication with routine maintenance. Choose several recurring outputs rather than only the flagship launch asset. Ask the people who will maintain them to produce realistic examples under a bounded, nonpunitive trial. Record which decisions require special expertise, unclear interpretation or repeated exceptions. This is evidence about the system’s support needs, not a ranking of individual employees. A small organisation may decide to retain a demanding visual treatment for selected moments and provide simpler patterns elsewhere. The right answer depends on the purpose and available resources, not a universal preference for either elaborate craft or minimal templates.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Maintainability
1222
Air travel / 2014DEEPER STUDY · 6 MIN READ

Match Made in HEL: Make a Connection Claim Visible Through Collaboration

Finnair / Finavia

A shared place became a setting for creative encounters that expressed a transport hub’s connecting role.

Explain the role of a connecting place. Ask what each participant contributes that changes the result. A small organisation might pair two makers with different approaches to one fictional design problem, allowing both to explain their choices. The collaboration should be visible in the work, not confined to a list of names. Test whether an unfamiliar viewer can identify each contribution and why the participants were brought together. If either person could be removed without changing the idea, the encounter may be decorative. Strengthening the brief can make the relationship more useful without requiring a larger venue or more spectacular activity.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Creative collaboration
1223
Air travel / 2016DEEPER STUDY · 6 MIN READ

Stopover Buddy: Turn a Route Feature into a Bounded Human Invitation

Icelandair

A temporary host programme made an established stopover option easier to imagine as an experience.

Make an optional service feature understandable. Separate what the existing service permits from what the temporary programme adds. A small institution might have a public reading room and occasionally offer a hosted introduction; the two should not be described as inseparable. State the relevant availability and conditions near the invitation. Ask readers to identify what remains possible if the extra activity is unavailable. This protects the ordinary service from becoming disappointing by comparison and prevents an engaging campaign from creating expectations that the organisation cannot fulfil after the promotional period ends.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Optional participation
1224
Air travel / 2013DEEPER STUDY · 6 MIN READ

Generation easyJet: Unite Different Reasons to Travel Without Inventing One Traveller

easyJet

A broad audience platform connected varied journey purposes through a shared brand invitation rather than a single demographic stereotype.

Connect different use occasions without inventing a uniform audience. Start with the reasons people might use the service and the questions each reason creates. A small organisation can write several fictional scenarios without assigning personality traits to an age, income or cultural group. Use the scenarios to discover which information is shared and which needs a separate explanation. Ask viewers what each person is trying to do. If they remember only a visual stereotype, the scene is not doing the intended work. The common brand idea should connect purposes while leaving people free to differ in preferences, constraints and willingness to participate.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Audience purposes
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