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 →

1237
Air travel / Date not verifiedDEEPER STUDY · 6 MIN READ

I See You

EVA Air

Give an evocative invitation an observable action while keeping local expertise and practical access information visible.

Invite more attentive observation An instruction to see differently is attractive but too open-ended to evaluate on its own. Specify what attention might involve: noticing a design detail, reading a local explanation or reconsidering an assumption. A small cultural venue can offer one optional observation prompt alongside its usual information, without telling visitors what emotion they should experience. Ask what the prompt helped them notice and whether that detail changed their understanding. The useful result is not a declaration that the experience was transformative. It is a concrete account of something that became more legible, including a recognition that the visitor’s first interpretation may have been incomplete.

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 →Attentive observation
1238
Beauty / 2022DEEPER STUDY · 6 MIN READ

Rebloom

Sulwhasoo

Translate a proposition into usable touchpoints while separating cultural inspiration from product evidence.

Make a renewed identity tangible A manifesto can declare renewal without changing the experience of encountering the brand. Choose a touchpoint where the intended change becomes observable: the order of information, ease of handling or clarity of an instruction. A small publisher could redesign a book-information sleeve so that its stated commitment to careful reading appears in legibility and navigation. Ask users to identify what has changed without first showing them the manifesto. If the new promise is only visible after explanation, the execution may be too dependent on campaign copy. Coherence should make the idea easier to recognise, while leaving the object useful for its ordinary purpose.

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 →Cross-format coherence
1239
Beverages / Date not verifiedDEEPER STUDY · 6 MIN READ

Champions Never Give Up

MILO

Show feedback and personal agency alongside effort, preserving rest and withdrawal as legitimate choices.

Give perseverance a visible process A story about trying again becomes more useful when it explains what changed between attempts. Identify the observation, advice or adjustment that makes another attempt different. A small learning organisation could show a fictional adult revising a plan after noticing a missing dependency. This gives viewers a practical structure they can understand without equating effort with inevitable success. Ask what the character learned and what they would change next. If the answer is simply to work harder, the communication may be reinforcing repetition rather than learning. Persistence should be connected to information and judgement, not presented as a universal cure for an unsuccessful outcome.

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 →Feedback over repetition
1240
Dairy / 2022DEEPER STUDY · 6 MIN READ

CartonSwap

Dutch Lady

Use a participation token to clarify an offer without creating unnecessary barriers or implying universal equivalence.

Explain a bounded alternative A physical token can make a participation rule memorable because it turns an abstract situation into something people recognise. Choose a token that directly relates to the proposed help, rather than an arbitrary obstacle added to make the event look interactive. A small library might exchange an outdated reading-list card for an updated one, while allowing people without a card to request the same information. Ask participants what the old object represents and what the exchange does not promise. The mechanism should make the programme easier to understand, not require a lengthy explanation that only becomes clear after someone has already queued or travelled.

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 →Exchange mechanics
1241
Biscuits / Date not verifiedDEEPER STUDY · 5 MIN READ

What’s Your Love Letter?

Julie’s Biscuits

Offer a useful starting point while keeping personal expression independent of purchase, sharing and publicity.

Support personal communication A participation template should help someone begin without supplying the emotion they are expected to feel. A small organisation could offer a neutral opening question and ample blank space, rather than a prewritten declaration that users merely sign. Test whether people can adapt the prompt to different kinds of relationships and whether declining to write feels acceptable. Do not judge the warmth or sincerity of their response. The design question is whether the structure reduces friction while preserving authorship. If every message sounds like the campaign’s voice, the template may be producing brand copy through participants rather than supporting communication between people.

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 →Participant authorship
1242
Insurance / 2017DEEPER STUDY · 6 MIN READ

What’s Your Why?

AIA

Pair an optional reflective prompt with practical information, without making personal disclosure or enthusiasm a condition of participation.

Invite reflection without prescribing a choice A motivational question can become a disguised instruction if the campaign rewards only enthusiastic commitment. Design the prompt so that a person can express ambivalence, name a constraint or decline without being corrected. A small community programme could ask what would make an activity worth considering, rather than why someone has not started. Test the range of answers the wording allows, using fictional scenarios instead of private histories. The goal is to understand whether the invitation respects agency. A question that produces a predictable inspirational response may be effective copy, but it is not necessarily a useful way to understand what people need.

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 →Motivation without pressure
1243
Insurance / Date not verifiedDEEPER STUDY · 6 MIN READ

Celebrate Living / Press Play

FWD

Connect visual shorthand to a precise reversible step and keep pausing as visible as proceeding.

Make a broad invitation recognisable A familiar icon can attract recognition while leaving the intended behaviour ambiguous. Specify what pressing play actually means in the immediate context: reading an introduction, previewing an activity or opening a guide. A small organisation can place a plain-language label beside the symbol and test whether people predict the same result. If users expect a video but receive a form, the metaphor has created a misleading interaction. The symbol should lower uncertainty, not merely make the campaign feel energetic. A strong visual shorthand is most useful when it is attached to a precise, modest action that the organisation can deliver consistently.

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 →Action clarity
1244
Insurance / 2020DEEPER STUDY · 6 MIN READ

Life Goes On

Manulife Singapore

Test whether a cultural format explains the message independently of valuable rewards and context-sensitive encouragement.

Connect a cultural interest with repeated content An interest-based activation should have a relationship to the idea beyond offering something people want. Ask what the chosen object or activity helps the audience understand. A small organisation might use local design history to introduce a neighbourhood exhibition, rather than selecting a fashionable prize unrelated to its purpose. Test whether participants can explain the connection without repeating the slogan. If they remember only the reward, the activation may be buying attention without developing understanding. This does not make entertainment illegitimate; it means the team should be honest about which job the cultural device performs and avoid claiming a deeper effect that has not been observed.

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 →Incentive-aware measurement
1245
Laundry care / Date not verifiedDEEPER STUDY · 6 MIN READ

Bengal colour platform / Tantir Rong

Sunlight

Make contributor roles and concrete benefits legible while keeping cultural symbolism separate from product performance.

Connect a product story with credited makers A small surface cannot responsibly explain every part of a cultural or social initiative. Decide what it must communicate immediately and what belongs in an optional, accessible follow-up. A small producer could identify the participating maker, state the limited nature of the collaboration and provide a plain-text route to more information. Do not rely on a code alone when someone may lack a compatible device or connection. Test whether viewers understand what they will find before following the link. The package should create a useful expectation, not use an evocative motif to imply a complete account of the people and practices behind 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 →Packaging as a doorway
1246
Home-improvement retail / 2023DEEPER STUDY · 6 MIN READ

Big & Small, Has It All

MR D.I.Y.

Let an exaggerated object explain a real category and provide a clear route from surprise to useful information.

Make retail range noticeable and understandable Scale is most useful when the thing being enlarged explains what the advertiser wants remembered. A small retailer could use an original oversized illustration of an ordinary item beside a clear category label, rather than staging an unrelated spectacle. Ask viewers what they think the business offers after the first glance. If the answer is only that the brand does surprising things, the object has not completed its communication job. The creative device should make a specific part of the range easier to recognise. A larger visual is not necessarily a clearer one, especially when novelty crowds out the information needed to interpret 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 →Meaningful spectacle
1247
Home improvement / 2013DEEPER STUDY · 5 MIN READ

The Hornbach Hammer

Hornbach

Turn a making process into a concrete brand story, while distinguishing provenance from unsupported product or environmental claims.

Demonstrate an ambitious making attitude. Start with the brand belief and identify an object that could make it inspectable. Ask what someone would understand by handling or viewing it without the full campaign explanation. Avoid choosing unusual material solely because it sounds impressive. A small prototype should reveal a relevant design decision or service capability, and its limitations should be as clear as the story that makes it attractive.

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 →Material provenance
1248
Home improvement / 2014DEEPER STUDY · 5 MIN READ

Renovated Billboards

OBI

Let the advertising surface demonstrate a visible change, while making clear how limited that demonstration is.

Distinguish a retailer from conventional price-led advertising. State what changed, what did not change and what the audience should reasonably conclude. Keep the comparison fair by avoiding unrelated differences in lighting, framing or condition. If the demonstration is a mock-up, label it clearly. A small visible improvement can be persuasive on its own; it does not need to imply a complete solution or conceal the additional work required in a real setting.

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 →Visible scope
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