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 →

1249
Home improvement / 2020DEEPER STUDY · 5 MIN READ

Build a Life

B&Q

Link ordinary products to meaningful household moments without claiming that purchasing or renovating guarantees wellbeing.

Reframe a functional retailer through everyday home life. Identify an ordinary activity that the audience values, then consider which object genuinely supports it. Avoid forcing a dramatic life claim onto a minor purchase. The connection should be specific enough to explain and modest enough to believe. Test whether viewers understand the product’s role without concluding that it guarantees a relationship, emotional state or social outcome beyond what the item can reasonably influence.

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 →Everyday meaning
1250
Home improvement / 2013DEEPER STUDY · 5 MIN READ

Fix in Six

Lowe’s

Make a small useful action legible within a short format, rather than compressing a complex task until essential context disappears.

Offer practical value in a new short-video channel. Screen ideas for complexity, uncertainty and potential harm before considering whether they look good in motion. Prefer an ordinary organising action over a repair that depends on hidden conditions. Ask what a viewer could misunderstand if they saw only part of the clip. If essential qualifications cannot fit, choose another task or use a longer format rather than treating omission as an acceptable cost of attention.

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 →Task selection
1251
Home improvement / 2017DEEPER STUDY · 5 MIN READ

Life’s Adventure

Leroy Merlin

Use an unmistakable visual metaphor to connect a functional category with change, then restore practical clarity after the fantasy.

Express the home as an ongoing shared project. Write the literal offer and the intended figurative meaning side by side. Identify exactly what connects them and which aspects should not be taken literally. Test the concept as a simple drawing before investing in production. If the connection requires a long explanation, a more modest image may communicate better. Do not assume that cinematic scale compensates for an unclear strategic relationship.

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 →Visual metaphor
1252
Home improvement / 2017DEEPER STUDY · 5 MIN READ

The Magic Wallpaper

Castorama

Give a physical product an optional storytelling layer while keeping its ordinary use complete without the technology.

Expand the role of a decorative product. Ask whether the physical object has a clear and satisfactory role without a device. Avoid making ordinary use dependent on an account, connection or ongoing service unless that dependency is essential and explicitly explained. Provide a simple alternative route to the content where practical. A durable object should not become confusing or disappointing merely because a promotional application changes or a household chooses not to use 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 →Optional digital layer
1253
Paint and coatings / 2010DEEPER STUDY · 5 MIN READ

Color Chips

Sherwin-Williams

Turn an ordinary decision aid into the visual material of a brand world, then connect inspiration back to practical choice.

Make colour selection engaging and recognisable. Look for something customers already handle or recognise during a decision: a sample, checklist, label or simple planning tool. Ask what it represents in the process and why it belongs to the brand. Transform it only in ways that preserve that connection. A visually clever material is less useful if viewers cannot relate it to the offer or mistake it for an unrelated craft exercise.

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 object
1254
Paint and coatings / 2015DEEPER STUDY · 5 MIN READ

Color for All

Valspar

Use a personal experience to raise a question about a category while preventing emotional testimony from becoming a general health claim.

Invite attention to the role of colour. Label an individual account as an individual account. Identify which statements describe a personal impression, which explain an observable feature and which would require independent specialist evidence. Do not allow editing, music or an emotional reveal to blur those categories. Review the overall impression as well as the literal wording, because a cautious caption may not correct a strongly implied promise created by the rest of the story.

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 →Claim boundaries
1255
Paint and community programmes / 2013DEEPER STUDY · 5 MIN READ

Main Street Matters

Benjamin Moore

Connect a product’s ordinary use with a concrete community programme, and report delivery separately from publicity or broad revitalisation claims.

Make local support visible through relevant work. Specify what will be provided, who will carry out the work, which permissions are needed and what remains outside scope. Avoid broad promises of transformation when the programme addresses one bounded need. For any real intervention, qualified professionals and relevant local decision makers should shape the plan. Early communication research can use a fictional proposal rather than initiating property work or making commitments to a community.

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 →Bounded contribution
1256
Home products and creative participation / Date not verifiedDEEPER STUDY · 5 MIN READ

Lovers of Light

VELUX / Blipfoto

Invite people to notice a category-relevant quality through their own creative practice, without making product purchase the price of participation.

Build attention around daylight through photography. Choose a theme that people can explore in ordinary, accessible settings. Avoid rewarding dangerous locations, trespass or strenuous pursuit of a dramatic image. Make clear that interpretation matters more than expensive equipment or unusual travel. For a small test, invite drawings or descriptions as alternatives to photography. This helps distinguish interest in the subject from the resources needed to produce a polished competitive entry.

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 →Thematic invitation
1257
Home furnishings / 2019DEEPER STUDY · 6 MIN READ

Sleep Internship

Wakefit

Use an unexpected role to explain the category while separating playful language from actual obligations.

Explain a product through a familiar convention A reversal works best when it reveals the product’s role rather than merely surprising an audience. Write down the ordinary rule and why suspending it would make the offering easier to understand. A small archive might invite people to imagine a job whose task is noticing overlooked details, connecting attention with its collection. Test whether viewers can identify that connection without a lengthy explanation. If the unusual job title is remembered but the actual organisation’s purpose disappears, the inversion is doing entertainment work only. There is nothing wrong with amusement, but the brief should not mistake it for understanding of the service or product.

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 →Role inversion
1258
Furniture retail / Date not verifiedDEEPER STUDY · 6 MIN READ

Happy Furniture to You

Pepperfry

Pair an imaginable use with inspectable information, keeping service conditions and shared decisions visible.

Make a shared purchase easier to understand A decision about a room may involve appearance, measurements, use, maintenance and agreement among several people. An emotional story can make that complexity recognisable, but it should not collapse every concern into whether someone likes the surprise. A small retailer can list the questions that different users would reasonably ask before purchase and ensure the information answers them. Test a fictional household scenario rather than asking participants to disclose disputes at home. The goal is to make coordination easier, not to prescribe who has the final say. A useful campaign respects that a well-considered decision can end in postponement or choosing nothing.

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 →Purchase uncertainty
1259
Fashion retail / Date not verifiedDEEPER STUDY · 6 MIN READ

Limitless

Westside

Give a recurring conversation a specific purpose and let participants control their boundaries.

Define a useful editorial invitation A recurring show needs a reason to return beyond the familiarity of its host. Define the kind of question it will examine and what a listener can reasonably take away, without promising personal transformation. A small cultural organisation could explore how different makers begin a project, allowing uncertainty and disagreement rather than producing identical inspirational answers. Test whether people can describe the show’s value after one short excerpt. If the only clear message is that the sponsor supports good things, the format may be too vague. Editorial specificity helps distinguish an ongoing resource from a promotional event stretched into several episodes.

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 →Editorial purpose
1260
Building materials / Date not verifiedDEEPER STUDY · 6 MIN READ

Yeh Pucca Hai

JK Super Cement

Keep human recognition, practical provision and technical performance separate, with user-defined evidence for each.

Connect recognition with verifiable contribution A brand may supply a material while many people contribute skill, labour and judgement to the final result. Make those roles visible without implying that the sponsor deserves ownership of the achievement. A small manufacturer can ask collaborators how they want their work described and compensate them for any commissioned participation. Avoid generic praise that hides practical questions about conditions, payment or safety. In research, ask who viewers believe did the work and what the sponsor actually provided. If the brand absorbs every contribution into its own story, the tribute is not giving the people involved meaningful recognition or agency.

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 agency
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