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 →

1273
Restaurants / 2018DEEPER STUDY · 5 MIN READ

IHOb

IHOP

Use a temporary change to a familiar brand cue to introduce a new offer, then resolve the uncertainty clearly.

Broaden the occasions associated with an established restaurant. Write the straightforward announcement first and identify why the new offer matters. Then evaluate whether the temporary change improves comprehension or only delays it. Ask viewers what they expected, what they learned and whether anything felt misleading. If the explanation needs a long defence, simplify the device. Curiosity should serve a product decision, not become a substitute for a meaningful reason to consider 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 →Category expansion
1274
Restaurants / reading programme / 1984DEEPER STUDY · 5 MIN READ

BOOK IT!

Pizza Hut

Connect a repeatable participation milestone with recognition while keeping the sponsor’s commercial interest visible.

Build an enduring relationship through a recurring reading incentive. Use an activity whose completion can be understood without intrusive monitoring or comparison with others. Offer flexible ways to participate and avoid ranking people by volume alone. A programme intended to encourage exploration should not reward speed at the expense of comprehension. Test whether the instructions make the purpose clear and whether participants can explain why the milestone deserves recognition beyond the sponsor’s involvement.

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 →Recurring milestones
1275
Restaurants / Date not verifiedDEEPER STUDY · 5 MIN READ

Jack’s Back

Jack in the Box

Give a recurring fictional character a clear role without confusing advertising personality with operational accountability.

Reintroduce a familiar character as a continuing brand voice. Define what the fictional person knows, what it can promise and how it relates to real employees. Keep operational, legal and safety information in clear factual communication. A character bible should include exclusions as well as personality traits. This makes it easier to reject entertaining scenes that imply false authority, trivialise a serious issue or require a promise the business cannot support.

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 →Fictional authority
1276
Restaurants / 1979DEEPER STUDY · 5 MIN READ

Pizza! Pizza!

Little Caesars

Preserve a recognisable verbal cue while checking that its inherited meaning still matches the current offer.

Carry a value association across changing offers. Ask people what they believe the phrase, symbol or sound promises before showing a new offer. Record literal interpretations alongside emotional associations. This reveals whether the cue has become a shorthand for a specific quantity, price or service condition. If an inherited meaning is inaccurate, address it directly in the execution rather than relying on small print or assuming viewers will infer the change.

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 →Inherited meaning
1277
Restaurants / 2019DEEPER STUDY · 5 MIN READ

Chicken Sandwich Launch / Chicken Wars

Popeyes

Prepare a recognisable response style before a public conversation creates an opportunity to use it.

Introduce a product within an already contested category. Define tone, permitted claims and topics that require escalation. Use fictional examples to practise deciding whether a reply adds something useful. Include the option to decline a conversation. A clear framework helps distinguish an appropriate brand voice from an impulsive personal reaction, and prevents speed from becoming the only criterion by which social teams judge their work.

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 →Contextual voice
1278
Restaurants / 2015DEEPER STUDY · 5 MIN READ

Food as It Should Be

Panera Bread

Connect a broad brand belief with specific information people can inspect rather than asking an emotional promise to do all the work.

Express a food philosophy through a national platform. List the practical questions a customer would reasonably ask after seeing the platform. Decide which can be answered with current evidence and which describe an aspiration. Provide a clear route to the relevant details. Do not let the language of purpose conceal uncertainty or turn a future commitment into an implied present achievement, especially where the audience may make consequential personal decisions.

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 →Inspectable promises
1279
Restaurants / 2016DEEPER STUDY · 5 MIN READ

Veggie Pret

Pret A Manger

Turn an audience question into a bounded service experiment, then communicate what the experiment can and cannot establish.

Explore interest in a dedicated vegetarian offer. Specify whether the team is testing menu comprehension, demand for a dedicated format or the usefulness of a different service arrangement. Avoid treating one favourable response as an answer to every question. A narrow test can be valuable even if it does not justify expansion. Record which conditions are unusual and which would need to hold in an ordinary operating environment.

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 experiments
1280
Coffee / hospitality / 2014DEEPER STUDY · 5 MIN READ

Meet Me at Starbucks

Starbucks

Show how people use a place, while treating selected stories as examples rather than proof of a universal experience.

Express the social role of a familiar physical venue. Start with what people want to share, not with a predetermined emotional conclusion. Give contributors a clear understanding of where their material will appear and how it may be edited. For early concept work, use fictional scenarios rather than soliciting intimate experiences. The communication should make room for ordinary, varied uses of a place instead of demanding an unusually moving story from everyone involved.

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 →Place meaning
1281
Restaurants / Date not verifiedDEEPER STUDY · 5 MIN READ

Fred the Baker / Time to Make the Donuts

Dunkin’ Donuts

Use a recurring work ritual to make a service attitude memorable without turning fictional effort into a factual product guarantee.

Give an everyday service promise a recognisable human routine. Choose one observable action connected with the service, such as checking an order or preparing clear information. Explain what that action demonstrates and what it does not. Avoid relying on a vague image of heroic effort. A useful recurring ritual should help people understand a practical benefit while remaining plausible under ordinary working conditions and respectful of the people who perform 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 →Dependability
1282
Restaurants / sports partnership / 2018DEEPER STUDY · 5 MIN READ

The Away Game

Tim Hortons

Connect a brand with a shared interest by supporting a concrete encounter while keeping participants’ own ambitions central.

Express a sporting connection through a documented experience. Ask what the group already values and what kind of support would be useful on its own terms. Do not frame people primarily as recipients waiting for a brand to discover them. An early concept should describe the participants’ agency and the sponsor’s limited contribution separately. This makes it easier to identify a genuinely relevant role and avoid an exaggerated rescue narrative.

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-led purpose
1283
Fruit drinks / 2001DEEPER STUDY · 6 MIN READ

Digen Verma

Frooti

Design a useful reveal before distributing clues, and keep a fictional promotion clearly bounded.

Resolve curiosity into a useful explanation A teaser can be easy to write because almost any unexplained clue creates a question. The harder task is making the answer useful or rewarding. Begin by identifying what the audience will learn at the reveal and why that information belongs to the sponsoring organisation. A small cultural venue could build a puzzle around a genuine feature of a fictional exhibit, rather than conceal a generic sales announcement. Test the reveal on its own first. If it has little relevance without the suspense, adding mystery may only magnify disappointment. The resolution should repay the attention invested rather than rely on the audience being impressed by the concealment itself.

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 →Resolution design
1284
Sparkling fruit drinks / Date not verifiedDEEPER STUDY · 6 MIN READ

A Cool Drink to Hang Out With

Appy Fizz

Give a persona a useful job and adapt its voice to the space available without obscuring practical information.

Give the product a recognisable role A talking object can attract attention while leaving its purpose unclear. Define what the character notices, how it responds and which part of the product experience it helps explain. A small stationery brand might personify a folder as an orderly guide, but the character should make navigation easier rather than merely interrupt it with jokes. Test whether a reader can identify the item’s function when the logo is removed. If the persona could be attached to any unrelated product without changing the script, the brand connection may be superficial. A distinctive voice becomes more useful when it has a clear job within the experience.

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 →Functional personality
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