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 →

1345
Resale marketplace / 2021DEEPER STUDY · 5 MIN READ

Good Finds

Gumtree

Use an unpolished marketplace truth as a distinctive voice while keeping item verification and transaction safeguards visible.

Explain the appeal of a varied peer-to-peer marketplace. Identify the practical or personal criteria behind the appeal. Avoid using a vague bargain impression as a substitute for condition, dimensions or suitability. Ask viewers to explain why an example would or would not fit a need. This makes the discovery idea useful beyond a catchy phrase and prevents the campaign from encouraging enthusiasm that outruns the information available.

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 →Discovery criteria
1346
Kitchenware / 2015DEEPER STUDY · 5 MIN READ

Centenary / Giant Measuring Cup

Pyrex

Enlarge a recognisable object to make a milestone visible, then connect the spectacle with information that remains useful at ordinary scale.

Give a brand anniversary a concrete public expression. Ask whether people can identify it without a logo and whether its role connects naturally with the milestone. Avoid selecting something merely because it can be made large. A useful anniversary symbol should support a specific story about the organisation or its category. Test recognition with simple silhouettes and plain descriptions before adding elaborate production or claims about scale.

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 →Scale as symbol
1347
Home retail / 2021DEEPER STUDY · 5 MIN READ

The Sweet Spot / Happier Habitats

Habitat

Show a product finding a place in varied everyday situations while keeping emotional associations separate from promises about home life.

Broaden perceptions of a design-focused retailer. Describe the ordinary activity and the specific support the item provides. Avoid starting with an emotional ending and inserting a product as its supposed cause. Ask whether viewers understand the practical connection. If the scene depends on a broad promise of happiness or harmony, narrow it to something the product can reasonably help with, such as a place to sit or store an object.

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 →Occasion relevance
1348
Audio technology / 2015DEEPER STUDY · 5 MIN READ

Reshaping Excellence

Sennheiser

Let a small individual contribution become legible within a shared reveal, without confusing participation with product validation.

Build anticipation for a product reveal. Design a response that acknowledges the individual action and shows its place in the larger whole. Avoid making the personal result disappear immediately into an unreadable total. Ask reviewers to point to what changed because of their choice. If they cannot, the interaction may be generating effort without a corresponding sense of agency or understanding.

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 contribution
1349
Audio technology / 2023DEEPER STUDY · 5 MIN READ

See Yourself in Sound

Bang & Olufsen

Translate a preference into a playful visual response while making the interpretation optional, understandable and clearly non-diagnostic.

Offer a participatory expression of musical taste. Show a few understandable relationships between choices and visual features. The explanation need not reveal every production detail, but it should prevent the output from appearing like a hidden psychological judgement. Ask reviewers what they believe the system inferred. If those beliefs exceed the supplied information, revise the framing rather than celebrating the misunderstanding as evidence of a magical 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 →Transparent interpretation
1350
Audio technology / 2021DEEPER STUDY · 5 MIN READ

Never Stop Listening

Marshall

Use a cultural attitude to connect different stories while preventing a recognisable aesthetic from standing in for genuine listening.

Connect product communication with musical and cultural perspectives. Replace a broad statement about openness with a specific behaviour, such as asking a question or acknowledging another interpretation. This makes the message easier to evaluate and less dependent on atmosphere. Ask viewers what the people in the story actually do. If the answer is only that they look interesting, the concept may be borrowing cultural signals without communicating a meaningful 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 →Observable values
1351
Household products / 2020DEEPER STUDY · 5 MIN READ

Laundry Against Landfill

Ecover

Connect a routine product category with care for existing possessions while keeping environmental claims specific and independently supportable.

Reframe laundry communication around clothes already owned. Write the broad issue and the specific offer as different statements. Identify what evidence would be required for each, including the conditions under which a benefit applies. Do not use the seriousness of the issue to make an unverified product assertion feel established. Ask reviewers to explain the claimed connection in their own words and note where they add unsupported assumptions.

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
1352
Household products / 2012DEEPER STUDY · 5 MIN READ

Clean Happy

Method

Build a repeatable entertainment format around a routine category while separating creative continuity from guaranteed earned attention.

Give recurring social communication a consistent premise. Write down what stays recognisable and what changes. The rule might concern the type of situation, the relationship between characters or the way a product enters the scene. Create several rough examples before producing one polished film. If later instalments require increasingly strained ideas, simplify the premise instead of assuming that a monthly schedule will generate creativity by 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 →Repeatable formats
1353
Home appliances / 2016DEEPER STUDY · 5 MIN READ

Tasteology / Saborología

AEG

Organise branded expertise around a genuine question while keeping sponsorship, individual perspectives and evidence distinguishable.

Explore the context around a product category beyond a conventional feature demonstration. Ask whether someone would find the subject interesting if the product were absent. Then define the sponsor’s legitimate relationship to it. The brand can make exploration possible without becoming the answer to every issue raised. Draft a short editorial brief that explains the question, intended audience and boundaries before choosing contributors or planning elaborate production.

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 question
1354
Household products / Date not verifiedDEEPER STUDY · 5 MIN READ

Designed for What Matters: Packaging System

Braun

Make a brand promise operational through information hierarchy rather than relying on a slogan to explain a complex range.

Unify navigation across a product range. List the questions that distinguish one option from another, then map each question to a visible piece of information. Avoid letting internal product names dictate the whole hierarchy. Ask reviewers to choose between fictional options for a stated need and explain their reasoning. Their explanation can reveal whether the design helps them compare relevant differences or merely notice the most prominent claim.

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 →Comparison clarity
1355
Coffee / 2017DEEPER STUDY · 5 MIN READ

Live HAPPilly

illy

Use the work behind a performance to explain a shared value without implying that the product causes the performer’s achievement.

Express a brand value through the process of a recognised practitioner. Identify an observable habit that relates to the proposition. Ask whether the story would still make sense with an unknown participant. If it depends entirely on recognition, the ambassador may be doing more reputational work than explanatory work. A useful brief should state what the audience learns about the process and why that learning has a credible connection with the brand.

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 →Relevant endorsement
1356
Home appliances / Date not verifiedDEEPER STUDY · 5 MIN READ

Food Thinkers: Bakery Boss Activation

Breville

Connect useful editorial material with a product journey while keeping access, subscriptions and promotional incentives distinct.

Give a product launch a useful destination within an existing content platform. Define the practical question the section helps answer and what remains useful when the incentive disappears. Map each resource to that question. If the page becomes empty of value without a competition, it may be a landing page rather than a sustainable content service. Test the resource structure separately before adding any reward or registration requirement.

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 →Useful destinations
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