THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

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

325
Food & Confectionery / 2019DEEPER STUDY · 5 MIN READ

Donate Your Words: 2019 Launch

Cadbury Dairy Milk / Age UK

remove a familiar brand element to make an absence noticeable, then translate that absence into a simple contribution.

Make older-age loneliness visible and encourage helpful contact. Choose a familiar surface whose change can be noticed. Test that the absence carries meaning rather than looking like a printing error.

460,000+
Commitments to small acts of kindnessInitial 2019 campaign; retrospective partner account · People committing to donate their words · Age UK reports commitments, not verified completed conversations or sustained reductions in loneliness. Later campaign results are not combined.Charity-partner reported · Source →
Read study, data & creative direction →Loneliness
326
Non-Alcoholic Beverages / 2017DEEPER STUDY · 5 MIN READ

The Hello Bench

Nescafé

turn an abstract social promise into a visible interaction that supplies an easy opening for conversation.

Give a connection-oriented brand promise a visible form. Translate the promise into an action people can describe after one glance. Prefer a clear physical consequence over a long explanation.

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 →Connection
327
Technology & Appliances / 2017DEEPER STUDY · 5 MIN READ

QuickDrive Interlude / Washing Machine – The Movie

Samsung

elevate an ordinary product process with an unexpectedly prestigious or extended format, creating a clear tension with the product benefit.

Make an appliance launch culturally noticeable. Look for rhythm, transformation or satisfying detail in real product use. Test the raw process before adding an elaborate concept.

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 →Slow content
328
Household & home improvement / 2002DEEPER STUDY · 4 MIN READ

Bus

Fevicol / Pidilite

A delayed brand reveal makes an exaggerated everyday scene resolve into a single product benefit.

Express adhesive strength memorably. Translate a benefit such as grip, speed or protection into one impossible visual consequence. Remove secondary product claims from the first storyboard.

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
329
Household & home improvement / 2015DEEPER STUDY · 5 MIN READ

Todo Nahi Jodo: Parade

Fevikwik / Pidilite

A literal repair becomes a social gesture: the same product action resolves both a damaged shoe and a moment of rivalry.

Express instant bonding through an engaging mass-market story. Write the meaningful moment as something the product actually enables. If the scene works unchanged for any brand, sharpen the functional connection.

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 →Humour
330
Personal care & hygiene / 2023DEEPER STUDY · 5 MIN READ

Hand Ambassador

Savlon / ITC

Recast the spokesperson around the exact physical action the campaign wants people to remember.

Keep an everyday handwashing reminder engaging. Brief a partner to contribute a relevant skill, object or gesture instead of delivering interchangeable approval.

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 →Unexpected spokesperson
331
Food & beverage / 2018DEEPER STUDY · 5 MIN READ

My Startup: the inaugural contest

Britannia Marie Gold

Convert a broad empowerment promise into a specific, funded opportunity with an accessible entry route.

Give practical substance to encouragement of homemakers’ business ambitions. Identify the smallest real obstacle the audience faces, then make the campaign deliver a resource that removes it for named recipients.

1.5 million
First-edition entries reportedInaugural 2018–2019 edition; reported March 2020 · Britannia Marie Gold My Startup, first edition · Entries are not verified unique applicants, launched businesses or campaign-attributable sales.Brand-reported participation figure · Source →
Read study, data & creative direction →Practical empowerment
332
Entertainment & media / 2016DEEPER STUDY · 5 MIN READ

Thanks, 2016. It’s Been Weird.

Spotify

Turn selected audience behaviour into locally relevant public observations, with copywriting supplying the meaning that raw data lacks.

Make audience listening activity meaningful beyond product features. Ask what a behaviour reveals about a recognisable moment before deciding which statistic to feature.

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 insight
333
Retail & e-commerce / 2015DEEPER STUDY · 5 MIN READ

Aur Dikhao: the original launch

Amazon India

Use an existing customer phrase to turn a functional assortment advantage into a familiar, repeatable emotional promise.

Make a global retailer feel approachable to Indian shoppers. Collect recurring customer requests from legitimate, consent-respecting research. Choose language that describes a real shopping desire rather than an internal feature.

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 →Local language
334
Telecommunications / 2009DEEPER STUDY · 5 MIN READ

ZooZoos: the original IPL launch

Vodafone Essar

A recognisable character world makes a series of different service explanations feel like episodes of one entertaining format.

Explain multiple telecom services within a coherent brand world. Define the visual world, length and story pattern before making multiple episodes. Keep enough fixed that viewers recognise the brand quickly.

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 →Distinctive assets
335
Technology & consumer electronics / 2023DEEPER STUDY · 5 MIN READ

R.I.P. Leon

Apple

Make the audience want a feature through an awkward situation, then let one accurate product action deliver relief.

Make the practical value of message recall immediately understandable. Find a concrete moment when a user wishes they could undo something. Build the opening around that feeling rather than the menu structure.

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 →Humour
336
Household & laundry / 2021DEEPER STUDY · 5 MIN READ

Cold Callers

Tide / P&G

Align a verbal joke, spokesperson choice and repeatable situation around one concrete behaviour.

Encourage consumers to choose cold-water washing. Translate a sustainability goal into a clear user decision that is relevant to the product and supported by evidence.

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 →Sustainability
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