THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

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

493
Sportswear / 2003DEEPER STUDY · 5 MIN READ

Terry Tate: Office Linebacker

Reebok

introduce a simple comic character rule in short media and extend it through optional longer stories.

Editorial reading of the challenge: how to introduce a simple comic character rule in short media and extend it through optional longer stories. Give interested viewers a clear next destination.

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 →Character rule
494
Sportswear / 1989DEEPER STUDY · 5 MIN READ

Bo Knows

Nike

match a spokesperson’s genuine versatility to a multi-use product proposition.

Editorial reading of the challenge: how to match a spokesperson’s genuine versatility to a multi-use product proposition. The person should embody a verified use.

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 →Endorsement fit
495
Sportswear / 2010DEEPER STUDY · 5 MIN READ

After Hours Athlete

Puma

extend a sports identity to an overlooked informal occasion through affectionate category reframing.

Editorial reading of the challenge: how to extend a sports identity to an overlooked informal occasion through affectionate category reframing. Specific leisure details make recognition credible.

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 reframing
496
Sportswear / 2011DEEPER STUDY · 5 MIN READ

All In

adidas

unify a diverse product portfolio through a shared attitude while preserving functional distinctions.

Editorial reading of the challenge: how to unify a diverse product portfolio through a shared attitude while preserving functional distinctions. Do not rely on a celebrity montage alone.

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 →Brand architecture
497
Personal care / 2012DEEPER STUDY · 5 MIN READ

Susan Glenn

Axe

make an emotional theme concrete through a specific remembered person and a vulnerable narrative voice.

Editorial reading of the challenge: how to make an emotional theme concrete through a specific remembered person and a vulnerable narrative voice. A recognisable situation beats a generic confidence 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 →Vulnerability
498
Personal care / 2013DEEPER STUDY · 5 MIN READ

Apollo Space Academy

Lynx / Axe

turn a product theme into a participatory aspiration, while exposing the importance of delivery certainty.

Editorial reading of the challenge: how to turn a product theme into a participatory aspiration, while exposing the importance of delivery certainty. A future supplier plan is not a delivered 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 →Participation
499
Beauty / 1971DEEPER STUDY · 5 MIN READ

Because I’m Worth It

L’Oréal Paris

shift purchase justification toward the customer’s own voice and judgement.

Editorial reading of the challenge: how to shift purchase justification toward the customer’s own voice and judgement. Who speaks changes the 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 →Customer agency
500
Hair care / 2016DEEPER STUDY · 5 MIN READ

Dad-Do

Pantene

reframe an everyday product routine as a shared activity by changing who participates.

Editorial reading of the challenge: how to reframe an everyday product routine as a shared activity by changing who participates. The relationship can matter more than a perfect result.

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 →Shared routines
501
Menstrual care / 2007DEEPER STUDY · 5 MIN READ

Mother Nature

Tampax

personify a recurring issue to create a repeatable story, while scrutinising the stigma that framing may carry.

Editorial reading of the challenge: how to personify a recurring issue to create a repeatable story, while scrutinising the stigma that framing may carry. An antagonist can make normal experience seem shameful.

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 →Personification
502
Toys / 2012DEEPER STUDY · 5 MIN READ

Imagine: Minimalist Characters

LEGO

invite viewers to complete an image mentally using the product’s own simple components.

Editorial reading of the challenge: how to invite viewers to complete an image mentally using the product’s own simple components. Each remaining cue should carry meaning.

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 minimalism
503
Toys / 2012DEEPER STUDY · 5 MIN READ

Double Loop Dare

Hot Wheels

make a recognisable play-world feature tangible at a new scale without treating risk as the strategy.

Editorial reading of the challenge: how to make a recognisable play-world feature tangible at a new scale without treating risk as the strategy. Recognition connects the event to the toy.

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 change
504
Toys / 2015DEEPER STUDY · 5 MIN READ

Imagine the Possibilities

Barbie

reveal an imaginative use experience to help audiences reconsider an established product.

Editorial reading of the challenge: how to reveal an imaginative use experience to help audiences reconsider an established product. Meaning can come from what people do with the 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 →Reconsideration
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