THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

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

61
Climate technology and B2B services / 20205 MIN READ

The 2030 Calculator

Doconomy

Lower the effort required to take the first useful step toward a difficult business goal.

Smaller brands could face cost and complexity barriers when estimating product carbon footprints. Climate transparency is a large goal; entering product data is a specific task. A useful tool can move an audience from agreement to exploration by making the initial step manageable.

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 →Climate
62
Technology & search / 20135 MIN READ

Reunion

Google Search

Let the product move the story rather than interrupt it.

Google wanted people to discover uses of Search beyond a familiar everyday utility, across generations. A series of features can feel like a tutorial. A clear human objective makes the next search feel necessary, so capability and emotion reinforce each other.

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 →Reunion
63
Sports & entertainment / 20236 MIN READ

Creator of the Week

NFL / YouTube

Give outsiders an interesting way into an established world.

The NFL wanted casual viewers to see a place for themselves in football culture, beyond results and technical analysis. Newcomers often need permission to care before they need expertise. A creator can begin with food, family or comedy and let the category appear through that interest. This is especially useful when a brand has assumed every prospective customer already understands its rituals.

27
creators in the inaugural program2023 season into early 2024 · Delivery scale, not an outcome measureSource-reported; not independently audited here · Source →
Read study, data & creative direction →Belonging
64
Food & beverage / 20245 MIN READ

They’re Well Posh: Posh Perspectives

J2O / Britvic

A shared joke can produce variety when creators receive different roles.

J2O wanted its ready-to-drink mocktails to feel relevant to younger adults and students, beyond its family associations. A generic instruction to be funny usually produces repeated product mentions with unrelated jokes. A defined point of view gives the creator a useful source of tension. Choose a premise that naturally makes the product relevant without requiring identical scripts.

15.4M
reported video viewsCampaign period, exact window not supplied · Creator activity with paid amplificationSource-reported; not independently audited here · Source →
Read study, data & creative direction →Amusement
65
Home & furniture / Date not verified5 MIN READ

Build the Flatpack

IKEA

Make a product task the plot, then give people a reusable soundtrack.

IKEA wanted younger audiences to consider its products as a way to improve their homes within a limited budget. A task with a visible beginning and end creates a natural reason to keep watching. For marketers, the opportunity is to document meaningful change rather than append a product shot to unrelated entertainment. The customer’s desired outcome should remain more important than the brand’s screen time.

41K+
reported uses of the campaign trackExact campaign window not supplied · Participation count, not verified buyersSource-reported; not independently audited here · Source →
Read study, data & creative direction →Satisfaction
66
Beauty & personal care / 20225 MIN READ

Martha Stewart’s TikTok Debut

Clé de Peau Beauté

Cast for a credible personality, not just a target demographic.

The luxury beauty brand wanted to introduce its products to a younger social audience. A creator or public figure can interest people outside their own demographic through taste, expertise or humor. Start with the relationship the audience has to the person. Matching age alone may miss someone who can make a category feel more distinctive.

78M+
reported TikTok and Instagram viewsCampaign reporting window not specified · Across content; not deduplicated reachSource-reported; not independently audited here · Source →
Read study, data & creative direction →Surprise
67
Agriculture & machinery / 20245 MIN READ

Chief Tractor Officer

John Deere

A creator can become a recurring host, not a temporary media placement.

John Deere wanted stronger relevance with younger potential customers and a consistent voice for its dormant TikTok presence. A named job gives an audience a reason to expect more episodes. The brand is no longer starting from zero with every paid post. To make this sustainable, define what the host can discover over time and how the series remains useful after the recruitment spectacle ends.

73K → 366K
reported TikTok follower changeTwo months · Audience growth, not equipment demandSource-reported; not independently audited here · Source →
Read study, data & creative direction →Curiosity
68
Consumer technology / 20255 MIN READ

Snapdragon x Coachella

Qualcomm Snapdragon

Explain a technical benefit through a situation that makes it matter.

Snapdragon wanted its laptop technology to connect with lifestyle audiences beyond conventional technology reviews. A feature becomes easier to understand when the viewer sees the problem it solves. The best setting is not necessarily the biggest event. It is a recognizable situation in which the claimed advantage is observable and relevant.

$422K+
reported attributable revenueCampaign window not published · Attribution model and total costs not disclosedSource-reported; not independently audited here · Source →
Read study, data & creative direction →Excitement
69
Alcoholic beverages / 20235 MIN READ

Hour of the Kraken

The Kraken / Proximo Spirits

A launch object can open a story rather than merely display a product.

Kraken wanted awareness and consideration for its new Gold Spiced Rum while retaining its established mysterious brand character. Presentation materials can give a creator something to do, not just something to hold. A useful kit should make the central idea obvious while leaving room for interpretation. Evaluate whether the story still works after the unboxing moment ends.

300K
reported website clicksCampaign window not specified · Clicks, not verified sales or unique visitorsSource-reported; not independently audited here · Source →
Read study, data & creative direction →Intrigue
70
Alcoholic beverages / sports / 20255 MIN READ

Boots On, Boots Off

Asahi Super Dry

An athlete’s other interests can create a new route into the sport.

Asahi sought a meaningful connection to women’s rugby through its World Cup sponsorship. A credible collaboration begins with a shared interest, not two unrelated audiences added together. Ask what the participants can teach or discover together. That gives the conversation substance and helps prevent an interview from becoming a sequence of sponsor mentions.

51
reported social posts2025 campaign · Content output; outcome totals have separate scopesSource-reported; not independently audited here · Source →
Read study, data & creative direction →Connection
71
Household products / Date not verified5 MIN READ

Power Sheets: Creator Content Meets Retail Media

Arm & Hammer

A creator asset can do different jobs at different points in the buying journey.

Arm & Hammer wanted a creator campaign for laundry detergent sheets that could move US parents from awareness toward purchase. An effective social post may need different framing, length or calls to action when used near a purchase. Contract for the intended placements and produce adaptable versions from the start. Reuse should preserve the creator’s meaning rather than manufacture a new endorsement.

1.71
reported ROASMeasurement window not published · Attribution and included costs unspecified; not profitSource-reported; not independently audited here · Source →
Read study, data & creative direction →Confidence
72
Gaming & entertainment / 20245 MIN READ

The War Within: Crossover Creators

World of Warcraft / Activision Blizzard

Let creators translate a fictional world into skills their audience already values.

The expansion launch needed to reach active and lapsed players beyond audiences already consuming World of Warcraft content. A craft audience may share an interest in a game’s visual world without following gaming news. Look for a concrete overlap in taste or behavior. This is more useful than selecting a broadly popular creator and hoping some followers happen to be relevant.

631K
reported engagementsExpansion campaign period · Mixed content and platforms; not purchasesSource-reported; not independently audited here · Source →
Read study, data & creative direction →Wonder
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