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 →

793
Mobility / representation / 2023DEEPER STUDY · 5 MIN READ

Greetings from La Banlieue

Heetch

Turn an abstract representation problem into a concrete correction that affected communities can understand and contribute to.

Heetch and BETC identified stereotyped representations of the Paris suburbs in selected generative-image examples. Document the prompt, date, model version and selection method for any comparison. Repeat tests and include ordinary as well as striking results. A few dramatic images can identify a question, but they cannot establish how often a system behaves that way. Use precise language about what was observed. If a technical claim is important to the campaign, commission an appropriate independent evaluation instead of allowing a compelling film to substitute for one.

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 →Representation
794
Telecommunications / 2023DEEPER STUDY · 6 MIN READ

Human Network Testing Network

Vi / Vodafone Idea

Use credible everyday users as operational witnesses before making them advertising witnesses.

Vi’s stated task was to rebuild confidence in network quality after merger-related service concerns. Recruit people who encounter the service under conditions customers care about. For a connectivity product that means different journeys, building types and times, rather than a sample of enthusiastic fans. Define which observations are subjective and which can be logged consistently. A trusted occupation provides narrative relevance, but does not automatically create a representative sample. Ask what part of the market the witnesses cannot see. That missing coverage should shape both the next research round and the language of the eventual 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 →Behaviour change
795
Food / agricultural supply chain / Date not verifiedDEEPER STUDY · 6 MIN READ

The Biochar Project

Lay’s / PepsiCo India

Replace moral pressure with a practical transition that respects the producer’s working constraints.

The project addressed the practical pressure to clear crop residue between agricultural cycles. Map the interval between harvesting and the next planting, the people available, material transport and the options already used locally. Do this with agricultural specialists and farmers, not through a brand workshop alone. A proposed alternative must fit the actual workday and payment cycle. Ask who carries the additional labour and who receives the benefit. If those are different people, adoption can fail even when the environmental story sounds compelling. Build the communication around a specific practical improvement rather than a generalized appeal to responsibility.

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 →Behaviour change
796
Food / agricultural technology / Date not verifiedDEEPER STUDY · 6 MIN READ

Smart Farm

Lay’s / PepsiCo India

Turn long-term operational knowledge into a timely, understandable decision aid.

The project sought to make agricultural monitoring and early warnings more usable amid unpredictable conditions. Identify the precise decision a user can change after receiving a signal. Specify the latest useful delivery time, the information already available and the consequences of acting incorrectly. Then decide whether the proposed data genuinely adds value. For a different business this could be a stock alert or maintenance reminder rather than an agricultural intervention. Begin with one decision and a clear owner. A dashboard full of interesting indicators is not automatically a service, especially if nobody can explain what the user should do next.

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 →Behaviour change
797
Oral care / 2023DEEPER STUDY · 6 MIN READ

The Sweet Truth

Colgate

Attach a neglected action to a familiar ritual, then make the transition memorable.

Colgate wanted to encourage bedtime brushing alongside the familiar after-dinner sweet occasion. Draw the full sequence around a category occasion: preparation, activity, completion and aftermath. Look for a useful action people agree with in principle but fail to perform at the right moment. Ask whether the brand has a credible role there. The strongest cue may be a commonplace transition rather than a dramatic life event. Interview users about actual evenings or workdays instead of asking whether they endorse a desirable habit. Memory of a real sequence exposes interruptions and competing routines that abstract survey answers can miss.

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 →Behaviour change
798
Home furnishings / Date not verifiedDEEPER STUDY · 6 MIN READ

Skip Ads That Save Time

IKEA India

Use the audience’s immediate media frustration to demonstrate a relevant product benefit.

The campaign sought to make the time-saving value of organising immediately understandable. List what the audience is feeling or attempting immediately before exposure. In a pre-roll placement, interruption is part of the environment. In a queue or checkout, waiting may have a different meaning. Choose a benefit that honestly fits that condition. Do not assume a media trick transfers unchanged between channels. A film built around a skip control can lose its logic when shown without one. Prototype in the actual player and device size, including sound-off viewing, before judging the idea on a presentation screen.

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 →Behaviour change
799
Tyres / road safety / 2022DEEPER STUDY · 6 MIN READ

No Pressure Delivery

Ralco Tyres / Ralson India

Put a supportive instruction inside the interaction, while checking the system permits it to matter.

Ralco’s stated concern was the pressure placed on riders by very fast delivery expectations. Look for a moment when one party can relieve an expectation imposed on another. The message should be specific enough to change a real interaction, not just express goodwill. Ask recipients whether they see the message in time and whether they can act on it without penalty. A customer may think they have granted flexibility while the worker remains bound by another rule. Map that dependency before celebrating participation. The best small action clarifies an expectation and also reveals where wider operational change is necessary.

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 →Behaviour change
800
Sports drinks / community sport / Date not verifiedDEEPER STUDY · 6 MIN READ

Turf Finder

Gatorade / PepsiCo India

Find underused time within existing space, then turn it into a dependable opportunity.

The campaign addressed limited opportunities for playing sport in crowded urban areas. Inventory assets that sit unused for predictable periods: rooms, courts, equipment or scheduled access windows. Verify ownership, existing bookings and informal users before labelling capacity empty. An apparently vacant place may serve people who are absent from the data. Interview neighbours and maintenance staff, not just prospective participants. The opportunity is strongest when a temporary use can coexist with the original purpose. Build the restoration plan into the proposal so a short activation does not leave the host with damage, cleanup costs or a recurring conflict.

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 →Behaviour change
801
Home care / refill retail / 2021DEEPER STUDY · 6 MIN READ

Smart Fill

Hindustan Unilever

Make a lower-packaging choice useful through value and convenience, while preserving safety information.

Smart Fill sought to encourage reuse of home-care containers through a retail refill service and a financial incentive. A discount can attract an initial visit while leaving the future routine inconvenient. Map what the customer must do at home before returning to the store. Provide a memorable reminder and clear eligibility information, but do not create unnecessary packaging to explain a packaging-reduction service. Calculate the economics of repeat visits for both shopper and retailer. A sustainable commercial model needs to survive after launch incentives end. Test whether people return with the same container and ask those who do not return what made the normal purchase easier.

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 →Behaviour change
802
Confectionery / Date not verifiedDEEPER STUDY · 6 MIN READ

Perk Disclaimers

Cadbury Perk / Mondelēz India

Build a repeatable comic rule that borrows meaning from the content immediately around it.

Perk wanted a culturally relevant expression of its light-hearted positioning. Define the comic transformation in a sentence and list the topics it excludes. Then generate a small set of executions that all obey the same rule while fitting different contexts. If each example requires a separate explanation, the format may not be robust enough for scale. Give reviewers examples of both acceptable and unacceptable jokes. A production system needs shared judgement as much as automation. The strongest rule makes new variants feel recognisably related without reducing every message to a mechanically swapped noun or keyword.

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 →Behaviour change
803
Publishing / environmental awareness / Date not verifiedDEEPER STUDY · 6 MIN READ

UnplasticIndia: bottle-opening image alarms

The Times of India

Connect an abstract consequence to an everyday cue, then supply a feasible action and honest evidence.

The Times of India sought to move audiences from awareness of plastic pollution toward a change in disposable-bottle use. Identify the moment when someone can select a different option and verify that the alternative is genuinely available. An emotionally powerful reminder shown after the purchase may arrive too late to help. Put practical information near the cue: where to refill, what containers are suitable or how the local collection system works. Avoid implying that everyone has equal access to alternatives. A responsible campaign can acknowledge infrastructure limitations while still inviting a specific action. That makes the message more useful and less dependent on shame.

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 →Behaviour change
804
Disability advocacy / 2024DEEPER STUDY · 5 MIN READ

Assume That I Can

CoorDown

Show how an audience’s assumption changes the opportunity it gives another person.

The campaign challenged low expectations about people with Down syndrome. Ask people affected by a barrier to identify the moment when someone else’s assumption changes their options. It may be an invitation not offered, an explanation withheld or a task assigned without consultation. Build the message around that decision, then specify an alternative action. This creates a testable communication objective. It also helps prevent a broad inclusion campaign from praising diversity while leaving the actual gatekeeping process untouched.

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 →Expectations
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