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 →

805
Delivery / marketplace / 2024DEEPER STUDY · 5 MIN READ

All the Ads

DoorDash

Use a shared media occasion to demonstrate category breadth through a single evolving participation idea.

DoorDash wanted audiences to recognise its marketplace beyond restaurant delivery. Choose an event whose natural sequence can reveal something relevant about your offer. Design a repeatable update format before the event starts and establish who verifies each addition. The audience should learn more as the story develops, rather than see the same teaser repeatedly. Test whether people can connect the updates to the intended proposition. If they remember only the prize value, the campaign may be building competition enthusiasm instead of useful category 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 →Category expansion
806
Consumer electronics / refurbished retail / 2023DEEPER STUDY · 5 MIN READ

Refurb Editions: Better Than New

Philips

Make a reused product desirable while explaining the operational assurances that make it credible.

The campaign sought to challenge the assumption that refurbished products are inherently less desirable than new ones. Ask prospective buyers what refurbished means to them before developing the campaign. Hygiene, cosmetic condition, missing accessories, reliability and warranty may create different objections. Address each with evidence that operations can consistently provide. Do not assume a general environmental message resolves a specific concern about product safety or expected lifespan. Segment the communication by the question people need answered, not simply by whether they say they care about sustainability.

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 →Refurbished desirability
807
Garment care / inclusive representation / 2023DEEPER STUDY · 5 MIN READ

Me, My Autism & I

Vanish / Reckitt

Find a genuine product connection within a lived experience without claiming the product solves the person’s wider challenges.

The campaign aimed to broaden understanding of autism, particularly the experiences of girls. Map what the product actually helps people do, then explore whether that function matters differently in a particular lived experience. Validate the connection with relevant communities and specialists. Reject stories that require exaggerating the product’s role to justify sponsorship. A modest but useful contribution is more credible than a sweeping promise. Write a sentence describing what the product does not solve and use it to review every script and caption.

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 →Product relevance
808
Automotive / safety communication / 2023DEEPER STUDY · 5 MIN READ

Time-Fighters: Every Minute Counts

Renault

Reveal the expert collaboration behind a product promise rather than simply repeating the promise.

Renault sought a distinctive way to explain safety work after a collision. Map what happens before, during and after ordinary product use. Identify a stage where consequential work is usually invisible, such as repair, maintenance or safe recovery. Ask the people doing that work which design decisions help or hinder them. The strongest story may concern a practical improvement rather than a spectacular feature. Keep the audience’s understanding of the stage accurate, especially if the product operates in a safety-critical setting.

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 →Operational transparency
809
Electric mobility / service platform / 2023DEEPER STUDY · 5 MIN READ

Plug Inn: The Original Peer-to-Peer Charging Platform

Renault

Activate underused capacity by solving the trust and coordination problems between people who need it and people who own it.

The service addressed gaps in convenient electric-vehicle charging access. Before promoting a shared-capacity idea, distinguish ownership, willingness to participate and actual bookable availability. Interview both sides about timing, reliability and fallback needs. A large addressable supply figure can hide a very small useful network. Start with a dense, bounded area where failed matches can be investigated. Measure successful transactions before using aggregate asset counts as evidence that the access problem has been solved.

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 capacity
810
Beverages / product collaboration / 2024DEEPER STUDY · 5 MIN READ

The Boring Phone

Heineken / Bodega

Turn a deliberately removed feature into a visible invitation to behave differently.

The campaign addressed smartphone distraction during social occasions among adults. Observe the target occasion and list both distractions and essential functions. Navigation, accessibility tools, caregiving contact and payments may matter to different participants. A good reduced-feature concept preserves the functions that make people feel safe and capable. Test it with people beyond the enthusiastic early adopters. The point is to support an intentional choice, not to imply that everyone should disconnect in the same way or for the same duration.

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 →Intentional subtraction
811
B2B advertising / creative technology / 2024DEEPER STUDY · 5 MIN READ

Spreadbeats

Spotify Advertising

Demonstrate an overlooked capability inside the working format where a buyer makes the relevant decision.

Spotify wanted media planners to consider its visual and multi-format advertising capabilities, not only audio. Identify the actual document, interface or meeting in which a buyer compares options. Interview the people using it about what they overlook and what they need to decide confidently. Design a small demonstration that answers that gap within the workflow. Do not assume that a senior executive’s preferred presentation format is the same as the working buyer’s. The most valuable creative placement may be an ordinary handoff that receives little attention from the brand team.

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 →Workflow relevance
812
Ice cream / seasonal demand / 2024DEEPER STUDY · 5 MIN READ

Find Your Summer

Magnum

Reframe a seasonal product around a small available occasion rather than pretending the season has changed.

The campaign sought to make ice cream feel relevant during winter. Interview customers about the exceptions to their usual category habits. Ask when they still want the experience during a low-demand period and what makes that moment different. Avoid assuming everyone responds to the same weather or cultural cue. A small but repeated occasion can be more useful than a broad claim that the product is for every day. Validate the occasion before investing in a large visual production or media plan.

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 reframing
813
Charity / public health awareness / 2024DEEPER STUDY · 5 MIN READ

’Til I Died

British Heart Foundation

Use a familiar expression of belonging to make an overlooked loss personally understandable, with care for those represented.

The charity wanted to challenge the assumption that serious heart conditions affect only older people and encourage research support. Identify an expression or ritual that belongs to the people involved, not merely a popular event with a large audience. Check the interpretation with those communities before turning it into a headline. A small change in language can carry significant emotional force, so clarity and respect matter more than cleverness. If the connection needs extensive explanation or feels imposed by the sponsor, choose a simpler way to tell the story.

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 →Community identity
814
Rail travel / tourism / 2022DEEPER STUDY · 6 MIN READ

My Japan Railway

JR Group

Turn ordinary visits into personally meaningful records through a distinctive, place-specific collection.

JR Group wanted the anniversary to deepen affection for rail travel beyond functional transport. Start with the character of each place rather than assigning a decorative number to every location. Ask local staff and communities which details are meaningful and which common depictions feel inaccurate. Establish a visual system that accommodates those differences without making the set incoherent. A smaller collection with distinctive stories can offer more value than hundreds of interchangeable badges. Test whether users can remember something about the place after collecting the item. If they remember only the interface, the reward may be distracting from the experience it was meant to enrich.

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 →Travel
815
Automotive / technology demonstration / 2016DEEPER STUDY · 6 MIN READ

Intelligent Parking Chair

Nissan

Move a technical benefit into a familiar setting where the useful change becomes instantly visible.

Nissan sought an intuitive demonstration of parking-assistance benefits. Write the user benefit in ordinary language before looking for a surprising object. The analogy should retain the relevant relationship: something difficult to position becomes easier to place. It does not need to recreate the entire product. List the technical differences that could mislead viewers and decide which need explicit explanation. A short demonstration can be both entertaining and honest when it is precise about its scope. Avoid describing a creative prototype as a product launch unless the object is actually available with support and appropriate approvals.

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 →Technology translation
816
Video games / 2017DEEPER STUDY · 6 MIN READ

Gravity Cat

Sony Interactive Entertainment / PlayStation

Translate a distinctive product experience into a familiar world with one clear emotional objective.

PlayStation needed to communicate the distinctive gravity-changing experience of Gravity Daze 2. A product may have many features, but a promotional story usually needs one governing rule. Decide what a person should feel or understand after watching. Then choose a familiar situation where that rule changes something observable. Resist adding every feature to the plot. For a game, the central promise might be movement, collaboration or discovery; for a service, it might be relief from uncertainty. The translation works when the audience can explain the product experience in simple language, even if the fictional scene is impossible in real life.

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 →Product experience
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