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 →

73
B2B technology / Date not verified6 MIN READ

Granite: Preview and Reveal

IBM

A technical promise becomes easier to judge when someone builds with it.

IBM wanted developers and enterprise decision-makers to understand practical applications of Granite models. Abstract technology claims often sound interchangeable. A small working example gives the audience something to inspect and question. The marketing task is to explain the system’s contribution without implying the tool did every part of the work.

8.6K+ organic / 59K+ paid
reported link clicksCampaign window not published · Separate distribution sources; not activated usersSource-reported; not independently audited here · Source →
Read study, data & creative direction →Curiosity
74
Food & beverage / 20235 MIN READ

25 Years of Cravendale

Arla Cravendale

Two complementary people can turn product education into a scene.

Cravendale needed its 25th-anniversary campaign to entertain while explaining its milk and freshness proposition. Facts can become easier to follow when one person asks the questions a viewer might have. The relationship supplies pacing and humor. The expert should still answer accurately, and the visitor should not be made artificially foolish just to deliver exposition.

1.8M
reported 15-second video viewsAnniversary campaign · Threshold-based views, not completed films or buyersSource-reported; not independently audited here · Source →
Read study, data & creative direction →Amusement
75
Beauty / food collaboration / 20215 MIN READ

e.l.f. x Chipotle

e.l.f. Cosmetics / Chipotle

The strongest unlikely partnership creates an object people can understand instantly.

The brands wanted an unexpected collaboration that could generate earned attention and introduce each to new fans. An unlikely pairing becomes stronger when the product itself explains the connection. Shared colors, rituals or values can provide that logic. A logo swap may generate initial curiosity but gives people less to discuss, demonstrate or buy.

3 days
reported collection sell-out time2021 launch · Initial inventory and profit not disclosedSource-reported; not independently audited here · Source →
Read study, data & creative direction →Surprise
76
Restaurants / 20235 MIN READ

From TikTok to Table: Quesadilla Hack

Chipotle

Sometimes the best response to creator demand is to change the product experience.

A popular creator-originated quesadilla customization was difficult to order consistently, creating demand and operational friction. A viral conversation can reveal an unmet need and a broken process at the same time. The useful signal is not simply that people like an idea. It is what they are trying to accomplish and where the existing customer experience prevents it.

37%
reported week-over-week Rewards enrollment increaseLaunch week · Pre/post comparison, not controlled liftSource-reported; not independently audited here · Source →
Read study, data & creative direction →Recognition
77
Beauty & personal care / 20195 MIN READ

Eyes. Lips. Face.

e.l.f. Cosmetics

Give people a creative format that also teaches a brand memory cue.

e.l.f. wanted stronger cultural relevance with younger consumers and better recognition of what its initials meant. A name, sound or ritual can become part of what people enjoy repeating. The useful design question is whether the creative cue remains recognizable when a participant changes everything else. That creates consistency without demanding identical content.

5M
reported user-generated videosCumulative total in later award entry · Participation count; not unique customersSource-reported; not independently audited here · Source →
Read study, data & creative direction →Joy
78
Restaurants / 20195 MIN READ

Lid Flip Challenge

Chipotle

An ordinary product interaction can become a simple participation ritual.

Chipotle wanted younger customers to use digital ordering and delivery. Employees and customers may already have small rituals that are more interesting than a manufactured slogan. Observe what people naturally do and ask permission before turning it into branded content. The best prompt may already be visible in everyday product use.

110K
reported submitted videosFirst six days · Participation, not unique purchasersSource-reported; not independently audited here · Source →
Read study, data & creative direction →Playfulness
79
Restaurants / coffee / 20205 MIN READ

The Charli

Dunkin’

A genuine fan relationship can become an easy-to-order product ritual.

Dunkin’ wanted stronger credibility with younger cold-brew consumers. A creator who already uses a product offers a clearer relationship than a forced endorsement. Verify the history rather than inventing a fan narrative. Existing enthusiasm does not remove the need to disclose the later paid relationship.

4B+
creative-team-reported impressionsMeasurement window not supplied · Portfolio claim; not audited reach or salesSource-reported; not independently audited here · Source →
Read study, data & creative direction →Affinity
80
Food & beverage / 20225 MIN READ

Triangle Tracker

Doritos / Frito-Lay

A distinctive shape can turn the surrounding world into a participation prompt.

Doritos wanted its triangular shape to create a more participatory connection with younger audiences. The world becomes a useful canvas when the brand cue is simple enough to recognize outside an advertisement. A complex logo may be harder to turn into a game than a shape, color or sound. Test recognizability before investing in the technology.

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 →Discovery
81
Fashion & retail / 20246 MIN READ

H&M&: Charli xcx in Times Square

H&M

A public experience can connect cultural attention to a concrete retail moment.

H&M wanted younger audiences to reconsider its fashion identity through music, creators and physical brand experiences. A concert can generate excitement without changing shopping behavior. Linking the moment to a specific collection or opening gives interested people a next step. The connection should feel natural, with product availability and store readiness checked in advance.

8K+
reported attendees across two NYC eventsAutumn 2024 · Combined NYC total, not Times Square aloneSource-reported; not independently audited here · Source →
Read study, data & creative direction →Excitement
82
Fashion & retail / 20225 MIN READ

BeYourOwnBOSS / HowDoYouHUGO Brand Refresh

HUGO BOSS

One corporate relaunch can use different participation formats for different brands.

HUGO BOSS wanted a refreshed identity for BOSS and HUGO that would connect with younger audiences. A shared owner does not require identical creative. Define the behavior and feeling each brand wants to own, then choose a format that fits. A coordinated launch can still preserve differences that help customers understand the portfolio.

1.9B
reported impressions across BOSS and HUGOFirst launch day, January 2022 · Combined campaigns; not unique reach or BOSS-onlySource-reported; not independently audited here · Source →
Read study, data & creative direction →Confidence
83
Personal care / 20106 MIN READ

Smell Like a Man, Man and the Response Campaign

Old Spice / P&G

A recognizable advertising character became a responsive performer who could answer the audience.

Old Spice wanted body-wash communication to reach both users and the people buying for them. Wieden+Kennedy describes a couples-oriented strategy rather than a men-only media brief. The strategic asset was a character with a recognizable way of speaking and responding. A strong persona can produce many original executions without changing the brand premise. The useful test is whether the voice remains recognizable when the situation changes, not whether a single script is quotable.

65M+
reported response-campaign viewsRetrospective published March 2014; exact measurement cutoff unstated · Response work, not unique viewers or purchasesAgency account in award-organizer retrospective · Source →
Read study, data & creative direction →Character-led IP
84
Automotive / 20036 MIN READ

Cog

Honda

A chain reaction of car parts made precision something the viewer could follow.

The creative task was to present the Accord through its engineering rather than another scenic driving film. This is an editorial reading of the execution, not a quoted historical brief. Each component’s successful handoff contributes to an impression of precision. The form of the film therefore carries the idea. A service brand could similarly show a dependable sequence, but only if the real process supports the impression created by the demonstration.

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 →Engineering
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