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 →

829
Home retail / food / 2017DEEPER STUDY · 6 MIN READ

Cook This Page

IKEA Canada

Put instructions where the action happens, while preserving the safety information a simplified interface still needs.

Cook This Page was an IKEA Canada project by Leo Burnett Toronto, documented in 2017. The One Club describes recipes printed on cooking parchment, with measured spaces indicating where ingredients should go. The recipes incorporated IKEA food products. A kit helped store managers understand the activity and introduce it to customers, linking the printed object with an in-store experience rather than leaving it as an isolated advertisement. Observe where a user must convert words into quantities, positions or a sequence of actions. Choose one troublesome conversion to make visible at the point of use. A diagram should help someone do the task, not merely decorate the instructions. Compare the prototype with the existing method using realistic users and conditions. Record hesitation and errors as well as whether the person says the design looks appealing.

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 →Instruction design
830
Fashion ecommerce / 2014DEEPER STUDY · 6 MIN READ

#AsSeenOnMe: Customer Styling as a Shopping Resource

ASOS

Make customer creativity useful to other shoppers, with permission, attribution and product accuracy built into the process.

ASOS’s 2017 annual report dates the launch of #AsSeenOnMe to 2014. It describes customers sharing photographs and videos through social platforms and a gallery on the retailer’s website. A contemporary June 2014 RetailTrends report describes customer images linked to the relevant products. Together, these sources establish a programme connecting community expression with shopping, not merely a hashtag displayed at the end of an advertisement. A public hashtag is not a complete rights agreement for advertising, ecommerce, print and later campaigns. Explain the intended uses, duration and attribution before republishing a contribution. Keep a record that staff can find when an image is reused. Offer a practical way to request correction or removal where applicable. Do not make participation depend on granting broader rights than the programme actually needs.

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 →Contextual inspiration
831
Creative software / 2020DEEPER STUDY · 5 MIN READ

Fantastic Voyage: Imagination as the Product Story

Adobe Photoshop

Show the creative possibility a tool supports, then give newcomers an honest path from inspiration to practice.

Adobe Photoshop’s Fantastic Voyage film turned an ordinary commute into an imaginative visual journey. The One Club’s account describes the protagonist reimagining her surroundings through creativity and Photoshop. The Gerety archive records a 27 August 2020 release and credits 72andSunny, Adobe and a substantial film-production team. The campaign communicated a creative ambition rather than functioning as a step-by-step software tutorial. Write down what the user wants to express, understand or accomplish before selecting product capabilities to show. A feature becomes meaningful when it enables a recognisable intention. Test whether viewers can explain that intention without repeating the slogan. If they remember only the spectacle, strengthen the connection between the person’s action and the product’s role rather than adding more visual effects.

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 →Imagination
832
Outdoor brand / environmental advocacy / 2018DEEPER STUDY · 6 MIN READ

Blue Heart: Film, Partners and a Specific Ask

Patagonia

Connect a documented story to a clearly scoped public action while keeping community leadership and causal limits visible.

Patagonia’s 2018 Blue Heart campaign combined a website, a petition and a documentary about proposed hydropower development in the Balkans. The brand’s announcement described collaboration with local communities and NGOs, including RiverWatch and EuroNatur. Its public request focused on international financing for the projects. RiverWatch’s April 2018 notice described the film as following an existing campaign and local stakeholders, making the partnership history important to the account. Before commissioning a film, identify the specific action, institution or process the campaign concerns. Check that the proposed request is understandable and supported by current evidence. A broad expression of concern can attract agreement while leaving the next step unclear. The creative brief should explain what an informed person can do, what that action can realistically influence and which important decisions remain outside the campaign’s control.

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 →Partner leadership
833
Hearing care / 2023DEEPER STUDY · 5 MIN READ

The Misheard Version

Specsavers

Use a shared, low-stakes mistake to open a less intimidating conversation about a serious service.

Hearing care can be delayed when acknowledging a difficulty feels uncomfortable. Identify an audience reference that people can recognise without an explanation, then change one meaningful element. Test recognition before testing delight. If viewers do not know the original, the alteration becomes random content rather than a useful contrast. Secure rights to both the material and performance. The transferable technique is an expectation being gently interrupted, not borrowing a song that the team cannot lawfully 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 →Service education
834
Public health / 2023DEEPER STUDY · 5 MIN READ

Waiting to Live

NHS Blood and Transplant

Turn an abstract waiting list into an encounter that invites an informed family conversation.

Children waiting for transplants can remain invisible in aggregate public-health statistics. Choose a setting that helps explain the issue, then assess whether people can reasonably avoid the message. Healthcare installations need staff input, accessibility review and a quiet alternative route. Do not assume that emotional relevance automatically makes a location appropriate. A visitor’s vulnerability is a reason for greater care, not a targeting advantage to exploit for stronger response rates.

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 →Public understanding
835
Beverages / 2024DEEPER STUDY · 5 MIN READ

Recycle Me: The Crushed Logo

Coca-Cola

Let a recognisable brand asset visibly undergo the action the communication asks people to consider.

Recycling reminders can become invisible when they resemble routine packaging instructions. List the physical changes associated with the desired action and ask which one could alter a brand asset recognisably. The transformation should explain something rather than simply look unusual. Prototype in monochrome and at small sizes. If people identify the logo but cannot infer the intended action, the work is a styling exercise and needs a clearer instruction or context.

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 identity
836
Libraries and reading access / 2023DEEPER STUDY · 5 MIN READ

Banned Book Club

Digital Public Library of America

Answer an access barrier with a usable alternative, then make the alternative discoverable where the barrier is felt.

Book restrictions in local libraries can prevent readers from accessing particular titles. Audit the actual resource, eligibility rules and capacity before developing advocacy creative. Can someone complete the intended action after seeing the message? What happens when a title, appointment or service is unavailable? A campaign that publicises a blocked route without a reliable alternative may produce disappointment rather than useful agency. Treat service support and content maintenance as essential delivery costs.

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 →Access
837
Beverages / 2023DEEPER STUDY · 5 MIN READ

Coors Lights Out

Coors Light

Convert an authentic interruption into a simple recognisable souvenir before adding a larger campaign.

A live sporting accident damaged a branded digital display and unexpectedly made it part of the story. Identify the visual or verbal detail that makes a real event recognisable and avoid decorating it beyond recognition. Test whether people who encountered the event can connect the response without a long explanation. For those who did not, provide a brief honest account. The objective is a legible reference, not a puzzle whose only meaning exists in an internal presentation.

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 →Timely response
838
Food and farming / 2023DEEPER STUDY · 5 MIN READ

FitChix

Honest Eggs Co.

Translate a difficult-to-see production practice into a concrete, qualified product-level signal.

Consumers may struggle to distinguish farming practices behind similar egg-category labels. Write the underlying promise in plain language, then identify what observation would support only part of it. A movement count, repair time or ingredient origin can be useful without proving every dimension of quality. Have a relevant expert check the relationship. If the claim is broader than the evidence, narrow the wording rather than asking the design to conceal the gap.

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 →Proof
839
Food / 2023DEEPER STUDY · 5 MIN READ

Just Date a Farmer

Just Crack an Egg / Kraft Heinz

Find a surprising partnership in the missing ingredient that prevents people from using the product.

The product requires a fresh egg, making egg availability and price relevant to trial. Write down everything customers must provide beyond the purchased item: equipment, ingredients, permission, confidence or time. Ask which dependency is currently more difficult than usual and whether the brand can credibly discuss it. This creates a sharper route into topical communication than attaching a generic slogan to the news. Check that the dependency is widespread enough to be understood without a lengthy setup.

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 dependency
840
Food delivery and grocery / 2023DEEPER STUDY · 5 MIN READ

Inflation Cookbook

SkipTheDishes / Skip Express Lane

Turn changing price information into a decision aid at the moment people plan what to buy.

Food-price volatility makes a fixed idea of a low-cost shopping basket less reliable. Ask whether users are choosing ingredients, planning meals or comparing complete shopping baskets. Those are different tasks and require different information. A low unit price may still force someone to buy a larger pack than they need. Include quantities, likely leftovers and available alternatives where relevant. More data is not automatically better if it does not correspond to the decision being made.

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 →Practical utility
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