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 →

877
Quick-service restaurants / social commerce / 2018DEEPER STUDY · 6 MIN READ

Pocket Franchise

KFC China / Yum China

A personalised virtual storefront turns a referral into a hosted shopping experience, with clear incentives and merchant responsibility essential.

Connect personal recommendations with offers redeemable at KFC restaurants. Customisation is valuable when it helps someone express a recommendation or organise a useful offer. Identify what the participant can change and what must remain accurate, such as price, availability and redemption conditions. Avoid decorative controls that create work without making the store easier to use. Test the page with a friend who has not seen the invitation. That person should understand who operates the underlying service and where payment goes. A personal-looking storefront must not blur responsibility for fulfilment, refunds or customer support when the actual merchant remains a large brand.

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 →Referral design
878
Food delivery / packaging experience / 2015DEEPER STUDY · 6 MIN READ

Blockbuster Box

Pizza Hut Hong Kong

A pizza package transforms into an entertainment accessory, extending the shared meal occasion through a demonstrable secondary function.

Connect pizza delivery with an at-home film occasion. Start with what people do immediately before, during and after using the product. A secondary function should support that sequence rather than require a separate hobby or complicated setup. Ask customers whether they would use it when tired, in a small space or with other people waiting. The object should still perform its primary role reliably. If the extra feature adds mess, delay or confusion, it may undermine the convenience that made the original product attractive. A useful occasion extension can be modest; it does not need to be a technically surprising invention.

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 extension
879
Restaurants / community workspace / 2020DEEPER STUDY · 6 MIN READ

McClassroom

McDonald’s Philippines

A restaurant room is matched with teachers’ work needs, turning spare capacity into a specific service whose credibility depends on reliable operations.

Provide teachers with a workspace during remote schooling. A remote teaching session has different requirements from quiet lesson preparation. Ask prospective users about sound, connection stability, power, seating and the need to speak without disturbing others. Establish which activities the room can actually support. A space that looks empty may still be noisy, used for storage or needed by staff at short notice. Publish accurate conditions before people travel. The most useful offer may be a predictable preparation slot rather than a promise that every form of online teaching can happen there. Practical fit should guide the programme name and communication.

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 →Capacity sharing
880
Education / 2014DEEPER STUDY · 6 MIN READ

You Can Learn Anything: Encourage the Next Attempt

Khan Academy

Pair an encouraging message with a practical environment that helps people try again.

Khan Academy announced You Can Learn Anything on 19 August 2014. Its release described a short film, a learning dashboard and resources for parents and teachers. Contemporary Digiday reporting credits collaboration with Enso and describes stories about difficulty and progress, including a contribution from John Legend. The campaign invited people to reconsider a fixed view of their ability and to see an imperfect first attempt as part of learning. Choose an ordinary learning moment that viewers can recognise without exposing a real person’s embarrassment. Show what changes after feedback or practice rather than jumping immediately to mastery. The creative should make uncertainty feel permissible while remaining honest about the effort involved. Test whether beginners understand the next step and whether experienced participants find the portrayal respectful, rather than using applause for an inspirational film as the only evaluation.

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 →Supported practice
881
Education software / 2012DEEPER STUDY · 6 MIN READ

Code Year: A Resolution Needs a Manageable Next Step

Codecademy

Use a timely commitment to begin, then design for the ordinary weeks after enthusiasm fades.

Codecademy launched Code Year around the beginning of 2012, inviting people to make learning to code a New Year’s resolution. Its own retrospective identifies 1 January as the start and describes a weekly email sequence. A contemporary company update documents meetups and question-and-answer forums intended to support participants. The campaign connected a familiar moment for making plans with an existing product in which people could begin practising. Use the occasion as a prompt, then ask what the participant wants to be able to do. Describe a small result that can be recognised without a vague claim of mastery. Explain the likely time commitment and prerequisites before enrolment. A broad slogan may attract attention, but a useful first project gives the learner a way to judge whether the programme fits their life and interests.

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 →Manageable commitment
882
Creative software / cultural heritage / 2018DEEPER STUDY · 6 MIN READ

Hidden Treasures: Put the Archive Back to Work

Adobe / Bauhaus Dessau Foundation

Make cultural heritage useful for new creation while showing where preservation ends and interpretation begins.

Adobe’s 2018 Hidden Treasures: Bauhaus Dessau project worked with archival letterforms and unfinished type designs. Contemporary Creative Review coverage describes Erik Spiekermann leading a team that developed five digital typefaces. Adobe’s September account identifies the new designers and the historical figures whose work informed each face. The Bauhaus Dessau Foundation’s own online exhibition explains that the process involved completing alphabets and creating missing characters, not simply scanning finished fonts. Work with the collection’s custodians to understand the material, permissions and context. Identify a use that respects the source without pretending that every historical object should become a commercial asset. Ask what a new audience could make or understand through the resource. The useful connection should remain clear without requiring a long brand explanation, and the archive partner should have meaningful authority over how its contribution is represented.

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 →Useful heritage
883
Toys / community co-creation / 2008DEEPER STUDY · 6 MIN READ

LEGO Ideas: Make Participation a Clear Review Process

LEGO Group / CUUSOO

Invite useful ideas without implying that popularity alone guarantees production.

LEGO’s official history traces the programme to a 2008 Japanese experiment with CUUSOO, followed by international expansion in 2011. Fans proposed products and gathered support before a LEGO review. The platform became LEGO Ideas in 2014. Contemporary Brickset reporting documents that transition and the introduction of time limits. This study treats the pilot, renamed platform and subsequent products as one programme family, rather than counting each fan-designed set as a separate campaign. Before inviting submissions, describe the stages and the decision at each one. A threshold might earn a review, a prototype discussion or feedback, but these are not interchangeable promises. Make the limits understandable without requiring participants to infer them from examples of past winners. Test whether a prospective contributor can explain what happens after reaching the threshold and what remains uncertain about a possible release.

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 →Bounded participation
884
Consumer cameras / 2018DEEPER STUDY · 6 MIN READ

Million Dollar Challenge: Let the Community Demonstrate the Product

GoPro

A community-made demonstration needs clear rewards, careful curation and a safety standard beyond spectacle.

GoPro announced the original Million Dollar Challenge in September 2018 around HERO7 Black. The invitation asked owners to submit raw footage for possible inclusion in the camera’s highlight film. A USD1 million pool was to be divided equally among the individuals whose work was selected. The company’s December account documents the completed film and the editorial team that assembled it. This was a selective reward programme, not a payment promised to everyone who uploaded a clip. State who can enter, what material is required and how any reward is allocated. Make clear which submissions receive payment and what permission is requested for selected and unselected work. Do not let the size of a total pool imply a typical earning. Give contributors understandable technical guidance and a reliable way to ask questions so avoidable format errors do not waste the effort they have already invested.

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 →Credited participation
885
Business services / publishing / 2007DEEPER STUDY · 6 MIN READ

OPEN Forum: Be Useful Before the Next Transaction

American Express OPEN

Build an ongoing audience by helping with recurring problems, while keeping the sponsor’s interest clear.

American Express launched OPEN Forum in 2007. Contemporary accounts describe its development from event-related content into a broader resource for small-business owners. A 2009 announcement, republished by Finextra as externally supplied material, introduced content and networking features. Chief Marketer’s 2010 account distinguishes those later developments from the original launch. This case treats the evolving forum as one programme and keeps it separate from the brand’s Small Business Saturday shopping initiative. Start with the tasks the audience repeatedly faces and the questions that prevent progress. Choose a manageable scope where qualified contributors can offer practical help. Give each piece a clear purpose and a route to related information. A calendar full of articles is not evidence of usefulness. Review whether readers can complete the intended task or make a better-informed decision without needing to decode a promotional message first.

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 →Recurring usefulness
886
Architectural coatings / B2 B / 2022DEEPER STUDY · 5 MIN READ

Speaking in Color

Sherwin-Williams Coil Coatings

Let customers begin with the way they imagine a result, then help them translate it into a usable specification.

Architects may imagine a colour through memories and associations that are difficult to translate into a conventional colour selector. Before adding speech, map the gap between customer language and the decisions your service actually supports. Ask practitioners to describe a desired result without using your catalogue vocabulary. Preserve their meaning when converting it into options. A text field and a knowledgeable person may be a better early prototype than a sophisticated voice interface if the underlying interpretation is still uncertain.

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 →Customer language
887
Corporate sustainability / B2 B / 2023DEEPER STUDY · 5 MIN READ

EART4 / TERR4: A Symbolic IPO for Earth

B3 / UN Global Compact Brazil

Use a familiar professional document and ritual to make an unfamiliar shared responsibility easier to inspect.

The initiative sought company participation in the UN Global Compact through a format recognisable to business leaders. Identify the documents or rituals through which your audience makes decisions, such as a maintenance review, project handover or supplier scorecard. Use that structure to organise a neglected issue. Do not copy official seals or create material that could be mistaken for a binding filing. The analogy should help people understand the evidence, not confer authority the project does not possess.

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 →Professional formats
888
Enterprise software / B2 B / 2023DEEPER STUDY · 5 MIN READ

Rock Star: The Original 2023 Campaign

Workday

Turn a familiar workplace expression into a comic conflict that still points back to the customer’s desired achievement.

Workday sought wider recognition for its enterprise software and the achievements of finance and HR customers. Collect expressions customers use to praise a successful outcome. Look for one that can be made literal without insulting the people who use it. Then write the plain product truth underneath the joke. If the connection only works after a long explanation, the expression may be memorable but strategically weak. Test the meaning before investing in talent or production.

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 →Workplace language
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