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 →

889
Industrial technology / employer brand / 2015DEEPER STUDY · 5 MIN READ

What’s the Matter with Owen?

GE

Dramatise the mistaken explanation people give about your business, then replace it with a concrete role they can understand.

GE wanted programmers and developers to recognise its digital work rather than see only a traditional industrial employer. Ask prospective candidates what they believe your organisation does and where that belief came from. Compare their answers with current work rather than dismissing them as uninformed. Select one consequential gap that a short story can address. An employer may be well known and still misunderstood; measuring familiarity alone will not reveal whether the right people see a relevant opportunity.

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 →Employer perception
890
Creative software / services / 2019DEEPER STUDY · 5 MIN READ

Please Leave

WeTransfer

Build a service promise around finishing the customer’s task, even when that means asking them to spend less time with you.

WeTransfer wanted to communicate the usefulness of its creative tools in an environment crowded with digital distractions. Write down what successful departure looks like for the specific task: a file delivered, an appointment confirmed or an export saved. Observe where customers hesitate after the main action appears complete. A useful service confirms success and explains what happens next. Do not mistake extra browsing caused by confusion for interest, or optimise an efficient utility as if it were an entertainment feed.

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 →Task completion
891
Enterprise workflow software / B2 B / 2021DEEPER STUDY · 6 MIN READ

The World Works with ServiceNow

ServiceNow

Explain an invisible business service through the recognisable experiences it helps other organisations deliver.

Enterprise workflow software can operate behind familiar services while its own brand remains poorly understood. Choose an everyday experience your customer delivers and map the real chain behind it. Identify the exact task your product supports, such as routing a request or coordinating an approval. Let the story move from the visible outcome to that contribution. Avoid piling on unrelated examples simply to imply scale; a modest but precise explanation can be more useful to a buyer.

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 →Invisible infrastructure
892
Video software / B2 B / 2018DEEPER STUDY · 5 MIN READ

One, Ten, One Hundred

Wistia

Turn a customer’s recurring investment question into a transparent creative experiment people can learn from.

Video makers and business marketers needed a more concrete way to discuss what production budgets change and what creative judgement contributes. Look for a recurring decision that professionals find difficult to explain to colleagues, such as whether to commission custom photography or use a simple illustration. Choose a question with real trade-offs rather than an obvious preferred answer. The audience should gain a clearer decision process even if it never buys the sponsor’s product or agrees with the final creative preference.

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 →Creative investment
893
Freelance marketplace / B2 B services / 2018DEEPER STUDY · 5 MIN READ

Hey World

Upwork

Make a broad service marketplace understandable by addressing recognisable situations in which somebody needs a specific kind of help.

A marketplace covering many freelance skills needed a clear, memorable explanation of why businesses might turn to it. Ask prospective buyers which piece of work is stalled and why. Identify the deliverable, the relevant skill and the constraint that makes outside help useful. Use that bounded situation to explain the service. A long list of capabilities can make a marketplace look large while leaving people uncertain about what to do first or how to define a successful engagement.

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 →Task clarity
894
Financial software / small-business services / 2018DEEPER STUDY · 5 MIN READ

A Giant Story

Intuit

Give a multi-product business a memorable organising metaphor while keeping the customer’s work at the centre of the story.

Intuit wanted to explain its corporate brand and connected product ecosystem beyond its individual product names. Interview customers about the work that connects your products or services. Do not assume that common ownership creates a meaningful customer story. Identify one practical benefit that genuinely spans the offer, then build the metaphor around that. If different products solve unrelated problems, a clear map may serve the audience better than forcing them into a single emotional narrative.

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 →Portfolio clarity
895
Industrial simulation / cultural partnership / 2024DEEPER STUDY · 5 MIN READ

Sound of Science: The Salzburg Demonstration

Siemens

Make a technical simulation tangible through a cultural experience where people can perceive what changes.

Digital-twin and simulation capabilities can be difficult to communicate outside specialist engineering contexts. Instead of beginning with a platform name, identify a change people can hear, see or otherwise understand safely. Use a setting where that change genuinely matters to a partner. Keep the example narrow enough to explain. A cultural venue can supply context, but it should not be treated merely as a decorative backdrop for a technical sales 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 →Tangible technology
896
Sport / audience development / 2025DEEPER STUDY · 6 MIN READ

The Great Indian Dunk

NBA India

A visual resemblance between everyday movement and basketball makes an unfamiliar sporting aspiration locally recognisable.

Make basketball and NBA relevant to an Indian audience. Begin with observation of the audience’s own activities and ask what genuinely connects them to the category. A visual resemblance can be a useful invitation, but it should not imply that all members of a country behave alike. Work with local photographers and participants who can challenge the creative team’s assumptions. Look for variation as well as a unifying theme. The strongest bridge preserves the dignity and specificity of the original situation instead of turning people into anonymous symbols for an international brand’s ambition. Test whether viewers see themselves or merely see an outsider’s picturesque interpretation.

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 →Cultural connection
897
Snacks / brand entertainment / 2023DEEPER STUDY · 6 MIN READ

The Hand / The Hand from Nowhere

Voiz / Monde Nissin

An unresolved absurd struggle makes the snack necessary to the comic plot and leaves room for the audience to imagine an ending.

Express the brand’s too-good-to-share proposition through distinctive entertainment. Remove the product from the script and see whether the conflict still works unchanged. If any object could replace it, identify the category behaviour or sensory feature that should drive the scene. This does not require a spoken claim in every shot. A recognisable pack, a sound or a distinctive way of eating can maintain the connection. Test delayed brand recall as well as immediate amusement. The aim is not to interrupt entertainment with a sales message, but to ensure that remembering the entertainment also helps people remember why this particular product was present.

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-centred storytelling
898
Drinking yogurt / product positioning / 2023DEEPER STUDY · 6 MIN READ

Not Very Sweet

Delight / Dutch Mill

The two meanings of sweetness connect a real taste proposition with a story of care expressed without sentimentality.

Make a less-sweet yogurt proposition emotionally legible. List the words customers use when describing the product difference. Some may carry a negative expectation before anyone tries it: lighter can sound weaker, simpler can sound limited, and less sweet can sound less enjoyable. Explore another truthful meaning without denying the original sensory difference. The creative idea should help people approach a trial with curiosity, not promise that the trade-off disappears. Test the actual product separately from the advertising. If the story sets an expectation the experience cannot meet, a clever semantic connection will produce disappointment rather than a useful repositioning.

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 →Reframing
899
Art retail / brand identity / 2025DEEPER STUDY · 6 MIN READ

Brand Refresh: a flexible voice for local art

TiredCity

A flexible local-language identity gives a multi-artist retailer continuity while leaving room for individual creative voices.

Update a retailer’s identity while supporting contemporary Vietnamese art. A multi-artist business needs rules that preserve recognition without flattening individual work. Identify the elements the retailer controls, such as navigation, price labels and product information, and the elements that should remain the artist’s own. Test the identity around works with different colours, moods and formats. Avoid judging the system only on a coordinated launch collection. Ask contributors whether the presentation supports their authorship or makes their work feel absorbed into the retailer’s brand. A useful identity behaves like a clear frame, with enough flexibility to hold disagreement and variety.

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 →Creative platforms
900
Nonprofit / fundraising design / 2025DEEPER STUDY · 6 MIN READ

MalNutrition Plates

UNICEF Vietnam

Nutrition data is placed on a meal-related object, joining explanatory design with a fundraising route whose money flow must remain clear.

Make nutrition-related information tangible and support UNICEF programmes. The object should have a meaningful relationship with the topic before any campaign copy is added. Ask what people do with it, where they keep it and who might encounter it later. A plate can connect to meals, but an expensive collectible may reach a different audience from a public education tool. Decide which role matters most. Test whether people understand the connection without a case-film explanation. If the object is mainly decorative, acknowledge that role rather than implying everyday utility. The format should make the issue easier to understand, not simply make the campaign easier to photograph.

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 →Material storytelling
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