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 →

913
Freelance marketplace / services / 2017DEEPER STUDY · 5 MIN READ

In Doers We Trust

Fiverr

A strong audience identity can make a marketplace memorable, but the values it celebrates need to be tested against the people’s real working conditions.

Fiverr sought a recognisable brand position among entrepreneurs rather than appearing only as a catalogue of freelance services. Write what the audience values in positive terms, then inspect the implied opposite. A useful statement about initiative need not suggest that reflection is weakness or that people with less capacity are uncommitted. Ask a diverse group of participants what the language seems to reward. Do not rely solely on enthusiastic insiders who already accept the campaign’s worldview and understand its intended irony.

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 →Audience identity
914
Employment services / 2021DEEPER STUDY · 5 MIN READ

The Rising

Indeed

Recognise the effort before the desired outcome, then offer a clear service role without promising to control the outcome.

Job seekers were navigating an uncertain employment environment during the pandemic. Ask people which parts of the process consume effort but rarely appear in promotional stories. Use voluntary, carefully scoped interviews and avoid making access to support conditional on disclosure. The goal is to understand the task, not collect the most distressing material. Represent ordinary uncertainty with dignity rather than turning someone’s difficulty into an emotional device for the advertiser.

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 →Process empathy
915
Business insurance / 2018DEEPER STUDY · 5 MIN READ

CyberLive: Honeypot Billboards

Hiscox

Make an invisible operational risk observable through a clearly explained signal, while preserving the difference between an attempt and actual harm.

Hiscox wanted small businesses to take cyber risk seriously rather than assume only large organisations were targets. Write a plain-language definition of the event your display represents. Have a qualified specialist check whether the label matches the data. Avoid words such as breach when the system only records an attempt. Show the observation period and any resets. A visual counter can appear authoritative even when its units are ambiguous, so the explanation is part of the creative work.

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 risk
916
Accounting software / small-business services / 2018DEEPER STUDY · 6 MIN READ

Beautiful Business

Xero

Translate an attractive but abstract service promise into the ordinary moments and tasks that customers want to make easier.

Xero wanted its brand to reflect a broader business platform while retaining the appeal of its established beautiful-accounting proposition. Take the broad word in your positioning and ask what a customer would notice if it were true. For simplicity, that might mean fewer repeated entries; for confidence, a clearer status indicator. Choose an observable improvement rather than another adjective. This gives creative teams a useful brief and gives product teams a claim they can verify against the real experience.

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-level value
917
Design software / B2B / 2023DEEPER STUDY · 5 MIN READ

Otto Desć: The Fictional Hollywood Legend

Autodesk

Use a playful mystery to make an overlooked enabling brand memorable, then resolve the mystery clearly enough to teach its real role.

Make a complex professional contribution easier to understand. A multi-part idea must account for people who see only one instalment. Make each piece identifiable as advertising and provide a route to the complete explanation. Test the sequence in fragments as well as in order. If the brand connection depends on perfect attention across several breaks, a clever narrative may become an expensive puzzle that many viewers never finish.

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 recognition
918
Business management software / B2B / 2020DEEPER STUDY · 5 MIN READ

Boss It

Sage

Celebrate a customer’s sense of control through recognisable small achievements, then connect that confidence to a practical business task.

Sage wanted small-business owners to see its technology as support for confidence and control rather than only back-office administration. Ask customers what they wish they could see or do more clearly in the course of a normal week. Translate confidence into a concrete capability, such as understanding an outstanding payment or planning a recurring task. Avoid broad promises of mastery. A small improvement that supports an informed decision is more credible than a slogan suggesting total control over an uncertain business environment.

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 control
919
Business payments / branded documentary / 2017DEEPER STUDY · 5 MIN READ

For Every Dream

Square

Build a brand story around the people and communities a service exists to support, without claiming ownership of their achievements.

Square sought a human expression of economic empowerment beyond demonstrations of payment hardware or software. Ask whether someone would learn something meaningful from the film even without a product recommendation. Identify the subject’s own priorities before deciding the brand lesson. Avoid requiring every scene to prove the sponsor’s importance. A documentary can support positioning through careful selection and craft, while a clearly labelled companion page explains the commercial relationship and any actual product 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 →Participant dignity
920
Professional services / B2B / 2020DEEPER STUDY · 5 MIN READ

Let There Be Change

Accenture

Give a broad service business a shared direction, then require each part of the organisation to explain what that direction means in practice.

Make a complex professional contribution easier to understand. Ask each team to complete a simple sentence explaining what the shared promise means for one customer task. Compare the answers for consistency and specificity. If every team repeats the slogan without naming an action, the platform has not yet become useful. Keep room for different applications while avoiding claims that the organisation cannot substantiate across its entire offer.

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 →Purpose translation
921
Supply-chain risk software / B2B / 2024DEEPER STUDY · 5 MIN READ

Save the Day

Exiger

Give overlooked professional work a memorable human face without turning a dramatic brand promise into a guarantee of risk elimination.

Make a complex professional contribution easier to understand. Interview practitioners about the decisions, checks and coordination that prevent problems from escalating. Ask what colleagues misunderstand about their role. Build the creative around a specific contribution rather than a generic hero label. The aim is to make expertise legible, not turn a complex profession into a simplistic story in which one person or product solves everything alone.

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 recognition
922
Publishing / civic communication / 2024DEEPER STUDY · 6 MIN READ

Ink of Democracy

The Times of India / The Economic Times

A familiar publication changes a material property so the medium itself introduces a symbolic association.

Connect newspaper readers with a historical civic communication. A change to the physical carrier can be more coherent than a headline explaining the same association. Start by listing which properties of the medium people normally take for granted: colour, sequence, size, texture or timing. Then ask whether changing one property would communicate the intended subject without making the content harder to use. This is not permission to make every page surprising. A meaningful alteration should be selective and explainable. In a commercial adaptation, the product or service must have a credible relationship with the changed property, otherwise the treatment is an expensive decoration rather than a useful idea.

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 →Medium as message
923
Consumer electronics / 2022DEEPER STUDY · 6 MIN READ

Flipvertising

Samsung Australia

A voluntary puzzle makes product demonstrations part of the route to finding an advertisement.

Encourage closer attention to Galaxy Z Flip4 demonstrations. A puzzle can direct people toward details they would otherwise ignore, but the task must be understandable before they invest effort. Make the relationship between clues and the product meaningful. If a clue merely hides arbitrary information, participants may remember the difficulty rather than the benefit. Design an early success that teaches the format and provide a fair way to recover from confusion. The useful creative question is what someone needs to notice to solve the task. That observation should also help them understand the product, so the experience has value even when there is no prize.

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 →Gamification
924
Personal care / inclusive product development / 2024DEEPER STUDY · 6 MIN READ

Transition Body Lotion

Vaseline / Unilever

Community-informed product development gives an inclusion statement a practical offer that must be assessed on its own evidence.

Respond to an identified skincare need through product development. Co-creation should have a decision path, not just a workshop photograph. Before inviting participants, identify which aspects of the proposed offer can change and who has authority to make those changes. Pay contributors fairly and explain what happens when their recommendations conflict with commercial constraints. Keep disagreement visible within the project team instead of selecting only enthusiastic testimonials. A useful record shows which observations led to revisions and which could not be addressed. This makes participation substantive without claiming that a small group speaks for an entire community or that consultation alone guarantees a good outcome.

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 →Co-creation
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