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 →

925
Telecommunications / accessibility / 2019DEEPER STUDY · 6 MIN READ

Deria Takbir

Maxis

An optional visual and tactile interpretation makes a specific access proposition tangible through a usable experience and supporting story.

Explore an additional way to experience a culturally important occasion. An accessibility brief should ask what people want to do and which barriers they encounter, rather than presume what they lack emotionally. Work with participants who can describe different preferences and reject assumptions in the proposed experience. Compensate that work and provide accessible ways to contribute. A brand may find an interesting technical possibility, but the community should help decide whether it is relevant. Avoid presenting one participant’s reaction as proof that everyone needs the same intervention. The creative opportunity is to expand choices while preserving the legitimacy of existing ways of participating.

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 →Accessibility
926
Consumer electronics / brand platform / 2024DEEPER STUDY · 6 MIN READ

Optimism Your Feed

LG Electronics

A curated creator playlist translates a broad brand attitude into a small voluntary action, while platform effects remain uncertain.

Express Life’s Good through an invitation to engage deliberately with content. Brand values are easier to inspect when they imply something a person can actually do. The practice should be small enough to try without buying a product or adopting a whole identity. Ask what participants will gain from the activity itself, even if they do not remember the sponsor. A useful invitation can support discovery, creativity or reflection without pretending to solve a broad social problem. Keep the brand’s role proportionate: it can assemble material and explain an idea, but it should not claim ownership of optimism or judge people for feeling differently.

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 purpose
927
Stationery / design-led retail / 2009DEEPER STUDY · 6 MIN READ

mt Masking Tape: Identity and Exhibitions

mt / Kamoi Kakoshi

A material builds its own demonstration environment, linking spatial inspiration to manageable product trial.

Expand understanding of decorative tape’s creative possibilities. A material product can be difficult to explain when its value depends on what someone makes with it. Show a range of achievable uses alongside an ambitious display so visitors can connect inspiration with their own circumstances. The spectacular example earns attention, but the ordinary example makes trial plausible. Label what the material can and cannot do, and avoid implying that a decorative installation proves structural performance. A good demonstration reveals properties through observation: flexibility, colour, layering or removability. It should leave a visitor with a clear first project rather than only admiration for professional craft.

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 as medium
928
Financial services / service design / Date not verifiedDEEPER STUDY · 6 MIN READ

Dabba Savings Account

ESAF Small Finance Bank

A familiar household object introduces a service whose value depends on clear terms, dependable support and participant agency.

Make a banking service approachable through an existing saving context. A familiar object can make a new process easier to understand, but the habit around it may reflect constraints rather than preference. Ask participants what they value about the current practice and what they would like to change. Do not assume that an institution’s preferred behaviour is automatically better for everyone. The design should preserve useful features such as simplicity or proximity while explaining new obligations clearly. In a nonfinancial adaptation, this might mean placing a library return reminder beside a household reading routine. The principle is continuity with choice, not using familiarity to bypass informed consideration.

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 →Habit continuity
929
Household care / sanitation utility / 2024DEEPER STUDY · 6 MIN READ

Loocator / Be Free to Pee

Harpic / Reckitt

An adjacent practical utility extends brand relevance, with information freshness becoming part of the brand experience.

Help people find and understand available toilet facilities. A brand can be relevant before someone reaches the point of purchase or use. Map the surrounding task and ask which uncertainty repeatedly interrupts it. The most credible extension is close enough to the brand’s competence that users understand why it is involved, yet useful independently of a product sale. Avoid treating a broad social issue as a convenient content theme. The team must be willing to maintain the practical resource it introduces. If the service cannot be supported, a modest verified guide may be more responsible than an ambitious app whose usefulness quickly decays.

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 branding
930
Telecommunications / workplace connectivity / 2024DEEPER STUDY · 6 MIN READ

Deep Connect

Motorola

A bridge between existing communication systems makes a specific service gap visible, with technical assurance separate from the human story.

Address a documented communication gap for miners and families. A useful innovation brief may begin where two ordinary systems fail to meet rather than with an entirely new device. Map the task from the user’s perspective: what are they trying to communicate, at what moment and with whose permission? Then ask which organisational and technical boundaries prevent it. Some barriers may require policy or scheduling changes rather than hardware. A brand should resist presenting every problem as a technology opportunity. The best response may be a simpler service arrangement that works reliably and respects the conditions of the workplace.

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 innovation
931
Automotive / product storytelling / Date not verifiedDEEPER STUDY · 6 MIN READ

The Dirty Launch

Chevrolet

A documented trace of use opens a question that linked content answers, separating provenance from technical proof.

Introduce product features through an unusual physical display and content story. A worn, repaired or marked object can invite curiosity because it suggests events outside the viewer’s immediate experience. The trace should be genuine or clearly identified as a representation. Ask what question it raises and whether the answer is relevant to the product. A display that merely looks unusual may attract photographs without improving understanding. Give viewers enough context to choose whether to investigate further. The strongest version turns a visible detail into a useful explanation of use, maintenance or design, rather than asking the audience to accept a dramatic story on appearance 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 →Demonstration
932
Museum / cultural participation / 2012DEEPER STUDY · 5 MIN READ

Rijksstudio: Invite People to Make Something from the Collection

Rijksmuseum

Giving people usable material and a clear invitation can turn a collection from something to admire into something to explore actively.

Make collection material usable beyond passive viewing. Do not assume that a large archive explains how to begin. Offer a narrow prompt, such as choosing three details that share a visual feature, and show an achievable original example. Keep browsing legitimate for people who do not want to create anything. The activity should help someone notice the collection rather than demand professional design skill. Test whether a first-time visitor can complete it without a facilitator explaining the interface or the institution’s intentions.

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 →Active exploration
933
Museum / multisensory experience / 2015DEEPER STUDY · 5 MIN READ

Tate Sensorium: Offer Another Way into an Artwork

Tate Britain

A carefully chosen sensory prompt can invite interpretation, but it should expand the visitor’s choices rather than prescribe a response.

Invite another way to engage with a small selection of artworks. Identify what the visitor might examine differently and why the additional cue belongs with that question. Do not add effects simply because the equipment is available. Try a plain visual or written prompt first, then ask whether another mode offers a useful choice. The team should be able to explain the relationship without insisting on one correct response. An unexpected association is valuable only if the visitor can still make sense of the encounter on their own terms.

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 →Visitor agency
934
Wellbeing content / streaming / 2020DEEPER STUDY · 5 MIN READ

Headspace on Netflix: Let the Partnership Deliver the Experience

Headspace / Netflix

A partnership becomes more meaningful when it gives the audience a real, clearly scoped experience rather than only placing two logos together.

Introduce a service’s educational approach in another medium. Identify what a viewer can meaningfully do in this setting and what should remain outside it. Do not paste an app interface into a television programme without considering distance, shared viewing and pacing. Keep the first task simple and make instructions understandable without additional equipment or an immediate purchase. Test the experience with people unfamiliar with both partners so the design does not depend on knowledge that the promotional teams take for granted.

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 →Experience before conversion
935
Wellbeing app / contextual advertising / 2020DEEPER STUDY · 5 MIN READ

Election Coverage Sponsorship: Make the Placement Explain the Promise

Calm

The surrounding media can make a simple brand idea legible, but relevance should not become exploitation of the audience’s circumstances.

Make the app’s category promise understandable in a relevant media setting. Write down what changes when the same creative appears in a different setting. If the placement supplies an essential part of the meaning, test that relationship directly rather than judging the advertisement alone. Consider how the content before and after it may vary. A live broadcast is not a fixed script, so the media plan needs boundaries for situations in which the planned contrast would become insensitive, confusing or inappropriate.

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 →Meaning through context
936
Marketing software / owned entertainment / 2019DEEPER STUDY · 5 MIN READ

Mailchimp Presents

Mailchimp

Build a destination around the audience’s lived experience rather than require every story to demonstrate a product.

A marketing platform wanted a direct cultural relationship with entrepreneurs beyond advertising placements and software tutorials. Define the recurring situation your audience recognises before choosing subjects. A bookkeeping service might explore first-time employers learning to delegate, without making every ending a product endorsement. Ask whether a viewer who never buys would still find the story worthwhile. That test protects editorial usefulness while leaving the commercial sponsor visible and accountable. It also gives commissioners a firmer basis for declining attractive but irrelevant pitches.

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 →Entrepreneurship
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