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 →

937
Enterprise software / 2018DEEPER STUDY · 5 MIN READ

The Best Run: business-to-world brand platform

SAP

Connect an operational software proposition to the wider effects of a well-run customer business.

Explain enterprise software in business terms. Map the chain from a specific software capability to a workflow change and then to a customer consequence. Test every arrow with someone who actually performs the work. If the team cannot explain the middle step, the claim is too broad for the current evidence. This exercise can reveal a useful demonstration, a missing implementation condition or a reason to narrow the campaign promise.

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 →Business outcomes
938
Video communications / 2017DEEPER STUDY · 5 MIN READ

Meet Happy

Zoom

Turn a functional communication tool into a simple emotional promise that can be understood at a glance.

Video-conferencing tools competed in a category associated with frustration and undifferentiated technical claims. Ask a new customer what they hope will feel different after using the service. Translate that answer into a short promise without deleting the product category entirely. Then test the line without a verbal explanation from the marketing team. If people cannot tell what is being offered, add a concrete cue before investing in repetition. Clarity is a prerequisite for memorable simplicity.

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 →Emotional benefit
939
Small-business accounting software / 2017DEEPER STUDY · 5 MIN READ

Backing You

Intuit QuickBooks

Combine recognition of independent workers with practical demonstrations of how the service supports their business.

Small-business software needed to connect administrative tools with the motivations and pressures of working for oneself. List the work your audience is trying to complete when stress is highest. Choose one task the product actually improves, then build the story around that moment. Avoid implying that software solves the entire challenge of running a business. A narrower demonstration can make the larger emotional promise more credible because the viewer sees exactly where help begins and where human judgement remains necessary.

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 →Small-business support
940
Human capital management services / 2019DEEPER STUDY · 6 MIN READ

What Are You #WorkingFor? / Always Designing for People

ADP

Reframe a back-office service around the motivations of the people whose work it supports.

A long-established payroll and human-capital brand wanted a people-centred explanation of its role in changing workplaces. Before inviting stories, decide what decisions the answers could change. A service provider might discover that clearer information matters more than another celebratory message. Explain the intended use of contributions and avoid implying that every suggestion will be implemented. Listening becomes credible when participants can see a bounded response, including an honest explanation of what remains outside the organisation’s authority.

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 →Employee experience
941
Work management software / 2022DEEPER STUDY · 5 MIN READ

Work Without Limits

monday.com

Turn software flexibility into a visual metaphor, then offer a small working example people can try.

The platform needed a memorable expression of flexible work management. Write down every literal interpretation a new viewer could take from the central image. Decide which interpretations are useful and which imply impossible capabilities. Add a concrete product cue where needed, then test the edit with people unfamiliar with the service. An exciting visual should make the benefit easier to remember without creating a promise the onboarding team must later retract.

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 trial
942
Productivity and collaboration software / 2022DEEPER STUDY · 5 MIN READ

For Your Life’s Work

Notion

Show how one flexible tool can support several meaningful goals without reducing people to a single work persona.

Notion wanted to communicate relevance to professional decision-makers while retaining the flexibility valued by individual users. Select contrasting situations because each clarifies a distinct product behaviour, not simply because the casting looks varied. One story may show collaboration, another information retrieval and another planning. Keep a common narrative structure so viewers can recognise the same product logic across them. This creates a useful portfolio of evidence rather than three interchangeable emotional films attached to the same logo.

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 →Flexible tools
943
Identity and access management / 2024DEEPER STUDY · 6 MIN READ

It’s Possible. It’s Okta.

Okta

Reframe secure identity as an enabler of useful work while keeping the technical promise specific and testable.

Identity technology needed a business-facing explanation beyond specialist language and fear-based security messaging. Identify one situation in which users experience security as an obstacle, then show how a specific design changes that experience. Include the conditions under which the benefit holds. Avoid replacing fear-based exaggeration with optimism-based exaggeration. A well-scoped example can persuade both business and technical audiences because it gives each a concrete claim to inspect rather than an undefined promise to trust.

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 →Security explanation
944
Financial infrastructure / publishing / 2018DEEPER STUDY · 5 MIN READ

Stripe Press: Ideas for Progress

Stripe

Invest in durable audience knowledge through a publishing programme rather than make every piece a product acquisition pitch.

An infrastructure company’s audience needed ideas and operating knowledge as well as payment tools. Start with a problem or body of knowledge your audience cares about, then ask why your organisation is a credible sponsor of its publication. The connection should be understandable without inserting the product into every chapter. A narrow, well-edited field guide may be more useful than an ambitious general book. Editorial selection is a strategic decision, not simply a larger content-production budget.

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 →Thought leadership
945
Electronic agreements / 2021DEEPER STUDY · 6 MIN READ

As Real As It Gets

Docusign

Explain an invisible digital transaction through the meaningful moment when an agreement changes what people can do.

Electronic-signature technology needed a human explanation beyond process efficiency. Choose a situation where the service’s role can be shown precisely. Describe what becomes possible after the process and then trace back to the step the product supports. This prevents the story from claiming credit for every part of the customer’s success. If the brand could be replaced by any service without changing the narrative, the connection needs more specific 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 →Human consequences
946
Real estate / brand film / 2020DEEPER STUDY · 6 MIN READ

In Love We Trust

Sinyi Realty

A credible observer’s changing view connects a relationship story with the meaning of trust in a home-related brand.

Explore trust and commitment through a fictional observer. A character should not merely deliver the brand’s argument. Their role needs to generate situations that challenge an initial view, and the audience should be able to understand why those situations matter to them. A recurring workplace, journey or task can provide that structure without requiring a complicated plot. Before scripting, write the character’s question in ordinary language and identify what each scene changes. Remove scenes that repeat the same emotional beat. The result should feel like someone discovering something rather than a series of testimonials arranged to prove a corporate slogan.

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 →Narrative perspective
947
Financial services / cultural service design / Date not verifiedDEEPER STUDY · 6 MIN READ

Shagun Ka Lifafa

Ujjivan Small Finance Bank

An existing gift handoff introduces an optional service, with familiarity separated from consent to a financial commitment.

Introduce banking access through a culturally familiar occasion object. Map the journey of an object through an occasion: who selects it, who pays, who receives it and who decides what happens next. The person exposed to the message may not be the person entitled to act. That distinction matters when a gift carries a service invitation. A useful design gives the recipient a clear option without allowing the giver’s enthusiasm to stand in for consent. The same principle applies to event tickets, welcome packs and product inserts. Relevance comes from timing and usefulness, not from making the next action feel socially compulsory.

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 context
948
Air travel / destination content / 2012DEEPER STUDY · 6 MIN READ

Is Japan Cool?

ANA

An open question turns destination promotion into a sustained editorial discovery platform.

Encourage exploration of Japan through cultural content. A genuine question allows different answers. If every interaction is designed only to confirm the brand’s preferred view, the invitation is superficial. Give people enough context to form an opinion and let them move on from subjects that do not interest them. For a destination, that might mean explaining the practice, its setting and how visitors can participate respectfully. The brand’s role is to open a path to discovery, not to declare an entire culture universally appealing. Useful disagreement can reveal which information is missing or which experiences need a more specific audience explanation.

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 →Destination discovery
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