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 →

1069
Visual collaboration software / 2022DEEPER STUDY · 6 MIN READ

Monster Problem: Make a Metaphor Carry a Real Demonstration

Miro

A fictional giant problem made collaboration visible, while product interactions and a behind-the-scenes account connected the joke with the actual tool.

Introduce visual collaboration to unfamiliar users. Identify the real difficulty the metaphor represents, such as connecting ideas or making a decision visible. Keep that difficulty understandable when the entertainment is removed. A small team can test a simple original illustration before producing an elaborate film. Avoid a metaphor so broad that it appears to promise a universal solution. The audience should be able to translate the scene back into an ordinary task that the product can plausibly support.

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 →Visible problem metaphor
1070
Insurance / 2011DEEPER STUDY · 6 MIN READ

Jake from State Farm: Expand a Familiar Role Without Losing Its Meaning

State Farm

A minor call-centre character became a continuing brand representative, preserving a familiar cue while expanding the situations he could explain.

Extend a remembered character into continuing communication. Ask what people recall without showing them a full compilation. Separate the character’s name, appearance, behaviour and association with the service. Do not assume that the team’s favourite detail is the one audiences use for recognition. A small brand can test a rough sketch and a brief description before committing to new production. The goal is to discover which elements carry useful meaning, not simply prove that some viewers remember an old joke.

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 →Memory continuity
1071
Insurance / 2017DEEPER STUDY · 6 MIN READ

Parentamorphosis / Dr. Rick: Build Humour Around a Life Transition

Progressive

A fictional coach turned small recognisable habits into an ongoing comic world associated with becoming a homeowner.

Create category relevance around a life transition. Describe a small action that people can recognise and allow for those who do not share it. Avoid treating age, family status or ownership as a complete personality. A team can gather voluntary examples without asking for sensitive personal histories, then use fictional composites with permission where needed. Test whether the humour rests on the action itself or on a general claim that one group is inherently embarrassing, incapable or less valuable.

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 →Life-transition recognition
1072
Insurance / 2008DEEPER STUDY · 5 MIN READ

The Name-Change Campaign: Explain Continuity Through a Familiar Analogy

Aviva / Norwich Union

Well-known public names provided a memorable analogy for a corporate rename, while the real customer task was learning how the old and new identities connected.

Connect a familiar name with its replacement. Build a simple timeline covering the campaign, the identity transition and the materials customers may encounter afterward. Explain which name appears where during the overlap. Avoid presenting a future change as already complete or suggesting that every market changes on the same day. A small organisation can keep a dated transition notice visible while old printed materials remain in circulation, reducing confusion without pretending the change happens everywhere at once.

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 →Identity continuity
1073
Grocery retail / 2014DEEPER STUDY · 5 MIN READ

Lidl Surprises

Lidl

Let people evaluate an offer before revealing the brand assumptions that might have shaped their judgement.

A discount retailer needed shoppers to consider quality alongside price. Write the barrier as a specific belief, such as uncertainty about one product’s taste or construction. Avoid vague ambitions to change everything people think about a brand. A narrow assumption lets the team choose a fair demonstration and identify a useful next action. It also makes it easier to recognise a disappointing result instead of editing the experience until it appears to validate the brief.

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 →Expectation revision
1074
Grocery retail / 2019DEEPER STUDY · 5 MIN READ

Fresh for Everyone / Kroji

Kroger

Use a coherent character system to unify different shopping experiences without erasing their local identities.

A multi-banner grocery business wanted a recognisable shared promise. Create a short set of rules covering character proportions, food presentation, tone and the relationship to local branding. Then show examples that deliberately vary the shopping mission. This exposes whether the identity can carry both routine information and a more emotional message. Consistency is useful when it reduces recognition effort; it becomes costly when it prevents a store from communicating a genuine local difference.

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 coherence
1075
Grocery retail / 2019DEEPER STUDY · 5 MIN READ

Famous Cars

Walmart

Make a new service understandable by showing an unmistakable action inside an entertaining world.

Walmart needed to explain grocery pickup as an alternative shopping routine. Draw the ordinary customer journey in a few frames and identify the step people misunderstand. Place the creative surprise at that point, not wherever a famous character happens to fit. This prevents the production from becoming an expensive wrapper around a vague promise. The final idea should still explain something useful when shown as rough sketches without music, effects or recognisable entertainment properties.

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 →Procedural clarity
1076
Online grocery / 2021DEEPER STUDY · 5 MIN READ

There’s an Ocado Just for You

Ocado

Turn a large assortment into recognisable personal situations rather than asking customers to admire its size.

The agency describes confusion about Ocado’s role as a supermarket. Start with tasks people recognise, such as planning a simple lunch or preparing a shared meal, rather than demographic stereotypes. Each mission should lead to a clearly described selection that is genuinely available. This makes the creative useful to people with overlapping needs and avoids assigning tastes to age, income or household labels that may not fit the individual shopper at all.

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 →Assortment relevance
1077
Grocery retail / 2022DEEPER STUDY · 5 MIN READ

Have Your Elf a Merry Christmas

Asda

Choose a licensed character whose established behaviour can perform a real role in the brand’s world.

Asda wanted an entertaining festive store story. Describe the practical and emotional role the character must play, then assess whether a licensed property fits it naturally. A mismatch can demand too much explanation or distort a familiar personality beyond recognition. For a smaller team, an original character may be more useful than a famous one. The test is whether the behaviour advances the brand story, not whether the audience can name the reference.

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 →Character fit
1078
Grocery retail / 2017DEEPER STUDY · 5 MIN READ

L’Amour L’Amour

Intermarché

Let a change in everyday behaviour carry the brand promise inside a human story.

A grocery retailer sought an emotional expression of its food proposition. Ask what changes in the story because the product or service exists. If the same plot works unchanged for any advertiser, the brand relationship may be too weak. Choose a small, credible action that can recur with variation, such as learning a preparation technique or planning a shared occasion. This gives the audience evidence of development without requiring broad claims about personal transformation.

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 →Behavioural storytelling
1079
Grocery retail / 2018DEEPER STUDY · 5 MIN READ

Act for Food

Carrefour

Connect a broad promise to named actions that customers can inspect, question and revisit.

Carrefour sought to communicate its food-transition commitments. For every proposed action, identify the responsible team, covered products, timing, evidence and exceptions. Distinguish an ambition from work underway and from a completed change. This structure gives writers a reliable basis for concise communication and helps customers compare the promise with reality. If those details cannot be supplied, reduce the claim rather than making the language more emotionally persuasive.

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 →Public accountability
1080
Grocery retail / 2024DEEPER STUDY · 5 MIN READ

Sweet Suspicion: A Waitrose Mystery

Waitrose

Make the product the missing object in a story that gives people a reason to return.

A Christmas campaign needed sustained interest beyond a single film release. Choose a mystery whose central object is genuinely connected to the offer. If any unrelated item could replace it, the puzzle may be entertaining without strengthening the brand proposition. Keep the question easy to state in a sentence and make the object visually identifiable. Then test whether people remember both the unresolved event and the product, rather than only the celebrity or comic character involved.

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 return
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