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 →

1153
Materials and industrial technology / 2015DEEPER STUDY · 5 MIN READ

Science. Applied to Life.

3M

Make an invisible technical contribution recognisable by connecting it with an ordinary experience.

A broad science business needed a coherent public explanation. Map the finished experience back to the component or process the business actually supplies. Keep the explanation narrow enough that a viewer can describe it accurately afterward. This avoids the temptation to claim credit for the whole outcome when many contributors are involved. It also helps the team decide which examples belong in the platform and which are attractive but strategically unrelated illustrations.

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 contribution
1154
Chemical manufacturing / 2010DEEPER STUDY · 5 MIN READ

We Create Chemistry

BASF

Use an apparent contradiction to explain how a technical capability connects two customer needs.

A diversified chemical business needed a shared global communication idea. Interview people about the compromises they actually encounter and select one that the product can meaningfully address. Avoid manufacturing a false dilemma merely because it produces a clever headline. Write the two needs in ordinary language and explain the limited contribution that connects them. If the bridge depends on several external factors, those dependencies should inform the creative rather than appear only in a footnote.

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 →Competing needs
1155
Materials science / 2019DEEPER STUDY · 5 MIN READ

Seek Together

Dow

Turn a corporate relaunch into stories of collaboration, making each partner’s contribution visible.

A newly separated business needed a clear identity and reason to engage. Look for a problem where the participating organisations or people supplied genuinely different capabilities. Explain the dependency between them instead of assembling a series of approving testimonials. The story should remain meaningful if the advertiser’s name is temporarily removed. That test helps reveal whether there is an actual collaboration to understand or simply a brand narrative decorated with other people’s presence.

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 →Collaboration evidence
1156
Science and materials / Date not verifiedDEEPER STUDY · 6 MIN READ

Welcome to the Global Collaboratory

DuPont

Make collaboration a communication format through stories, convenings and shared information, while disclosing who funds and frames the conversation.

A science business wanted to explain its role in complex shared challenges. Choose a bounded question where the organisation has relevant knowledge and can support useful exchange. Explain why other perspectives are needed and invite disagreement rather than treating participation as endorsement. The sponsor’s role may be funding, access or technical expertise, not ownership of the problem. This makes the programme more credible and helps participants understand what they are being asked to contribute.

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 →Transparent sponsorship
1157
Industrial technology / 2019DEEPER STUDY · 5 MIN READ

The Future Is What We Make It

Honeywell

Reintroduce an industrial business through the people who make specific technologies, not an abstract claim to own the future.

The business wanted recognition beyond a narrow product association. Begin with what the person is trying to make possible and what their own contribution involves. Avoid broad prompts that encourage unsupported claims about transforming society. Give them room to use their own language, then check the explanation with appropriate technical reviewers. The result should make a capability more understandable without requiring the audience to accept authority merely because the speaker works for a large technology company.

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 explanation
1158
Electrification and automation / 2024DEEPER STUDY · 5 MIN READ

Engineered to Outrun

ABB

Give a diversified technical business a shared action, then show the range of applications without confusing cinematic continuity with performance evidence.

The business sought a clearer identity around electrification and automation. Translate the brand verb into the specific job a customer is trying to accomplish. Ask what observable change would matter and which conditions affect it. Avoid making the same broad promise mean everything to everyone. A shared platform becomes useful when different teams can explain their contribution consistently while still acknowledging the distinct constraints, trade-offs and evidence associated with each application.

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 →Shared action
1159
Industrial technology / 2002DEEPER STUDY · 5 MIN READ

Consider It Solved

Emerson

Unify a decentralised portfolio around the customer’s problem, then make the route to the right capability easier to understand.

Independently marketed businesses needed a more coherent corporate presence. Map the questions a prospective customer brings before deciding how to describe the portfolio. Use their language to create a small number of routes, then connect each route with the appropriate team or information. Do not merely rename departments with friendlier labels. The test is whether someone unfamiliar with the company can identify where to begin without already understanding the internal structure or technical product taxonomy.

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 orientation
1160
Woodcare and DIY products / 1994DEEPER STUDY · 5 MIN READ

Does Exactly What It Says on the Tin

Ronseal

Make plain product language the creative idea, reducing uncertainty instead of adding an elaborate lifestyle story.

A functional product needed a clear, approachable explanation. Write what the product is for in the language someone would use when asking for help. Remove jargon that does not change the decision, but keep distinctions that prevent misuse. The sentence should allow a person to recognise whether the product fits their task. Test it with people outside the category, since familiar terminology can feel obvious to a marketing team while remaining confusing to a new user.

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
1161
Home appliances / 2014DEEPER STUDY · 5 MIN READ

Every Day, Care

Whirlpool

Reframe an overlooked household task through the relationship it supports, without romanticising unequal or exhausting work.

Appliance communication needed relevance beyond a feature comparison. Describe what the task makes possible and who benefits, but avoid assuming that one gender, age group or household role should always perform it. Show shared responsibility and realistic limits. This makes the emotional framing more inclusive and prevents appreciation from becoming pressure. The audience should feel that the work is noticed, not that they are being told to do more of it to demonstrate love.

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 work
1162
Home appliances / 2025DEEPER STUDY · 5 MIN READ

Tough Being Beautiful / Wash Life Balance

Electrolux

Connect a product benefit with a distinctive cultural perspective, while keeping humour separate from stereotypes and performance proof.

The brand sought a recognisable way to connect heritage with product experience. Identify a value or design principle that genuinely influences the product, then explain its relevance to a customer task. Avoid treating national identity as proof of quality or using a cultural shorthand that reduces people to a stereotype. The connection should be understandable even to someone unfamiliar with the heritage. This makes the brand story more portable without pretending that every audience shares the same associations.

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 perspective
1163
Industrial corporate brand / Date not verifiedDEEPER STUDY · 6 MIN READ

We Also Make Steel / We Also Make Tomorrow

Tata Steel

Make a wider corporate contribution intelligible through specific actions and bounded attribution.

Make an industrial contribution understandable Start with a verifiable action and identify the organisation’s actual role. Funding, convening, supplying materials and delivering a service are different contributions, and each deserves different wording. Name partners where permission allows and leave room for their independent agency. A strong story should survive removal of the brand signature because the contribution itself remains understandable. Before designing the reveal, ask a reader to explain who did what and who benefited. If the answer gives the company ownership of work performed by others, repair the attribution. Emotional simplicity should not require factual simplification about how a community project or public service came to exist.

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 →Contribution attribution
1164
Building materials / Date not verifiedDEEPER STUDY · 6 MIN READ

The Engineer’s Choice

UltraTech Cement

Make expert judgement visible while preserving the limits of a technical recommendation.

Explain a technical brand through expertise A helmet, title or confident voice can signal authority quickly, but the audience also needs to understand the judgement being exercised. Describe the question an expert asks, the information needed and the limits of the conclusion. For a technical brand, a clear decision pathway may be more valuable than another claim of universal preference. Do not invent endorsements or imply that a model in professional clothing holds qualifications they do not have. If a real specialist contributes, define their role and review the final context with them. The communication should make informed consultation easier, not make professional assessment appear unnecessary because a brand has already supplied the answer.

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 →Expertise communication
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