Creative and innovative campaigns that offer ROI
Date: 1 April 2023 Author: Natasha Thompson
While creativity is the ability to produce new and unique ideas, innovation is the implementation of that creativity.
Considering the most creative and innovative campaigns of 2022 thus far we cannot help but look into the trends that make these campaigns so great.
Choosing the right agency with a strong team of experts managing your account is ideal, a team of thought leaders who understand you as the business owner, your vision for your business and the objectives with clear achievable goals shared with your marketing team is a great starting point.
Your marketing team will know that these key trends and inclusions will make sure your campaign is a stand out success:
- Determine your budget, timeline, objective and audience in advance: Budget will not only determine your media spend and reach but quality of the assets, platforms for the right audience that can be used and how quickly all elements can be turned around and implemented. Talented marketers with expertise don’t come cheap.
- Conversational: Not only do you want your campaign to get people talking but you also want engagement to be possible through direct message, contact details AI or chatbots. Studies by IBM found that 70% of users expect instant answers and in our opinion it’s a powerful tool to drive engagement, increase ROI and supports our strategy to collect data driven insights.
- Personalised Content: Studies by Hubspot found that 74% of online consumers are frustrated by content on their feed that isn’t relevant to their interests or recent searches. Personalising the content and tailoring it to what is of interest to your browser, user and potential client will effectively and efficiently lead to conversions.
- Experiential: Creating an experience rather than a product based demo drives interactivity and a more positive response from potential clients, browsers and users.
- Influencer structured: Previously a celebrity endorsement, influencer marketed brands are perceived as more authentic, natural and honest. Like a virtual and recorded review from a friend, it builds trust for your ideal consumer to make a purchase, provide their details or complete the task you require from them.
- Digitally transformed: Brands are moving away from conventional marketing in the form of print and moving into digital advertising. Digital platforms have proved to offer businesses data driven campaigns, higher conversions, lower spend and a greater ROI, not to mention the reduction to the companies carbon footprint.
- Socially trending: Staying on top of social media trends is vital for the success of any campaign. 80% of consumers prefer to watch videos rather than reading content and are 40 times more likely to be shared than static image posts. With the #TikTokMadeMeBuyIt movement, it’s no wonder experts claim that videos can increase conversions by up to 30%.
- E-Commerce capable: Owing to the coronavirus of 2020, E-Commerce boomed. May 2020 saw a 61% increase in online sales and conversions and even now in 2022, 65% of consumers prefer the convenience and safety of online shopping. E-Commerce opportunities also motivate their drive to support sustainable, local businesses with a lower carbon footprint and energy consumption compared to big brands.
- Automated yet Authentic: Automating your sales and marketing funnels, social posts and email communications saves time and time is money. With this increase in productivity, you are able to free up time to focus on higher level opportunities to increase revenue, exposure, conversions and ROI.
- Optimise user experience: Test your website speed, navigation, SEO and ensure its compatible on all devices.
- Merge online and offline opportunities: Nurture your customer journey by following through on your online and digital campaign with a physical activation or event where you can capture immediate and real feedback with direct conversions whether planned or spontaneous.
- Digital advertising focused: Organic engagement and referrals by close friends and family will no longer ensure virality. Embracing paid social and digital advertising is the only route to visibility.
- Create a memorable message: Your audience is hungry for a story. This is an opportunity to speak to your consumer rather than at them. This will also improve your brand image and offer an avenue to contribute and connect with your community.
- Collaboration and Partnerships always win: Including complimentary brands, businesses or suppliers not only strengthen your brand position but bolster the trust consumers will have of your business and broaden your reach to like-minded clients and connections of interest.
- Set up reporting, analytics and measurement of success in advance: Skilled and expert marketers will offer a strong campaign strategy that is innovative and tested. They will however further evaluate the performance of your campaign throughout the duration of the campaign, adapt and adjust accordingly as consumer behaviours, needs and trends are forever changing.
- Nike – You can’t stop us, Dream Crazier or Nike’s OOH in Japan
- Dove – Reverse Selfie, Real Beauty Sketches, or Thank you mom
- Bell’s – Reader or Great Catch
- Apple – Escape from the office, Inclusion & Diversity or Introducing iPhone 13 Pro
- Volkswagen – The Force, Buying a VW from an old lady or The last mile
- Fitbit- Feel your power, Fitbit Sense + Premium or Introducing Fitbit
- Durex – Feels right, The uncomfortable truth or Funny
- Nando’s – I’ll blow you, or Where’s my chips
- IKEA – Every home should be a haven, Change a bit for good or What if
- Twitter – We tweet together or If you can dream it, tweet it
- Gilette – The best men can be, 1989 vs 2019 or Dad helps transgender son
- McDonald’s – Can I get uhhhh or Christmas
- Land Rover – Defender or Above and Beyond
- Johnny Walker – The man who walked around the world, Keep Walking or Dear brother
- Coke – Open that coca-cola, Christmas or The great meal
- Chanel no.5 – Mother’s Day or Holiday
- Samsung – Night owls, S6 with Rita Ora or Unfold your Galaxy