1.
Creative
Cross-Channel
Campaigns
Workshop
Creating a Connected Brand Story
that Drives Demand & Sales

2.
Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Submit questions for live Q&A
Download relevant resources
Recording & slides will be
sent tomorrow
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Join our poll questions
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3.
Some of
our clients
Our
Recognition
Tinuiti is the largest independent performance
marketing agency across the Triopoly.

4.
Our Speakers
TOM OLIVIERI
VP of Creative
CARLA ANDERSON
Associate Creative
Director

5.
Agenda
layout
● The 5 Questions You Must ALWAYS Start With
● Connecting Strategy To Concept
● Marrying The Narrative To The Style
● Plotting Your Story In A Sequence
● Using The Platform To Create Opportunity
● The Wall Test (And Fresh Eyes Test)
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6.
Poll Questions

7.
The 5 Key Questions
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8.
Who The Heck Are You Talking To?
What Do You Want The Audience To Do? Where Is This Being Placed? And Where Is
The Audience Going When They Click?
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Why The Heck Should The Consumer
Believe You?
When will the ad be running and for how
long?

9.
Connecting Strategy To
Concept
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10.
Creative Insights: Strong Roots
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Audience
Brand
Category

11.
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Start Writing Sentences That Explains
The Intersection Of Insights
Who knew you could do that to a vegetable.
A better way to eat better.
Tasty. Healthy. Planty?
There Is Not One Perfect Solution.There Are Many.

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Is It Emotional?
Is It Original?
Is It Ownable?

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Campaign Positioning: Minifesto
Food should be fun. Not boring. Not complicated. It should also be tasty. AF. Even if it’s plant-based.
Yet, too many people turn their nose up at vegetables because, well yuck, vegetables. And while spinach
may be good for salad or dips, how they hell can it change someone’s meal in just 15 minutes.
That’s where Strong Roots comes in.
It’s time to add some punch to plant-based and show the world that tasty and healthy can co-exist at the
highest level. And that the rules of what it means to your vegetables has been rewritten in the most
delicious way possible.
Strong Roots
Tasty AF. Healthy AF.

14.
Marrying The Narrative To
The Style
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15.
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Campaign Positioning: Tasty AF. Healthy AF.
What is The Tone of The Campaign?
How Do You See The Story Unfolding?

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Campaign Positioning: Tasty AF. Health AF.

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Collaboration Is Key

18.
Plotting Your Story In A
Sequence
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19.
Why Us? Why You? Why Now?

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21.
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Questions we ask at each stage for each audience
Strategic Action
Expectation Gap
Creative Opportunity ●
●
Platforms
●
●
●
●
●
●

22.
SEO
How Does The Big Idea Translate?
Awareness Consideration Conversion
Expectation Gap
I know I need to eat healthier
BUT
I have heard about plant-based
BUT
I think I’m ready to try
BUT
Strategic Action .
Creative
Opportunity
Channels

23.
A strong year starts with Strong Roots.
Frozen to fork in :15
Strong Roots
SHOP NOW
StrongRoots.com
Chillin’ In A Freezer Near You
SHOP NOW
StrongRoots.com
Spinach Bites
$5.99 SHOP NOW
StrongRoots.com
Cauliflower Hash Browns
$5.99 SHOP NOW
StrongRoots.com
Mixed Root Vegetable Fries
$5.99

24.
Strong Roots
SHOP NOW
STRONGROOTS.COM
Find Them Chillin’ In
A Freezer Near You.
A strong year starts with Strong Roots. Frozen to
fork in :15

25.
Using The Platform To
Create Opportunity
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26.
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EACH PLATFORM

27.
Every Platform Is Different

28.
Display
Should Be
Disruptive

29.
Social
Advertising
Should
Still Be
SOCIAL!!

30.
Social
Advertising
Should
Still Be
SOCIAL!!
Email
Should Be
Personal
and
Rewarding

31.
VOICE: WHO
YOU ARE
TONE: WHO
YOU ARE
TALKING TO

32.
Who Uses
The Platform
& Why?
What Is A
Unique
Feature Or
Trend?
Where Is It In
The Journey?
How Can It Best Tell My Story?

33.
Promoted by
Strong Roots
...
Tasty AF. Healthy AF.

34.
The Wall Test (And Fresh
Eyes Test)
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36.
Strong Roots
LEARN MORE
Video
Awareness/Consideration
Cauliflower Hash Browns - US market
Video
Interface: Facebook
Ratio: 1:1
Dimensions: 1080x1080
Resolutions? Nah. Revolution? Hell yeah.
Frozen to fork in :15.
STRONGROOTS.COM
Simple, Real Food.

37.
Bonus: Testing, Learning &
Leapfrogging
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38.
42
VS.

39.
VARIABLE:
A:
B:
EXAMPLE VARIABLES:
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40.
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Consultation
with a Privacy
Expert

41.
Q&A

42.
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the Web is here.
Find out everything around new restrictions,
cookies, IDFA, first-party data, and all things
privacy from our Tinuiti experts.
Learn More >
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43.
Thank you!