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Creative Cross-Channel Campaigns Workshop

Creative has got to not only be where your audience is, but it must be persuasive. How do you grab your audience’s attention, win their hearts and minds, and incite their purchase? We’ll show you how the most powerful cross-channel creative campaigns can go beyond brand awareness and actually impact conversions.

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Creative Cross-Channel Campaigns Workshop

  1. 1. Creative Cross-Channel Campaigns Workshop Creating a Connected Brand Story that Drives Demand & Sales
  2. 2. Today’s Logistics Analicia Santaella Partner Marketing Manager Submit questions for live Q&A Download relevant resources Recording & slides will be sent tomorrow 01 02 03 Join our poll questions 04
  3. 3. Some of our clients Our Recognition Tinuiti is the largest independent performance marketing agency across the Triopoly.
  4. 4. Our Speakers TOM OLIVIERI VP of Creative CARLA ANDERSON Associate Creative Director
  5. 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) 5
  6. 6. Poll Questions
  7. 7. The 5 Key Questions 7
  8. 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? 8 Why The Heck Should The Consumer Believe You? When will the ad be running and for how long?
  9. 9. Connecting Strategy To Concept 9
  10. 10. Creative Insights: Strong Roots 10 Audience Brand Category
  11. 11. 11 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.
  12. 12. 12 Is It Emotional? Is It Original? Is It Ownable?
  13. 13. 13 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. 14. Marrying The Narrative To The Style 14
  15. 15. 15 Campaign Positioning: Tasty AF. Healthy AF. What is The Tone of The Campaign? How Do You See The Story Unfolding?
  16. 16. 16 Campaign Positioning: Tasty AF. Health AF.
  17. 17. 17 Collaboration Is Key
  18. 18. Plotting Your Story In A Sequence 18
  19. 19. Why Us? Why You? Why Now?
  20. 20. 20
  21. 21. 21 Questions we ask at each stage for each audience Strategic Action Expectation Gap Creative Opportunity ● ● Platforms ● ● ● ● ● ●
  22. 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. 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. 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. 25. Using The Platform To Create Opportunity 27
  26. 26. 28 EACH PLATFORM
  27. 27. Every Platform Is Different
  28. 28. Display Should Be Disruptive
  29. 29. Social Advertising Should Still Be SOCIAL!!
  30. 30. Social Advertising Should Still Be SOCIAL!! Email Should Be Personal and Rewarding
  31. 31. VOICE: WHO YOU ARE TONE: WHO YOU ARE TALKING TO
  32. 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. 33. Promoted by Strong Roots ... Tasty AF. Healthy AF.
  34. 34. The Wall Test (And Fresh Eyes Test) 37
  35. 35. 38
  36. 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. 37. Bonus: Testing, Learning & Leapfrogging 41
  38. 38. 42 VS.
  39. 39. VARIABLE: A: B: EXAMPLE VARIABLES: 43
  40. 40. Schedule Your Consultation with a Privacy Expert
  41. 41. Q&A
  42. 42. The Future of 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 > tinuiti.com/privacy-forward
  43. 43. Thank you!

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