WHAT DO SUCCESSFUL CAMPAIGNS HAVE IN COMMON? 1. A Provocative - - PowerPoint PPT Presentation
WHAT DO SUCCESSFUL CAMPAIGNS HAVE IN COMMON? 1. A Provocative Position that Informs Everything 2. A Specific Audience that has a Reason to be Engaged 3. A Message/Tone that is Aligned with Campaign Goals and Brand Identity 4. Bold, Diverse, and
WHAT DO SUCCESSFUL CAMPAIGNS HAVE IN COMMON?
2. A Specific Audience that has a Reason to be Engaged
4. Bold, Diverse, and Evolving Tactics to Drive the Message Home 5. Relentless Focus on a Broadly Relatable, Understandable, and Winnable Issue. 6. Emotion.
A Lot of Everything: Keystone XL The Ultimate Event: Small Business Saturday Creative Paid Media: Truth Initiative
CAMPAIGN OVERVIEW CREATIVE PAID MEDIA
TRUTH INITIATIVE: CAMPAIGN OVERVIEW
KEY TACTIC STRATEGY GOAL
▶ Reduce tobacco-related
fatalities.
▶ Drive a wedge between
tobacco industry advertising and their youth audience.
▶ Paid Media.
WHAT IT LOOKED LIKE CREATIVE PAID MEDIA
AN ENGAGED AUDIENCE
campaign’s existence, the Truth Initiative allowed its target audience, teenagers, to become an active and leading voice in its strategy, messaging and creative development.
COMPELLING CREATIVE
iconic "1,200" TV spot featuring body bags being dumped outside the headquarters of Phillip Morris, the largest cigarette manufacturer in the U.S., to visualize the 1,200 deaths caused by tobacco each day.
A DEFINED YET EVOLVING BRAND
hard-hitting messaging while making gradual tweaks to its style and target audience to remain relevant for nearly two decades.
OUTCOMES + IMPACT CREATIVE PAID MEDIA
TRUTH INITIATIVE: OUTCOMES
Studies estimated the American Legacy Foundation's "Truth" campaign prevented 450,000 American teens from smoking during the 4 years following the campaign's launch in 2000. Studies also estimated the campaign saved between $1.9 billion and $5.4 billion in health care costs in its first two years.
TRUTH INITIATIVE: WHY IT WORKED
1. A Provocative Position: Not smoking is a rebellious act. 2. The Right Audience Incentive: Stick it to the man. Teens, take the lead. 3. The Right Message/Tone: Framing of Teens vs. Tobacco companies = “Truth” vs. “The Man”. Hard-hitting, edgy, guerilla-style messages developed by teens, for teens. 4. The Right Tactics: Compelling, creative paid media placed at the right moments (TV award shows geared towards teens).
CAMPAIGN OVERVIEW THE ULTIMATE EVENT
SMALL BUSINESS SATURDAY: CAMPAIGN OVERVIEW
KEY TACTIC STRATEGY GOAL
▶ Boost sales for
AMEX' small business customers and drive brand affinity.
▶ Launch Small Business
Saturday, a new shopping “holiday” encouraging Americans to shop at local, small businesses.
▶ Events x Social Media
WHAT IT LOOKED LIKE THE ULTIMATE EVENT
EVENT PLANNING MADE EASY
including packets of logos, in-store displays, customizable posters, and buttons.
Chambers of Commerce to sign up local businesses.
and provided it to participating small business for free.
THE RIGHT PARTNERS
help broaden brand and expand tools for businesses: FedEx donated signs; YouTube, Foursquare, and Twitter provided free social media support.
Facebook and Instagram asking users to sign a pledge to #ShopSmall made the event seem “hot,” and gave consumers a reason to want to get involved/use the hashtag.
conferences in support of the day.
EYE-CATCHING SOCIAL MEDIA
strategically placed social assets made #ShopSmall a “fomo” moment.
their Small Business Saturday events and experiences on the official AmEx Instagram account.
OUTCOMES + IMPACT THE ULTIMATE EVENT
SMALL BUSINESS SATURDAY: OUTCOMES
In 2011, the U.S. Senate unanimously passed a motion declaring Small Business Saturday an official day. In 2015 95 million people shopped small in 2015, including President Obama who took his daughters to a local bookstore on Small Business Saturday and pledged to shop small.
SMALL BUSINESS SATURDAY: WHY IT WORKED
1. A Provocative Position: This big bank thinks you should shop local. 2. The Right Audience Incentive: Do what you’re already doing the weekend after Thanksgiving (shopping), but feel better about it. 3. The Right Message/Tone: Shopping small is hip, insta-worthy, and good for the
4. The Right Tactics: Empower the audience to create a grassroots movement, align incentives, make it easy to participate.
CAMPAIGN OVERVIEW A LOT OF EVERYTHING
KEYSTONE XL: CAMPAIGN OVERVIEW
KEY TACTICS STRATEGY GOAL
▶ To reengage &
reenergize the American people around climate change following the failed Copenhagen climate summit and to build a broader, more active constituency for cause.
▶ Stop President Obama
from approving the Keystone XL pipeline proposal.
▶ The entire campaign
toolbox.
WHAT IT LOOKED LIKE A LOT OF EVERYTHING
COALITION BUILDING
Federation, 350.org, and others came together to drive the campaign.
rather than organizing just those who already believed in the climate cause in D.C. and big cities along the
American groups like “Idle No More” and “Bold Nebraska” joined movement
Indians - historical antagonists, icons of the American West, unlikely allies - was powerful and compelling.
LOBBYING
Chairmen delivered declarations to President Obama with thousands of signatures.
called-in to the Senate.
RALLIES, MARCHES, PROTESTS
for a sit-in outside the White House fence.
trail during the 2012 election.
were arrested outside the White House, included the Sierra Club's Executive Director.
March in February 2013.
D.C. (2014) featuring a concert by Willie Nelson, teepees where visitors could learn more about the issue, cowboys and Indians riding horses in the concluding march.
LITIGATION
Department for the conflict of interests in those performing the impact assessments, which spurred two Inspector General investigations.
in Nebraska challenging the governor's authority to approve the pipeline in the states.
SCIENCE AND SPOKESPEOPLE
including Bill McKibben, James Hansen, and others published pieces arguing that developing tars sands would mean "game over" for climate, that we need to leave the remaining fossil fuels underground, that the extraction process is too carbon-intensive and would only perpetuate rising temperatures.
OUTCOMES + IMPACT A LOT OF EVERYTHING
KEYSTONE XL: OUTCOMES
In November 2015, President Obama rejected the Keystone XL proposal. 5 weeks after the veto, President Obama signed the Paris Agreement pledging to reduce carbon emissions. President Trump has now reversed both decisions.
TRUTH INITIATIVE: WHY IT WORKED
1. A Provocative Position: The climate change fight boils down to Keystone XL. 2. The Right Audience Incentive: Making your voice heard is easy, and makes you part
3. The Right Message/Tone: The broad, abstract issue of climate change can be fought on a single, relatable and tangible issue. Fight this pipeline, win on climate. 4. The Right Tactics: The world is at stake, so we’re going to use everything and the kitchen sink. Let’s be bold, creative, and take risks.
WHAT DO SUCCESSFUL CAMPAIGNS HAVE IN COMMON?
4. Bold, Diverse, and Evolving Tactics to Drive the Message Home 5. Relentless Focus on a Broadly Relatable, Understandable, and Winnable Issue. 6. Emotion.
QUESTIONS YOU SHOULD ANSWER WHEN CAMPAIGN PLANNING
identity?
you take that align with your brand?
RULES TO LIVE BY
4. Show, Not Tell. 5. Strategy Before Tactics. 6. Do ONE Thing Well.
specific work?
quantitative metrics? Broad Timeline
and impress the client?
milestones and ultimate success? Facts and Research
INSIGHTS > Guide Our Approach
forward?
STRATEGIC PLAN FRAMEWORK Audiences
PROVOCATIVE STATEMENT > Inspires Our Approach
CURRENT STATE DESIRED STATE
DECISION MAKERS GENERAL PUBLIC SEGMENTS INSIDER SEGMENTS
Defining Tactics
tactics that can define the project
Asking Us to Solve? Does that need to be re-framed?
the client end? Their internal politics?
client dynamic, and what would that be?