Creatives are always concerned with the aesthetics of their work. Add the complication of measurable values for that campaign and you have an interesting challenge. While they may not be in charge of tracking the success of a campaign, creatives play a key role in the process. What are some questions creatives ask themselves before conceptualizing a campaign?
What are the specific goals or KPIs?
Are they actually trackable?
Before tracking anything, there needs to be a clear understanding of the campaign goals and KPIs. Increasing brand awareness might require vastly a different tactic than increasing sales. In addition to ironing out solid KPIs, it is important to have a realistic expectation of how trackable the campaign will be. We have a wizard’s eye into how a campaigns perform via click-thru rates and advertising heat maps. Digital advertisers are able to pinpoint the exact portion of an ad the audience is interacting with the most. It’s possible to tell exactly how many people clicked through to your website with digital. While print is far less trackable, it’s not obsolete. If your goal is to get more phone calls, a print ad with copy stating “Mention our ad for 25% off your first purchase” could be a metric of success that is tracked.
Who is the audience?
How will that affect the creative?
Creatives need a strong understanding about the audience to which they are speaking. This includes components like age, ethnicity, and gender, along with a handful of more subtle factors. In some cases, there may be multiple audiences and a single ad. This affects style, voice, and also where it will be shown. If the audience’s age is 16-22 then online or Facebook ads may be avoided in favor of more youthful platforms like Instagram or Snapchat.
Where will the creative be seen?
and in what context?
Like the example above, where the creative served plays a major role in the performance of a campaign, ads need to meet the audience where they are. An ad for tequila might not perform as well served on a site for children’s toys as it would on a blog focused on craft cocktails. Ads should stand out in the crowd, but not feel out of place.
What journey should the audience take?
The goal of any successful campaign should be to make each viewer the hero of their own journey. An advertisement is a guide along the way. If the client’s goal is to get more interaction on LinkedIn, a user might reach that destination via multiple routes. Some may see an ad on social media while others might find their way via the client’s website. Each route needs to ultimately point to the end result.
Is it a rabbit or is it a duck?
Rabbit or duck? Blue dress or white dress? Words and visuals can be interpreted differently by everyone as showcased by the illustration to the right. This is one of the hardest questions any creative could ask themselves. It boils down to a question of whether the creative is objectively influential. While the designer might see the ad a certain way, the audience might interpret it completely differently. Will everyone see a rabbit while the designer sees a duck?
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