Marketing activities, in fact, cannot be separated from campaigns. In the past, most campaigns tended to be general and one-way. But now, campaigns have evolved to be more dynamic, interactive, and creative.

Many brands have successfully created creative campaigns that have proven to attract public attention. But actually, how to make a memorable creative campaign?

This article will give you some creative campaign ideas from top brands as well as tips that you can apply when creating campaigns for your business. But before that, let's get a better understanding of what a campaign is.

What Is a Campaign?

In the context of marketing, campaigns refer to systematic activities to achieve strategic goals, such as increasing sales or increasing brand awareness.

Campaigns can be run through various media, both online (social media, website, digital ads) and offline (events, printed marketing tools, sponsorship).

In this digital era, implementing campaigns is important, at least for two reasons. First, nowadays, marketing trends are not just about selling and buying, but also about building engagement between brands and audiences. With relevant and targeted campaigns, the audience will remember the brand more deeply.

Second, by running a well-planned campaign, resource utilization can become more efficient. This means that without a proper campaign, brand resources such as time, budget, manpower, and creative ideas can be wasted on activities that do not provide substantial results.

Successful Creative Campaign Ideas

In fact, there are many examples of successful creative marketing campaigns that attract attention and achieve success. Here are some inspo of the successful and memorable creative campaign ideas:

1. IKEA - BookBook

Creative Campaign Ideas — Image source: YouTube

In 2014, IKEA launched a campaign titled IKEA “BookBook”, intending to introduce the IKEA Catalogue 2015. Interestingly, instead of presenting a conventional ad by calling it a “book”, IKEA presents the printed catalog like a new gadget.

In the ad, they mention typical narratives of technology product promotion, such as “ultra thin, weighs only 8mm, battery life eternal”. In fact, the way to use the catalog is shown with a swipe motion, not just opening the pages of a book as usual.

Why was this campaign successful? Obviously, because the marketing strategy was unique and the style was relatable.

At that time, most people were probably familiar with the advertising style of technology products, especially Apple. Well, IKEA presents a campaign that is quite similar, but uses a fairly contrasting product, which is a catalog of household products. So, this campaign is fresh, entertaining, and memorable.

2. Teh Botol Sosro

Creative Campaign Ideas — Image source: YouTube

Who does not know this slogan? In fact, the Teh Botol Sosro slogan has been around for decades, but is still remembered today.

Through this slogan, Teh Botol Sosro wants to build consumption habits, where every time people eat, they will automatically remember Teh Botol Sosro as a companion drink.

This campaign can succeed because it is relevant to the eating culture of Indonesians, where they almost always make tea as a companion drink when eating.

Its success is also inseparable from the consistent use of the slogan for decades. This makes it firmly embedded in the minds of consumers across generations and has even become top of mind in the industry.

3. Apple Watch Nike

Creative Campaign Ideas — Image source: SlashGear

Apple Watch Nike is a special variant of Apple Watch that comes from the brand collaboration between Apple and Nike. This smartwatch is specially designed for runners and sports enthusiasts.

Actually, the main features of the Apple Smart Watch Nike are the same as the regular Apple Watch, but there are some distinctive differences, one of which is directly integrated with the Nike Run Club App.

In addition, there is a special Nike Sport Band or Sport Loop strap with a perforated design that is comfortable to wear while exercising.

Through this brand collaboration, Nike strengthens its image as an innovative sports brand, while Apple manages to add value to the Apple Watch and create a more sporty positioning.

How to Create Creative and Memorable Campaigns

Every day, you may see many creative marketing campaigns, both in offline and online media. However, not all of them are memorable, right?

Yep, the fact is that not all campaigns are designed with a proper marketing strategy. As a result, the campaign runs, but the results are stagnant. Now, if you want to design a creative campaign that your audience will remember, try applying the following methods:

1. Determine the Goals to Achieve

This first point may sound cliché, but know that this method will have a significant effect on the other steps. By knowing the goal you want to achieve, the campaign can be more focused, so all the resources you spend are not wasted.

In general, campaign goals include gaining more leads, increasing brand awareness, social media engagement, or sales. To make goal setting easier, you need to refer to the SMART method. Here is the explanation:

Specific: Make sure the goal you want to achieve is really specific. An example of a specific goal is “increase sales in branch A”, not just “increase sales”.
Measurable: There is a definite measure, for example, “increase by 20%”.
Achievable: The goal is realistic or possible to achieve.
Relevant: The goal should be in line with the brand's business direction.
Time-bound: There is a time limit, such as in the first quarter (Q1).

2. Understand the Audience Deeply

Take note! Understanding the audience is not just limited to understanding the age, gender, and location of residence, but also the way of thinking, habits, problems, and desires. Usually, brands design a complete description of the audience in buyer personas, which are fictitious images of ideal customers.

By referring to buyer personas, you can create campaigns that are more personalized and related to your audience. However, to create it, you cannot just rely on data research. Try to interact directly with the audience, either through surveys, social listening, or customer interviews.

3. Create a Coherent Brand Message

After understanding your audience deeply, you need to create a coherent brand message. This means that even if it is used in different media, the narrative and values should be the same.

A brand message can be an opportunity to tell a compelling story that sticks in the audience's mind. Here are some tips for creating a brand message:

Use messages that are simple, authentic, and memorable.
Emphasize the unique side that makes the brand different from competitors.
Do not just focus on a cool slogan, but present brand storytelling that shows the identity of the brand and the values it carries.
Make sure the brand message is reflected in all brand activities, both words, visuals, and real actions (campaigns, services, work culture).
Align brand values with audience values. The goal is that the message does not seem selfish and the audience is still being represented without losing the brand's identity.

4. Choose Marketing Channels Widely Used by Your Audiences

It should be understood that each marketing channel has different characteristics, audiences, and ways of working. So, to make creative marketing campaigns right on target, make sure you choose channels that are often used by your target audience. This is because being present on all channels without the right strategy risks reducing focus and making the results less than optimal.

However, choosing a channel does not mean you only need to actively post content there. You also need to maximize the advantages of each channel.

For example, social media is very effective for building social proof and engagement. Then, you can utilize it through user-generated content (UGC), which is by encouraging audiences to create and share content about their experiences with brands.

5. Utilize AI & Automation

In fact, AI and automation have been widely involved to improve campaign efficiency and give optimal results.

Examples of the use of this technology include chatbots to improve customer service, AI in ad targeting to help ads match audience interests, and social media scheduling tools to schedule posts.

However, make sure that the use of technology only complements human tasks, not replaces them. Stay creative, show empathy, and personalize with a human touch.

6. Develop Creative and Valuable Content

Content is indeed one of the important milestones in marketing. However, simply creating aesthetic content and uploading it every day is not enough. The content you produce must be relevant, interesting, and valuable.

By investing in strong branding, such as by purchasing design templates, typography, or visual styles, brands can appear more consistent and recognizable, thus building audience trust.

However, it is undeniable that the process of thinking about creative campaign ideas can often be difficult. Sometimes brands need an external perspective to come up with fresh and impactful ideas. If you are struggling, VISUWISU is here to help.

Through our Branding & Visual Identity and Creative Development services, VISUWISU can help with the entire campaign process, from brainstorming ideas to execution. So, you can just get it done. Easy, right?

Plus, VISUWISU also has a Design Subscription App that gives clients the opportunity to request various campaign design needs. By utilizing this app, all the designs you request can be more integrated and aligned with the main goals of the campaign.

It is time to create targeted and impactful campaigns with VISUWISU. Interested in a free consultation? Contact VISUWISU now!

Want to Make a Campaign With Catchy Illustrations?

Want to Make a Campaign With Catchy Illustrations?

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