<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa123737f495f8604cd356_651d3d59099dae4b9f11d26e_64149affe8118429ca60d9a1_Investing%252520in%252520and%252520Delivering%252520Creative%252520Campaigns%252520that%252520work%252520for%252520your%252520Resource%252520(1)%252520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">Round-up: 4 Things to Know Before Investing in a Creative Campaign</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>30 April 2023</span> <span class="pip"></span> <span>6 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal"><strong>Do you feel like creative campaigns are inaccessible for your business?</strong> Due to budget, people, or fear of making the jump?</p> <p class="gn-reveal">In our latest workshop, 'Investing in and Delivering Creative Campaigns that Work for your Resource', our experts explore the <strong>common misconceptions</strong> around launching a <strong>creative campaign,</strong> along with key considerations for <strong>investing in, planning, and delivering a creative strategy</strong> that works for <strong>your</strong> business.</p> <p class="gn-reveal"><strong>Our experts:</strong></p> <ul class="gn-reveal"> <li><a href="https://www.linkedin.com/company/27171305/admin/" target="_blank"><strong>Adam Worrall</strong></a><strong>,</strong> Head of Paid Media, <a href="https://flauntdigital.com/?gclid=CjwKCAjw0N6hBhAUEiwAXab-TZromRmdsWkdmM2I6tshF9bd1zLsFCdF_mAJtB6XScJMVSyKVdBNIxoCQPMQAvD_BwE" target="_blank"><strong>Flaunt Digital</strong></a></li> <li><a href="https://www.linkedin.com/company/27171305/admin/" target="_blank"><strong>Jamie Lennox</strong></a>, Creative Director &amp; Founder, <a href="https://www.hotwolf.co/" target="_blank"><strong>Hotwolf</strong></a></li> <li><a href="https://www.linkedin.com/company/27171305/admin/" target="_blank"><strong>Adam Britton</strong></a>, Managing Director, <a href="https://trunkbbi.com/" target="_blank"><strong>TrunkBBI</strong></a></li> </ul> <p class="gn-reveal"><a href="https://www.thegonetwork.com/events" target="_blank"><strong><em>View our upcoming events calendar</em></strong></a></p> <h2 class="gn-reveal"><span class="num">01</span>Defining the idea of a creative campaign</h2> <p class="gn-reveal">In today's digital age, there is <strong>greater emphasis on quantity than quality</strong> when it comes to advertisement consumers are frequently bombarded with brand messaging across various platforms, these messages are <strong>ignored or forgotten</strong>.</p> <p class="gn-reveal">A creative campaign is a way for brands to cut through the noise and <strong>connect with their intended audience on an emotional level</strong>, leading to an increase in awareness and brand loyalty.</p> <p class="gn-reveal">With the <strong>ever-changing</strong> routes and approaches for delivering marketing campaigns, below our experts define the <strong>idea of a 'creative campaign'</strong> in the current global landscape.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <div class="w-richtext-figure-type-video w-richtext-align-fullwidth" style="padding-bottom:56.33802816901409%" data-rt-type="video" data-rt-align="fullwidth" data-rt-max-width="" data-rt-max-height="56.33802816901409%" data-rt-dimensions="426:240" data-page-url="https://vimeo.com/822115046"><div><iframe src="https://player.vimeo.com/video/822115046" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></div> </div> <figcaption>Workshop clip: experts define the idea of a creative campaign.</figcaption> </figure> <p class="gn-reveal"><a href="https://www.thegonetwork.com/resources/playback-investing-in-and-delivering-creative-campaigns-that-work-for-your-resource" target="_blank"><strong><em>WATCH THE FULL WORKSHOP PLAYBACK</em></strong></a></p> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">02</span>4 things to know before investing in a creative campaign</h2> <h3 class="gn-reveal">#1 - Not all types of creativity are right for every sector</h3> <blockquote class="gn-blockquote gn-reveal">"creativity can be used across all sectors, but <strong>not all types</strong> of creativity are right for every sector or business, it must be <strong>aligned with the brand image</strong> and most importantly its values to ensure authenticity."<cite>Adam Britton · Managing Director, TrunkBBI</cite></blockquote> <p class="gn-reveal">Creative advertising often requires a team to come together and build ad campaigns for various platforms to share a core message or idea.</p> <blockquote class="gn-blockquote gn-reveal">"<strong>it's about being creative, not just at the start but throughout</strong>. You can begin with a great creative idea, which is then given to a production team to execute but at this stage the idea can disappear. Going forward, it's about getting creatives and performance people together from the start to help identify where and how you find those results and ensure that the initialised idea is <strong>portrayed to the right audience through the right type of creative</strong>."<cite>Adam Britton · Managing Director, TrunkBBI</cite></blockquote> <p class="gn-reveal"><em>Read our Creative 101 article: </em><a href="https://www.thegonetwork.com/news/creative-101-getting-your-ads-noticed-with-better-static-imagery-and-graphic-design" target="_blank"><strong><em>Getting your Ads Noticed with Better Static Imagery and Graphic Design</em></strong></a></p> <h3 class="gn-reveal">#2 - How does your audience resonate with your brand?</h3> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">16<em>%</em></span><span class="gn-stat__label">of advertising is both recalled and correctly attributed to the brand.</span></div> <div class="gn-stat"><span class="gn-stat__num">11<em>x</em></span><span class="gn-stat__label">higher ROI delivered by creative campaigns vs non-creative campaigns.</span></div> </div> <p class="gn-reveal">Unfortunately, <a href="https://www.bbh-labs.com/most-marketing-is-bad-because-it-ignores-the-most-basic-data/" target="_blank"><strong>research suggests</strong></a> that only 16% of advertising is both recalled and correctly attributed to the brand, which means <strong>84% of marketing budget is wasted!</strong> Yet creative campaigns are proven to be more result-driven, delivering an <a href="https://www.marketingdive.com/news/influencer-marketing-spurs-11-times-the-roi-over-traditional-tactics-study/416911/" target="_blank"><strong>ROI 11 times higher</strong></a> <strong>than non-creative campaigns</strong>.</p> <blockquote class="gn-blockquote gn-reveal">"identify <strong>how and where</strong> your audience resonates with your brand and then build a media plan around that to ensure you're building a creative campaign on a specific channel(s) that will produce the best outcomes and <strong>maximise ROI</strong>."<cite>Adam Britton · Managing Director, TrunkBBI</cite></blockquote> <p class="gn-reveal"><strong>Jamie</strong> shares a set of questions that you should answer before building a campaign to <strong>adapt</strong> your creatives in accordance with your audience:</p> <ul class="gn-reveal"> <li><strong>Who is your audience?</strong></li> <li><strong>Where are your audience, online or offline?</strong></li> <li><strong>What platform(s) work best for your audience?</strong></li> <li><strong>What experience does audiences have on specific platforms, relaxed or highly engaged?</strong></li> </ul> <p class="gn-reveal"><em>View our Round-up: </em><a href="https://www.thegonetwork.com/news/round-up-brand-loyalty-why-it-matters-how-to-measure-and-routes-to-success" target="_blank"><strong><em>Brand Loyalty – Why it Matters, How to Measure, and Routes to Success</em></strong></a></p> <h3 class="gn-reveal">#3 - What are your KPIs?</h3> <blockquote class="gn-blockquote gn-reveal">"What do you want to achieve? Or <strong>what do you expect from this campaign</strong>, be upfront about whether this is a long-term or a short-term play. For example, let's say I want 10,000 signups to an event by the end of the week, that would make me build a very different creative campaign than one solely for the purpose of gaining brand awareness. Therefore, in line with this you should ask yourself: <strong>What is your position in the market? Who are you competitors? Are you new or established within your sector? What are your campaign goals, is it brand awareness? Is it recall? Is it a longer-term goal? Is your service or product complicated? Do you want a sign up or a download that might steer you towards certain online channels? And where do your KPIs sit in the sales funnel?"</strong><cite>Jamie Lennox · Creative Director &amp; Founder, Hotwolf</cite></blockquote> <p class="gn-reveal"><em>Read: </em><a href="https://www.thegonetwork.com/news/building-an-integrated-digital-marketing-campaign-across-your-digital-performance-channels" target="_blank"><strong><em>Building an Integrated Digital Marketing Campaign Across your Performance Channels</em></strong></a></p> <h3 class="gn-reveal">#4 - Know your timeline</h3> <blockquote class="gn-blockquote gn-reveal">"you need to think ahead, and <strong>be reactive to what's working</strong>, test an idea across all relevant platforms before you hit go. For example, think about <strong>what would the TikTok version of this idea look like?</strong> Or What would a radio ad and OOH campaign look like?"<cite>Jamie Lennox · Creative Director &amp; Founder, Hotwolf</cite></blockquote> <aside class="gn-quote gn-reveal"><q>timing is key, you need to have enough variance up your sleeve, to keep that bonfire going once you've gone live with your initial creative ad.</q><cite>Jamie Lennox · Creative Director &amp; Founder, Hotwolf</cite></aside> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa123637f495f8604cd348_644e9a020dbcfabeedd01de7_adam%2520britton%2520quote.png" alt="Adam Britton, Managing Director at Trunk BBI on Types of Creativity"></div> <figcaption>Adam Britton, Managing Director at TrunkBBI, on types of creativity.</figcaption> </figure> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <h2 class="gn-reveal"><span class="num">03</span>Ready for launch? Measuring success and external support</h2> <h3 class="gn-reveal">Measuring Success</h3> <blockquote class="gn-blockquote gn-reveal">"<strong>the beauty of paid media is that it's trackable</strong>, meaning there's a way to benchmark your goals and understand where your activity is sitting against them in terms of performance. For example, from a metrics standpoint, if your goal was brand awareness across a YouTube piece of activity, we can identify what metrics to focus on and <strong>what does success looks like</strong>, such as, an increase in engagement rates or percentage of video views."<cite>Adam Worrall · Head of Paid Media, Flaunt Digital</cite></blockquote> <blockquote class="gn-blockquote gn-reveal">"<strong>the longer a campaign develops, the more data we have to optimise performance</strong>, and really understand how audiences are resonating with it, this information can then be leveraged across other areas of a business and wider marketing strategies or vice versa, meaning you're getting the <strong>most out of your data</strong>. This all comes back to attribution modelling and reporting, making sure that the activity that you're running is <strong>achieving the goal</strong> that you set out to achieve in the first place."<cite>Adam Worrall · Head of Paid Media, Flaunt Digital</cite></blockquote> <p class="gn-reveal"><em>View our Round-up: </em><a href="https://www.thegonetwork.com/news/round-up-5-ways-to-get-more-from-your-marketing-data" target="_blank"><strong><em>5 Ways to Get More from your Marketing Data</em></strong></a></p> <h3 class="gn-reveal">External support</h3> <blockquote class="gn-blockquote gn-reveal">"an agency can help identify what channels will work best to achieve your specific goals or objectives. We're a team of <strong>paid media specialists</strong>, so we're very much an expert on understanding which channels to <strong>leverage</strong> to generate a certain outcome with an intended audience. If we have a clear brief and can be given a good understanding of what the objectives are, then that's where we can come into our own in terms of offering that specialism."<cite>Adam Worrall · Head of Paid Media, Flaunt Digital</cite></blockquote> <p class="gn-reveal"><em>Learn: </em><a href="https://www.thegonetwork.com/news/5-things-to-include-when-writing-a-digital-brief" target="_blank"><strong><em>5 Things to Include when Writing a Digital Brief</em></strong></a></p> <blockquote class="gn-blockquote gn-reveal">"It should be <strong>honest and open</strong> at the beginning, in terms of <strong>what are your goals? What is your budget or media spend?</strong> Ideally, if you've got a decent budget behind your campaign, you can unlock different things for your creativity, in terms of the platforms you can look at. As an agency we want to feel pride, <strong>your success is our success</strong>. Of course, I want a big budget to play with but ultimately, it's about achieving your KPIs and your long or short-term goal or objectives."<cite>Jamie Lennox · Creative Director &amp; Founder, Hotwolf</cite></blockquote> <blockquote class="gn-blockquote gn-reveal">"there should be <strong>common goal between both the brand and the agency</strong>, the success of the campaign is for both. Furthermore, establishing trust at the beginning by being honest and open about your budget is so important because you could waste so much of that spend in going backwards and forwards."<cite>Adam Britton · Managing Director, TrunkBBI</cite></blockquote> <aside class="gn-callout gn-reveal"> <div class="gn-callout__label">What this means for you</div> <h4>Key considerations before investing in a creative campaign.</h4> <ul> <li><strong>Not all creativity is right for every sector.</strong> Creativity must be <strong>aligned with the brand image</strong> and most importantly its values to ensure authenticity.</li> <li><strong>Know your audience.</strong> Identify <strong>how and where</strong> your audience resonates with your brand and then build a media plan around that to ensure you're building a creative campaign on a specific channel(s) that will produce the best outcomes.</li> <li><strong>Define your KPIs from the start.</strong> Be upfront about whether this is a long-term or a short-term play, and where your KPIs sit in the sales funnel.</li> <li><strong>Know your timeline.</strong> <strong>Timing is key</strong>, you need to have enough variance up your sleeve, to keep that bonfire going once you've gone live with your initial creative ad.</li> </ul> </aside> <p class="gn-reveal"><em>If you're investing in a creative strategy this year, make sure you're getting the most from your time. The GO Network offer cost-free agency recommendations, pitch management, and more,</em> <a href="https://www.thegonetwork.com/get-in-touch" target="_blank"><strong><em>get in touch</em></strong></a> <em>to get started.</em></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/round-up-investing-in-organic-growth-maximising-your-channels-in-2023" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Round-up: Investing in Organic Growth - Maximising your Channels in 2023</span> <span class="gn-related__excerpt">SEO, social, and content experts share 8 ways to boost organic performance, frame it within wider strategy, and avoid the misconceptions slo</span> </a> </li> <li class="gn-related__item"> <a href="/articles/investing-in-seo---finding-the-right-strategy-for-your-business" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Investing in SEO - Finding the Right Strategy for your Business</span> <span class="gn-related__excerpt">Set goals, allocate resource, and know when to scale. 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