A campaign is a coordinated marketing effort designed to achieve specific goals like building awareness or driving engagement over a defined period. Campaigns are typically integrated with brand strategy and are built on deep audience insights.
Increasingly, consumers are looking to connect with brands that understand them. Whether it’s a product launch, event activation or re-marketing initiative, campaigns need to be based on a clear understanding of the target audience and how best to engage them at every point along the buyer journey. Thorough audience insight is the cornerstone of all good campaign planning and will determine what creative assets are developed, what platforms to use and how best to measure success over time.
For example, skincare brand CeraVe used consumer insights to orchestrate one of this year’s most talked about marketing moments. By leveraging the idea that a celebrity, in this case actor Michael Cera, was actually the secretive founder of their brand, they connected with audiences by creating an immersive mystery. The result was a powerful, earned-first campaign that delivered real customer value by showing the brand really listens to its customers.
Other examples of campaigns rooted in deep audience insights include Nike’s ‘What The Football’ series, which uses bespoke first party data to create ads that are relevant to a regional audience. These ads are a great way for brands to demonstrate they can speak to their audiences in a meaningful and local manner, which is something that almost all consumers want from their brands.
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