MEASURING IMPACT: Q&A WITH SHANE AND NAOMI

Maddie Cullen
25 September 2018

Every successful marketing campaign relies on in-depth market research and powerful consumer insight.

With that in mind, the first stage of our Creative Persuasion™ process is about taking the time to identify exactly what resonates, inspires and excites our clients’ target audience.

We sat down with our director Shane and planner Naomi to talk about how they approach this task when it comes to a new campaign.

Can you give us a quick overview of Creative Persuasion™?

Shane: As an agency, we’ve always gone through some sort of creative process, but over the last few years we’re really refined and formalised this into our Creative Persuasion™ technique.

Creative Persuasion insight

It’s our way of creating the best work we possibly can, and crucially it starts and ends with insight. We begin by gathering all of the insights we can to help us devise the most relevant campaign ideas. And we end by using insights from the campaign itself to inform the next one.

So what’s the first point of call when you get a brief?

Shane: We start by debriefing the whole team, and particularly the planning team, which is Naomi’s side of things. We debrief her on what kind of insight would be useful to find. But sitting down with the whole team for a first discussion and getting their thoughts is really useful.

Naomi: Yeah, it’s good to know what the goals of the research are so I have a direction to work towards. Having thoughts from everyone can help this.

 

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Shane: We all have different experiences and fit into different demographics, so everyone can bring a unique perspective and spot something someone else might have missed.

Where do you go from the debrief?

Shane: We then usually move onto desk research, getting qualitative and quantitative research. Understanding the brand is really important too, which is part of that.

Naomi: To get to this, the majority of the time I’m looking at consumers. I visit the brands Twitter, Instagram, Facebook etc to look at who interacts with it and what kind of age they are.

Shane: We take this one step further by speaking to real consumers. This stage is lead by all the insight we’ve gathered so it’s the last point of call.

              (Image: Entrepuner)

Naomi: It can come from surveys we send out or put on forums or just taking to the street. We develop a series of questions from the brief and then speak to real people outside either targeting places the brand is sold or seeking out relevant consumers.

Are there any specific tools or techniques you use to get the most relevant information?

Naomi: I use online tools to create surveys and things like that, as well as the advanced search on Google and Twitter. It means I can get specific results. Organic search can be really useful.

Shane: Social listening tools and business intelligence tools are the main others that can help with insight.

So how does all of this information then feed into the Idea stage?

Naomi: I like to take all of this info I’ve gathered into a big document and then scour it for the best bits.

Shane: Then we see what ideas start to come from this. The insight leads to a campaign hook and that’s what we hang our ideas from.

So this hook, with the idea, develops into a single-minded proposition. Then we start to think of the visual metaphor that delivers this. And once we land of that we’re into Implementation. What does the campaign look like on paper? Digitally? How will it work throughout a whole campaign.

Naomi: And sometimes when we’re at this stage we go back for further research to stress-test the idea. Either following up on some points or looking for new consumer insights to check against.

Insight research

Shane: Of course, during the ideation stage, we also open the discussion back up to the team. It means they’ve had time to mull over the brief and then after looking at the research can feedback again. We’re a close-knit team of creatives so good thoughts can come from anyone.

Insight and Idea come together to create the vision for the campaign. From then on into the Implementation stage, we start to increase the collaboration with the client. We may have a firm grasp on how it will look and feel, but we welcome their opinions too.

So what about the final phase, Impact?

Shane: Creative Persuasion™ is cyclical which means that Impact leads right back into Insight. We take everything we’ve learnt from measuring the campaign, and feed it back into the Insight phase of the next one.

Naomi: How we do this depends on the campaign, but especially for games we use Google Analytics to see how many people play or what events people click on. It means we can then use that for either other similar campaigns or to lead how we approach the next campaign for a brand.

creative persuasion cycle

I also use a social media listening tool that shows us what people are saying about the campaigns.

Shane: This stage is about looking beyond just the top line analysis and stats. We look to find the real insight and learnings to understand the true performance. It’s not just the KPIs and targets that the client sets, we’re looking for anything that could be important to all of our campaigns.

These learnings either validate or invalidate our initial thinking, so whether or not an idea is successful is how to consumers respond and behave to a campaign. All that learning is the ground work for the insight next time.

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