Develop an inspiring marketing campaign that people want to participate in, share with others and build a conversation or movement around
In today’s chaotic ‘always-on’ world, it is no longer enough for brand campaigns to just be distinctive. Everyone has more control over the messages they want to receive, so brands need to work even harder to truly matter in people’s lives.
Marketing and communication campaigns need to entertain, entice, and captivate their audiences with content that reflects what individuals really want. It’s not easy to stand out – brands need to show they truly understand their different audiences by researching and personalizing what people ‘See’, ‘Feel’, ‘Think’, and ‘Do’.
In short, if we want people to do something, they need to feel something – emotions drive decisions.
Words are free, it's how you use them that may cost you
Language and tone of voice has never been more vital for marketing messages – there is a new, heightened sensitivity and expectation for brands and their creatives to get their messaging and campaigns right. Even the best products fail without the right messaging – not knowing what to say, how to say it and to whom.
Pre-testing your messaging before it goes live – from new product launches to full-blown advertising campaign themes – ensures you understand your audience’s exact needs, values and aspirations and, crucially, what will resonate.
We identify the category language and optimal tone of voice for your campaign, pinpointing the unique emotion and competitive advantages associated with your brand, service or product. We work with you right across the creative development lifecycle (online and offline) from early ideas to copy testing, ensuring your creative campaign is rooted in core consumer motives that underpin brand choice and selection.
Map category language using AI and social data
Develop effective and distinctive campaign assets
Pre-test, optimise and personalise messaging strategies and channels
Evaluate and identify optimal language, tone of voice and context
‘Inspiration’ and ‘personalization’ are the new cornerstones of modern campaign marketing. To help brands inspire an audience with personalized messaging, we identify cultural context and the deeper, more intense emotional response required to move people and build a community and following.
We go beyond simply measuring the emotional response to your campaign. Crucially, we measure whether it generates sufficient emotional intensity to drive action, participation, rally a community, and generate word-of-mouth and earned media. Our strategic consultants work with you to maximise the potential of your brand identity and community, and predict the potential reach and word of mouth stimulated by your creative campaign.
Our strategic consultancy ensures you take an informed approach to channel planning. We use connected data to help you understand your key target audiences, identifying their channel behaviors, profiles, and lifestyles. We test the digital and social reach of your campaigns; how engaging they are, and what impact they have on your brand.
From TV to sponsorships, product placement to partnerships, we work with you to optimize channel effectiveness throughout the life of your campaign. Together, we develop analytical ‘Channel Maps’ to identify how each channel contributes to the building of your brand. We then use our state-of-the-art campaign channel dashboard to watch how the campaign performs in real time.
To measure campaign growth, it is important to understand which of your strategies are driving the most effective sales and ROI for your business and brands. We use cutting-edge, multi-variate regression modeling, connecting different data sets together to run robust predictive models. These data models are fed into an interactive ‘test-and-learn’ scenario planning tool that we call ‘Predict’. This allows you to test various marketing scenarios in a safe environment, predicting how much growth your campaign will generate.