A campaign creative strategy deck I developed for a Corporate Social Responsibility campaign between Warner Music, the United Nations, and a nonprofit called Humanity Lab Foundation in 2020.
A campaign creative strategy deck I developed for a Corporate Social Responsibility campaign between Warner Music, the United Nations, and a nonprofit called Humanity Lab Foundation in 2020.
I started by defining the key brand story elements. The parts of the campaign that really defined what the campaign was all about and the pillars on which we would build our brand, marketing, and creative content strategies.
I started by defining the key brand story elements. The parts of the campaign that really defined what the campaign was all about and the pillars on which we would build our brand, marketing, and creative content strategies.
As a partnership between three very different entities, this campaign needed a brand all its own. So I also developed key brand visual elements that would subconsciously support the campaign brand story. These elements were then translated into a specialized creative brief for the artists at the graphic design agency.
As a partnership between three very different entities, this campaign needed a brand all its own. So I also developed key brand visual elements that would subconsciously support the campaign brand story. These elements were then translated into a specialized creative brief for the artists at the graphic design agency.
Since this was a campaign to provide tools for teaching every person how to make an impact int he world, the audience was everyone. So, in order to create a manageable audience size I broke it down into three "types" of people in the audience
Since this was a campaign to provide tools for teaching every person how to make an impact int he world, the audience was everyone. So, in order to create a manageable audience size I broke it down into three "types" of people in the audience
I then identified various barriers that we would face in converting the audience into consumers and participants in the various offerings
I then identified various barriers that we would face in converting the audience into consumers and participants in the various offerings
Then I outlined ways in which we would be able to break through those barriers, which then informed the stories and messages we told in our creative content
Then I outlined ways in which we would be able to break through those barriers, which then informed the stories and messages we told in our creative content
I then developed a phased creative approach that targeted different groups of people throughout the campaign, based on the most common roadblocks that we faced reaching each individual group of people.
I then developed a phased creative approach that targeted different groups of people throughout the campaign, based on the most common roadblocks that we faced reaching each individual group of people.
I then identified where each audience group fell within the phased approach.
I then identified where each audience group fell within the phased approach.
Creative content was then planned based on the type of people we were talking with, the phased audience approach, the brand story, and messages that broke through barriers to conversion
Creative content was then planned based on the type of people we were talking with, the phased audience approach, the brand story, and messages that broke through barriers to conversion
Creative content was then planned based on the type of people we were talking with, the phased audience approach, the brand story, and messages that broke through barriers to conversion
Creative content was then planned based on the type of people we were talking with, the phased audience approach, the brand story, and messages that broke through barriers to conversion
Creative content was then planned based on the type of people we were talking with, the phased audience approach, the brand story, and messages that broke through barriers to conversion
Creative content was then planned based on the type of people we were talking with, the phased audience approach, the brand story, and messages that broke through barriers to conversion
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