We all know that there are benefits to using integrated campaigns, so why wouldn't you ensure a consistent look and feel for your advertising?
Well, from time to time our clients tell us that it is not possible. The two most regular issues our clients have are:
1. When they are using a licenced character or celebrity in their ads and for contractual reasons, the character or celebrity can't be used in the below-the-line (BTL) communications. For example, you would never see Coles' Curtis Stone in a value or Down Down ad - he is only in their brand and quality ads.
2. Or when they are running separate brand and retail ads at the same time. The brand ad is used to make you feel good, and the retail ad is intended to drive conversion through an offer, promotion or low price. Often all the effort goes into the brand ad, and the retail ad is just a low-budget infomercial or text on a screen with little story or emotion.
So, is it possible to work around these issues and what are some of the ways to do so?
Why use integrated Campaigns?
Ok, so someone once told me you should always start with 'why?'! In case you need a refresher, below is a list of the benefits of using fully integrated campaigns. Remember these. Always! Even when you think it is not possible to make an integrated campaign for your brand or campaign.
Empirically, we have seen time and time again through our ad tracking that fully integrated campaigns have stronger cut-through and brand impact. There are so many benefits...
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Campaign synergies - there is a cumulative effect from using multiple channels
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More effective campaigns - your campaign gets noticed and has a brand impact
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Boost sales/inquiries - more people react as a result of seeing your campaign
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More efficient media – helps your ROI to look healthy
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Increase competitive edge - as you stay top of mind ahead of competitors
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Builds brand loyalty - your brand is salient and people keep buying /using
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Aids comprehension of the campaign - enables you to layer your message
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Assists in conveying your message clearly - you can reinforce your benefit
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Builds trust through the consistency of message - the more you hear something the more you believe it
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Helps strengthen brand salience by reinforcing the brand cues - you remind people of what you stand for and how you look
Characteristics of a Well-Integrated Campaign
When planning your campaign you should start by asking which channels you are going to use, why these channels, which messages will be used for each channel and what you expect the outcome to be.
For example, TV is a great medium for building awareness, reach and establishing an emotional connection. Whereas digital and social media channels are better for customisation and engagement. And as a general rule of thumb, the closer to the point of sale, the more tactical the message.
So, consider these aspects to ensure your campaign is integrated:
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Cohesiveness- The campaign elements fit together and tell a single story
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Complementary- There is synergy across the campaign elements and they work together
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Consistent- We need to use a similar tone, look & feel, the same logo & distinctive brand assets, consistent colour elements, the same slogan & consistent use of celebrity or characters
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Continuous- Long-term approach to build the distinctive brand assets as memory structures take time to build, you can't change after just one ad
How can we Ensure We get it right?
As a quick check when planning your campaign, ask yourself these questions to ensure you get it right...
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Is there a clear logical connection across all marketing channels? It could be visual, audio, story or a theme, but it must be obvious to consumers.
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Are the campaign narratives consistent, not contradictory? Do our channels talk to the same story?
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Do we have a continuous stream of marketing output over the course of the campaign? If we just have one burst of activity and then go silent, people will forget about us and the story we tell.
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Is there a harmonious relationship between all parts of the strategy - do they complement each other?
But What are Some Work Arounds?
Ok, so back to our original questions, how can we make an integrated campaign when we can only use our celebrity or character in our above-the-line (ATL) campaign, not below-the-line (BTL)? You will need to be creative. Here are some hacks we've seen that can work....
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Evolve the story to show different points of view or scenarios - so there may be another character in your ads that you can use in to show their perspective in the other channels.
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Show other characters/symbols from the ad. You may need to plan ahead for this to ensure you integrate these characters/symbols when you are filming the ATL elements.
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Add an element to your ad that you can use in other channels to tie them together. This might be a distinctive brand asset you own or one that you create and use consistently across channels. It could be a logo, mnemonic, colour, sound, endline or tone.
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Blur out the celebrity or use a look-alike and blur out their image. Helps to remind people of the ad, without actually featuring the celebrity - check with legal first!!
Examples of Well Integrated Campaigns
To inspire you, here are some examples...
Levi's Commuter: Go To Work
TVC 90s
Website
Social Media
Evolve the campaign and show other people or images from the ad.
Social Media
Origin Energy: Savernator
TVC 30s
TVC Endframe
OOH
Social Media & Press
Bai: Bai Bai Bai
TVC 30s
OOH
Use the setting from the TVC, but focus on the message and play with this.
OOH
Key Visual
Use the setting from the TVC, but blur out the celebrities or use look-alikes and blur them out.
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