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Hello, Kevin Namaky here. Today I’m going to give you tips on how to evaluate a big campaign idea when you’re reviewing work that comes back from an agency or creative team.
A lot of the times it’s hard to know how to react to creative work or know what you’re supposed to say when asked for your feedback on a campaign idea. Especially when you’re a new ABM or a junior person on the brand team. So, I’m going to give you some key criteria and evaluation tools to help you with creative feedback.
Big Picture Thinking
First, you want to think big picture, and think about how these ideas deliver on what you set out to do. You want to stay away from the minute things that could be scrutinized during the early rounds of creative work on campaign ideas.
Key Criteria for How to Evaluate a Big Campaign Idea
Here are some key criteria to keep in mind when you’re evaluating creative work.
Key Question: Does the campaign idea deliver on the strategy?
In order to know that, you need to refer back to the creative brief. Look back at the creative brief on what the desired behavior or key takeaways were—the strategy behind this work. Then you can judge whether or not you think the creative idea helps deliver on that.
Key Question: Will the campaign idea garner or command attention?
Does it stand out to catch attention? Also, does it hold interest over time? Will consumers want to continue watching/listening to this as it’s happening? Is it distinct from everything else that’s happening in the marketplace, such as competitive activity and communications?
Key Question: Does this campaign idea help build our brand equity or erode our brand equity?
This is a key test that you’ll want to think about. The second thing to note is brand linkage. Can this idea be easily linked back to my brand in some way.
Key Question: Is this campaign idea extendable?
Does it lend itself to different contexts? Can it be used in different channels and media forms? Or will it last over time? Is there enough behind the idea that we can make variations of it and continue the campaign over time and still hold interest?
Excitement can be viewed a couple of ways:
- Does it have the desired impact? Will the audience feel excited about what they’re seeing?
- Does it elicit the desired behavior? Looking back at the creative brief and the strategy you set at the beginning, will this campaign idea motivate consumer behavior—excite the consumer to do what we intended?
Those are five ways for how to evaluate a big campaign idea. If you look through those lenses, you’ll always have good, quality feedback that you can give to creative teams. When you use them, your next creative review will be even better.
TEACH YOUR BRAND TEAM HOW TO WRITE AN EFFECTIVE CREATIVE BRIEF
If you need help teaching your brand team how to write an effective creative brief and provide creative feedback, click here for more information on our in-depth training for brand teams.
Or if you need a consultant to help you with a creative process, click here to learn more about brand consulting opportunities.
You might also like:
- Three Things All Great Creative Briefs Do
- How to Write a Key Insight [Creative Brief Series]
- Fixing the Creative Development Process
- 4 Key Parts of a Big Campaign Idea
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Kevin Namaky is CEO at the Gurulocity Brand Management Institute, a marketing education company that trains and consults for notable brand teams including Kimberly-Clark, Scotts Miracle-Gro, Bolthouse Farms and Gorilla Brands. Kevin is a featured instructor for the American Marketing Association, lectures at the IU Kelley School of business, and has been featured in Ad Age, Forbes, Fast Company and the CMO Council. Previously Kevin worked for 20 years in the corporate and agency world growing notable brands. Follow Kevin on LinkedIn.