|How to build an integrated ad campaign
In this multimedia age, marketers must be able to run a campaign across different platforms, all while conveying a consistent and coherent message.
But what elements are key to the success of an integrated campaign?
A strong campaign idea
According to research by Kantar Millward Brown, 33% of UK consumers believe ads tell better stories today than they did 3 years ago. However, just 27% said multimedia campaigns remind them about the brand. As a result, they need to make sure any concept they come up with is both memorable and distinctive.
Test your idea
Don’t focus solely on visual cues
Understand what you want to achieve from each channel
Measure the campaign’s progress
Kantar Millward Brown compares running an integrated campaign with conducting a large orchestra, as marketers must ‘work even harder now to ensure that everything works in harmony’. This means that while the concept should be adapted for different platforms, it mustn’t ‘stray too far from the core idea, as the brand impact and the effectiveness of the media investment will be compromised’.
In fact, the research showed that campaigns with a strong central idea perform 64% better across all brand KPIs, particularly with regards to brand image associations. Another mark of a successful campaign is the average strength of all executions, rather than the best or worst individual efforts. With an integrated campaign, every ad and its placement is crucial to its success, so the overall average performance is what ultimately dictates whether or not it is working.
The study also found that three-quarters of multimedia ad campaigns are integrated well, with all content fitting in well and supporting the wider promotional drive. Done well, this can go a long way towards building a brand and cementing key ideas and concepts in the target audience’s mind.
Sources / Further reading