It happens often that you have mastered a really great creative concept to your campaign. Then you want to put as many detail into that campaign being scared that the market will miss that hidden or funny content in your campaign that makes it so brilliant or clever for you.

I feel you! It happens a lot in our company, but sometimes less is more and it is then time to kill your babies.

Recent studies shows that 45% of consumers will switch brands if a company doesn’t actively anticipate their needs. In particular, instant gratification resonates with a millennial and Gen Z audience.

It is therefore very important to bring across your creative idea with a punch and that resonate with your consumer’s needs.

Here is a 5-step how-to-guide that can help you kill your babies, but still launch that creative concept through a brilliant campaign.

Step 1: Be clear on your product or brand messaging.

Usually at the start of developing a campaign, people start off with gathering concepts that “blow the mind” rather than to be very clear on what the campaign need to communicate.

Write down the brand message and support the purpose of the campaign. Then list your creative words that will appeal to the consumer’s needs.

Step 2: Develop your concept.

Now, let’s blow the mind! Here you must go mad by pitching that creative idea, technique or off-beat factors that will draw attention. You can be very broad here and make sure that you write or do full storytelling here, putting in all your detail.

Step 3: Identify your tools!

Identify which marketing tools and platforms you will use to bring your campaign or story across.

Step 4: Merge messaging and concept.

Simplify your story (creative concept) connecting the creative words that will appeal to your consumer’s needs. This is where you will see that you don’t have to be so descriptive in some parts of your campaign as it will not draw attention to the consumer’s needs.

Step 5: Put your tools to action!
Now that your creative campaign has a body, it is important to streamline the message through the identified tools in Step 3. Different marketing tools and channels require different forms of communicating and have its own set of best impact guidelines. Some channels require more writing than being visual, where as other require being more visual than playing with words and other require more action or physical engagement to establish advocacy than just a pretty picture or catchy phrase.

Construct your campaign according to the channels that you use and connect the relevant angle to your campaign story to the marketing tool, to convince your instant gratified consumer to move towards your brand or product.

See, not so hard to kill your babies!?

Don’t be afraid, face your fear and be forever inspired!

JJ van Niekerk

Forever Friday: Creative Director