What is the first step when creating a creative campaign?
When creating a creative advertising campaign, the first step is an insight. It is what allows for a creative idea to be born and differentiates a creative campaign from a generic one.
That’s because insights are, in their essence, a new way of looking at something. Jiulian Cole, a world-rounded strategist, describes it best, “An observation describes something as it is, an insight makes you see it in a way you never have before.”
A great insight makes you see things differently about your consumer (what motivates them? How do they feel? What do they think? What are they doing right now in relation to your brand or product?) culture (what is happening in society that affects the way your brand should present itself?) company (what is happening with your company that you may need to change people's perception of you?) or category (what is happening with your competitors and the space you play in that may need to be addressed?).
These are the 4Cs and an insight can be generated against any of them. Deciding which one to choose is based on a combination of your business goals/objectives, current sentiment of your brand/product, reasons consumers should believe in your brand or product and more.
Coming to an insight is not easy and takes a lot of research around each area of the 4Cs. However, it is well worth doing as it can unlock a nugget which can lead to creative magic.
A great example of an insight which can be used for creative ideation is the Nike running campaign shown below. If you reverse engineer the campaign you can conclude that the insight is a cultural one:
We stigmatise people who are not currently in shape from getting active, creating a vicious cycle that is hard to get out of.
The result is an incredibly raw and powerful imagery of someone beginning their fitness journey. A visual never-before seen in fitness advertising which is saturated with imagery of perfectly sculpted bodies in peak performance.