How to create a successful campaign?

Three elements that make up an effective marketing strategy according to Johnson & Johnson’s Senior Brand Activation Manager, Mateusz Oktaba.

Understanding the lifestyle of consumers is key to starting work on creating a campaign that will be able to influence the emotions of recipients. It is not only about defining target groups, but also learning as much about them as possible, predicting what may be interesting for them in some time. Based on the collected information, insights and personas are created, which we can later transform into a communication strategy. And to what seems like chaotic action, give a framework and goals that will be possible to achieve.We talk about the key elements of successful marketing campaigns with Mateusz Oktaba – Senior Brand Activation Manager at Johnson & Johnson, creator of many campaigns, also awarded in the KTR Competition, and lecturer of our “Brand Management” course. We talk about the role of understanding the target group, what is important when gathering insight for a campaign, how to choose communication channels, and we also point out the most common mistakes when analyzing data.

#1. Target group

First, we need to know who we conduit cn telephone number data are targeting with our campaign, and we need to understand our audience. The everyday life of consumers is the inspiration for the communication scenario and tone of voice . We start by learning about the demographics and psychology of the target groups, using various types of panel studies or simply data that is publicly available.

When preparing to create a campaign for cosmetic products, you can analyze what is happening on the Wizaż platform, for example. This is an amazing research material with reviews, articles, forum posts and advice. Its analysis allows you to capture the context in which consumers use the product categories that interest you. Alternatively, you can also go to a drugstore and take a look at how consumers make purchases, what they pay attention to, how long it takes them, what is important to them when making decisions. We can also review comments under products in the online store. This in itself may be enough to create an appropriate and engaging message.

Our role as marketing specialists is to combine the knowledge we have acquired and build a persona of our recipient , for example using the Empathy Map Canvas. This tool allows us to describe the successful campaign perspective of people from target groups on one sheet of paper and consider what our consumer feels, what they hear, what they see, what their aspirations are, what they want to achieve, what bothers them, what they miss – in order to have

the whole picture of signals and stimuli in one place.

This is a job that resembles stepping into someone else’s shoes. This is, contrary to appearances, a difficult stage, because each of us has our own beliefs and it is not always easy to get rid of them. However, we need clearly described target groups to extract from this what is really important, and then transform this knowledge into a single sentence of insight , which will be an indicator for us to build communication and maintain it.

The Zalando brand is a great example of how knowing the consumer well allows you to create the right messages that will maintain brand-recipient interactions. It all started with a very simple insight : “I don’t buy online because I’m afraid I won’t be able to return my purchases, or maybe I’ll get something I don’t like or in the wrong size.” Zalando then says: “No problem, you have 100 days to return it and there’s no need to bother with it anymore. Additionally, you can always make a complaint, which we will accept without a problem.” For this brand, lifetime value is more important , or building a long-term relationship than 100 PLN for a torn T-shirt. The same applies to the Zalando Pre-owned service. The brand actively observes consumers,

builds a dialogue successful campaign with them and keeps up with them.

In this case, we can talk about communication not only in the context of advertising, but in fact every place where the brand touches the recipient . This is how the brand’s approach changes in the spirit of marketing 4.0. Dialogue is present on many sides. Every interaction with the brand builds its image. Wearing a brand sweatshirt at an event is a message factors to consider when selling an ecommerce business writing a post or tagging on a profile are also signals, as is talking about products in real time.

#Trap

The worst campaigns and their executions assume that we know who our target group is. What’s more, that our consumers share our opinion on various topics. The more we feel that we understand consumers cpa email list the more we get caught up in various beliefs that may not reflect the reality in which our target operates.

That is why it is so important to approach with a blank sheet of paper and to really observe and analyze consumer habits .

For this reason, in today’s world,

Creations change practically every moment, and communication is built sequentially, which means starting with one message, and then moving on to the next one, expanding what we want to successful campaign tell our consumers. Let’s take the previous year as an example, when consumer habits changed dramatically. That is why the role of a marketer is also to try to predict the future, because it is not an art to be where everyone else is, but to predict where our consumer will be in some time. And this is a long-term perspective of actions.