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A framework to help judge digital creative work objectively. 7 questions to ask of a creative idea that won't annoy your agency.
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Tools for understanding great digital creative
Nick Emmel@ewarwoowar
Understanding traditional concepts is easy
Knowing whether a digital idea is a good one is far harder…
Which media will it involve?
What technologies?
What is the user journey?
How do people participate?
What conversation does it start?
How does it get shared?
How is it personalised? How is it activated?
7 questions to ask yourself when
reviewing a digital idea
What is it actually going to achieve?
1
Can you articulate the strategy?
By
To
Get Your audience, who you define by need, mindset, context, or whatever.
Do something in response to your marketing that actually does something that has a positive effect on a business challenge
Using your cunning strategy
Can you articulate the strategy?
By
To
Get People who don’t swim as much as they think they should
Associate Speedos with great swimming experiences
Getting them nostalgic about past swims
Maybe the strategy should have been
By
To
Get Men who are put off Speedos because of their association with gay culture
Feel that they are a sportsman’s choice
Emphasising the cutting edge streamlined technology of the swimwear
Is it believable?
2
What is the emotional hook?
3
Why would someone bother?
4
What bits are worth the effort?
5
Some flimsy maths
TotalIncrementalProfits (£)
=Profit persale (£)
Magical Sales
Conversion Ratio(%)
Campaign Reach
x xCampaign Cost (£)
-
BLOOMIN’ASTRONOMICAL
TINYTINYALRIGHT
I S’PPOSEWOAH
How will it get scale?
6
How can the conversation
be extended?
7
7 questions to ask of a digital concept
What bits are worth the effort?
5
How will it get scale?
6
How can the conversation
be extended?
7
Why would someone bother?
4
Is it believable?
2
What is the emotional hook?
3
What is it actually going to achieve?
1
IDE
AE
XE
CU
TIO
N
