There is sometimes a bit of ‘black box’ magic that seems to happen when a creative brief turns into an executed campaign.
Some would have you believe there’s ‘secret sauce’ but the reality is that expertise and years of experience are the best predictors of what will be a success and what will fail.
I am a Wikipedian Campaign
Take this series of images we found online.
But compare the lovely, sharable images above with the rather bland appeal text which are on the Row2K site. Which would you rather emote and pay out to?
So part of the success depends on creative quality of input.That may be hard to measure, and it’s certainly rarely guaranteed.
But there are inputs that will raise your chances: Starting with using an experienced team for your marketing. Get your agency team members to show you their own work from previous jobs. Ask how they came up with a campaign and what the “signal moment” was when the core creative idea was articulated. It’s not rocket science and it’s rarely a single burst of genius – frequently team work and careful development from an initial concept delivers the goods.