There is no stronger way to persuade and communicate a product, brand, or event than with an advertising or marketing campaign. A great way to get a message across through a series of strategic activities and communication tactics, a campaign is a powerful way to make an impression in the collective consciousness, either through distribution on traditional media, digital touchpoints, and social media, or with more out-of-the-box guerilla marketing tactics. For a marketing team or a creative, digital, or advertising agency, creating a campaign offers team members a chance to expose their best work and let it reach the greatest number of people. A campaign mobilizes the best of every person’s talent and creativity. Whether a campaign supports the launch of a new product or service, a brand revamp, or an event, it should always inspire and persuade. For the people behind the campaign, it is always an opportunity to make the most of everyone’s talent and creativity.
A creative campaign is usually divided into three main phases: strategy, creative concept, and execution.
The strategy part of the campaign is about defining the brand’s objectives and needs. It is about understanding the brief and figuring out strategies to tackle the goals requested by the brand’s stakeholders. The strategy part of campaign creation usually involves a competitor analysis, identifying the brand’s positioning, the budget, the brief, and the outcomes expected from the campaign.
Once the strategy is set up and clear for everyone involved comes the time for creativity. Which creative directions will meet the brief? This phase is a sweet spot to allow creative teams to explore and brainstorm ideas, seek inspiration, and experiment. Presenting three different creative routes to stakeholders is a good way to test different directions and options.
After defining the concept and creative route comes the time to take the plunge and start developing the campaign’s different moving parts. Define a list of deliverables required, along with deadlines for the different moving parts, and get your creative team to start creating and developing visual content and material.
The execution of a campaign involves many moving parts, many team members, and often many different visual assets and files. In other words, centralization is essential to the success and productivity of a well-executed campaign. If you’re running on a tight deadline and schedule, and have a long list of deliverables to develop, depending on the approval of many different stakeholders, the last thing you want is to lose or misplace files, misunderstand which images should be used, or which video footage should be edited within the hero campaign. A DAM like Worksite centralizes file management and the workrooms can help streamline the workflow and optimize teamwork.
Like any project with many rounds of feedback and revisions, it’s very likely that the videos and images you’re working on will be updated, edited, and adapted for different channels and touchpoints. As such you need to make sure that you can keep track of the different versions uploaded and presented to the team. Worksite can help creative teams ensure they always work on the correct file version. At the same time, if multiple team members find themselves collaborating on the same asset, version control ensures that they all work on the same page (literally), with amendments visible in real-time. And then when clients or account managers get involved, version track can allow them to see who did what, with the ability to compare multiple versions side by side.
When you create a workroom on Worksite, you can use that dedicated space to workshop the visual assets for that particular project. Once you create a workroom for your campaign’s many key deliverables, you can insert the visual assets that’ll be useful for the project — either as references or as content to be adapted and worked on — and assign tasks to different team members so that they can do their job and later upload and refresh visual assets on the Worksite.
The workrooms include a number of communication and collaboration features that optimize communication across the project. Members can comment, mention each other, ask for revisions, and approve/replace visual assets. These communication features can also improve client-agency relationships (assuming that the campaign is handled by an agency). How? In a workroom, an account manager can give customized access to clients, either to edit or just visualize final content, and give approval or ask for revisions.
If your creative team and all the graphic designers are busy post-producing visuals, creating banners, and exceptional fantastic material pieces for the campaign, chances are they don’t have the time to crop images and adapt them for social media. When you’re in an “all hands on deck” mindset in the middle of a campaign execution, there will come a time when a non-creative will have to do last-minute edits on visual assets. Worksite is equipped with editing tools that’ll let you crop, resize and customize your visuals to fit different social media formats (presets included in Worksite!)
When your campaign is ready, the deliverables will evidently need to be distributed beyond the storage capacity of Worksite. Sharing and publishing on digital touchpoints is a no-brainer, with dedicated CDN links that allow anyone to copy and paste links to publish images and videos anywhere on the web.