Flevy Blog is an online business magazine covering Business Strategies, Business Theories, & Business Stories.

Successful Creative Campaigns Engage the Customer First. Period.


Successful Creative Campaigns Engage the Customer First. Period.

Brand, Product, and Service will Follow.

The growth rate for sharing and creating digital information is at an insane pace. According to Digital Trends, sharing data grew nine times larger from 2006-2011 and projections indicate that by 2015 people will be creating and sharing 8 zettabytes of information. A zettabyte is the absurd measurement that’s equal to 1.1 trillion gigabytes, that’s a mind-boggling amount of data.

This allows even the most obscure brand regardless of budget, to create, execute and evaluate the most incredible interpersonal ideas and engage with customers.

Campaigns that deliver and execute beyond one-sided linear communication and push the boundaries of client/customer relationships to seamless interpersonal communication will be far more successful. Linear communication positions their brand above the consumer. These campaigns start with the premise that their role is to anticipate and satisfy customer needs, wants and desires, while the customers subordinate role, is simply to learn, spend and be grateful. Interpersonal communication, on the other hand, is a two-way process in which the brand and the customer learn to anticipate and satisfy each other’s needs, wants and desires together, where the flow of information rewards both parties for facilitation and engagement.

I point out two unique examples. A digital campaign that speaks directly to a consumer with an apparent disconnect. For instance, if your demographic is 50 or older and you send a “Welcome to the Club,” mailing on their 50th Birthday, it all but suggests the onset of aging, and the misguided reminder that this demographic is now part of a “Special Club.” The “Club” is consciously selecting their “Brand” over their audience. A successful campaign, such as the new “Oreo Cookie” campaign effectively puts their audience above their brand. One, may argue that the “Oreo” Brand is far established, but its successful recipe can and should be utilized for any brand, even if the brand is new to the market. Oreo, gives us a memorable jingle, utilizing Electro-pop sensation Owl City. This automatically engages the younger demographic. They hear it, and without fail, know the artist. If there is a question in their mind, they simply engage and google. For the “new parent” demographic, you have the pure delight of “happy kids,” for the older demographic it gently reminds you of your youth, and to add to the concept of “Sharing,” it targets, just that, SHARE. Simple and pure, customer engagement.

With the growth rate of digital sharing and a simple rule, that your campaign should engage your customer, without fail, your brand, product or service will be remembered, valued and purchased.

Contributed by Janine Risk/Creative Director on June 13, 2013.

About Janine Risk

Janine Risk, Creative Director, consults companies across the U.S. She lives in Detroit, Michigan and can be contacted for consulting or comments via email at [email protected]. You can also find her online here: Creative Direction and Digital Strategy and Execution and online portfolio.

, ,

Complimentary Business Training Guides

Many companies develop robust strategies, but struggle with operationalizing their strategies into implementable steps. This presentation from flevy introduces 12 powerful business frameworks spanning both Strategy Development and Strategy Execution. [Learn more]

  This 48-page whitepaper, authored by consultancy Envisioning, provides the frameworks, tools, and insights needed to manage serious Change—under the backdrop of the business lifecycle. These lifecycle stages are each marked by distinct attributes, challenges, and behaviors. [Learn more]

We've developed a very comprehensive collection of Strategy & Transformation PowerPoint templates for you to use in your own business presentations, spanning topics from Growth Strategy to Brand Development to Innovation to Customer Experience to Strategic Management. [Learn more]

  We have compiled a collection of 10 Lean Six Sigma templates (Excel) and Operational Excellence guides (PowerPoint) by a multitude of LSS experts. These tools cover topics including 8 Disciplines (8D), 5 Why's, 7 Wastes, Value Stream Mapping (VSM), and DMAIC. [Learn more]
Recent Articles by Corporate Function






The Flevy Business Blog (https://flevy.com/blog) is a leading source of information on business strategies, business theories, and business stories. Most of our articles are authored by management consultants and industry executives with over 20 years of experience.

Flevy (https://flevy.com) is the marketplace for business best practices, such as management frameworks, presentation templates, and financial models. Our best practice documents are of the same caliber as those produced by top-tier consulting firms (like McKinsey, Bain, Accenture, BCG, and Deloitte) and used by Fortune 100 organizations. Learn more about Flevy here.

Connect with Flevy:


About Flevy.com   /   Terms   /   Privacy Policy
© . Flevy LLC. All Rights Reserved.