Creative Effectiveness Ladder Guide: 01 Influential Idea

A guide to level one of the Creative Effectiveness Ladder, Influential Idea, for campaigns that overachieved on campaign metrics.
  • Influential Idea campaigns use creativity to maximise engagement and sharing, resulting in the campaign over-achieving on campaign metrics and media efficiency.
  • The ‘buzz’ created by Influential Idea campaigns is what defines their success from an effectiveness point of view.
  • To achieve at this level, campaigns need to track and measure campaign-level metrics such as: campaign recall, social shares, earned impressions and earned media value.
  • In nearly all cases we should be shooting for and celebrating strong Influential Idea results, but using these as a way to increase the reach and engagement of a campaign that ultimately strives for brand or...

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