Start with the audience and occasion
Decide who you want to reach and what they are doing around the event. A fan watching with friends may have a different shopping mission from a family planning an afternoon together. Give the product a clear role in that occasion before choosing a campaign treatment.
Set the boundaries before the concept
Confirm the brand’s approved event associations, creative assets and promotional permissions with the responsible teams. The scope of the idea should follow those decisions. A campaign also needs a contingency for changes to timing, availability or the wider context.
Make participation understandable
If the activity includes a promotion, set out the shopper’s steps early. Ask what needs to be bought, how entry works and where the important information will be available. Review the experience on the device and in the setting where people will use it.
Connect the campaign to the fixture
Plan packaging, POS, retailer assets and digital content together. Keep a consistent central idea while allowing the execution to suit the space. Our SUPPORT HER project shows how one campaign included retailer-specific entry mechanics.
Agree what success will mean
Set the measurement questions before launch and identify who can provide the data. Entries, asset delivery and sales performance describe different things. Clear definitions make the review more useful when the campaign ends.
Planning your next retail campaign?
Tell us about the brand, the shopper and the challenge. We’ll help you explore the creative possibilities.
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