Deploying Creative Across Multiple Platforms
09.06.16 · Stephanie Stover
Let that campaign sing
A strong bass drum is the booming and resounding beat of a marching band’s foundation. But unless balanced by a blast of brass and chorus of woodwinds, all that glorious cadence falls flat. Rhythm and melody must be in sync.
It’s the same with your marketing. You’ve got a campaign and completed creative assets. Real success won’t be enjoyed, however, without a solid strategy for your website, social media, print and other traditional media. By planning ahead and creating assets that perform well across multiple platforms, you can reach your target audience and utilize your budget efficiently.
We’re not just humming some random tune here. Take for example the Allegiant Florida Fun Contest for the Dwight D. Eisenhower National Airport. Greteman Group was challenged with increasing awareness for Allegiant’s seasonal flights to Orlando-Sanford from Wichita. The winner of the campaign received round-trip airfare for the entire family to Orlando-Sanford, a $500 Visa gift card and free parking up to a week at Dwight D. Eisenhower National Airport.
To register, individuals were asked to visit the Florida Fun landing page, upload a photo of themselves or their child, and place a Florida Fun sticker on top. From there, users were able to share their photo on social media to extend the contest to their network of friends. These individual, shared photos were the focal point as they developed a steady rhythm for this campaign.
As the graphics for the stickers and the landing page grew into assets, the creative elements began to resonate. The same Florida Fun graphic utilized on photos posted by individuals could be found on digital banner ads, social media ads, the airport’s homepage and social media posts.
The result? A beautiful marketing melody — thanks to a consistent message and identifiable look due to the recognition gained by those stickers shared on social postings. The campaign resulted in 600 contest entries for Dwight D. Eisenhower National Airport, with 45 percent of the traffic delivered to the website coming from new visitors. And new individuals generate more potential for full flights on a limited-time, seasonal flight.
Just as a gorgeous melody can be created with a few of the right instrumental elements, the same can be said for your creative campaign. You don’t need to overdo it on the creative assets. Just make sure you’ve got the right ones – all playing together in harmony.
This article was published by WorldNews (WN) Network on September 6.