“After campaign Pillow Talk in Creative Campaigns ”
“Learn, understand and prepare better for the next big thing ”
Had a great night? A great show of passion? Well then here comes the hangover period! A time that could be used for some relaxing pillow talk, or to slip away through the halls in an awkward walk of shame!
The above gist is synonymous with the aftermath of any creative campaign. No matter how well planned, a campaign would have its own road blocks, potholes, and grey areas that need to be looked into. Maybe immediate attention is not required to solve these loopholes, but rather a quick temporary fix for the time being which may or may not be a sustainable solution , and a more strategic look into it afterwards to understand and plan better for future campaigns.Hence the post campaign discussion, or the pillow talk that we are referring to, is imperative for any forward thinking campaigner.
In any campaign pillow talk session, at CreativeJacks, there are three main areas that would be discussed. These would serve as the meeting points. These meeting points are structured, to be on point and agile. Following are the areas that are discussed.
The KPI evaluation: The predetermined success KPIs which were decided at the beginning of the campaign would be evaluated one by one, against the rate of achievement, reason for exceeded expectations or below expectations, and overall satisfaction rate
Capacity of resource: A quick look at the resource allocations, and highlight if the resources were over allocated or under allocated. This would help start planning resources better for the next campaign
Content Exploit: How the content was exploited throughout the campaign, and what was the winner’s content? What content was a negative impact? Why are they classified as winners or negative impacts? These are some burning questions which would be discussed. Creativity of the content and alignment of the vision vs the total outcome would be carefully dissected, to identify areas to focus more, areas to avoid and brainstorm better for next campaigns
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Sometimes the session may be quick stand-ups, or even elongated sessions which would be broken to two. The campaign lead, should lead the scrum and decide the agenda based on the campaign and the above discussed three question structure. Usually a quick recap is the best, to conclude a campaign and move on to the next.However sometimes, the fine points are too critical and significant, that it needs to be carefully dissected, discussed, and wrapped up carefully before moving on to the next. Or else it will lead to two major negative consequences.
Carry forward any negative impact that was not identified. This would lead to creativity which is not focused, strategic and would result in negative ROI.
Total waste of time in creating content. As creating content ( depending on how big the project is) , requires resources to be allocated. Utilizing time of resources in hand against the task in hand is crucial for the going concern of the agency, as well as achieving campaign goals.
Thus it’s of utmost importance that the post campaign meetings are prioritized and made mandatory in closing the campaign. It’s the much needed pillow talk your campaign needs.The aftermath is just too good to overlook!! 😎
An outstanding share! I have just forwarded this onto a co-worker who was conducting a little homework on this. Thomasina Godwin Hamal