{"id":38256,"date":"2014-06-25T12:29:15","date_gmt":"2014-06-25T11:29:15","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=38256"},"modified":"2018-02-26T14:43:02","modified_gmt":"2018-02-26T14:43:02","slug":"three-examples-integrated-campaigns","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/traffic-building-strategy\/integrated-marketing-communications\/three-examples-integrated-campaigns\/","title":{"rendered":"Three examples of integrated campaigns"},"content":{"rendered":"<h2>Incorporating the 4Cs of integrating digital marketing into marketing campaigns<\/h2>\n<p>Do you know the \u201c4Cs\u201d of <a href=\"http:\/\/www.smartinsights.com\/traffic-building-strategy\/integrated-marketing-communications\/integrated-marketing-campaigns-best-practice\/\">integrated campaigns<\/a>? When thinking about how to create a\u00a0successful integrated marketing campaign, Pickton and Broderick\u2019s 4 Cs explained in their book <em>Integrated Marketing Communications<\/em> can be a\u00a0handy test. They outline the four key concerns that need to be addressed in order to give your campaign a chance of reaching its goals. The 4Cs are:<\/p>\n<ul>\n<li><em>Coherence<\/em>\u00a0\u2013 different communications are logically connected?<\/li>\n<li><em>Consistency<\/em>\u00a0\u2013 multiple messages support and reinforce, and are not contradictory?<\/li>\n<li><em>Continuity<\/em>\u00a0\u2013 communications are connected and consistent through time?<\/li>\n<li><em>Complementary<\/em>\u00a0\u2013 synergistic, or the sum of the parts is greater than the whole?<\/li>\n<\/ul>\n<p>In this post we take a look at three high-profile campaigns, and offer an insight into their results related to the 4Cs .<\/p>\n<h3>02: Be More Dog<\/h3>\n<p>O2\u2019s foray into 4G advertising asked us \"to be more dog\". The overall message of the campaign is that life in the digital 21st century is amazing, there are countless things around that should amaze and inspire us, but we have become too jaded by experience to appreciate the multitude of opportunities afforded us by technology. In short, we\u2019ve become too cat (disinterested and aloof) while we should be embracing our inner dog (energised, interested and excited by the possibilities of every day life).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-38263\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/06\/be-more-dog-550x367.jpg\" alt=\"be more dog\" width=\"560\" height=\"374\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/06\/be-more-dog-550x367.jpg 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/06\/be-more-dog-150x100.jpg 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/06\/be-more-dog-600x400.jpg 600w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/06\/be-more-dog-250x166.jpg 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/06\/be-more-dog.jpg 620w\" sizes=\"(max-width: 560px) 100vw, 560px\" \/>For more on concept and execution, you can read more about the campaign which was Campaign Magazine\u2019s <a href=\"http:\/\/www.campaignlive.co.uk\/news\/1224596\/\">campaign of the year<\/a> for 2013. The 4Cs are applied as follows:<\/p>\n<ul>\n<li><strong>Coherence<\/strong>. From print ads and TV commercials to interactive games that allow you to throw a frisbee from your smartphone to the cat on your PC and or sending dog bombs to your friends, all communications adhere to the simple central premise \u2013 to take life by the scruff and make the most of opportunities.<\/li>\n<li><strong>Consistency<\/strong>. Once again the strong central premise allowed comms across a series platforms to adhere to key points. TV advertising slots drove viewers to <a href=\"http:\/\/www.bemoredog.com\" target=\"_blank\">bemoredog.com<\/a> where quizzes a quiz determine how dog they were and then share the results through social channels. The aided reach and engagement and helped the launch ad achieve 385,000 YouTube views in the first 48 hours.<\/li>\n<li><strong>Continuity<\/strong>. While the campaign changed over time the strong central premise and it\u2019s application across platforms allowed long-term continuity. In fact, the creative was used as a basis for a \u00a37million above the line campaign to launch 02\u2019s revamped Priority app.<\/li>\n<li><strong>Complimentary<\/strong>. The considered interaction of communications across platforms allowed a momentum to grow and helped the campaign gain a wider audience through social media and sharing.<\/li>\n<\/ul>\n<p>If you haven't seen the video launching the campaign, check it out, it's a great piece of work.<\/p>\n<div class=\"arve\" data-mode=\"normal\" data-provider=\"youtube\" id=\"arve-youtube-imzgl0nfj3s\" style=\"max-width:640px;\" data-reset-after-played data-fullscreen=\"disabled\">\n<div class=\"arve-inner\">\n<div class=\"arve-embed arve-embed--has-aspect-ratio\">\n<span class=\"arve-ar\" style=\"padding-top:56.250000%\"><\/span><iframe credentialless referrerpolicy=\"strict-origin-when-cross-origin\" allow=\"accelerometer &#039;none&#039;;ambient-light-sensor &#039;none&#039;;autoplay &#039;none&#039;;battery &#039;none&#039;;bluetooth &#039;none&#039;;browsing-topics &#039;none&#039;;camera &#039;none&#039;;ch-ua &#039;none&#039;;clipboard-read &#039;none&#039;;clipboard-write;display-capture &#039;none&#039;;document-domain &#039;none&#039;;domain-agent &#039;none&#039;;encrypted-media &#039;none&#039;;execution-while-not-rendered &#039;none&#039;;execution-while-out-of-viewport &#039;none&#039;;gamepad &#039;none&#039;;geolocation &#039;none&#039;;gyroscope &#039;none&#039;;hid &#039;none&#039;;identity-credentials-get &#039;none&#039;;idle-detection &#039;none&#039;;keyboard-map &#039;none&#039;;local-fonts &#039;none&#039;;magnetometer &#039;none&#039;;microphone &#039;none&#039;;midi &#039;none&#039;;navigation-override &#039;none&#039;;otp-credentials &#039;none&#039;;payment &#039;none&#039;;picture-in-picture;publickey-credentials-create &#039;none&#039;;publickey-credentials-get &#039;none&#039;;screen-wake-lock &#039;none&#039;;serial &#039;none&#039;;speaker-selection;sync-xhr &#039;none&#039;;usb &#039;none&#039;;web-share;window-management &#039;none&#039;;xr-spatial-tracking &#039;none&#039;;\" allowfullscreen class=\"arve-iframe fitvidsignore\" data-arve=\"arve-youtube-imzgl0nfj3s\" data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/iMzgl0nFj3s?wmode=transparent&amp;iv_load_policy=3&amp;rel=0&amp;autohide=1&amp;autoplay=0&amp;enablejsapi=1\" frameborder=\"0\" height=\"360\" name sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/iMzgl0nFj3s?wmode=transparent&#038;iv_load_policy=3&#038;rel=0&#038;autohide=1&#038;autoplay=0&#038;enablejsapi=1\" width=\"640\" title=\"Three examples of integrated campaigns\" loading=\"lazy\"><\/iframe>\n\n<\/div>\n\n<\/div>\n<script type=\"application\/ld+json\">{\"@context\":\"http:\\\/\\\/schema.org\\\/\",\"@id\":\"https:\\\/\\\/www.smartinsights.com\\\/traffic-building-strategy\\\/integrated-marketing-communications\\\/three-examples-integrated-campaigns\\\/#arve-youtube-imzgl0nfj3s\",\"type\":\"VideoObject\",\"embedURL\":\"https:\\\/\\\/www.youtube-nocookie.com\\\/embed\\\/iMzgl0nFj3s?wmode=transparent&iv_load_policy=3&rel=0&autohide=1&autoplay=0&enablejsapi=1\",\"name\":\"Three examples of integrated campaigns\",\"uploadDate\":\"2014-06-25T12:29:15+00:00\",\"description\":\"Incorporating the 4Cs of integrating digital marketing into marketing campaigns Do you know the \\u201c4Cs\\u201d of integrated campaigns? When thinking about how to create a\\u00a0successful integrated marketing campaign, Pickton and Broderick\\u2019s 4 Cs explained in their book Integrated Marketing Communications can be\"}<\/script>\n<\/div>\n\n<h3>American Express: Small Business Saturday<\/h3>\n<p>Promoted online and offline to American Express cardholders and businesses using Amex, the aim was to get people back into their main street or high street and to support smaller, local stores. A full pack of resources was created for business owners, providing a consistent brand image, ready to go material and enabling entire communities to participate.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-38265\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/06\/small-business-saturday.jpg\" alt=\"small-business-saturday\" width=\"560\" height=\"287\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/06\/small-business-saturday.jpg 515w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/06\/small-business-saturday-150x76.jpg 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/06\/small-business-saturday-250x128.jpg 250w\" sizes=\"(max-width: 560px) 100vw, 560px\" \/><\/p>\n<ul>\n<li><strong>Coherence.<\/strong> The fact that Small Business Saturday is now part of the US consciousness and gaining support in other markets is due in large part to the simplicity of its message, and the fact that the majority of people mourn the demise of small retailers on Main Street USA. Or High Street Great Britain. Or la Rue Principale de France.<\/li>\n<li><strong>Consistency.<\/strong> The simplicity of this message enabled American Express to create marketing collateral for small businesses, print advertising, Facebook apps, You Tube explainer videos and Google Maps listings that sand from the same hymn-sheet.<\/li>\n<li><strong>Continuity.<\/strong> Once again, the simple message and the use of social channels (You Tube, Twitter and Facebook) as a central hub for the majority of campaign activity meant that communications remained consistent on both style, message and desired action.<\/li>\n<li><strong>Complimentary.<\/strong> Its use of Facebook as a \u2018hub and amplifier\u2019 was integrated with Twitter interactions that allowed customers to talk about their own favourite businesses and for businesses to publicise their participation.<\/li>\n<li><strong>Effectiveness.<\/strong> It won a host of awards. It was made an official \u2018day\u2019 by the US Senate. Even Barack Obama tweeted his support. And it is now rolling out to countries worldwide.<\/li>\n<\/ul>\n<h3>Snickers: You\u2019re not you when you\u2019re hungry<\/h3>\n<p>As with all successful global campaigns, the \u201cYou\u2019re not yourself when your hungry\u201d campaign worked on a universal assumption, namely that when you\u2019re hungry your mood and your abilities change. The campaign continues to run\u00a0across social, television, retail and print.<\/p>\n<p><span style=\"color: #000000;\"><div class=\"videoWrapper\"><iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/0gjsoSY18kg\" frameborder=\"0\" allowfullscreen><\/iframe><\/div><\/span><\/p>\n<ul>\n<li><strong>Coherence<\/strong>.<strong>\u00a0<\/strong>While the execution changed across different media and markets, the central theme and strapline remained the same as it was relevant for markets worldwide.<\/li>\n<li><strong>Consistency<\/strong>. The consistency of message worked well across multiple regional campaigns and media: from the TV ad featuring Joan Collins, to the PPC campaign based around commonly misspelt search terms, to the Twitter campaign featuring Rio Ferdinand and Katie Banks that generated newspaper headlines, questions in Parliament and legal proceedings. These consistent messages allowed the effectiveness of the central proposition remain intact across markets and regional campaigns.<\/li>\n<li><strong>Continuity<\/strong>. The launched in the US with a Superbowl ad featuring Golden Girls actress, Betty White in 2010, and yet four years later the creative execution of the campaign remains intact.<\/li>\n<li><strong>Complimentary<\/strong>. The effectiveness of the central proposition and the global campaigns adherence to the first Three Cs mean that when combined you have a long-running, multi-channel, multi-million campaign, the constituent parts of which ensure that<\/li>\n<li><strong>Effectiveness<\/strong>. According to <a href=\"http:\/\/current.effie.org\/downloads\/2011_5627_pdf_1.pdf\">Effie.org<\/a> activity in the first three months of the campaign in the US helped to grow sales by 13.4%, there was an 18,000% increases in Snickers searches on You Tube, over 5million online views and over 400million incremental and unpaid media impressions.<\/li>\n<\/ul>\n<h3>A few words in conclusion<\/h3>\n<p>As the Account Planning Group state in their definition of media planning the planner needs to...<\/p>\n<blockquote><p><em>\u201cUnderstand the customer and the brand to unearth a key\u00a0insight\u00a0for the communication\/solution\u201d. <\/em><\/p><\/blockquote>\n<p>This is the key thing that all of the campaigns above have \u2013 a unique and universal insight into the perception and mood of their audience. That is the bedrock on which all of the campaigns\u2019\u00a0 successes were built and that strong foundation allowed the message to work across multiple platforms and gave planners a basis to create truly integrated campaigns.<\/p>\n<p>Unfortunately, we can\u2019t help you directly with that <a href=\"http:\/\/www.smartinsights.com\/traffic-building-strategy\/integrated-marketing-communications\/integrated-marketing-campaigns-best-practice\/\">big idea<\/a>, but this <a href=\"http:\/\/www.smartinsights.com\/guides\/marketing-campaign-plan-template\/\">marketing campaign planning template<\/a>\u00a0for Expert members will help you plan and brief campaigns in a more structured way as I will explain in my next post.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Incorporating the 4Cs of integrating digital marketing into marketing campaigns Do you know the \u201c4Cs\u201d of integrated campaigns? When thinking about how to create a\u00a0successful integrated marketing campaign, Pickton and Broderick\u2019s 4 Cs explained in their book Integrated Marketing Communications &hellip;..<\/p>\n","protected":false},"author":62816,"featured_media":38272,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[412],"tags":[1171],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Three examples of integrated campaigns | Smart Insights<\/title>\n<meta name=\"description\" content=\"Three examples of integrated campaigns Incorporating the 4Cs of integrating digital marketing into marketing campaigns Do you know the \u201c4Cs\u201d of integrated campaigns? 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