Campaign Design 101: How to Create Effective Marketing Campaigns

Nadica Naceva
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Marketing campaigns, be it online or offline, make a brand memorable. Their primary goal is usually to drive sales, but sometimes, they do more than that. 

For example, Snickers' "You're Not You When You're Hungry" is still talked about today. The same is true for Dove's "Real Beauty" campaign, which sparked conversations about beauty standards. 

What makes a campaign truly effective and memorable is its design. According to Ty Wilson, a growth marketing executive, 

marketing and design go together like Tom and Jerry; milk and cookies; thunder and lightning; peanut butter and jelly." 

In this guide, we discuss the components of campaign design. We also explain—with examples—how you can design your marketing campaigns. 


What Is a Campaign?

In the business context, a campaign is a set of activities and strategies designed to achieve specific business goals. It can be as short as a week or as long as a year, depending on the objectives. 

Campaigns are usually of two types: marketing and advertising. 

A marketing campaign helps promote the brand itself or its products or services. The campaign may have other goals, such as raising brand awareness or introducing the business in a new country. 

Marketing campaigns comprise several media types, including: 

Advertising campaigns have a narrower goal: to create demand for a product or service. 

While marketing campaigns may use advertising media, the latter only focuses on paid media (e.g., TV ads, PPC, or banner ads) to drive sales. 

For example, Dove's "Real Beauty" campaign is a marketing campaign. It aims to promote Dove as a brand that celebrates and embraces real beauty in all forms. 

But if Dove came out with a new product collection, such as a body wash range, a campaign designed to advertise and sell this specific product would be an advertising campaign. 


What Is Campaign Design?

Campaign design is the process of creating and planning the various components that make up a campaign. Some steps of campaign design include:

  • Setting goals and objectives

  • Identifying target audience

  • Creating a budget and timeline

  • Developing messaging and creative elements

  • Selecting appropriate media channels

  • Measuring and analyzing success metrics 

For a campaign to be a hit, its design has to be top-notch. 

Think of the design process as planning for a trip. If you check the weather forecast, research the best places to stay and visit, and make a detailed itinerary, you'll have a blast. 

Components of Campaign Design 

The individual components of every campaign can differ. For example, a social media marketing campaign will have different components than a traditional print ad campaign. 

But here are some common elements you can find in all campaigns. 

Budget 

The budget is usually the first thing marketers determine when designing a campaign. You have to factor in a ton of costs like: 

  • Freelance or agency fees

  • Media placements 

  • Production costs 

  • Campaign management software fees (if applicable)

  • Contingency budget (for unexpected expenses)

A campaign's budget is designed at the beginning. But it's not super rigid. If circumstances require, the budget can be re-evaluated and changed. 


Team 

Your entire marketing team won't be working on every campaign. While some projects may need the whole squad, other campaigns require a smaller team. 

The team is usually supervised by a project manager. 


Channels

If you're running a TV advertising campaign, your campaign's channel will be television. 

But if you're running a content marketing campaign, you might have multiple channels, such as social media and a blog. 

The "channel" is where the audience will interact with your campaign. 

You can further diversify your reach within a channel. For example, if you’re using social media, instead of sticking to one platform, you can market on multiple social media sites

Keegan Edwards, the brain behind Mighty Sites USA, says, ‘’I’ve always recommended picking two that make sense for your type of local business. Two is feasible to keep up with and do well.” 

But if your campaign requires more exposure, you can always use more channels


Content Formats 

Video, print, blog articles, and social media posts are all content formats. 

Each campaign usually has a primary format. Then, there are supplementary formats that help the message reach a wider audience. 

For example, a YouTube advertisement campaign's primary format will be video. However, you can repurpose the ad's script by creating short snippets to post as Tweets or LinkedIn posts to generate traction and drive viewers to the original video. 

Mattel and Warner Bros campaign for the Barbie movie is a good example in this regard. The movie’s video trailer was one of the many content formats the campaign used. 

The film’s marketing team also used images as a content format. In fact, the campaign started with a picture of Margot Robbie as Barbie. 

Margot Robbie as Barbie 
Source: people.com

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