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12 Steps to creating effective campaigns

ThinkTV, as a sponsor of the Effies and an advocate for all things effectiveness, undertook an extensive analysis of all the 2017 Effie finalists and compiled the key insights in a simple and valuable 12-step guide to creating a winner.

The Effies 2017

Of the 43 Effies awards in 2017 we discovered:

  1. You don’t need a huge budget to have an effective campaign. In fact, some of the most effective. campaigns had the smallest budgets of all the entries.
  2. A focus on delivering to tightly set objectives will pay off with winners in all categories stating clear business goals.
  3. You gotta keep things simple. Gold Effie winners have simple strategies.
  4. Research is the foundation of effective marketing activities. Of the winners, 33% used a combination of qualitative and quantitative research. 
  5. Data-driven marketing decisions improve campaign measurement. 
  6. Broad reach works better than niche.
  7. Ads that generate strong emotional responses have greater sales impact.
  8. It’s not just what you say, it’s when and where you say it with the ideal number of media channels increasing to five.
  9. The best creative in the world is totally ineffective if no one sees it. In 2017, 72% of the Effie winners utilised TV, up by 1%.
  10. Paid media drives growth and earned is not an effective substitute because reach build is too slow.
  11. Scale drives effectiveness: Use the right channels to reach the right people at the right time.
  12. TV partners powerfully with other channels such as online which amplifies TV’s effectiveness.

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