WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
!!! Update as of July 14, 2009 !!!
Please make sure the focus is on this target only as we are not looking to do awareness but convert aware women to buy Dove HairMinimising.
!!! The end of update !!!
Regarding the type of campaign, please refer to step 7.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
!!! Update as of July 14, 2009 !!!
Our target is interested in Dove HairMinimising deodorant but their interest hasn’t been converted yet into purchase.
Reason why:
∞ Our target is dubious about the credibility of the product results
∞ They are likely to have been burnt by products that have promised benefits they want and then failed to deliver.
!!! The end of update !!!
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
Dove HairMinimising worked for your friends who tried it and they are telling you it is working.
!!! The end of update !!!
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
∞ Because of the formula: It contains Pro-Epil complex with natural extracts, combined with the ¼ cream moisturising from Dove.
∞ HairMinimising is not magical and it doesn’t work overnight; the product builds overtime (like tanning lotions) to make you feel stubble free for longer. In fact:
- From first use: it cares for your underarm skin
- Within weeks: underarm hair feels noticeably finer and easier to remove
- With continued use: your underarms look and feel hair free for longer
∞ Women tried it loved it all across the world:
- 74% said the product left their underarm feeling hair/stubble free for longer
- 88% of the women who tried it loved it and would recommend it to a friend
- Real experiences with the product and women’s own words explain how it worked for them (i.e. YouTube consumers’ uploaded video, PR ambassadors around the world, etc)
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
∞ Uncompromising about its beauty philosophy
∞ Witty, wise and welcoming
∞ Rooted in the real and therefore keeper of its promises
∞ Spirited
∞ Caring
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
Convince “aware non trialists” to buy Dove HairMinimising in the first 3 months of 2010 via a "Friend recommendation".
We are looking for an digital initiative that will make women, who have already tried Dove Hair Minimising, want to recommend it to their friends and invite them to try it.
We will need to be clear on the why (the hook or reward) that will convince them to “pass it on”.
!!! The end of update !!!
Digital/online channels options:
∞ web
∞ social media
∞ mobile
∞ our Dove websites.
Secondary, we are available to consider also offline activities such as:
∞ guerrilla marketing
∞ couponing.
Please consider that this is a global campaign and it should be adaptable for different countries.
!!! Update as of July 14, 2009 !!!
Please make sure that you take into account that we are talking about a Dove product and you need to stay on brand and use Dove tone of voice.
!!! The end of update !!!
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
∞ Visual identity: pink back ground, beautiful pack shots, fading typo
∞ Key message: Feel stubble free for longer.
We also ask Creators to keep in mind what has already been developed as this activity could be in line with what was already implemented in different countries such as:
∞ Dove website
∞ Advertorials
∞ Online partnerships
∞ Blog seeding
∞ Online banners
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
