6 Elements of an Effective Creative Platform

Does the ad catch your target’s attention? Do they respond emotionally? The ad should compel them to stop what they’re doing and look/listen. Here’s where you’ll find out if the consumer insights you know resonate so well with your audience were successfully communicated by your brand, and isn’t coming off as just a thirty-second narrative with a logo at the end.

In research, watch out for phrases like “just not relevant to me” or “not sure what this is for.”

Do consumers believe that your brand can own this message? Consumers should be confident that the brand does what it says; they need to be able to trust that the brand can deliver the emotional benefit that was expressed in the ad. (And we know they crave it, because the foundational insight is validated!)

In research, watch out for disbelief in the benefit and in the connection between the benefit and the brand.

Does it feel fresh and new? With all the clutter, uniqueness is a critical precursor for memorability. The creative territory should stand out with a new, refreshing way to think about a message—even if it’s not a new one technically.

In research, watch out for phrases like “boring” or “could be for anything, or for any brand in the category.”

Does the ad inspire the desired impact? This is of course the big one. The impact may be feeling positive thoughts about the brand or inspiring a change in behavior, like purchase. Ensure that consumers are responding appropriately to the implicit call to action.

In research, listen for consumers to unaidedly call out the intended action. If seeking an impact on attitude, listen for phrases like “I love that [the brand] does X; I didn’t know that!”

Does the ad inspire the viewer to share with friends? One really effective motivated action is sharing. In the social media environment, a compelling ad can contribute significantly toward the power of the ad, even with a small media spend. This doesn’t mean all ads need to be edgy: an instinctive emotional reaction that’s personal to target consumers can help drive a viral impact.

In research, listen for phrases like “I’d love to see that again,” “I would share this with my buds,” or “That’s the kind of ad I’d expect to see on YouTube.”

Is it expansive? Finally, consider the potential for breadth and longevity of the creative idea. Ideally, the platform can morph to different media types and/or geographies, last for several years, and continue to deliver the same compelling brand message.

In research, listen for phrases like “I can see how this would be really compelling for someone who participates in X sport.”