HOW TO TEST THE CREATIVE PART OF YOUR CAMPAIGN?
FIVE BASIC QUESTIONS FOR TESTING A CREATIVE CONCEPT
Once you've created your marketing proposal, it's time to develop the creative part of the campaign. How do you get the key messages to others liking? Just check them out with your target audience through an interview. It can be a quick, inexpensive and surprisingly effective method of testing the creative part of a campaign. Although the questions depend on the specifics of the project and the materials, the five questions below may serve as the basis for any interview.
Never ask, "Do you like it?". It doesn't matter whether the audience likes your ad or not. We want to know if creative thinking works, actively encouraging people and inspiring their action.
To understand the breakthrough potential of the concept and what it depends on.
1. What are your immediate impressions? What is the first thing that pops into your head? What catches your attention?
2. What is the main point here? What are they trying to tell you?
3. How do you feel about it? What does that remind you of? What makes you wonder about?
To determine whether your audience understands your message at all or not, and to see if there are any messages that you have not put in there.
To understand a fuller emotional and rational reaction to your material, rather than to learn simply whether somebody liked it or not.
4. Who do you think it is for? How is it relevant to you personally? Why so / why not?
To find out whether your material resonates with your audience or not, and whom it would appeal to.
5. What do you think is missing? What is unclear? What could be the problem?
To identify potential risks before they become problems.
A striking example of a creative communication campaign is "Whistleblowing is not shameful!" by Transparency International Ukraine.
The campaign aimed at overcoming the Soviet stereotype that reporting corruption was bad and convincing people to expose corruption. Considering that the campaign started after the Revolution of Dignity fast on the heels of patriotic exaltation, its ambassadors were such undeniable heavyweights of Ukrainians as Taras Shevchenko, Hryhoriy Skovoroda and Lesya Ukrainka. The concise message "S/he Would Not Keep Quiet", emotional visual backing and simple instructions for action proved to be an effective trio of tools. Due to them, Ukrainians were able to properly touch upon such a sensitive topic as personal responsibility for the situation and the need to generate change on their own.