The Big Idea

While we’re handling the Press Outreach, we’ll also be preparing for something even bigger: a signature NewCampus campaign centered on an undeniable Big Idea.

Let’s look at the results from some of our signature campaigns, then we’ll go over how we created them for our clients and how we’ll create them for you.

Big Idea Example 1 of 3: T.R.I.P.

We invented the world’s first album on a beer can for Aeronaut Brewing Co. It sold out twice and put a new beverage player on the map in multiple industries at the same time.

Big Idea Example 2 of 3: Mix It Up

We turned social insiders into inspired menu items for Life Alive Organic Cafes. It made healthy eating cool, and introduced a new generation of consumers to the brand.

Big Idea Example 3 of 3: The M.O.M. Squad

We created the world’s first team of pregnant comic book superheroes for SUMR Brands. It earned coverage around the world and the client said it was the most exposure they earned in their 30-year history.

How we do it

Every one of our award-winning campaigns comes from a creative campaign exploration which we break into these parts:

Idea Creation

The Creative Compass℠ is our proprietary idea creation process. It involves:

  • Client interviews on positioning, objectives, challenges, audiences and assets

  • Audience interviews on awareness, opinions and behaviors

  • Reacting to interview information for initial idea creation

  • Sharing first slate of ideas with client for early feedback on direction

  • Secondary research into openings for the brand within pop culture

  • Mining the research for insights and second round of idea creation

  • Sharing second slate of ideas with client for feedback

  • Developing the best ideas into three viable breakthrough campaign concepts

Planning

Map Making is our planning process once we’ve aligned on the big idea, which involves:

  • Setting the goals

  • Defining the strategy

  • Detailing the tactics

  • Clarifying the audience

  • Writing the messaging

  • Drafting the call-to-action

  • Identifying communications platforms and their use

  • Identifying the third party targets and showing you the way in to them

  • Reviewing events in the space where it makes sense to be involved

  • Determining how the program will be evaluated

  • Helping you pick the right spokesperson

  • Creating a program timeline

  • Outlining anticipated out-of-pocket costs

Execution

Driving is the execution of the program, which is only proposed and discussed after the Big Ideas exploration and planning work has been completed.

This will be custom-scoped for the campaign concepts we align on, and may involve earned press outreach, paid influencer outreach, paid social, in-person activations and more.