Communication Strategy Vs. Creative Strategy

Summary

This video clarifies the difference between communication strategy (com strategy) and creative strategy, using Campbell’s Thanksgiving Dinner Insurance campaign as a case study. Communication strategy focuses on the 'what', 'when', and 'why' of a message, ensuring it resonates with the target audience by addressing their pain points. In contrast, creative strategy deals with the 'how' and 'where'—the execution and platforms. The campaign example highlights how these strategies come together to support first-time cooks during Thanksgiving, showcasing the consumer journey, framework, and ecosystem to ensure effective communication and creative execution.

Takeaways

• 😀 Communication strategy focuses on the broader picture, addressing the what, when, why, and how of messaging, ensuring it resonates with the audience.
• 😀 Creative strategy is more tactical, focusing on the how and where of delivering the creative idea (platforms, execution).
• 😀 Communication strategy serves as the bridge between brand strategy and creative strategy, aligning both elements and ensuring consumer relevance.
• 😀 Creative strategy includes briefing and executing tactics, but it's only one part of the broader communication strategy.
• 😀 The Campbell's Soup example ('Dinner Insurance') illustrates how communication strategy is executed by addressing consumer pain points and offering solutions.
• 😀 A consumer journey map helps identify key touchpoints and insights at different stages of decision-making, from awareness to purchase.
• 😀 Comms frameworks identify barriers (e.g., consumer anxiety) and address them with strategic communications tasks and solutions.
• 😀 Campaign ecosystems visualize how various tactics and channels work together to achieve campaign goals, ensuring seamless execution.
• 😀 The campaign blueprint is a comprehensive plan that includes campaign roll-out strategies, budget considerations, and amplification tactics.
• 😀 The Campbell's Soup campaign used PR, social media, and partnerships with apps like Instacart to amplify its message and increase consumer engagement.
• 😀 Effective communication strategy requires an understanding of the consumer's needs at each stage and tailoring the messaging and tactics to support them.

Q & A

What is the main difference between communication strategy and creative strategy?

Communication strategy focuses on the 'what', 'when', and 'why' of a message, ensuring that it resonates with the audience and addresses their pain points. Creative strategy, on the other hand, is about the 'how' and 'where' — the tactical execution of the idea through media platforms and creative assets.

How does a communication strategy ensure that the message connects with the audience?

A communication strategy maps out the consumer journey, identifying pain points at each stage and aligning the message with consumer needs. It focuses on the overall framework of when and why the message is delivered, ensuring it is both relevant and impactful.

In what way does creative strategy complement communication strategy?

Creative strategy complements communication strategy by focusing on how the ideas are brought to life. While communication strategy sets the direction, creative strategy handles the execution, determining which platforms to use and how to communicate the message through various media.

What are the four key outputs in developing a communication strategy, as mentioned in the video?

The four key outputs are the consumer journey, the comms framework, the campaign ecosystem, and the campaign blueprint. These help strategists to structure and execute an effective communication plan.

How does the Campbell's Thanksgiving Dinner Insurance campaign demonstrate communication strategy?

The campaign maps out the consumer journey, addressing pain points such as first-time cooks' anxiety. It uses a communication strategy to ensure the message resonates with the target audience, from providing simple recipes to offering dinner insurance as a solution.

What role does the consumer journey play in communication strategy?

The consumer journey helps identify key touchpoints where the audience interacts with the brand. By mapping out stages like 'living,' 'needing,' 'looking,' and 'buying,' a communication strategy can address pain points and engage consumers effectively at each phase.

What does the comms framework involve in a communication strategy?

The comms framework addresses barriers to choosing the brand, defines communication tasks, and outlines solutions. It also identifies media touchpoints and divides the campaign into phases to maximize effectiveness, typically focusing on three stages: living, looking, and buying.

How does Campbell's use creative strategy in the Thanksgiving campaign?

Campbell's creative strategy includes using platforms like Instagram, social media teasers, and partnerships with grocery apps. It involves executing creative tactics such as celebrity chefs and offering easy, no-fail recipes to attract the target audience.

What is the campaign ecosystem, and why is it important?

The campaign ecosystem illustrates how all channels and creative executions come together in a seamless flow. It is critical for strategists to map out how different elements of the campaign work in tandem to drive engagement, from PR efforts to social media interactions and direct calls to action.

How does a campaign blueprint support the execution of a communication strategy?

A campaign blueprint outlines the full roll-out of the campaign, detailing critical moments for amplification and media approach. It serves as a comprehensive plan that aligns all parties on timings, budget, and execution, ensuring an integrated and coordinated effort.