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[
Paid Media
]
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[PAID MEDIA BUILT TO TURN ATTENTION INTO ACTION, WITHOUT WASTING THE BUDGET]
[
one connected team
]
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Paid Media
OVERVIEW
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how we do it
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Approach
[PAID MEDIA BUILT TO TURN ATTENTION INTO ACTION, WITHOUT WASTING THE BUDGET]
Engagement
Ad
DISCIPLINES
Search Paid social Video Audience Testing Optimisation
[
01 Overview
]
Paid media works best when the thinking begins before the platform does. We build campaigns around the person we need to reach, the action we need them to take and the reason they might choose to take it. Audience, message, creative, landing experience and media spend are treated as parts of the same system. The aim is not simply to buy more attention. It is to make every impression work harder.
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02 :stategy
]
the budget comes after the thinking.
Before we decide where to spend, we work out who matters, what they need to hear and what success actually looks like.
Every campaign starts with the commercial objective rather than the advertising platform. We look at the audience, the offer, existing demand, competition and the journey from first impression to final action. From there, we decide which channels deserve a role and how they should work together. Sometimes the answer is search capturing existing intent. Sometimes it is paid social creating demand before it exists. Often it is both. The media plan follows the problem, not the other way around.
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03 :story
]
a campaign becomes more useful once real people begin telling us what works.
A campaign becomes more useful once real people begin telling us what works.
Once campaigns are live, we watch what the audience actually does rather than what we hoped they would do. Budget moves towards stronger audiences, messages, creative and placements. Weaknesses are investigated rather than hidden inside an average. New tests are introduced when there is something worth learning. Optimisation is not constant interference for the sake of activity. It is knowing when the data is telling us something meaningful and acting on it. The objective stays fixed. The route towards it is allowed to improve.
A single-location campaign shot like documentary photography, not product photography.
A launch page that lets the story run before the catalogue starts.
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03: story
]
a campaign becomes more useful once real people begin telling us what works.
A campaign becomes more useful once real people begin telling us what works.
Once campaigns are live, we watch what the audience actually does rather than what we hoped they would do. Budget moves towards stronger audiences, messages, creative and placements. Weaknesses are investigated rather than hidden inside an average. New tests are introduced when there is something worth learning. Optimisation is not constant interference for the sake of activity. It is knowing when the data is telling us something meaningful and acting on it. The objective stays fixed. The route towards it is allowed to improve.
A single-location campaign shot like documentary photography, not product photography.
A launch page that lets the story run before the catalogue starts.
[
04 :media
]
a campaign becomes more useful once real people begin telling us what works.
A campaign becomes more useful once real people begin telling us what works.
Once campaigns are live, we watch what the audience actually does rather than what we hoped they would do. Budget moves towards stronger audiences, messages, creative and placements. Weaknesses are investigated rather than hidden inside an average. New tests are introduced when there is something worth learning. Optimisation is not constant interference for the sake of activity. It is knowing when the data is telling us something meaningful and acting on it. The objective stays fixed. The route towards it is allowed to improve.
A single-location campaign shot like documentary photography, not product photography.
A launch page that lets the story run before the catalogue starts.
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05 summary
]
less waste. more intent.
Every part of the campaign has a job, from the first impression to the final action.
CORE CHANNELS
08+
GOOGLE. META. YOUTUBE. USED WHERE THE BRIEF GIVES THEM A REASON TO BE.
CAMPAIGN INPUTS
04
AUDIENCE. OFFER. CREATIVE. JOURNEY. EACH ONE AFFECTS WHAT THE MEDIA CAN DO.
SHARED OBJECTIVE
01
EVERY CHANNEL WORKING TOWARDS THE SAME COMMERCIAL ACTION.
More spend is not automatically better advertising. Sometimes the biggest improvement comes from changing the audience. Sometimes the creative. Sometimes the offer, the landing page or the way the channels are working together. We look at the whole journey before asking the budget to solve the problem.
[
06 :NEXT MOVE ]
]
GIVE THE BUDGET A BETTER REASON TO WORK HARDER.
[
START HERE
]
OBJECTIVE AUDIENCE BUDGET START
:WHAT NEEDS TO MOVE :WHO NEEDS TO MOVE :WHAT WE HAVE TO WORK WITH :WHEN WE NEED TO MOVE
