About the Creative Strategy project

As a marketer leading the creative strategy for your org/vertical or a product person with an upcoming launch, you've probably got your business objective in place, but there's still a mountain to climb — you need to translate these objectives into a clear marketing JTBD, write briefs that inspire your creative team and deliver a campaign that stands out and achieves your business goal.

The process can feel daunting — from brainstorming the core creative idea to ensuring it’s executed across different touch points effectively.

Through this project you'll apply what you've learnt through the CRAFT and see the entire strategy in action. The goal is for you to have clarity of thought and application by the end of it.

Let's get started.

It's simple: Take a campaign you've worked on in the past and apply the creative strategy framework we've learned together. Think of it as a way to sharpen your approach and apply everything you’ve learned in a real-world context.

Once you pick the campaign, here's what you'll do in 4 steps:

1. Nail the insight & articulate the marketing JTBD
   Think of what the business objective was and where the core insight came from. Define it clearly and translate it into the marketing job to be done. You'll need to go deep with your user, market and product research here.
   
2. Re-write the brief based on the framework
   Take the campaign brief you originally worked with and re-write it according to the framework we’ve learned. Make sure the brief is clear, concise, and inspiring — focused on a single core message.
   
3. Evaluate concepts & articulate the creative idea
   With the brief in place, think through the creative idea that would flow from it. What concept ideas can you come up with? How would you evaluate them with the ABC framework?
   
4. Write the New Approach to Production
   Finally, look at your approach to production. Do a retro on the process you followed earlier and how will that change now. Consider the budget, resources, and time, but keep the vision intact. How can you execute the idea in a way that feels fresh, memorable, and impactful?
   
   

Which campaign should you pick?

Pick a campaign you've worked on in the past, one that you are familiar with and where you can apply these steps effectively. CRAFTs are designed to help you transform and true transformation only comes when you apply learnings to real-world problems.

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How to go about this project?

This project is divided into 4 sections. Each section has a separate brief. The ideal flow would be to complete watching a module, and then completing the project section for it. Doing this in a progressive manner would help.