Conference Roundup: Campaigns on the Brain

14 July 2023 by
Memcom, Rachel Appleton

In the fast-paced world of digital content, campaigns play a crucial role in influencing people and driving change. Matt Day, the Creative Director at Liquona, understands the potential of campaigns to engage audiences. In the session Campaigns on the Brain, Matt shared his insights on the power of moving image and its role in successful campaigns. 

Engaging People through Communication
Liquona prides itself on producing various forms of moving image content, ranging from corporate videos to animated explainers, virtual reality, and web apps. By incorporating moving image at the heart of their work, they aim to create campaigns that provoke change and alter people's perceptions.

The 2050 Challenge: An Example of Success
Matt presented a case study from the Royal Society, a campaign that aimed to showcase how science can address the climate crisis. With a limited budget, the Royal Society encouraged influential scientists and organisations to create their own content related to the year 2050, the target for carbon neutrality. The campaign utilised the concept of 20 seconds to explain the challenge and 50 seconds to demonstrate how science can be the solution. High profile participants, such as Sir Patrick Vallance, helped create momentum and spread the message. The success of this campaign highlighted the importance of collaboration with partner organisations.

A Framework for Campaign Planning
To guide the audience in evaluating their campaigns, Matt introduced a campaign planning framework. He emphasised the significance of considering both digital and face-to-face interactions. While moving image is powerful, face-to-face communication can create a deeper impact. It is essential to think beyond digital platforms and explore interactive experiences. Phase one involves generating ideas and considering various approaches, while phase two focuses on testing and targeting specific audiences. Monitoring and evaluation occur during phase three, leading to improvements for future campaigns.

The Importance of Storytelling
Matt stressed the effectiveness of storytelling in campaigns. He presented a video clip with a clear narrative arc, explaining how stories stimulate the mind and allow for better communication and retention of information. By structuring campaigns around a compelling story, organisations can enhance engagement and create a lasting impact on their audience.

The Role of Emotion in Campaigns
Emotion plays a vital role in driving behaviour change. In campaigns, emotion can be triggered through humour, sadness, or empathy, enabling organisations to connect with their audience on a deeper level. Combining emotional appeal with informative content enhances the likelihood of bringing about meaningful change.

Case Studies: Building Brand Awareness
Matt shared two case studies focused on growing brand awareness. The first example involved the Federation of Master Builders. They wanted to increase public use of their funding and overcome the perception of being similar to trade-checking websites. Liquona developed a creative and strategic approach, involving stakeholders in the decision-making process and refining the messaging and tone. By fostering open conversations and challenging conventional thinking, the campaign successfully positioned the organisation as a trusted authority in the building trade.

In the world of campaigns, moving image content holds tremendous potential to engage, influence, and transform audiences. By leveraging moving image, storytelling, and emotion, organisations can create campaigns that leave a lasting impact. The session provided valuable insights and practical tips for crafting successful campaigns. 

Memcom, Rachel Appleton 14 July 2023
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