Campaigns: Strategy, Design and Implementation
A campaign is more than just an advert and a hashtag. It needs a clear message, a memorable visual identity and a consistent theme across all channels.
We approach campaigns with the end goal in mind and design them from the ground up – from strategy through to design and implementation, both digital and analogue. This is how you reach your target audience and make a lasting impression.
Campaigns that make an impact: strategy, design and implementation, all from a single source
Whether it’s brand image, information, a product or social change: we support your campaign every step of the way. Together, we define the objective, develop the concept, design the campaign and roll it out across all relevant channels. Strategy, design and copywriting work hand in hand to ensure your message is conveyed consistently.
Our services
Strategy/Concept
We define the objective, target audience and message, develop the central concept and plan the campaign strategy across all channels.
Campaign design
We develop our own visual identity, often building on an existing corporate design, and design everything from posters to social media posts.
Content/Editorial
Text, images and storytelling tailored to the tone and style of the respective target audience.
Motion/Video
From cinema trailers and social media clips to explanatory animations: we’ll bring your campaign to life.
Implementation
We coordinate websites, newsletters, social media, online adverts and traditional media such as posters, banners and print, both digital and analogue.
Analysis/Optimisation
We define measurable key performance indicators, monitor the impact and adjust the campaign throughout its duration.
A successful performance
We are not concerned with individual measures, but with a coherent overall image. We combine strategy, design, copywriting and technical implementation into a campaign that speaks with one voice across all channels. Because concept and design go hand in hand with us, there is no disconnect between what is conceived and what is delivered. This is how a good idea becomes a successful brand presence.
Campaigns by 3pc: the benefits for you
Strategy and design from a single source
With us, concept and design go hand in hand. You have a single partner for the entire process, from the initial idea right through to the final launch. This cuts out the need for endless rounds of coordination and ensures that your campaign speaks with one voice across all channels.
Digital and analogue, seamlessly integrated
We don’t pit channels against one another; we bring them together. With us, an idea works just as well on a billboard as it does in a story, a newsletter or a cinema trailer. Our guiding principle is always seamless applicability across both digital and analogue media.
At home in the worlds of culture, the public sector and institutions
We understand the requirements of discerning clients and the coordination processes involved, from festivals and orchestras to government departments. This experience ensures a reliable partnership, even within complex structures.
Impact that is measurable and accessible
We set clear objectives and monitor them. You can see the impact of your campaign and make adjustments as needed. And because we factor in accessibility right from the start, your message truly reaches everyone.
Campaigns that stick in the memory
Whether you want to set the agenda, strengthen a location or drive change: a good campaign combines a clear strategy with design that sticks in the mind and an execution that utilises all channels.
Let us help you
We’ll develop your campaign from the initial idea right through to evaluation: with strong design, across multiple media and with a focus on measurable impact.
Campaigns
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What is a campaign, and what types are there?
With a strategically planned campaign, you aim to achieve a specific objective – for example, to increase brand awareness, promote products or engage a target audience.
Campaigns are usually time-limited. They form part of integrated marketing communications (IMC), which enables you to consistently convey the image of your organisation or company to the outside world.
Campaigns can utilise various channels:
- Analogue: e.g. posters, banners, print media and public space campaigns (offline media for outdoor advertising via OOH marketing)
- Digital: e.g. websites/landing pages, social media, newsletters and online adverts (Google Ads, Facebook Ads, Instagram Ads)
- Hybrid: a combination of analogue and digital channels (omnichannel campaign, media mix), e.g. when a poster campaign links to a digital promotion and thus continues to have an impact online
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What is the process for a campaign project?
We develop campaigns with the objective in mind: What do you want to achieve? How do we achieve this objective?
A campaign project typically goes through five phases:
- Defining the objective and target audience (target audience segmentation)
- Developing the central idea and concept
- Designing the campaign universe
- Implementation across the selected channels
- Evaluation
You can also commission individual services such as campaign planning, design, content or implementation separately. However, our strength lies in providing everything from a single source: this ensures there is no disconnect between concept and implementation.
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For which objectives are campaigns appropriate?
Campaigns can be used to achieve a wide variety of objectives.
3pc develops accessible campaigns in the following areas, amongst others:
- Image and location campaigns (e.g. ‘A Brighter Future for Potsdam as a Life Sciences Hub’, YouTube promotional video for PRAMOMOLECULAR)
- Cultural and seasonal campaigns (e.g. Musikfest Berlin, Theatertreffen, German Symphony Orchestra Berlin, Dresden Philharmonic)
- Social and political campaigns (e.g. #innovationsland Germany for the Federal Ministry of Education and Research (BMBF), Reels for NABU, the “Wie klickst Du” campaign app for the Federal Government Press and Information Office)
- Awareness and initiative campaigns (e.g. YAM mental health initiative, Atelier Gardens, MTA advertising campaign for the Berlin Medical Association)
- Explanatory and educational campaigns using animation and moving images (e.g. Charité YouTube channel, explanatory videos for the Period app, ‘Data for everyone’)
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How do I measure the success of a campaign?
We measure the success of the campaign using KPIs (Key Performance Indicators), which we define together with you at the outset.
A/B testing, tools such as Google Analytics, Matomo and Social Media Insights, data from CRM systems, as well as surveys and counts, all contribute to the collection and attribution of data.
Depending on the campaign’s objective, different metrics take centre stage:
- Reach: circulation figures/number of flyers, brochures etc. taken (analogue) or impressions, follower growth etc. (digital)
- Engagement: Feedback , event attendance, etc. (analogue) or likes, shares, comments, etc. (digital)
- Conversion: Coupon redemptions, sales, phone calls, etc. (offline) or click-through rate (CTR), leads, sales, etc. (online)
- ROI – Return on Investment: increase in sales, increase in visits, etc. (offline) or cost per lead (CPL), cost per click (CPC), etc. (online)
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What makes a campaign successful?
A successful campaign combines three elements: a clear message, a memorable visual identity and a consistent theme across all channels.
Strategy, design and implementation must work in tandem; otherwise, the impact will be lost.
3pc offers you comprehensive campaign management: we support you from defining your objectives and target audience, through the conception and design of your campaign (whether analogue, digital or hybrid), right through to implementation and evaluation.
