Describe the target audience and profiling Clearly identify your audience, why and how model used during the campaign. (2 marks) they were selected and specifically what you wanted them to do. Identify your KPIs that you set up front and What was the call to action? (1 mark) how you were going to measure your success - make it clearly measurable. Answer (maximum 500 words) CREATIVE SOLUTIONS Criteria Hint How was this campaign innovative or different Demonstrate the creativity in this campaign. If from previous campaigns? Provide evidence of it is an annual campaign, how was it different innovation. (2 marks) this year? If it is a new campaign, what was the member insight that drove the change? A campaign can be innovative with any of the following: use of data or member personas, use of digital channels or technology, new, unique or interesting creative etc.
Describe the target audience and profiling model used during the campaign. (2 marks) Clearly identify your audience, why and how they were selected and specifically what you wanted them to do. What was the call to action? (1 mark) Identify your KPIs that you set up front and how you were going to measure your success - make it clearly measurable. Answer (maximum 500 words) CREATIVE SOLUTIONS Criteria Hint How was this campaign innovative or different from previous campaigns? Provide evidence of innovation. (2 marks) Demonstrate the creativity in this campaign. If it is an annual campaign, how was it different this year? If it is a new campaign, what was the member insight that drove the change? A campaign can be innovative with any of the following: use of data or member personas, use of digital channels or technology, new, unique or interesting creative etc.
communications_award_-_best_digital_campaign_v2.docx