Campaigns
are the perfect primer for brand experiments. Our team has recently completed three consecutive campaigns for the Alzheimer's Society of BC including an event-based fundraiser, an annual giving campaign, and an awareness campaign. Beyond marketing KPIs, our team paid special attention on the health of the organizational brand.
Our two key insights are:
1. Branded campaigns are excellent litmus tests for overall organizational brand health. A marketing campaign provides an opportunity for organizations to experiment with new and bold ideas and strategies without having to commit to permanent updates. It can identify inconsistencies or weaknesses in a brand's visual identity, such as its logo, color scheme, typography, and overall design aesthetic.
2. A campaign can provide valuable feedback on how customers perceive a brand. Through customer feedback and social media engagement metrics, a marketing campaign can help organizations identify brand perceptions that may be hindering awareness or growth.
Cathyrn France, Chief Development Officer at Alzheimer Society of BC said "I was so pleased to see the campaign embody our value of “courage” and to do something bold and different. Your work has played an important role in helping us create awareness and I’m very interested in hearing more and exploring how the Society brand could better support campaign initiatives and help build the Society’s internal capacity to better track and analyze important metrics. Working with you and the team has really empowered the Society to think differently and be bold in a way that is meaningful and impactful."