Creative Campaign Breakdown: Behind the Scenes of a Multi-Channel Launch
Ever feel like launching a campaign is like juggling flaming torches while riding a unicycle? We've been there. At Legs Brands, we thrive on turning that chaos into cohesive, impactful campaigns that resonate across platforms. Let's pull back the curtain on one of our standout creative campaign examples: Bona Life's "We've Kept Our Promise" campaign.
Why Multi-Channel Campaigns Matter
Your audience isn't confined to a single platform. They're scrolling through Instagram, checking emails, watching YouTube, and maybe even catching a glimpse of a billboard on their commute. To truly engage them, your message needs to be consistent and tailored across these touchpoints.
A well-executed multi-channel campaign ensures:
Consistency: Your brand voice and visuals remain uniform, building trust.
Reach: Engaging audiences where they are increases visibility.
Synergy: Cohesive messaging amplifies impact, leading to better conversions.
The Bona Life Campaign Overview
Objective: Reinforce Bona Life's commitment to its clients during challenging times and introduce the new Motswako Pension product (learn more: bonalife.co.bw)
Audience: Existing and potential clients seeking reliable financial solutions in uncertain times.
The Campaign Structure
The Core Message: "We've Kept Our Promise" – emphasizes Bona Life's dedication to its clients.
Brand Identity Touchpoints:
Visuals: Authentic imagery showcasing real clients and communities.
Tone: Reassuring, trustworthy, and community-focused.
Storytelling: Highlighting real-life stories of clients benefiting from Bona Life's services.
Platforms Used:
Facebook: Engaging visuals and client testimonials.
Google Ads: Targeted ads focusing on the Motswako product.
Email Campaigns: Regular updates and informative content.
Print: newspaper ads in strategic publications.
Radio: Spots during peak hours to reach a broader audience.
Each platform had tailored content, but all carried the unified message of trust and commitment.
Behind the Scenes – Legs Brands’ Process
1. Discovery & Planning: We collaborated with Bona Life's team to understand their goals, challenges, and audience.
2. Creative Ideation: We brainstormed concepts that would resonate emotionally, leading to the "We've Kept Our Promise" theme.
3. Channel Strategy: We Identified the most effective platforms to reach the target audience.
4. Content Creation: We developed a suite of assets: videos, graphics, radio scripts, and more.
5. Execution: We launched the campaign across all channels, ensuring timely delivery and consistency.
6. Monitoring & Optimization: We tracked performance metrics, making real-time adjustments to maximize impact.
The Results
Hard Numbers:
Reach: Over 1 million impressions across platforms.
Engagement: Increased social media interactions by 35%.
Conversions: 20% uptick in inquiries about the Motswako product.
Soft Wins:
Brand Sentiment: Positive feedback from clients appreciating the company's transparency.
Stakeholder Feedback: Internal teams felt more aligned and proud of the brand's direction.
Community Growth: Expanded online community with increased follower counts and engagement.
What We Learned
Authenticity Resonates: Real stories and genuine messaging build trust.
Platform-Specific Content: Tailoring content to each platform enhances engagement.
Consistent Messaging: A unified message across channels reinforces brand identity.
Ready to Elevate Your Brand?
Planning your next big launch? Let's build something unforgettable together. Reach out to Legs Brands for a custom multi-channel campaign plan.
