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how to develop an advertising campaign: comprehensive approaches and practical tips

Unfortunately, the market is overcrowded. And when all brands shout in their advertising campaigns "look at me!", it turns into background noise.

Whatever you sell - fresh buns, legal services, or real estate in an elite quarter, advertising and positioning will have a decisive influence on customers. According to the generally accepted opinion, everything depends on the product. But in the end, when you have beaten all your competitors in the quality of buns, legal services, and apartments, your real profit will depend on how you present yourself in advertising.

When Apple launched their iPod player on the market, they didn't advertise the 5GB of memory or other technical specs like everyone else did. And yet the iPod wasn't the first or even the best player on the market. Attention, question: Do you remember any other such high-quality and successful analog?

It's all because Apple came up with the advertising campaign "1000 songs in your pocket" instead of incomprehensible technical descriptions. They knew how to get into the heads of their audience because they studied what to advertise, how, and by what means. Usually, different agencies offer different approaches to creating an advertising campaign. Let's figure out which one will suit you.

What are the approaches?

Before choosing a path to create an advertising campaign, we need to start from what its goal is:

Here begins the battle of the titans: some create an advertising campaign based on research, others rely on creativity, and still others focus on promotion.

From this, the 4 most common approaches to advertising are derived:

If you decided to create a communication platform

This will mean that you have decided to work for a long time and choose a comprehensive and deep path to determine the development of communication for a long period of time or to work with changing or strengthening consumer perception.

Usually, you need this when:

  • - you want to convey brand positioning to the audience and work on the image
  • - there are many brand products/services and it is necessary to think about how the communication of goods will develop in the long term perspective

You will not create an advertising campaign as a result of this comprehensive research, but you will build a foundation for all your campaigns for several years to come.

We recommend developing a communication platform when:

  • - you have a large and not new brand
  • - you want to work systematically with advertising and establish yourself in the perception of the audience
  • - many of your communication messages have already worked and you want to develop something new without rebranding
  • - you need to adjust communication in accordance with market and audience realities.

Starbucks developed its communication platform and brought out the brand message, which has been used in their advertising campaigns in one form or another for several years now: "Everyday Moments of Pleasure".

If you decide to develop a communication strategy

This means that it is important for you to establish contact with the audience in order to understand how to interact with a specific segment of the target market and lead it to target actions.

This path should be chosen if:

  • - you need to form communication for a specific product for a specific audience
  • - to develop 1 advertising campaign for a large number of channels and a long period

In practice, this approach is research for a specific task of an advertising campaign and the development of a creative concept with promotion mechanics, but not an advertising campaign itself that has not yet been launched.

We recommend developing a communication strategy to create an advertising campaign that aligns with your goals and audience's needs, rather than relying solely on what marketers and creators think is creative and interesting.

Starbucks emphasizes an individual approach in their communication strategy, such as personalizing coffee cups with customer names. This idea is reflected in many advertising campaigns, such as the "It starts with you" campaign.

If you decide to create a creative concept

We choose this approach when the client has no time for extensive research and already has an answer to the question of "what to say to the audience?". In this case, the research focuses solely on creatives, several concepts are developed, and the client-provided audience data is used for development without additional research.

Choose this approach if:

  • — you want to launch a situational advertising campaign
  • — you need to adapt a communication message developed by the head office for representation in your country

As a result, you will receive only a creative concept with ideas for mechanics, but there is no worked-out promotion block.

We recommend choosing this service if you cannot change the direction and message of communication, and the audience is tired of how it is currently being conveyed, but you are confident in your communication direction: what, to whom, and where to speak.

Starbucks spends a lot of time and money on creating situational advertising campaigns. For example, for advertising limited edition drinks such as the "Unicorn" Frappuccino or seasonal pumpkin spice latte.

If you decide to create advertising creatives in a specific channel

In this case, the development of specific advertising creatives for a small task is assumed. This can be a separate service if it is necessary to quickly update visuals for a specific channel.

Choose this approach to:

  • — scale the creative concept to a new channel
  • — come up with a short situational creative
  • — update creatives within an already launched advertising campaign

As a result, you will only have to launch an advertising campaign, as there is no research here, only immersion, and the creative is not scalable to other channels.

We recommend applying this approach to creating advertising campaigns only when you need to supplement it within a ready-made creative concept. If this approach is used to create full-fledged advertising campaigns, it leads to the brand's perception being diluted, and the consumer gets lost among different creatives that do not support each other.

For social networks in Russia and abroad, Starbucks uses different creatives. Such a difference may be due to the fact that in Russia, the brand uses selling content in its accounts, aimed at attracting consumers to coffee shops, while abroad, mainly image content associated with brand recognition.

What do you ideally need?

A communication platform for the entire brand, a communication strategy for a specific product and audience, which is situational, if necessary, supplemented with new creative reflections of the thoughts that are laid down in communication.

What is in reality? Each of the approaches has a place to be by itself, but only for its tasks.

As a communication agency, we specialize in communication research, strategies, and creative concepts, so our experience allows us to say that the conversation that takes place in the head of a mother on maternity leave or a businessman in the eternal race for success is different, although both can be your target audience. Use the approach to creating your advertising that will help you achieve your goals, engage in a mental dialogue with your potential customers, and convey your idea to them in the shortest, clearest, and most distinctive way possible. Then your advertising campaign can be called successful.

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1. An overview of data protection



The following gives a simple overview of what happens to your personal information when you visit our website. Personal information is any data with which you could be personally identified. Detailed information on the subject of data protection can be found in our privacy policy found below.

Data collection on our website

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How do we collect your data?

Some data are collected when you provide it to us. This could, for example, be data you enter on a contact form.

Other data are collected automatically by our IT systems when you visit the website. These data are primarily technical data such as the browser and operating system you are using or when you accessed the page. These data are collected automatically as soon as you enter our website.

What do we use your data for?

Part of the data is collected to ensure the proper functioning of the website. Other data can be used to analyze how visitors use the site.

What rights do you have regarding your data?

You always have the right to request information about your stored data, its origin, its recipients, and the purpose of its collection at no charge. You also have the right to request that it be corrected, blocked, or deleted. You can contact us at any time using the address given in the legal notice if you have further questions about the issue of privacy and data protection. You may also, of course, file a complaint with the competent regulatory authorities.

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2. General information and mandatory information


Data protection

The operators of this website take the protection of your personal data very seriously. We treat your personal data as confidential and in accordance with the statutory data protection regulations and this privacy policy.

If you use this website, various pieces of personal data will be collected. Personal information is any data with which you could be personally identified. This privacy policy explains what information we collect and what we use it for. It also explains how and for what purpose this happens.

Please note that data transmitted via the internet (e.g. via email communication) may be subject to security breaches. Complete protection of your data from third-party access is not possible.

Notice concerning the party responsible for this website
The party responsible for processing data on this website is:

Telephone: +66815434565
E-Mail: hello@icu.agency
Company registration number: 0845566007085

The responsible party is the natural or legal person who alone or jointly with others decides on the purposes and means of processing personal data (names, email addresses, etc.).

Revocation of your consent to the processing of your data

Many data processing operations are only possible with your express consent. You may revoke your consent at any time with future effect. An informal email making this request is sufficient. The data processed before we receive your request may still be legally processed.

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Opposition to promotional emails

We hereby expressly prohibit the use of contact data published in the context of website legal notice requirements with regard to sending promotional and informational materials not expressly requested. The website operator reserves the right to take specific legal action if unsolicited advertising material, such as email spam, is received.

3. Data protection officer


Statutory data protection officer

We have appointed a data protection officer for our company.

Alexander Rusin
Telephone: +66815434565
E-Mail: hello@icu.agency
Company registration number: 0845566007085

4. Data collection on our website



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Most of the cookies we use are so-called “session cookies.” They are automatically deleted after your visit. Other cookies remain in your device’s memory until you delete them. These cookies make it possible to recognize your browser when you next visit the site.

You can configure your browser to inform you about the use of cookies so that you can decide on a case-by-case basis whether to accept or reject a cookie. Alternatively, your browser can be configured to automatically accept cookies under certain conditions or to always reject them, or to automatically delete cookies when closing your browser. Disabling cookies may limit the functionality of this website.

Cookies which are necessary to allow electronic communications or to provide certain functions you wish to use (such as the shopping cart) are stored pursuant to Art. 6 paragraph 1, letter f of DSGVO. The website operator has a legitimate interest in the storage of cookies to ensure an optimized service provided free of technical errors. If other cookies (such as those used to analyze your surfing behavior) are also stored, they will be treated separately in this privacy policy.

Server log files

The website provider automatically collects and stores information that your browser automatically transmits to us in “server log files”. These are:

Browser type and browser version
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IP address
These data will not be combined with data from other sources.

The basis for data processing is Art. 6 (1) (b) DSGVO, which allows the processing of data to fulfill a contract or for measures preliminary to a contract.

5. Analytics and advertising


Google Analytics

This website uses Google Analytics, a web analytics service. It is operated by Google Inc., 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA.

Google Analytics uses so-called “cookies”. These are text files that are stored on your computer and that allow an analysis of the use of the website by you. The information generated by the cookie about your use of this website is usually transmitted to a Google server in the USA and stored there.

Google Analytics cookies are stored based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in analyzing user behavior to optimize both its website and its advertising.

IP anonymization

We have activated the IP anonymization feature on this website. Your IP address will be shortened by Google within the European Union or other parties to the Agreement on the European Economic Area prior to transmission to the United States. Only in exceptional cases is the full IP address sent to a Google server in the US and shortened there. Google will use this information on behalf of the operator of this website to evaluate your use of the website, to compile reports on website activity, and to provide other services regarding website activity and Internet usage for the website operator. The IP address transmitted by your browser as part of Google Analytics will not be merged with any other data held by Google.

Browser plugin

You can prevent these cookies being stored by selecting the appropriate settings in your browser. However, we wish to point out that doing so may mean you will not be able to enjoy the full functionality of this website. You can also prevent the data generated by cookies about your use of the website (incl. your IP address) from being passed to Google, and the processing of these data by Google, by downloading and installing the browser plugin available at the following link: https://tools.google.com/dlpage/gaoptout?hl=en.

Objecting to the collection of data

You can prevent the collection of your data by Google Analytics by clicking on the following link. An opt-out cookie will be set to prevent your data from being collected on future visits to this site: Disable Google Analytics.

For more information about how Google Analytics handles user data, see Google’s privacy policy: support.google.com

Outsourced data processing

We have entered into an agreement with Google for the outsourcing of our data processing and fully implement the strict requirements of the German data protection authorities when using Google Analytics.

Demographic data collection by Google Analytics

This website uses Google Analytics’ demographic features. This allows reports to be generated containing statements about the age, gender, and interests of site visitors. This data comes from interest-based advertising from Google and third-party visitor data. This collected data cannot be attributed to any specific individual person. You can disable this feature at any time by adjusting the ads settings in your Google account or you can forbid the collection of your data by Google Analytics as described in the section “Refusal of data collection”.

Google Analytics Remarketing

Our websites use the features of Google Analytics Remarketing combined with the cross-device capabilities of Google AdWords and DoubleClick. This service is provided by Google Inc., 1600 Amphitheater Parkway, Mountain View, CA 94043, USA.

This feature makes it possible to link target audiences for promotional marketing created with Google Analytics Remarketing to the cross-device capabilities of Google AdWords and Google DoubleClick. This allows advertising to be displayed based on your personal interests, identified based on your previous usage and surfing behavior on one device (e.g. your mobile phone), on other devices (such as a tablet or computer).

Once you have given your consent, Google will associate your web and app browsing history with your Google Account for this purpose. That way, any device that signs in to your Google Account can use the same personalized promotional messaging.

To support this feature, Google Analytics collects Google-authenticated IDs of users that are temporarily linked to our Google Analytics data to define and create audiences for cross-device ad promotion.

You can permanently opt out of cross-device remarketing/targeting by turning off personalized advertising in your Google Account; follow this link: https://www.google.com/settings/ads/onweb/?hl=en.

The aggregation of the data collected in your Google Account data is based solely on your consent, which you may give or withdraw from Google per Art. 6 (1) (a) DSGVO. For data collection operations not merged into your Google Account (for example, because you do not have a Google Account or have objected to the merge), the collection of data is based on Art. 6 (1) (f) DSGVO. The website operator has a legitimate interest in analyzing anonymous user behavior for promotional purposes.

For more information and the Google Privacy Policy, go to: https://www.google.com/policies/technologies/ads/.

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We will, therefore, process any data you enter onto the contact form only with your consent per Art. 6 (1) (a) DSGVO. You can revoke consent to the storage of your data and email address as well as their use for sending the newsletter at any time, e.g. through the “unsubscribe” link in the newsletter. The data processed before we receive your request may still be legally processed.

The data provided when registering for the newsletter will be used to distribute the newsletter until you cancel your subscription when said data will be deleted. Data we have stored for other purposes (e.g. email addresses for the members area) remain unaffected.

Data processing is based on Art. 6 (1) (a) DSGVO. You may revoke your consent at any time by unsubscribing to the newsletter. The data processed before we receive your request may still be legally processed.

The data provided when registering for the newsletter will be used to distribute the newsletter until you cancel your subscription when said data will be deleted from our servers. Data we have stored for other purposes remains unaffected.

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