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Behind the Work in association withThe Immortal Awards
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The Art of 360 Campaigns

20/10/2022
Advertising Agency
London, UK
154
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Blacklist Creative’s production manager Bella on seamlessly executing hundreds of deliverables, across global markets, on every platform

The creative company behind some of the biggest global 360 campaigns for the biggest names within the streaming industry, Blacklist Creative has become an expert at executing these highly exciting yet challenging projects.
 
In this interview, production manager Bella shares what it takes to create 360 campaigns with numerous deliverables across several markets. 
 

LBB> 360 campaigns include a hell of a lot of deliverables and managing processes so you must need a watertight strategy! How does Blacklist Creative tend to approach these huge projects, what is your process?

 
Bella> At Blacklist, we really do approach each client differently, depending on what they need and how they work. However, we do have an internal framework that has a particular focus on understanding and communicating new opportunities to the wider team. The objective here is to create a check list to ensure that we don’t miss anything - and a practice to assess the work in progress. We want each client to feel that we're always available, we know their brand inside out, and that we are an extension of their team. We always start our process by acquiring a robust appreciation of our client’s business, an understanding of their audience and an audit of their owned channels. This helps us to get to know the client’s market and understand the particular IPs across different territories. We can then begin to develop an approach to inform our creative strategy, project execution and a definition of the measures of success.
 

LBB> How do you use insights and data to guide your creative work? 

 
Bella> We work closely with a global market research company right from the concepting stage of each project to build out our intelligence. We then use that information and data to create what we think is the best targeted content for each audience. Before we deliver any return, we always ensure that we know that audience: How they describe themselves, what motivates and influences them, who they talk to and what they talk about. Most importantly we use data signals to define insight across what matters to them. Once we deliver the campaign and it's been tested, we dive into the performance metrics generated from our activity to enable us to refine the targeting for the content for our next campaign.
 
When it comes to localising work, we work closely with translation specialists for every participant territory from the beginning of each project through to the final execution. We consult them at our concepting stage to test how our ideas would work when localised and to tailor our taglines / concept to each territory, considering any relevant cultural moments that may have an impact . On top of this, we include second and third transcreation checks with multiple linguists to minimise the impact of subjectivity.

 

LBB> With all different styles of deliverables, how differently do you have to approach each one? On the other hand, how do you ensure that the campaign remains consistent in its look and feel across all deliverables?

 
Bella> The application of our internal process, plus data fuelled insight and analytics, ladders up to the internal publication of a creative strategy for every project. This allows us to maintain a consistent vision across all the moving parts of a campaign and provides an accountability to that vision, even if more than one creative lead or department is assigned to the project.
 
One of our primary goals across our work and the deliverables we create is an assurance of brand consistency. Our production team are all ‘super users’ in the client brand guidelines. This includes the tone of voice, colour palette, logo, fonts, copy, subtitle style and placement among other elements. Across all brand guidelines and project playbooks, we utilise an asset management tool which is accessible to all employees, that helps to prevent any creative inconsistency and streamlines our production process. 
 

LBB> In your opinion, what makes a really successful 360 campaign?  


Bella> A successful 360 campaign will provide an identified audience the impact that your message is both ‘everywhere’ and also highly relevant to that audience. It’s generally highly data driven so that the channel selection and targeting are tuned to that specific audience’s behaviour and media consumption habits. A great 360 campaign requires the thoughtful placement of the creative, refined to cater to the audience of each channel in the mix, but ultimately driving a single unified message.
 

LBB> Tell us about the collaboration process - how closely do you work with your clients on ideas and execution?

 
Bella> We really enjoy working closely with our clients and love it when they are involved at every stage of the project, making our practice highly collaborative, just as they would be if it was an internal project and we were an extension of their in-house team.

We take client confidentiality incredibly seriously and are always professional in the way we approach confidential marketing information sat within the agency. For every client account, we make sure that we operate separate creative strategy and project management pods with an ‘ethical wall’ between them.  To do that, we invest time and resources in structuring both teams and physical facilities to promotes a secure and confidential way of working. 

We pride ourselves on our reputation and we feel a great agency-client relationship is built on four pillars:  
 
1. Exceptional creative 
2. Detailed and efficient production
3. Always-on communication
4. Flexible agile practice


LBB> What exciting projects are you working on next?

 
Bella> I’m excited to be part of a new brand campaign that we're working on at the moment, which is just at the very beginning stages. It’s something that hasn’t been done before so it will be very exciting to see it come to life.
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