Here at Troot we like to be fully transparent about our planning processes with our clients, and we hope this case study will also help you understand just how we do that. So let’s break it down!
Our client, Anyfin, came to us with the need for an idea for a campaign around Christmas time with the primary goal of building brand awareness in Finland and acquiring new users for their service-based app. Here are the different planning elements we had in consideration when we began our planning process.
At first we had a deep dive into all the supporting materials the client had to give to us. Anything from app analytics (so we understand how their customers behave), target audience age & demographics, to the business’ own brand book, tone of voice and visual guidelines. We then considered what they are asking of us, and ultimately – what their business problem is. Not all brands are fully aware of their business problem, so it’s often our job to discover it and offer a solution that will not just make the client happy, but will actually also work.
Now that we had the first step out of the way, we needed to bridge the business problem with the customer need and find the overlapping context. This means we were on the hunt for insights, those revelations that seem so obvious but take time to just “click”. This process can sometimes take a while but it gives us the “meat” of the campaign and shows us how we can provide value. During this stage we find out what the target audience’s social media habits are, what topics are important to them and what they are currently struggling with in terms of finances.
The idea is born in the context. In this case our heads came together in a sparring session, where we discussed the best way Anyfin could be of use to their target audience. We thought that as they are a platform that helps you save money on your loan interests and therefore improve your household’s economy, showing the audience different ways to save money is a natural progression of their expertise that solves both the business problem and the customer need.
After we spent all this time on research, we had a pretty good idea of where our app users are on social media, how much time they spend there and what they are looking for. This makes our choice of platforms pretty evident, but we also thought of the following question: out of all top 5 most used social media platforms, which one is best suited to the message we’re trying to convey? For example, if most users are on Spotify but we want to share DIY tips, it’s probably best to head to YouTube instead (which is second-best) so we can visually show the audience the DIY process.
From a brand perspective, the story is king. You may have the best campaign idea but if you fail to communicate it in a coherent and captivating way, you might as well just scrap the whole project and save yourself the trouble. We came up with a storyboard and a few different creative elements that featured Anyfin as a natural part of the story – financial advisor hosts and an “Anyfin hotline” that helps influencers make the best decisions on the spot. We knew we were going to use influencers for this campaign early on, so we gave each of them a Christmas budget they had to fit into for their holiday shopping. The goal was to make the audience rethink their spending habits but also to position Anyfin as the obvious partner in making smart financial decisions during the holiday season.
After we had the story in the bag, we needed to find the correct people to tell it to. We wanted influencers with an audience that follows them exactly because of the financial-type content they create. Mimmit Sijoittaa (Pia-Maria Nickström & Hanna Tikander) were the obvious choice for this, not only because their content is very relevant to Anyfin’s business goals, but also because the two parties have an already established partnership running through other campaigns. This means we knew they are going to perform well numbers-wise, and the choice would feel natural also for the audience. In addition we used influencers Henny Harjusola, Pauli Matalamäki and Maria Kangaskortet.
Last, but not least, we needed to think about the implementation. We decided on a YouTube video series along with supporting elements from influencers’ Instagram channels. Those assets always had the option to be boosted by the client for a wider reach as well. To add to this, we planned, filmed and produced a set of paid ads (brand-focused & tactical) that would run on different social media platforms, targeting a bigger chunk of audience. Broadly speaking, depending on the size (budget & duration) of the campaign, other supporting elements such as posts from the client’s own social media accounts, articles & physical marketing materials could also be included.
So, that’s it! From that point on, our campaign was planned and apart from working out a few minor details together with the client, all that was left to do was to produce, produce, produce. Here is the final product of our influencer's content!
If you struggle with campaign planning for your business, don’t hesitate to contact us at firstname.lastname@example.org. We’ll be happy to help!