How do you avoid fragmentation to ensure that a campaign is successful across all formats?

People feel overloaded by advertising but more ads can also tell better stories

Multichannel advertising can be irritating, but people also believe it builds brands

Integrated campaigns are 31% more effective at building brands and marketers can integrate across ads in a variety of ways

Marketers think they have cracked integration but audiences are not so convinced. There's room for improvement across all channels.

Recognisable characters link a campaign together but people also expect to see the usual brand cues

Consumers expect TV ads to fit best with other campaign elements but integration benefits all channels

RECOMMENDATIONS

1. Integrate comprehensively

Use all senses. Visual cues are important, and memorable characters differentiate, but audio cues like consistent voiceovers and music also help. Consumers will not notice all brand integration cues, so test to see if your campaign fits together.

2. Start with a strong campaign idea

Start with a killer, insight-fueled campaign idea and develop tightly integrated executions that work together to bring the idea to life. Build out from the core, don’t work back from a TV ad.

3. Make each piece of content amazing

Individual creative quality defines overall campaign success. Do your idea justice by testing executions for all major channels.

4. Invest only in channels that have a clear role

There is little benefit to more channels unless they have a clear role in the campaign, and in reaching your audience. In the online space, target judiciously and don’t intrude.

5. Customise content for each channel

Only develop content for channels where you can adapt excellently and make the most of the format. Find a balance between integration and customisation. A great campaign needs enough familiarity to tie campaign elements together, but enough novelty to engage with complementary content.