Developing a successful creative campaign is both an art and a science. At Sunup, we’ve honed a process that consistently delivers results for our clients. Below is an inside look at how we build creative campaigns that captivate audiences and drive real business outcomes. Of course, the process is only a part of the magic.
Step 01: Discovery & alignment.
Every great campaign starts with a thorough understanding of our client’s vision and goals. We kick off with a discovery call to align on expectations, discuss objectives and explore the brand’s essence. This crucial step lays the foundation for a successful partnership, typically culminating in a detailed contract and scope of work.
Step 02: Research & insights.
Next, we dive deep into research. Our team gathers insights on the target audience, uncovering key motivators and barriers. We’re not just looking for data — we’re searching for that unique angle that will cut through the noise and resonate with the audience. This fresh perspective is often the spark that ignites a memorable campaign that is authentic to your brand.
Step 03: Creative brief.
Then, we craft a comprehensive creative brief, grounded in the insights we’ve acquired. This document serves as our roadmap. A brief will typically cover:
- Project background and outline
- Campaign goals and KPIs
- Voice and tone
- Visual direction
- Sources of inspiration
- Guidelines or restrictions
- Any additional relevant information
- Key stakeholders
- Project timeline
Client sign-off on this brief ensures we’re all aligned before the creative process begins in earnest.
Step 04: Brainstorming & concepting.
Now the magic happens. Our branding experts from content, design and strategy collaborate in brainstorming sessions, pushing boundaries and exploring ideas. This is where creativity flourishes, as we generate concepts that align with the brief while aiming to surprise and delight.
Step 05: Tissue meeting.
Before fully fleshing out our concepts, we hold a tissue meeting with the key client stakeholder. This informal presentation of rough conceptual directions allows us to gauge initial reactions and secure early buy-in, saving time and resources in the long run.
You might be wondering: “Why is it called a tissue meeting?” The word stems from the pre-digital days of advertising, when concepts were drawn up on thinner tracing paper before a full work-up. A tissue meeting is like a peek behind the curtain before the final reveal.
Step 06: Concept refinement.
Based on the feedback from our tissue meeting, we refine and strengthen our concepts. This iterative process helps us home in on the most promising directions.
Step 07: Concept presentation.
With our concepts polished, we present at least two fully realized campaign directions to a larger group of client stakeholders. Each presentation includes a high-level activation plan and mockups, showcasing how the campaign could come to life across various channels. After thorough discussion and feedback, one winning concept is selected.
Step 08: Production & execution.
Once the final concept is chosen, we move into production mode. Our team develops all necessary assets to bring the campaign to market, incorporating client feedback throughout the process to ensure every detail aligns with the overall vision.
Step 09: Measurement & optimization.
Launch day isn’t the end — it’s just the beginning. We closely monitor campaign performance against the KPIs established at the outset. This data-driven approach allows us to optimize in real time, ensuring the campaign continues to deliver results throughout its lifecycle.
The power of process & personalization.
By following this proven process, we consistently create campaigns that not only capture attention but also drive the success of your organization. At the same time, we recognize that every organization is different, so we adapt to our clients’ unique needs and goals in every campaign we undertake. Our structured yet flexible approach ensures that creativity is always anchored in strategy, leading to campaigns that resonate deeply with target audiences while achieving measurable business outcomes.
Ready to bring your brand’s next big idea to life? Let’s start the conversation.
