How to Learn Advertising Strategy
Examples Spotify & Snickers
Uh, strategies, the answer to a problem that stands in the way of our goal, a strategy tells us where we are, where we want to get to the problem we face and how we’re going to get around.
For example, Wanted to be one of the top three chocolate bars based on sales, the problem was they couldn’t keep doing what they were doing as they were losing sales in the market that was based on taste. They needed consumers to choose chocolate bars based on satisfying your heart. Versus taste as this is where Snickers could win.
As the bar is full of nuts and more filling they way they did. This was with the advertising campaign. You’re not you when you’re hungry, making people aware that they weren’t themselves when they’re hungry. Maybe a bigger problem to solve for chocolate bars. My name is Julian Cole, a strategy trainer at the planning dirty academy.
I’m also a strategy consultant to leading brands like Uber, Facebook, Disney, apple, and snap. If you’re after more strategy, tools and resources. Subscribe to this channel in advertising, the strategy has two levels, the business and the consumer level, for example, for Spotify, their business problem was gen Xs were not subscribing to their service.
They spend a lot of money on music products, but not on subscriptions. The problem was that consumers felt that Spotify was only for cool young people’s music. The consumer problem was that they were starting to feel culturally irrelevant. 33, you start listening to more old music, the new music that was produced in the last year.
So the insight was that the music they listened to 20 years ago was still as relevant today as it was 20 years ago. So streaming their old favorites today on Spotify was something that’s still made them relevant to today solving the consumer problem and the business problem. All in one, let’s hear more about what is strategy with Danish.
Co-founder and strategy director at untangled. I think the best description of ETA has strategies from like a book, good strategy, bad strategy, and it was defining a pathway to solve a challenge. Like what’s the way you’re going to solve a challenge. And that’s your strategy wildlife. Is because inherent in it is you have to diagnose the challenge and, you know, I like you, I’m a big believer in like problem definition, and then understanding how you overcome it is everything.
So I think that’s its most simplistic way. What I think about strategy. Interesting. I’ve taken that definition as well. And I think he has two other pieces to it. It’s like a coherent action and then. And organizing those thoughts. So the coherent action for me is the idea. And then the organizing of it is the actual integrated campaign.
But I, I kind of tend to agree on that definition for creative development. I’m glad you read the book better than I was yet. I remembered the components of it, as opposed to me who just like read the one sentence. I think what that touches on those, your next question, which is going to be like, there’s always this argument and tension between where does strategy start and finish and where does the idea start?
And if you take that notion of it’s, how do you overcome a challenge? And then what are the actions and coherent principles that address it? You start to get to the idea of heart. And so when you. Some strategists. So when you talk about strategy and that way it’s everything and everything’s strategy and that’s helpful and not helpful, depending on this type of agency you are and the type of planning you are, but that’s also probably why it’s blurry because good strategies naturally.
Push you and lean you into ideas because they’re action orientated. And because they’re insightful, that’s a really good way to think about like that strategy to broad level. How do you overcome a challenge? Where do you stop? So it’s a really good question, especially if you’re working in an agency where those things thing also, the way I took that as well is with a creative brief, I would always write my creative brief to my creative directors.
So some want you to stop at the problem statement and say, Hey, Hey, Hey, stop it. Don’t give me the solution. Then others are like, actually help me on the solution. So if you think of the, get who to buy the buys, the single-minded proposition, some creative directors are lucky. Yeah. The solution, others are like, hold back.
So it’s interesting that, that those pieces you kind of use in different ways.