“It’s good to know you’ve worked hard to create outstanding work that itself has worked hard for the people who originally commissioned it.”
1. What are your top three criteria when deciding if a campaign is successful?
1. Know the goal
2. Measure if it was achieved
3. Control what would have happened without the campaign
2. Do you have any advice for this year’s entrants?
Don’t underestimate the power of Facebook not only to connect people, but also as a platform to share content and drive sales.
3. How has the definition of success for advertising campaigns changed over the years?
We used to rely on sales data and sample-based market research to measure our success; we knew the methodology sucked but we had no alternative and chose not to criticize it too loudly. Now people’s digital habits give us far more relevant information about their relationship to brands than anything we ever had before; and many more people are willing to share that information about themselves with us.
