Strategy Without Execution is Just Theory. Here’s how I moved a campaign from consumer insight to $29.4MM in impressions and an award-winning result.
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FRAMEWORK: CAMPAIGN STRATEGY TO CONTENT FRAMEWORK
Project: Joy Collective | SheaMoisture ‘The Richness of Us’ Campaign
Overview:
This framework shows how I move from high-level campaign strategy to executable content pillars. Starting with consumer insights and brand positioning, I mapped emotional and functional needs to specific content themes that drove both brand connection and purchase intent.
Strategic Flow:
• From Strategy – Consumer research, emotional/functional insights, brand positioning
• To – Content pillars organized by consumer need and brand benefit
• Content Framework – Specific content themes that bridge strategy and creative execution
What This Demonstrates:
– How to translate business objectives into creative direction
– Systematic approach to content architecture
– Balance between brand strategy and audience authenticity
Results:
– Campaign earned Cynopsis Best Social Good Campaign Award
– Delivered $29.4MM linear impressions (+164% YoY)
– Assets rated top 30% for memorability and engagement metrics
– Became model for how Joy Collective approached all subsequent brand campaigns
