Develop a New Advertising Campaign for an Established Product

How To Develop a New Advertising Campaign for an Established Product
When you need to develop a new advertising campaign for an established product, it could be for a number of reasons. You want to rejuvenate your brand, connect with a fresh audience, or respond to shifting market trends. You might want to build a social following. There are a number of factors to look at when you decide to develop a new campaign and Brainiac is here to guide you from start to finish, from understanding your current brand voice to factoring in your new video marketing needs.
Book an appointment at the bottom of the page to learn more about how to reinvent the wheel while keeping the base in motion.
Keep Your Brand’s Core Value In Mind As You Develop A New Advertising Campaign
Before getting too creative, look at what you know about your current buyers and what you know about the buyers that you want. When after a new generation of buyers, decide what platforms you plan to reach those buyers on. Knowing where this new campaign will run and who it is supposed to reach is the first thing, and then infusing it with the core values is the second.
Even when reinventing the wheel with humor, revisit the unique selling propositions (USPs) of your brand. What makes your product or service stand out in the market? What problems does it solve for your ideal customers? Next, define those items on your client dashboard (you can fill this out with the Brainiac team) and these will still be the underlying messaging behind your marketing promotion.
As always, know what problems or needs your product solves and you’ll be in a much stronger position to craft messaging that resonates with your target audience.
Conduct a Market Analysis
Look at the market. What is working for your competitors and what is failing miserably? You may not be able to tell their sales but you can definitely tell their viewership. It's important as you seek to develop a new advertising campaign for an established product, to remember trends evolve, consumer preferences shift, and new competitors emerge. So look at the current state of affairs and the next generation of buyer when giving your information to the video director. Your director will be able to take the demographic information and all other forms of messaging and create a campaign infused with such.
Setting Clear Campaign Goals
What are your goals? This will help guide your creativity. Are you looking to increase brand awareness? Drive traffic to your website or store? Generate sales leads or boost conversion rates? Or all of the above. Here's a hint: Redundancy is necessary to boost conversions and sales, so sometimes the first goal of a new campaign is to generate social followings and create a dialogue between your brand and potential buyers. then, retargeting them across multiple platforms with stronger calls to action is key.
Remember, when you are introducing an existing product to a new base of people, start with information and entertainment if you plan to go after them in terms of social media. Use these methods in a fun or fascinating way to draw them in, and then your next video can really blast them with calls to action for sales and conversions. But no matter what your goal is, know it on the front end and communicate it to your director during your consultation.
Target Audience Segmentation
One of the most effective ways to help make your advertising campaign resonate is to segment your target audience. When you develop a new advertising campaign for an established product, it’s important to avoid a one-size-fits-all approach. Instead, break down your audience into segments based on demographics, behaviors, levels of awareness (of your brand or type of product), and geography. Then create different ads for each audience segment, platform you plan to reach the audience on, and for each level of awareness.
Brainiac offers amazing bulk packages that allow you to create multiple videos in the same day at the same time. This approach increases the likelihood of engagement and helps you reach your potential audience in a more personal way, based on who they are, where they are and how much they already know about your product or brand.
Creative Direction and Messaging
When you develop a new advertising campaign for an established product, you need to balance innovation with consistency. You want to introduce fresh, compelling ideas while still reinforcing the elements of your brand that have already gained customer trust.
Choose the Right Channels
Choosing the right media channels is a critical part of developing a new advertising campaign for an established product. You need to reach your target customers where they are most likely to engage. This requires a strategic mix of both online and offline channels, depending on your customer profile.
Know the channels before you start the creative and in some cases, Brainiac can help advise in this.
Testing and Iteration: Don’t Skip This Step
One of the most important best practices when you develop a new advertising campaign for an established product is to test, measure, and iterate. The digital landscape offers numerous ways to gather real-time data on how your campaign is performing, from A/B testing different ad creatives to monitoring audience engagement.
Run test campaigns to assess which ad copy, visuals, and offers are most effective. Test your target customers to ensure you’re hitting the right people. If your first set of ads doesn’t perform as expected, don’t be discouraged. Use the data to optimize and refine your campaign for better results.
Testing also extends to landing pages and conversion pathways. A well-designed ad will only get you so far if the user experience on your website or app doesn’t match the promise of your ads. Ensure that your call to action is clear, your page load speed is optimized, and the content speaks directly to the user’s needs.
Creating Content That Resonates
As part of your successful marketing campaign, creating engaging content is essential. Whether it’s video ads, blog posts, or interactive social media posts, the content you create must speak directly to your target audience and reflect your brand’s voice. It's cool to be unique, but always put messaging first and get straight to the point, as people skip ads quicker than you'd expect.
Measure Success and Learn for the Future
Once your campaign is live, it’s time to measure the results against the goals you initially set. Analyze your KPIs carefully, and don’t just look at surface-level metrics. Are you achieving long-term customer loyalty, or just short-term sales spikes? Are you capturing data that will help refine future campaigns? Don't expect to make millions off one ad. Create different ads for different demographics and make sure and regularly refresh content for your social media accounts. Releasing 3 to 5 times a week on social media will drastically help in building the redundancy necessary to help up conversion rates.
Book an appointment below with Brainiac and we’ll take you from start to finish on your new campaign.