Every campaign starts with an idea, but not every idea is strong enough to carry a campaign. A good idea can stretch across channels, last for months and still feel fresh. A weak one runs out of steam after the first advert. Learning to tell the difference early saves a great deal of time and budget.
It solves a clear problem
A strong idea answers the brief. It is built on a real business objective and a clear understanding of the audience. If you cannot explain in one sentence how the idea helps achieve the goal, it may be clever but not useful. Creativity works best when it has a job to do.
It is simple to explain
Good ideas can usually be described in a line or two. If the explanation needs a long presentation, the audience will probably miss it too. Try telling the idea to someone outside the project. If they get it quickly and want to know more, that is a good sign.
It feels true to the brand
An idea should feel like something only your brand could say, or at least something your brand could say more credibly than anyone else. Swap in a competitor’s logo. If the campaign still works just as well, it may be too generic.
It can grow
Strong ideas are platforms rather than one-off executions. Ask whether the idea could work:
- As a headline on a poster
- As a short video
- As a series of social posts
- In an email or on a landing page
- At an event or in a partnership
If you can easily imagine several different executions, the idea has room to grow.
It makes people feel something
People rarely remember information alone. They remember how something made them feel, whether amused, surprised, reassured or moved. A good idea connects with an emotion that fits the brand and the moment.
A simple test: would you stop scrolling for this if it were not your own brand?
Judging ideas takes practice, and it helps to agree your criteria before the creative work arrives. If you would like to explore ideas for your next campaign, the Northpeak team would be glad to talk.
