Doritos

Task: Campaign analysis report
Team: Groups of 2-4
(individual submissions on approval)
Date: Due TBC
This project focuses on your analysis of an award-winning communication campaign.
Your role assumes the perspective of the communication agency. Your analysis should identify important
elements and aspects of the campaign as outlined in the brief below. Define, describe and discuss the key
ingredients of successful strategy as applied in this case study context that you choose.
My role assumes the perspective of the client. Your report should inform me about the important elements
and persuade me about why they were successful. Apply theory to practice. Explain how and why
important communication aspects functioned to create an effective campaign, based on concepts we have
covered in class.
Step 1: select an award-winning campaign case study from Blackboard.
A wide range of communication campaign case studies are posted on Blackboard. Review options to select
a case that interests you. All cases are real campaigns.
Step 2: (re)search information about the actual campaign.
It will be helpful for you to search information about the actual campaign materials and market sector
background that the case subject operates in. Google text, image and video searches are a simple way to
collect some background information about your client and the campaign. Go beyond just the information
presented in the case study. Most of all, it will be helpful to actually look at examples of the real
communications as briefly illustrated in the case study.
Step 3: analyse the key topics of information available in the case.
This step forms the core emphasis of the exercise. Each case may be slightly different in content depending
on the context of the campaign and category it operates in. Across all, these points should be relatively
consistent, however, and form the basis of report to construct…
1) Core issue/opportunity that was addressed by this campaign
Explain the reason why this campaign was created. What issue/opportunity exists that warrants
development of a communication campaign to achieve ‘something.’
2) Communication goal/s and objective/s
What is this communication campaign trying to achieve? Be specific to explain what the
communication can achieve, not necessarily the client overall. Go beyond repeating the objectives
as presented in the case. You should explain what the overall goal(s) is and why this is important.
3) Target audience profile
Explain why the selected target audience is important. How would you explain the value of
successful engagement with this target audience based on the key insight/s presented?
4) Key message strategy
The message strategy is presented in detail with all cases. If you were the creative team presenting
this recommendation to the client, how would you explain it? Why was it effective?
5) Media connection strategy
Similarly, how would you explain the rationale for selected media? I suggest considering points (3),
(4) and (5) here as somewhat connected. How does the media strategy support the message
content/context to engage the target audience?
6) Evaluation methods and measures
How was this campaign evaluated? What performance measures were used and why do they relate
to relevant results? Connect the post-campaign evaluation back to the goal(s) discussed in point
(2).
Step 4: prepare a report format that ‘sells your story’
This exercise is not an essay. Your report should present a persuasive review of the campaign. All of these
case studies are award-winning examples of good campaigns. Go beyond simply summarizing information
available in the case.
Reports should explain key topics (as outlined above) in a way that ‘brings decisions to life.’ Be persuasive
and present opinions explaining why these elements were created and why they were appropriate.
The format should reflect a professional report presentation style. The case studies themselves are good
examples to compare. Liberal use of bullet points and graphics is encouraged. Writing styles should be
clear, concise and easy to follow.
Final written reports will be uploaded to Blackboard by or before the due date.