360 Campaigns
Role: Concept/Copy
At Udemy, we delivered quarterly 360 marketing campaigns to our consumer audience. These promotions were an important part of reaching revenue targets. When we became a public company, the scrutiny intensified.
Kickoff + Creative Brief
The creative team met with key marketing stakeholders to discuss the project. Ideally, marketing had created a brief or outlined business objectives, strategy, audience, the key message, budget, timeline, deliverables, etc. We helped improve the brief by asking questions and ideating on what could take the campaign to the next level.
50K Overview Deck
We built a deck that summarized the key parts of the creative brief, along with helpful additions such as a campaign manifesto, concepts, copy direction, and visual direction. We usually included a couple different concepts and showed how copy + design came together in mocks for high-visibility touchpoints. One really fun part was getting in a room with other writers and designers and dreaming up something fresh.
Approval and edits
We presented the deck to marketing leadership — sometimes even the CEO. They asked questions, we defended creative decisions, but remained open to feedback. We took that feedback and revised the deck for initial approval.
Campaign execution
With final deliverables defined, copy and design developed the creative assets for the campaign. Channels included onsite, mobile app, email, push notifications, paid search, demand gen, paid/organic social, video/TV, podcasts, affiliates, and a few others I’m probably forgetting.
Revisions
The marketing channel owners reviewed the copy deck and Figma designs for the campaign. We integrated the feedback and got final approval from the marketing project owner.
Final deliverables
Design prepped the final versions and handed them off to the production team (we usually ran campaigns in 12 or more languages). I prepped a final copy spreadsheet and submitted it to our localization team for translations.
Once we got that back, I’d look for any errors and sidebar with design/video to make sure the translation lengths held up in our designs. If not, we’d revise that asset’s copy. We even got in the process of proactively creating shorter copy alternatives for high character count languages.
All assets were then delivered to marketing channel owners to set up and run the campaign.
The first few frames of a demand gen video.
Retrospective
The marketing team would organize a retrospective to go over campaign results and identify areas for improvement. Though we may not yet understand why something performed the way it did, that would help inform our creative and make adjustments for the next campaign.
Note: I hope that was a helpful look at the process of 360 campaigns. If you need to see more final assets, please ask.