This document discusses strategies for producing creative campaigns that garner significant media coverage. It emphasizes the importance of thorough research, including collaborating with subject matter experts when a topic is outside one's expertise. Several case studies are presented where partnerships with experts led to data and insights that strengthened campaign ideas and helped secure coverage in prestigious outlets. The document also stresses that the research process involves overcoming challenges and that perseverance is key to success.

1. Marcelle Antunes
How to produce creative campaigns
worthy of BBC coverage.
@marcellehoa
http://www.slideshare.net/marcelleantunes

2. Some of the wonderful crew @VerveSearch!

3. As a team, we’re tasked to produce work
that isn’t just “cool”…

4. We want to create work that sparks an
emotional response

5. But how do we go about doing that?

6. Whether it’s a
data-heavy piece
or an illustrative
one…

7. Both types of ideas require diligence when it
comes to sourcing the information for them.

8. I’d love to share some of my experiences
as a researcher with you…

9. People will always challenge your work

10. A unicorn company is a private start-up worth in excess of $1bn.

12. We knew the data for this had to be absolutely
credible if we wanted to get the top-tier
coverage we were aiming for.

13. We initially wanted to include a
variety of data points…

15. In the process of data gathering,
we had some problems.

16. But that’s cool

17. We did find some gold in there

18. We used a variety of legit sources including:

19. Plus, we created an info section dedicated to
how we put the statistics together & compiled
the data

20. The story everyone was interested in?

22. Over 300 links

23. A journalist at Forbes initially challenged our
data for Unicorn League

25. But it doesn’t always go down like that

26. When I first joinedVerve, I worked
on a campaign about universities in the UK

28. It was not a fun position to be in.

29. The path to finding
valuable data isn’t always
the straightest…

31. It’s kind
of like
snorkeling

33. We had a decent data source

35. It wasn’t resonating with any of us

36. So we kept digging for more

37. After watching multipleYouTube videos &
reading various online forums about the
on-screen deaths in Hollywood films…

40. Over 700 links

42. Now, you know movie junkies are going
to question this stuff….

43. “But what about Alderaan in StarWars –
it’s blown up by the Death Star!”

44. Guess who backed our data when various
people challenged it?

46. We have to go deeper with our research in
order to gain coverage

47. Will this always work?

48. What happens if it’s on a topic I’m really clueless about?

49. A list of the
top 50 most
valuable coins
that today, are
worth

50. I’m not a coin expert…

51. What if I got an actual coin dealer on board?

52. “Get em on
the phone!”

53. I got rejected 10 times L

54. But I was adamant this idea would only work
with experts on our side.

55. Eventually…

56. Chard are
bullion dealers
& numismatic
experts based
in the UK

57. I pitched the benefits of collaborating with us

58. “Given your area of expertise, you will be fully
credited in our campaign as the main
contributor to this creative project”

59. “Our in-house Outreach team are pros at
getting these pieces featured on top tier
websites.This means free publicity for you”

60. “We have a clear brief of what data we’re
looking for & we’ll use whatever you already
have available”

61. It’s a win-win relationship

62. Because of this partnership, we had content
that made people think…

63. Do I have a rare coin at my nan’s house?

64. Maybe I should start investing in collectable
coins – doesn’t hurt to try, right?

65. I wonder if those coins I collected as a kid
are worth much today?

66. AND coverage on ITV + Radio
Over 90 links

68. I started my research with books on
British homes…

69. I’m not an architectural expert…

71. I first got through to his publisher…

72. I told him our idea and how it could be a
beneficial partnership for the both of us.

73. A week later, I got this email:
A week later, I got this email

74. Thanks to this collaboration,
I now know stuff like…

75. When HenryVIII founded the
Church of England, Britain was
largely cut off from the
architectural fashions of
continental Europe.

76. Our piece then became interesting for…

77. Journalists keen on British architectural design

78. Travel enthusiasts who want to explore real-life
locations of homes featured in the campaign

81. Getting experts on your side, especially when
it’s an area of expertise you do not know about,
is crucial in making a content piece successful

82. Vintage travel posters
Inspired by “OnThe Road”
(60th anniversary this year)

84. Initially we were planning to just research
popular quotes using various sites online

85. But turns out that that wasn’t nearly as
evocative as we’d hoped

86. So I read the whole book

87. But even then there was a big challenge

89. We wanted to convey Jack’s turmoil as
his trip finally comes to a close,
both physically and emotionally.

90. We read and reread lines

91. “Poor fellows their flesh mingled with mine had
been carried now a total of 1900 miles from the
afternoon yards of Denver to these vast and Biblical
areas of the world and now we were about to reach
the end of the road and though I didn’t know it I
was about to reach the end of my road with Neal.”

92. “these vast and Biblical areas of the world”

93. “The end of the road”

95. I picked lines that made me feel something.

96. Because I know others will feel it too

97. The ideas we pitch to clients are perfect
for the ideal world…

98. But, we live in the real world…

100. This is often incredibly challenging…

101. And mistakes or problems can lead to
frustrations and disappointments

102. There’s a reason there’s a team of us

105. At the end of the day, we work
alongside each other to create
pieces that don’t just “fit” clients

106. They make people feel something

107. We get over the hurdles & try new methods

108. Because we have a strong vision
for what we’re bringing to life.

110. Be innovative in your pursuits

111. Don’t let failure or past experiences stop
you from continuing your journey.

113. If the idea doesn’t seem fully possible,
don’t just give up.
Patience and perseverance are key.

114. I believe that failure is your
next opportunity to succeed.

115. “If you're not prepared to be wrong, you'll never
come up with anything original” – Ken Robinson

116. Thank you!
Marcelle Antunes
(Actually Now Chamberlin – Just Married!)
Researcher & Project Manager
@marcellehoa