This is what campaign and concept development looks like
A campaign can be shaped in all sorts of ways. When developing the concept, we look beyond a single goal. The campaign can be solely for internal or external use, but also for both, achieving two birds with one stone.
Strategy & Concept
We will start with a kick-off and delve into the content through knowledge sessions. Based on that, we will work towards a clear plan that provides direction for the project.
Content plan
Then we translate the strategy into a concrete content plan. In this, we determine which resources are needed, how the message is structured, and which form best fits the target audience.
Realization
In the realization phase, we develop the content, such as a video or animation that together form a practical toolkit. We test the material with a suitable pilot group, so that we can refine it where necessary.
Activation & repetition
Finally, we bring the content to life through a multichannel rollout, using social and offline channels, as well as internal communication if necessary. The developed toolkit serves as the basis for appropriate follow-up strategies and possibly advice.
Mixed media
As a young but proven agency, Indall has a clear vision of effective campaigns and concepts, in which mixed media plays an important role. This is how you truly achieve impact with a combination of short, sharp texts, a clear key visual, and attractive visual elements, such as videos, animations, and infographics.
Multichannel communication
In a campaign, we establish a strong image once. A message, brand, or vision is like a well-rooted sapling that needs to grow. Therefore, the image is spread and repeated through as many channels as possible.
We develop media toolkits that can be used for various platforms, such as websites, intranet, and mailing lists. We also like to combine online resources with physical elements, so that the campaign extends to physical and hybrid events. This way, that sapling grows into a sturdy campaign tree that continually bears new fruit.
This is Indall:
From complex to concrete: we translate content into a clear story with a recognizable visual identity.
Smart repetition: we ensure that the message returns at different times, through different channels.
Measurable results: greater engagement, higher conversion, or better knowledge and safety in the workplace.
Fix: safety training via WhatsApp
For Schouten Techniek, we developed an energetic safety campaign. We brought recognizable practical situations to life and introduced Fix, the character that lightly points out safe working practices to colleagues. Through office screens, printed materials, and a dedicated WhatsApp channel for employees, Fix became visible everywhere.
The result: a campaign that lives on, is top-of-mind, and increases safety.
Structure in campaign: Hero, Hub & Help
In campaign and concept development, we use Google's Hero, Hub, and Help model as a starting point:
Hero
a powerful, emotional kick-off that makes the urgency and pride around safety tangible.
Hub
monthly or quarterly content with recognizable themes: short videos, personal stories, infographics about specific safety aspects.
Help
a permanently accessible library with practical tools: e-learnings, instruction videos, FAQs, and checklists for the workplace.
The basis of a campaign and concept is always a recognizable and distinctive brand image, supported by clear source texts that further deepen the context. We then translate this into, for example, a clear video series or e-learning that strengthens the brand image and the message. We then develop additional content that further deepens, enriches, and continuously engages the message.
