CAMPAIGN EXAMPLE 01 / Local relevance
Make a big campaign feel local.
A regional campaign needed to turn dozens of investment projects into stories people could connect with. Local context brought the work down to everyday places, while shared performance data showed which stories drew attention. One campaign, with a more relevant story in each community.
Adapted from campaign work delivered by our sister company, illustrating how an in-house team could apply the same approach with Genara.
Three perspectives from one sister-company programme.The challenge
A broad investment programme had many projects to explain, across different places and issues. The challenge was to make that big picture meaningful close to home.
What the work revealed.
The source work brought individual projects into focus through local stories about transport, connectivity and community investment. Reviewing performance across those stories gave the team a clearer picture of which topics drew a response.
Put the same approach to work with Genara.
An in-house team could use Genara to connect the shared campaign brief with local research, creative assets and performance data. Staff and consultants would have a common place to build the story and review the response.