Essential Elements of Memorable Campaigns

Nike’s “Just Do It.” California Milk Processor Board’s “Got Milk?” GE’s “We Bring Good Things to Life” campaign. A simple phrase easily triggers a quick response. From imagery to taglines to how the advertisements made you feel, the most successful themed campaigns have quite a bit in common. And the best part is you don’t need to be a multi-billion-dollar company like Apple or Nike to put on a campaign your audience will love. Here are the elements we used to create a memorable themed campaign for our furry friends at Pet Alliance of Greater Orlando.

Catchy ad copy

Concise ad copy is the bedrock of any memorable campaign. It’s important to note that taglines for unique campaigns are different from your brand’s campaign. When we created the ads for Pet Alliance’s adoption campaign, we used short phrases like “Love at First Lick” and “Who’s Rescuing Whom?” We made these one-liners short and sweet and stuck with the simple, but powerful wording.

Visuals that match/support that tagline’s messaging

Ah, visuals — the great chicken/egg debate of marketing. Should you put more emphasis on the copy or the visuals? At Appleton, we say “yes to both!” Ad copy should go hand-in-hand with the overall design to evoke the ideal emotion that will spur your audience to action. Sometimes, visuals add humor to more serious copy; other times, it’s the opposite. With Pet Alliance, we were at a distinct advantage; we had cute dogs and cats. Sure, any puppy or kitten will catch someone’s attention on a billboard, but we wanted the copy to do one very important thing: give these furry friends a home.

Great content that explains the campaign

Streamlined ad taglines and effective creative moves people to act, but a base of content supports the underlying reasoning behind their choice. Nike never stopped at “Just Do It”; they explained how their products equipped you to do whatever you could imagine. For Pet Alliance, we created a series of informational guides to explain to the target audience all of the avenues to supporting the Pet Alliance. This included content around fostering, adopting, volunteering and donating.

Fun taglines, quality design work and effective content coalesce to form the base of a memorable campaign — one that keeps your brand in the minds of your audience for years to come. The most meaningful campaigns aren’t restricted to large companies. If you’re in Central Florida wanting to make a difference, we can help. For nearly two decades, Appleton Creative has given brands in Florida (and beyond) unique voices that touch their audiences. Your Internet advertising goals are worth a conversation: contact us at 407-246-0092 or

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