From audience behavior to empathy and authenticity, explore the fundamentals of creative strategy in D&AD's Connective Strategy course.
As someone who works in the commercial creative industries, you’re job is to connect with people. An end audience to advertise to, sell to, connect with, persuade, and more.
But this audience is busy. Busy living their lives, working, sleeping, seeing friends. In order to reach this audience, you need to cut through. And your best chance at this is down to your strategy.
In this course, we explore how to create a brilliant connective creative strategy. We’ll cover core skills from understanding your audience, researching and empathising with them, and stepping into their world, to connecting authentically to understanding the role of emotion, ethics, and bias, this course will provide a tool kit to create connective strategies of your own.
This course is part 1 of our Strategy 101 series, covering the funadamenals of creative strategy.
Welcome to part 1: Understand your audience
Why does the audience matter?
Identifying the challenge
The importance of research
Finding your audience
Getting out of a research rut
Task: Creative Research
Wrap-up: Understanding your audience
Welcome to part 2: Step into their world
Research >> Insight >> Ideas
Step into their world
The unchanging truths
Finding insight with empathy
Building an empathy map
Case study #1: Nothing Beats a Londoner
Case study #2: #wombstories
Case study #3: Nobody is Normal
Marketing funnel and customer journey
Task: Synthesising your research
Wrap-up: Step into their world
Welcome to part 3: Authenticity, bias and ethics
Understanding cultural context
Finding your authentic voice
Keeping an open mind
Task: Cultural context
Wrap up: Audience, bias and ethics
Welcome to part 4: Hack the human brain
Making it memorable
Making an emotional conection
Pull the right lever
How to change behaviour
EAST in action
Task: Making it memorable
Wrap-up: Hack the human brain
Wrap-up: Connective Strategy
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