Approach Model (2)

I’m going to talk a little bit about the Approach Model that I developed in my thesis. I already wrote about the evolution brand strategies thinking. Now I’m going to explain the investigation that I made and its most important conclusions.

I analyzed the Effie Awards to understand which factors could influence the communication’s efficacy. Only Dove had won in different countries with the same insight, even though with different campaigns. One of the stronger conditions to obtain efficacy was exactly “for who” is the campaign thought. Even Dove, with a very good universal insight, needed to adapt their communication campaigns. Not even one campaign from any brand won in 2 countries (and there were many of them that were diffused in numerous countries). The majority of the winning campaigns were created for a precise market – segmentation: maybe the most important factor that was much emphasized in the Approach Model (but not the only one).

In 428 campaigns analyzed, only 4 were made by professionals from outside the country where the campaign won. So, as conclusion, we can say that the campaigns made by professionals with a good knowledge of the markets where the campaigns will be diffused, have an additional probability of being more efficient.

These conclusions helped me to develop the Approach Model, which I will explain better in another post (If you want to have an idea you can read the post from the 4th September and the previews). During the thesis discussion was said that I should present my model to a university to continue the investigation. Maybe I will do it, but first I want to contact more with the reality and work with the brands - That's my passion.