Visual Campaigns header

Whether it be the release of a product/service or the launch of a new brand, marketing campaigns are a great solution for getting the word out. From social media to press releases, a good campaign should cover a myriad of distribution channels to help businesses connect with and inform their target audiences. Campaigns can come in many forms, so choosing the right one to meet your business’ objectives is extremely important.

Visual campaigns in particular are a relatively new approach to sharing content, placing emphasis on icons, illustrations, and charts over long-form copy. They can be used to create shareable online content, communicate information to a company’s own employees, and more. Visuals can be transmitted to the brain 60,000 times faster than text, so for whatever goals you have, a visual campaign can help you say more with less.

For this reason, many businesses are looking for text-light solutions to share their messages. This post will help define what a visual campaign is and cover common elements and applications associated with this communication strategy.

Visual Campaigns Defined
A visual communication campaign targets one or more common goals using strategic visual content. It is a series of branded media that lives within a defined art direction and typically does not require external explanation to give context, relying instead on the virtue of visual content to drive meaning. Campaigns may include graphic design, animation, interactivity, and more to aid in the delivery of the main message.

Visual Campaign Branding

Brand Identity
Developing a successful brand identity is one of the key components of a visual campaign. A well-executed brand identity helps visually showcase not only a company’s products or services, but its values as well. Beyond choosing fonts and a color palette, a branding identity for a visual campaign should include other elements of look and feel, such as best practices for illustration and icon styles, charts, and more. The decisions made here should be reflected throughout a company’s site as well as all major content distribution channels.

Visual Campaign Sharable Content

Shareable Content
One of the most dynamic qualities of a visual campaign is the multiple ways to integrate your content into tangible or online formats. Whether through social media, online newsletters, or a tradeshow take-away, there are many ways to get your campaign noticed. Some popular examples of shareable content for visual campaigns are:

Conference materials
Conferences can be a great way to network with potential partners and customers. Many businesses use this opportunity to create materials that are suited to making sure people remember your message. Some of these options can be in the form of:

  • Printed collateral (branded pamphlets or booklets)
  • Video content such as motion graphics and mixed-media videos (great for booth displays)
  • Custom presentations

Product launch collateral
Often times getting the word out about your new product or service requires a special type of media that is aimed at reaching your audience in the easiest possible ways. Here are just a few components of a visual campaign that we recommend when thinking about launching a product:

  • Explainer video
  • Social media material (thumbnails and mini shareable infographics)
  • Mailer template design for email campaigns

Blog and social media
Whether it be through social media or your company blog, tools like the few mentioned below are great to make sure your information is seen across multiple channels.

  • GIFs
  • Social assets (mini infographics, banners, and custom illustrations)
  • Blog headers
  • Custom illustrations
  • Icon sets

Internal Content
Visual campaigns don’t just stop with public-facing content. It’s also important that like your company’s audiences, your team fully understands brand as well. There are a number of design options within a visual campaign that can benefit internal processes, too.

For example, sharing a company’s progress through branded annual reports is a great way to help employees stay up to date with company goals. In another instance, having a company brand book will help new and existing employees better understand brand standards. This can include elements such as official brand guidelines and/or training guides. These types of training materials are especially important for companies during the on-boarding process as they can familiarize new hires with brand practices from the start.

With so many uses for visual campaigns it can be a challenge to narrow down what elements will benefit your business strategy. As always, start with your core objectives to point you in right direction.

Have questions about visual campaigns? Please let us know in the comments or visit our contact page.

Want to learn more about Visual Campaigns? Download our FREE eBook:
Visual Campaigns for Beginners

Eric Tra

Author Eric Tra

Eric Tra is the marketing director at Killer Visual Strategies. Originally from Spokane, Washington, Eric received degrees in marketing and fine art from Gonzaga University. After graduating, he moved to Seattle with the hopes of of pursuing a career in the city’s thriving tech community. Since earning a position at Killer Visual Strategies at the beginning of 2013, he has been at the forefront of all marketing activities within the company, including content strategy, lead generation, and social media management. Some of Eric’s other strengths in the office are geared toward internal project management; he currently leads the development of content pieces such as blog posts, ebooks, and more.

More posts by Eric Tra

Leave a Reply