Taking a home reno approach to campaign creative

Adapting your digital presence so it timelessly translates across channels and platforms.

Picture this: You’re settled onto the couch with a LaCroix, your dog, and two snacks: one sweet, one salty. You’ve got your phone in one hand, and the remote in the other. After a long day of work, it’s finally time to relax and watch your favorite wrecking-ball-swingin’, house-flippin’, “bus driver, move that bus!” themed show. 

But in this episode, the spray-tanned hosts (a married couple or a set of grown-up twins) decide not to gut the house. Instead, they repaint the front door a bright dandelion yellow, bump the price up $10K, and leave.   

You think: “Huh?” Sure, a fresh coat of paint makes a small difference. But it’s not strategic. It’s not exciting. And it’s definitely not what you expected. 

You were ready to see walls torn down, appliances updated, and curb appeal elevated. To watch the three-bedroom tiki-themed ranch of yesteryear transform into a modern oasis fit for an episode of Entourage. 

You feel cheated because the home’s potential was squandered. Because there’s much more to this house than the front door.

The same is true for your campaign creative. We see the temptation from year to year — from awareness campaigns to yield campaigns — to make small creative tweaks rather than dig deep and commit to real change. While adding new images or updating calls to action can’t hurt, avoiding a major overhaul can rob your audience of the chance to truly understand what you’re offering them. 

Here’s an important factor to take into account: change. 

Your audiences’ needs have evolved. 

What may have been popular or top-performing a few years ago may not resonate with your current audience. There’s a reason why shag carpet and wood paneling aren’t current home-reno go-to’s. They’re ugly. JK! These trends served their purpose during their time to shine, then gave way to décor that served homeowners’ needs better. Updating visuals and reprioritizing messages can ensure that your current and next-generation audiences get what they want from your digital presence.  

Platforms are always changing. 

For example, folks are watching a ton of vertical video right now. There’s a way to tap into this trend without losing your brand voice — but how? By exploring popular platforms and mediums, while staying authentic to your brand’s personality and goals, you’re more likely to have consistently compelling content. 

Your story isn’t the same, either.

As you and your landscape grow, your story should too. What students were looking for in 2015 is different from what they’re looking for now, and there’s a good chance your brand has changed over time, too. Why not let your message evolve to offer present-day solutions?  

Here’s our approach to digital reno. 

Get to know your current layout.

The house-flipping twins don’t just run in with sledgehammers blazing. Use a digital audit as a metaphorical studfinder. Auditing your digital experience can answer the important questions that will inform your refresh. In this process, you identify what people already know about you, how they’re finding you, and whether the story the world sees is true to you. Getting an idea of what’s intriguing or off-putting to those who interact with your digital presence is a great way to strengthen it. 

Start shopping around.

Get familiar with the trends informing how your ideal audience learns about brand stories. What platforms are the most used and accessible? What feels of the moment, and what feels timeless? 

Go beyond a can of paint.  

Take a comprehensive look at your messaging and design,  platforms and placements, your CTAs, and landing pages. You’ll find connections and places to align and coordinate across creative, channels, and platforms. 

Your audience is ready for more than a fresh coat of paint. A thoughtful, strategic refresh isn’t just about looking good. It’s about making sure your story reflects who you are now, not who you were a few seasons ago. So take stock of what’s working, get curious about what’s possible, and make changes inviting people to see the value of what you’re offering. Because just like a great renovation, the best creative work doesn’t just cover up the past — it builds something better for what’s next.