Lumen Creative's CMO on why most brand campaigns are forgotten within a week — and what she does differently.
Q: Why do most campaigns fail to stick?
They're built to be liked, not remembered. Those aren't the same goal. We optimise for one specific, ownable idea per campaign instead of trying to say everything at once.
Q: How do you measure that?
Unprompted recall surveys, four weeks after a campaign ends. If people can't describe it unprompted, it didn't work — no matter what the engagement metrics said.