Blog / The Art of Variable Creative

The Art of Variable Creative

Oct 24, 2023   •   3 min read   •  

Contrary to the popular turn of phrase, not all great minds think alike. That is why it's essential to create campaigns that appeal to everyone from the analytical minds to the creative ones and everyone in between. One powerful strategy for achieving this is combining informative campaign designs with useful keepsake elements, such as recipes or seasonal content. In this blog, we will explore the importance of this approach and how it can be a recipe for success in your marketing efforts.


1. Captivating Your Audience with Valuable Information

The first ingredient in our marketing recipe is the informative campaign design. This is the core message you want to convey to your audience. Whether it's introducing a new product, sharing valuable industry insights, or promoting an event, your message needs to be clear, concise, and engaging. Here's why it's so crucial:

  • Educational Value: Informative content helps your audience learn something new. It positions your brand as a source of knowledge and expertise.
  • Trust Building: When you provide valuable information, you build trust with your audience. People are more likely to engage with a brand they trust.
  • Engagement: Informative content can drive engagement through shares, comments, and discussions. It encourages people to interact with your brand.


2. Adding a Dash of Seasonal Flavor

Now that you have your informational base ready, it's time to spice things up with seasonal or timely elements. Seasonal content adds a layer of relevance and excitement to your campaign. Here's why it's essential:

  • Relevance: Seasonal content connects your campaign to current events, holidays, or trends. It shows that your brand is in tune with the world around it.
  • Emotional Appeal: Seasonal content can tap into the emotions associated with a particular time of the year, evoking nostalgia, joy, or excitement.
  • Shareability: Seasonal content is highly shareable. People love to share holiday-themed content, recipes, or event announcements, which can help your campaign go viral.


3. Mixing in the Keepsake: Recipes as an Example

Recipes are an excellent keepsake element that can be seamlessly integrated into your campaign. Here's why recipes are a particularly effective choice:

  • Utility: Recipes are highly useful. They solve a problem for your audience (what to cook) and keep your brand in their mind whenever they prepare the dish.
  • Longevity: Unlike some campaign content that expires quickly, recipes have a long shelf life. People can return to them over and over, reinforcing brand recall.
  • Personal Connection: Sharing recipes fosters a personal connection with your audience. It's like sharing a secret family recipe—a gesture of trust and intimacy.


4. The Perfect Blend: A Case Study

To illustrate the effectiveness of this approach, consider the case of a kitchen appliance brand. They launched a campaign around their latest blender, combining informative content about the blender's features with a series of seasonal smoothie recipes. The results were remarkable:

  • The informative content educated the audience about the blender's unique features and benefits.
  • Seasonal smoothie recipes were shared widely, creating a buzz around the brand and its product.
  • The recipes were used repeatedly by the audience, leading to increased brand recall and product adoption.

By mixing informative content with keepsake recipes, this brand struck the perfect balance, creating a memorable and engaging campaign.


In the world of marketing, it's not enough to just inform your audience; you need to engage and leave a lasting impression. The art of blending informative campaign designs with keepsake elements like recipes or seasonal content can be your secret recipe for success. By providing value, evoking emotions, and fostering a personal connection, you can create campaigns that resonate with your audience and keep them coming back for more. So, start mixing and see the results for yourself as your brand gains momentum with each campaign.


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