Concept statements and diapers

How a Concept Statement Helped Make Babies

A marketing campaign is comprised of a lot of little parts. There’s the print visuals, the headlines, media buys and integration across channels. And though all of those components come together to tell a story, their success boils down to one thing: the concept. You can have all the flashy visuals you want, but if you don’t have a solid concept statement, then that’s all they are.

As a creative person, my mind races at about a mile a minute. And as a writer, it’s mostly about words. It’s as if there are about 100 different internet tabs open, and I’m constantly thinking about something: a line here, a word there, oh and more coffee. Yes, it’s overwhelming at times, so I often need to close the tabs and start all over. Luckily I can follow my own train of thought, but for others, I have to make sure they aren’t running to keep up.

Marketing is more or less the same. You have a bunch of ideas that you’re trying to put together while also making sure that the campaign makes sense to the customer. That’s where a concept statement comes in handy.

A concept statement is the big idea that you want to convey to the public, boiled down to a short statement. And while you may think that you made it perfectly clear, you have to remember that the public doesn’t have the same tabs open that you do. You need to make sure you’re helping them to keep up.

3 reasons concept statements matter in marketing

A great starting point leads to a great marketing campaign

Everything has a starting point: a book, a movie, this blog post. And it all starts with an idea — THE idea, actually. Usually, a concept statement is an answer to a real world problem. What do you want your consumers to take away? If you can answer that in one sentence, that’s even better.

Take Huggies for example. Back in 2015, they were faced with a real world problem: the birth rate was declining. Fewer babies means fewer parents buying diapers. Their answer to this problem? Get people in the mood. And how did they do that? They created a baby-making playlist and released it on Valentine’s Day. Maybe it’s an out-of-the-box solution, but it always tied back to their concept.

With a concept statement, your audience will know what you’re talking about

You don’t have to explicitly tell the audience your concept statement. But, if you create marketing campaigns with it in mind, then the statement will get through clearly. There’s nothing worse than creating amazing print ads that are visually stimulating, only for it to not have the impact that you want. Consumers will say, “oh it’s pretty,” but pretty wasn’t your intention.

With Huggies, it was simple: they made a playlist, put it out on Valentine’s Day, and called it a baby-making station. They wanted people to make babies. Message received. At the same time, it’s a subtle (well, maybe not) message that’s not beating people over the head.

You can easily create integrated marketing campaigns with a solid concept statement

Remember all the little parts of the marketing campaign I mentioned earlier? It’s easier to put those parts together if you have a solid concept standing behind them. With a solid concept, you can incorporate print ads, integrate those into a social campaign, and then top it off with a PR stunt.

That’s exactly what Huggies did. They released the playlist, spread it on social and digital ads Pandora, and then went to the media through PR. With all those moving parts, they never once strayed from their message, which was what?

All together now: to make babies.