HOW TO EXECUTE BIG IDEAS THAT STICK
From Think Patented The Noodle, Vol. 15 Issue 4
DURING TWITCHCON 2023, the “Unleash Your Live” campaign from Logitech subsidiary Streamlabs became a rallying cry for the more than 200-plus million creators dedicated to building communities around their passions.
Supported by a vibrant visual language set to champion inclusivity and position Streamlabs as driving the future of live streaming culture, the campaign aimed to highlight the brand’s adaptability in the ever-evolving creator economy.
Driving the messaging behind the scenes, Robin Emiliani and her team were dead set on helping Streamlabs make its mark in the $104 billion creator economy. As the results trickled in, the numbers showed way more than just engagement, including a 50% lift in brand awareness quarterover-quarter; a 42% jump in display channel attribution; and a surge in campaign awareness.
“We moved beyond software functionality to become a brand that truly understands and amplifies the creator community,” says Emiliani, co-founder and Chief Growth Officer (CGO) of Catalyst Marketing. “Our strategic brand evolution transformed how creators perceive Streamlabs, delivering measurable business impact across every key metric.”
By outlining strategies for effective brainstorming, resource alignment and seamless project management, today’s marketers are working to bring their boldest marketing visions to life while ensuring alignment with brand goals and audience needs. For content creators like Emiliani, transforming a brand isn’t just about what it says—it’s about what it means to the people it serves. It starts with understanding that great execution is never accidental; it takes strategy, structure and a whole lot of listening.
“I obsess over every detail,” Emiliani says. “Does the message resonate? Is the design captivating? Are the specs correct?”
Emiliani and her team begin the process with a strategic Discovery Session, followed by one-on-one interviews to hear the voices that sometimes get drowned out. The twophase process helps them capture both the collective vision and the individual insights. Execution is where too many stumble. “Nothing moves forward without passing through multiple quality checkpoints. That includes analyzing performance metrics post-launch and using artificial intelligence (AI) to refine future iterations.”
Another key is to never view constraints like budgets and timelines as barriers, but instead use them as creative accelerants.
“They’ve made me a better strategist,” Emiliani says. “Constraints force smarter, more efficient paths to achieve goals.
Lead with results, not just creativity. Make the business case as compelling as the creative one.”
CONTEXT IS EVERYTHING
Brand strategist and Motif Brands founder Reilly Newman believes creativity can be constructed in two parts: concept and context. While the idea is one thing, you must see the environment it shows up in. That’s where the magic—or the misfire—happens. The concept must be solid, creative and strategic in nature, while also being mindful of the contextual environment in which it will be experienced.
Whether it’s a marketing campaign or a complete brand strategy, the concept remains intangible until it is placed in context. This includes considering ad placements and campaign rollouts, as well as the state and mood of the viewer when they encounter the marketing. “For example, someone driving 65 mph on a freeway will have a different state of mind when viewing a billboard than a frustrated driver stuck in traffic on the same freeway,” Newman says. “The concept should take into account the dynamics that influence the behavior and perception of the audience.”
Stakeholder collaboration is another area where clarity up front pays dividends. Newman makes sure everyone understands the creative process is an evolving journey, especially since the biggest challenge is never creativity, but confidence. “People fall in love with the bold idea early on. The best approach is to ensure everyone is on the same page from the beginning. Understanding the creative process is an evolving journey. This helps manage expectations and allows for clarification of future steps.”
Newman recommends getting sign-off at each step to maintain alignment and prevent backtracking when doubt creeps in. “Even after months of planning, teams can get cold feet,” he says. “That often leads to watered-down ideas or status quo bias—diminishing creative impact and wasting both time and opportunity.”
SIMPLICITY, SPEED AND OWNERSHIP
As founder of Viral Coach, Daniel Iles turns scrolls into sales. The two biggest challenges he and his team often face is a sense of idea overwhelm and the ownership of responsibilities. Sometimes, dealing with lots of key players or big marketing teams comes with complexities and different ideas that can dilute or misconstrue otherwise solid messaging.
“We find that assigning distinct roles and responsibilities for a campaign gives team members a chance to fully own and direct portions of the campaign leading to better outcomes on all sides,” Iles says. “Constraints create efficiency, efficiency creates sustainable and profitable companies. We find when we put parameters around a campaign or a project, the outcomes are actually better.”
Iles recommends tighter timelines, budgets and resources, which often encourage team members to get deliverables done on time and with less resources than needed if there were a blank check. He recalls a client in the Health & Wellness space that had a fairly large organic social media following. As it turned out, a large segment of its audience was asking questions in his comments about a trending supplement.
“We took this and turned it into a full-funnel campaign with top-of-funnel content and audience education, paid ads and eventually a product launch,” Iles says. “What made this successful was the speed at which we identified the audience’s interest and had developed all marketing assets (72 hours) and a fully fleshed out content plan for a product launch. It was incredibly successful and drove millions of dollars in revenue for his business.”
Big ideas are only as powerful as the strategy and collaboration behind them. When marketers align creativity with purpose, execution and audience insight, bold visions become campaigns that truly resonate—and deliver measurable impact.
Want more insights like this? Dive into The Noodle, Vol. 15 Issue 4 for fresh perspectives on marketing, technology, and creativity. Read the full issue here.
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