Case: C1 | Campaign Concept Board

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06-01-2026 147 views 0

C1 | Campaign Concept Board

You have already seen many digital campaigns: posts that catch your attention, images that stay in your mind, and ideas that are clear right away.

In deze opdracht ervaar je hoe een idee voor een digitale campagne ontstaat en hoe je het zichtbaar maakt.

Je gaat werken voor Pulse, een jong streetwearmerk dat zich richt op jongeren van 16 tot 22 jaar. Pulse verkoopt hoodies, T-shirts en accessoires.

Pulse staat voor zelfexpressie, gemeenschap en moderne straatcultuur. Het merk wil herkenbaar zijn in stijl en toon en een gevoel van saamhorigheid creëren onder jongeren. Het doel is om de merkbekendheid binnen de doelgroep te vergroten en online zichtbaarheid om te zetten in daadwerkelijke betrokkenheid en conversie. Omdat de doelgroep bijna volledig online actief is, wil Pulse resultaten behalen via digitale kanalen.

Pulse opereert in een cultureel veld waarin sterke streetwearmerken actief zijn, zoals Croyez uit Den Haag. Deze merken hebben een duidelijke stijl en positie binnen de urban cultuur. Pulse wil zich binnen dit veld onderscheiden met een eigen toon en visuele identiteit.

Er is ook nog een extra mogelijkheid: een bekende topatleet (een schaatsster) met een sterke online aanwezigheid heeft aangegeven bereid te zijn als influencer voor Pulse op te treden. Dit biedt kansen voor bereik en betekenis, maar vereist wel een helder en samenhangend campagneconcept waarin haar rol logisch aansluit bij het merk.

Waarom deze opdracht belangrijk is:
Goede digitale marketing begint met het maken van keuzes. Wat is je idee? Voor wie is het bedoeld? Wat wil je communiceren? Door eerst visueel te werken, ontdek je of je idee werkt en waar het verbeterd kan worden. Dit helpt je om later gerichter keuzes te maken wat betreft kanalen en content.

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Assignments for students

What do you have to do
You will work step by step towards a concept board. This is a way to find, organize, and visualize your campaign idea.

Step 1 – Collect ideas (longlist)
First, make a longlist of ideas. Think about images, words, feelings, styles, colors, examples of content, and associations with Pulse. You can do this on your own, but brainstorming in a group is also allowed.

Step 2 – Organize ideas
Look at your longlist and group ideas that belong together. Which ideas focus on the same atmosphere, message, or target group?

Step 3 – Create focus
Choose the ideas that best fit Pulse and the target group. Decide what to keep and what to leave out.

Step 4 – Define the rationale
The rationale is the creative and strategic starting point of your campaign. It shows what Pulse stands for culturally: where you belong, and where you do not. Think of short, guiding statements such as:

– streetwear for winners
Pulse positions itself as a brand for people with ambition and a drive to perform.
– discipline before display
The brand is about effort and dedication, not about showing off or quick likes.
– community over hype
Pulse chooses connection and recognition within a culture, not short-term trends.

Describe your own rationale in a maximum of one paragraph (about 75 words). Use your own words and focus on the idea, not on slogans.

Step 5 – Formulate the campaign idea
Translate your rationale into one clear campaign idea. Describe in a maximum of three sentences the central story or feeling you want to communicate. Keep it simple and guiding.

Step 6 – Choose channels and atmosphere
Decide which digital channels are essential for your campaign. Explain why these channels fit the target group and the idea. For each channel, describe the atmosphere and visual style and explain why this makes sense. Also include the possible role of the top athlete (speed skater).

Step 7 – Create the concept board
Work out your choices in one visual concept board with images and short texts. Make sure it is clear at a glance what the idea is, who it is for, and how it is used digitally.

Tools (free choice)

Digital tools such as Pinterest, Canva, Milanote, PowerPoint, or Keynote.
Do you prefer to work analog (paper, cutting and pasting)? That is allowed. Take a clear photo of the result for upload.

Final check
Check if your concept board is consistent and if your choices are logical. The board should clearly communicate your idea to others.

Assessment criteria

Focus & selection
Pass: a selection has been made in which ideas are kept or removed, and this selection is shown in the concept board.
Merit/Distinction: the selection is explained based on the target group and brand context (Pulse).

Rationale
Pass: a rationale is formulated within the given limits (max. about 75 words).
Merit/Distinction: the rationale contains one clear starting point that guides the campaign idea.

Channels & atmosphere
Pass: for each chosen channel it is clear (a) what role the channel plays in the campaign and (b) which atmosphere or style is used, with a short explanation of why this fits the target group.
Merit/Distinction: a strong channel mix is created. For each channel it is clearly explained why it fits the concept and how the chosen atmospheres support each other without conflict.

Concept board as a whole
Pass: the concept board contains all required elements (rationale, campaign idea, channels, and atmosphere).
Merit/Distinction: the parts of the concept board are consistent and logically connected.

Submission instructions
Upload your digital concept board via the Core tab.

When uploading, answer the provided questions. These questions, together with your concept board, form the assessment evidence.

Check which questions are asked before uploading, so your concept board matches them well.

Core assignments for students

Discover whether you master the essence of this case by completing the corresponding core assignments. If necessary, you can share your answers with your teacher or supervisor.

Case: C1 | Campaign Concept Board

Use this form to submit your C1 | Campaign Concept Board case.

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1a. Upload your Campaign Concept Board (jpg, png or pdf)

Make sure your conceptboard is clearly visible and readable. | Controleer vooraf of je bestand zichtbaar en leesbaar is.

Drop files here or

Accepted file types: jpg, gif, png, pdf, Max. file size: 256 MB, Max. files: 6.

1b. Share the link to your digital conceptboard (optional)

Make sure access settings allow the board to be viewed.

2. Focus and selection | Describe the key choices you made while selecting ideas for your conceptboard.*

Explain which ideas were kept and which were left out.

3. Rationale | What is the rationale behind your campaign concept?*

Describe your rationale in one clear paragraph.

4. What is the central campaign idea you want to communicate?*

Describe the core story or feeling of your campaign, focusing on the most relevant elements.

5.1 Which digital channels are essential within your campaign concept?*

Explain why each selected channel is important.

5.2 What atmosphere or style fits each selected channel, and why?*

Explain how the chosen atmosphere matches both the channel and the target audience.

5.3 What role does the topsport influencer play within this campaign concept?*

Explain how this role fits the idea and the selected channels.

6. How do the different elements of your conceptboard work together?*

Explain how rationale, campaign idea, channels and atmosphere form one coherent whole.

7. Final check – before submitting | Laatste check – vóórdat je inlevert*

Read your answers again. Tick the statements you recognise in your work.

I made clear and focused choices in selecting ideas for my conceptboard.

My rationale provides one clear and consistent starting point for the campaign.

The campaign idea, channels and atmosphere logically reinforce each other.

The role of the influencer fits the concept and strengthens the overall idea.

My conceptboard communicates the campaign idea clearly at a glance.

My answers are clear, concise, and written in my own words.

Is there anything else you would like to add that is relevant for assessing this assignment?

Keep it brief.

Recommended by teachers

Brainstorming | Group activity

A clear problem definition marks the starting point.

In each group, one student will note down the reactions, ideas, views, etc. of the others. The various opinions are not dealt with in any depth.
After a while, the group discusses the proposed solutions and picks out the best of these.
The various ideas are grouped conventionally in an easy-to-understand web diagram.

Case method | Cooperative learning

Concrete, realistic situations are individually analysed; afterwards, the resulting vision is presented and discussed in the group.
The individual’s vision is reappraised after seeking additional information. The different visions are selected and appraised.

Problem-based learning | Cooperative learning

Students are divided into small groups (6 to 12 students) and are presented with a problem. The problem is analysed in the group: what do we already know; what do we not yet know; and what do we still have to find out? (= formulation of learning goals).
Students then work individually or in a group to analyse the problem in-depth (= self-study).
Finally, the group comes together again, students report back and test whether the problem is now better understood.

Storytelling | Content-based

Presentation of poems, eye-witness reports, etc. The more authentic, the better.

Word web (or mindmap) | Group activity

A topic or problem definition is written on the board.

Together in small groups, students create a word web by association. In this way, they add words which fit in with the central theme, pointing out what the relationships are (e.g. elements which link them to each other are given a specific colour). Everything is written down clearly and legibly.
After the group session, each word web is explained to the rest of the class by a representative of the group.

Edvard Spaapen

Editor of content during development stage