Creative Strategy project | Digia

Define the business objective

What is the objective or goal that the business is trying to achieve?

The business objective for Digia is to increase active projects by 30% and grow paid subscriptions by 25% over a 12-month period.

In the short term (60–90 days), the goal is to increase qualified inbound leads by 40%, while in the mid-term (3–6 months), the focus is to improve lead-to-customer conversion rates by 15–20%.

This phased approach ensures both immediate pipeline growth and long-term revenue expansion. It strengthens the entire funnel from lead generation to conversion and retention ultimately maximising customer lifetime value.

The focus is on attracting high-intent product and engineering teams, enabling faster adoption of Digia, increasing usage frequency, and driving sustainable growth.

Define the business insight

What is the insight you've deduced via user, market and product research?

Product managers and developers in mid-sized teams face slow and restrictive mobile app iteration cycles, primarily due to app store approval delays and dependency on engineering resources.

While they aim to build data-driven products and experiment rapidly, these limitations prevent them from moving at the speed they want. This creates a sense of frustration and loss of control, as they are unable to respond quickly to user feedback or market changes.

As a result, teams ship fewer updates, miss out on experimentation opportunities, and struggle to stay competitive in fast-moving markets.

The key gap lies in the lack of a solution that enables real-time updates and experimentation without heavy engineering dependency, giving teams the speed and flexibility they need to build and iterate effectively.

Define the marketing JTBD

What is the marketing job to be done based on the business objective and insight you've deduced?

We need to position Digia as the fastest and most flexible way for product and engineering teams to build, test, and iterate mobile app experiences in real-time, without being blocked by traditional development cycles.

The campaign should highlight the cost of slow iteration and shift the mindset of teams from relying on rigid, developer-dependent workflows to adopting faster, experimentation-driven approaches.

By building urgency, trust, and clarity around Digia’s value, the campaign should encourage high-intent users to explore the platform, leading to increased qualified leads, improved conversion rates, and higher product adoption.

JTBD of the campaign

The job-to-be-done for this campaign is to [achieve X outcome] by [solving Y problem] or [addressing Z need].

The job-to-be-done for this campaign is to increase product adoption and qualified leads for Digia by addressing the problem of slow and restrictive mobile app iteration cycles faced by product and engineering teams.

The campaign aims to shift teams from delayed, developer-dependent workflows to faster, experimentation-driven approaches by demonstrating how they can build, test, and update app experiences in real-time.

Insight

The insight behind this campaign is [user's unmet need, frustration, or emotional trigger] that leads them to [behaviour or decision].

The insight behind this campaign is that product and engineering teams want to move fast and build data-driven products, but are held back by slow development cycles and app store delays.

This creates a feeling of frustration and loss of control, leading them to avoid frequent updates and miss out on experimentation opportunities, even when they know speed is critical to staying competitive.

Main point

The main point of the campaign is to [deliver a single, clear message that highlights the value or benefit of the product].

The main point of the campaign is to communicate that Digia enables teams to ship, test, and iterate mobile app experiences instantly, without being blocked by traditional development cycles.

It highlights the core benefit of speed, flexibility, and control, positioning Digia as the smarter way to build and grow modern mobile products.

List down concept ideas

With the brief set in place, brainstorm different ideas that can lift it to execution and write them down. Don't limit your imagination here.

The following ideas are derived by keeping the target audience — product managers, developers, and growth teams — at the core, and building on the key tension between slow iteration and the need for speed. The approach focuses on creating simple, relatable, and memorable concepts that clearly communicate Digia’s value.

1. Speed is the New Superpower
Position speed as the ultimate competitive advantage. Show how teams using Digia can ship instantly while others are stuck waiting.
Direction: “While you wait, others ship.”

2. The Waiting Game is Over
Highlight the frustration of waiting — app store approvals, dev delays — and contrast it with real-time updates through Digia.
Direction: “Stop waiting. Start shipping.”

3. From Weeks to Minutes
Visually showcase the time transformation from slow traditional cycles to instant updates.
Direction: “What used to take weeks, now takes minutes.”

4. Ship Ideas, Not Just Updates
Encourage teams to experiment freely and bring ideas to life without friction.
Direction: “Every idea deserves to go live.”

5. Don’t Let Your App Fall Behind
Focus on the risk of slow iteration leading to outdated products and lost users.
Direction: “If you’re not updating, you’re falling behind.”

6. Built for Teams That Move Fast
Position Digia as the platform for modern, high-performance teams who prioritize speed and agility.
Direction: “For teams that don’t wait.”

Evaluate concepts using the ABC framework

Evaluate all the concept ideas you wrote down with the ABC framework to narrow down on the most impactful and memorable ones.

Articulate the creative idea

Before you step into scripting and execution, take some time to articulate the heart of your campaign, the creative idea. This idea is what will serve as the backbone and become the foundation for multiple executions.

Review your previous approach

Review how the previous campaign was executed in depth and do a retro on what worked and what didn't. This will help you figure our what to double down on and what to improve.

In a typical approach, the campaign would focus mainly on communicating product features and capabilities, highlighting aspects like speed and flexibility.

While this helps in building awareness and clarity around the product, such an approach often becomes too functional and feature-driven, limiting its ability to create strong recall or emotional connection.

Although users may understand what the product does, the lack of a strong central idea and limited focus on core user pain points like waiting and slow iteration can reduce overall impact.

This highlights the opportunity to move towards a more insight-driven and narrative-led approach for stronger engagement and memorability.

Evaluate available resources

Understand what resources are available at the time, both financial and human. Evaluate whether the campaign is going to be a low budget or high budget one. At the same time, account for your team size and make the decision of producing in-house v/s outsourcing it to an agency.

The campaign will be executed as a low to mid-budget initiative, focusing on high-impact digital execution.

The available resources allow for most of the creative and execution to be handled in-house, ensuring better alignment with the product and faster turnaround. Clear product understanding and internal collaboration help maintain consistency in communication.

To optimise efficiency, the campaign will leverage AI tools for content and design support, reducing dependency on heavy production. Selective outsourcing can be considered only for specific high-quality assets if required.

This approach ensures a balance between speed, cost-efficiency, and creative impact.

Choose the right people

Based on your available resources and campaign scope, select the right people to bring your creative vision to life. Work with your creative team to curate an exhaustive list of potential directors and production houses. Filter them out basis factors like genres and extensively review their past work. Finally, arrive at your top 2-3 picks.

Based on the available resources, the team is primarily developer-focused with limited creative bandwidth, so the execution needs to remain simple and efficient.

Most of the planning and coordination will be managed by the in-house team, ensuring alignment with the product and faster execution.

For assets that require higher creative quality, such as videos or advanced visuals, freelancers or small production teams can be engaged to support the campaign without increasing costs significantly.

The selection will be based on their ability to work quickly, create digital-first content, and simplify complex product messaging.

This approach ensures a balance between speed, quality, and cost-effectiveness.

Finalise costs

Figure out the upper limit for your campaign and allocate it across assets like team, set cost, cast, and more. Remember, great campaigns aren't limited to high budgets. Whatever budget you set for your campaign, with the right team and vision, you'll be able to get great results.

The campaign will be executed as a low to mid-budget, digital-first initiative, focusing on efficient use of available resources.

Most of the work will be handled by the in-house team, keeping costs controlled and execution aligned with the product. AI tools can be used to support content and design, reducing the need for heavy production.

Overall, the approach prioritizes flexibility, speed, and cost-efficiency.

Pre-production meeting

Get the following in order for your PPM:

1/ Style & treatment
2/ Shooting board
3/ Casting brief
4/ HMU, set & props
5/ Lighting setups & camera movements
6/ Music & edit style

1. Style & Treatment
   Clean, minimal, and product-focused visuals highlighting speed and real-time updates.
2. Content Plan (instead of Shooting Board)
   Define key content pieces such as visuals, product demos, and storytelling formats to communicate the idea.
3. Content Direction (instead of Casting Brief)
   Focus on how the product and user scenarios will be presented, instead of using actors or casting.
4. Assets & Requirements (instead of HMU, set & props)
   Identify required assets like UI screens, design elements, and product visuals.
5. Execution Style (instead of Lighting & Camera)
   Define layout, motion style, and overall visual consistency for digital platforms.
6. Music & Edit Style
   Fast-paced, clean edits to reinforce speed and efficiency.