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Sometimes the most creative aspect of a campaign is its results. I’ve seen success measured in the number of phone calls to Sweden and the volume of “Lucky Iron Fish” distributed worldwide. Match.com could just tout memberships but instead measures the number of second dates they’ve made possible. It’s a more compelling metric.
Many mighty campaigns yield extraordinary results but against a standard set of expected metrics: Exposure! Engagement! Sentiment scores! Ratings and circulation! Likes and follows! Sometimes even a direct tie to sales!
If you’re a veteran of writing awards entries, you know the deal.