Author: Zeal Creative
Document Type: Presentation
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Publication Date: 9 July 2025
From Event: Shopper Insights Seminar on 10 July 2025
Creative that Converts: Unlocking In-Store Impact
Zeal's presentation emphasises the enduring power of the physical store as a brand asset. It identifies a common challenge where inventory and media strategies often overlook precise shopper behaviours and missions. A significant point raised is marketers' perception of creativity as a risk, with many lacking confidence in its effectiveness and their teams' ability to adapt to future trends. Zeal introduces "Creative Energy" as a framework to assess retail activations, noting that a considerable percentage are "creatively under-powered," falling into the "Passive" category. Their objective is to elevate these activations towards a "Passionate" energy level.
The 5 Ms Framework
To convert creative energy into sales, Zeal introduces the "mmmmmedia" framework, a strategic approach that goes beyond conventional media planning:
- Motivation: Aligning with a shopper's primary goal.
- Moment: Amplifying the impact of critical buying cycle moments.
- Medium: Selecting touchpoints that resonate with the shopper and their buying journey.
- Message: Crafting narratives that inspire action.
- Means: Ensuring the creative execution and value exchange effectively drive behavioural change.
Key Takeaways
The presentation highlights the significant impact of optimised creative energy. Research indicates a 21x profit multiplier and that creative contributes 50% to overall media impact. A compelling case study demonstrated a post-campaign sales increase of +16%, leading to a substantial revenue growth of £831,428 and an improvement in market share. These results underscore Zeal's capability to unlock a "multiplier effect" through effective creative strategies, leading to increased sales and market share.
Presented by Kimberley Upton, Head of Effectiveness, ZEAL Creative
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