What is a Strategy on a Page?

Unlocking the Power of Strategy on a Page: 10 Lessons from Successful Campaigns

In today’s ever-changing and competitive market, a clear, focused strategy is essential for delivering impactful campaigns. The Strategy on a Page (SOAP) framework simplifies this process by distilling key insights into a concise, actionable document. By aligning business goals with consumer insights, this tool provides a roadmap for creative teams, ensuring everyone is on the same page.

The “Strategy on a Page” technique is a powerful tool for organizing strategic thinking. It centers around a few essential components: business problem, consumer problem, insight, single-minded proposition, consumer goal, and business goal. Each element plays a critical role in defining the direction of a brand’s marketing campaign. Let’s dive into the structure, using some of the most successful campaigns from brands like Airbnb, Virgin Australia, and Mars Wrigley as examples.

What is a Strategy on a Page (SOAP)?

A Strategy on a Page boils down complex strategic thinking into a one-page document. It’s a tool that outlines a clear roadmap for a brand’s campaign, allowing for alignment between teams and a streamlined execution. Think of it as a blueprint that reveals the crux of a strategy—distilled down to its core, making it easier for everyone to stay on the same page (pun intended).

But what exactly goes into a SOAP?

The Core Components of SOAP

1. Business Problem: What is the fundamental challenge the business is facing? For example, Airbnb was dealing with the threat of LGBT+ discrimination in Australia, which went against its mission of belonging.
2. Consumer Problem: How is this business problem impacting consumers? Airbnb’s users were directly affected by discrimination, which threatened their sense of safety and belonging.
3. Insight: What is the underlying human truth or behavioral insight that can unlock a solution? Insights often dig deeper than surface-level observations. Airbnb’s insight was that LGBT+ discrimination doesn't just affect the community directly impacted but resonates across society.
4. Single-Minded Proposition (SMP): This is the one thing the brand wants to communicate, usually a strong, clear message. For Airbnb, the SMP was to showcase the many faces of those committed to ending LGBT+ discrimination, reinforcing everyone’s right to belong.
5. Consumer Goal: What does the brand want consumers to feel, think, or do? For Airbnb, the consumer goal was to help LGBT+ people see a community committed to equality.
6. Business Goal: What are the measurable outcomes for the brand? In Airbnb’s case, the goal was to boost brand sentiment among LGBT+ users by 25% by the end of Q4 2017.

Let’s explore 10 excellent examples of SOAP in action, from globally recognized brands such as Airbnb, Virgin Australia, and Mars Wrigley, which have successfully tackled diverse challenges using this strategic approach.

1. Airbnb – Fighting Discrimination, Ensuring Belonging

• Business Problem: Australian social and political forces were pushing against LGBT+ rights, threatening Airbnb's core mission of inclusivity.
• Consumer Problem: Discrimination against LGBT+ individuals in Australia created a hostile environment, making people feel unsafe and unwelcome.
• Insight: LGBT+ discrimination impacts society as a whole, not just those directly affected.
• Single-Minded Proposition: Show Australia the many faces of people committed to ending discrimination to ensure everyone’s right to belong.
• Consumer Goal: LGBT+ individuals see a community dedicated to equality, reinforcing their right to belong.
• Business Goal: Lift brand sentiment by 25% among LGBT+ users by Q4 2017, fulfilling Airbnb's mission of creating a world where anyone can belong anywhere.

2. Partners Life Insurance – Talking About Death, Saving Lives

• Business Problem: New Zealand had one of the highest levels of underinsurance in the world.
• Consumer Problem: Kiwis avoided conversations about life insurance due to a "She’ll be right" mentality, which is essentially denial about death.
• Insight: Kiwis love stories about death—as long as it’s not about someone they know.
• Single-Minded Proposition: Use fictional stories to communicate the importance of life insurance before it's too late.
• Consumer Goal: Make it easier for Kiwis to have important conversations about life and death.
• Business Goal: Increase awareness, consideration, and purchase of life insurance products by 30%, 15%, and 5%, respectively, by Q4 2023.

3. Carlton & United Brewery (Victoria Bitter) – Taking Back the Power

• Business Problem: Victoria Bitter (VB) wanted to grow its market share post-COVID, with a target of 5% growth by Q4 2023.
• Consumer Problem: Solar skeptics believed the switch to solar power was a hassle and that selling excess energy back to large corporations took away their control.
• Insight: The ability to choose gives people a sense of power.
• Single-Minded Proposition: Show how VB empowers skeptics to embrace solar energy and regain control over their power.
• Consumer Goal: Help skeptics take back control of their energy choices.
• Business Goal: Encourage conversations about solar and sustainability, increasing preference for VB by 15% and sales by 5% by Q4 2023.

4. TAC Victoria – Reducing Road Fatalities

• Business Problem: Victoria’s road toll fatalities had risen by 25% year-over-year due to high-impact vehicular accidents.
• Consumer Problem: While drivers understood the risks of speeding, they didn’t fully comprehend their own vulnerability in high-impact crashes.
• Insight: Humans are not built to survive high-impact crashes.
• Single-Minded Proposition: Visually demonstrate the physical changes required to survive a high-impact crash.
• Consumer Goal: Get drivers to reconsider their vulnerability and drive more cautiously.
• Business Goal: Educate drivers on road safety, aiming to reduce road fatalities by 15% by Q4 2017.

5. Honest Eggs Co. – Building Trust with Proof

• Business Problem: Skepticism around free-range claims was hurting Honest Eggs Co.’s reputation and sales.
• Consumer Problem: Socially conscious shoppers wanted to support humane farming practices but were wary of false claims about animal welfare.
• Insight: Proof of ethical practices is more convincing than vague claims.
• Single-Minded Proposition: Show proof that Honest Eggs Co. hens truly have room to roam freely.
• Consumer Goal: Rebuild consumer trust in egg producers with transparent proof of ethical practices.
• Business Goal: Clear the brand's name and increase preference and sales among socially conscious consumers by 25% and 10%, respectively, by Q4 2023.

6. UN Foundation (The Lion’s Share) – Protecting What Sells

• Business Problem: Advertisers rely on animals for product promotion but lack a consistent way to contribute to animal conservation.
• Consumer Problem: The animals featured in advertising face extinction, yet there is no easy way for advertisers to give back.
• Insight: Extinct animals can’t act in ads.
• Single-Minded Proposition: Encourage advertisers to support animal conservation through a unified, simple-to-follow initiative.
• Consumer Goal: Protect animals and, by extension, the environment that sustains advertising profits.
• Business Goal: Provide advertisers with an easy way to contribute to conservation, raising awareness of the initiative while supporting the planet.

7. Virgin Australia – Making the Middle Seat Fun Again

• Business Problem: Post-COVID price wars threatened Virgin Australia’s reputation as "the fun airline."
• Consumer Problem: Flyers disliked the random assignment of middle seats, seeing it as an inconvenience.
• Insight: Middle seats feel like losing, but random chance can make them fun.
• Single-Minded Proposition: Show how the middle seat can feel like winning, making air travel a little more fun.
• Consumer Goal: Help passengers find enjoyment even in one of the most disliked aspects of flying.
• Business Goal: Reinforce Virgin Australia’s fun image and increase brand consideration and preference by 25% and 15%, respectively, by Q4 2023.

8. Kathmandu – Outdoor Adventure with Style

• Business Problem: Kathmandu’s sales were declining as younger consumers perceived the brand as lacking style compared to competitors.
• Consumer Problem: Younger audiences felt trapped in office jobs, yearning for adventure and freedom.
• Insight: Outdoor adventures are only limited by imagination.
• Single-Minded Proposition: Position outdoor activities as a way to turn "stuck inside crazy" into a crazy good adventure.
• Consumer Goal: Inspire young adults to turn long summer days into endless outdoor adventures.
• Business Goal: Boost brand recognition among young adults by 20% and increase store traffic by 10% during summer 2023.

9. Mars Wrigley’s (Extra Gum) – Freshening Up Pre-Roll Ads

• Business Problem: Gum sales were declining, and young consumers were showing less interest in chewing gum.
• Consumer Problem: Young people enjoyed online video content but hated pre-roll ads.
• Insight: Pre-roll ads are like a warm-up act before the main content.
• Single-Minded Proposition: Position pre-roll ads as a fresh, fun experience, like a great warm-up act before the headliner.
• Consumer Goal: Help young people enjoy online content with less annoyance from pre-roll ads.
• Business Goal: Reinforce the Extra brand and increase preference and sales among young consumers by 40% and 25%, respectively, by Q4 2018.

10. Australian Defence Force – Attracting Top Cyber Talent

• Business Problem: Only 1% of Australians had the specialized cyber skills required for Navy intelligence, making recruitment difficult.
• Consumer Problem: Highly skilled professionals had limited time and many demands on their expertise.
• Insight: People with exceptional skills enjoy opportunities to showcase their abilities.
• Single-Minded Proposition: Create a recruitment challenge that only those with highly specialized cyber skills can interpret and solve.
• Consumer Goal: Engage highly skilled individuals by offering them a unique opportunity to demonstrate their talent.
• Business Goal: Increase applications for Navy intelligence roles by 10% for the 2023 intake.

Conclusion: Why Strategy on a Page Works

The Strategy on a Page framework provides a streamlined approach to addressing business and consumer challenges with a clear, singular message. The examples from Airbnb, Partners Life, Virgin Australia, and others showcase how thoughtful insights and focused propositions can drive tangible business results. Whether it’s about social issues, environmental concerns, or simply making a middle seat fun, a well-crafted SOAP can turn challenges into opportunities.

Incorporating a Strategy on a Page into your campaigns ensures that your strategy is both actionable and clear, allowing creative and strategic teams to align on a shared vision and objective. As these 10 case studies show, the SOAP framework is a game-changer for brands looking to build powerful, purpose-driven campaigns.