Six Steps to Creating a TV Campaign That Wows

Spin Creative • April 1, 2019

Despite all the hype surrounding digital marketing and social video, TV is still the most effective video marketing tool.

Behind the scenes photo from a Spin Creative Seattle video production shoot featuring a Canon C300 cinema camera.


TV allows for large reach and drives both digital and in-person traffic. It can also be a pricey investment, so a business considering their first TV campaign needs to be strategic with their creative and their ad dollars. Considering creating a TV campaign? Here are six steps to get you started.



1. Define your goal

If you’re investing in creating and distributing a TV ad, you want to define success well before you start filming. Are you hoping to generally build awareness, or reach a specific target like increasing app downloads? Once your marketing goal is clear, your creative team will design a spot to achieve precisely that goal.


2. Incorporate your creative strategy

Now that your goal for your TV spot is clearly defined, creative should be designed to support that goal. Everything should lead towards a strong call to action such as, “Download the app today!” If the viewer responds to the call and downloads the app, make sure the branding matches the TV spot so the viewer is confident they’ve downloaded the correct app. The TV spot, the website, the app and any other assets should all be clearly part of the same brand.


3. Start with a broad audience

If this is your first TV ad, don’t use your website analytics to define your target audience. TV is a different medium, and what you thought you knew about your customers may not apply here. More focused buys are more expensive, so for your first campaign start with a broad audience. Pay close attention to audience response to invest smartly in future campaigns.


4. Capitalize on search habits

Chances are, your viewers have their smartphones at their sides when they see your TV ad. When your ad airs, you want to be ready for viewers to find your site and engage with your brand. You can capitalize on this behavior by synchronizing your paid search with your TV air times. Pay for your site to appear first in search results in the minutes after your commercial airs. This not only improves your click-through rates and ultimately conversions, it also optimizes your search spending.


5. Prepare for success

Is your website able to handle the influx of visitors it will see after your ad airs, or might it crash? Is your customer service team ready to handle a spike in phone calls after your number airs? Failing to prepare for success isn’t humble; it’s a lethal mistake. Evaluate your technical and support systems before you release your marketing masterpiece to the masses.


6. Measure analytics

How will you know if your TV ad is working? As with other marketing channels, you need analytics. Track direct response metrics like number of website visits or coupon codes used to determine whether the ad drove traffic to your site. Marketing mix modeling and gross rating point are other metrics you can use to determine your return on investment. Use that data to shape future TV campaigns.


If you’re ready to take your video marketing strategy to the big screen, say hello and let us help you get started today.



About Us


Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.


Purple colored abstract 3D objects with texture from the Microsoft 3D Copilot in Viva Sizzle Video

Designing a 3D Brand Universe for Microsoft Viva + Copilot

By Spin Creative • June 11, 2025
At Spin Creative, we believe the most effective product stories go beyond features—they tap into a clear, emotionally resonant narrative that connects with real people. That’s the lens we brought to our collaboration with Microsoft Viva, where our challenge was clear: create a high-impact video that visually captures how Copilot AI empowers people at work. The end result? A fully 3D-animated brand film designed to wow audiences at executive keynotes, tradeshows, and enterprise events. But how we got there is just as important as what we delivered.
A close up of a person 's face with sun shining behind with a blurry background.

Why Strategy, Storytelling, and Human Insight Still Win in the Age of AI

By Spin Creative • May 30, 2025
At Spin Creative, we’ve always believed that the power of brand storytelling lies in connecting emotionally with real people. But as artificial intelligence transforms industries at lightning speed, many marketing and creative leaders are asking the same question: What’s next for agencies like ours—and how do we continue to drive value in this new era? Here’s our point of view: AI is a powerful new tool—but not a replacement for insight, strategy, and human connection.
A neon sign that says market on it

Navigating the Evolving Landscape of Digital Marketing in 2025

By Spin Creative • March 30, 2025
In 2025, digital marketing continues to be a dynamic force—shaped by shifting consumer behaviors, ever-changing platform algorithms, and increasing privacy regulations. For brands looking to maintain relevance and performance in a crowded space, staying ahead means being strategic, adaptive, and creative. At Spin Creative, we believe that clarity in brand storytelling, paired with a smart digital approach, can help brands rise above the noise.
A black and white photo of lenses and filmmaking accessories in a production case.

How to Build a Winning Video Strategy Using the 4 Pillars of Digital Communications Planning

By Spin Creative • February 8, 2025
A great video marketing campaign doesn’t start with creative—it starts with strategy. To make an impact, your brand needs more than a beautiful video; it needs a plan that aligns with your audience’s needs, your business goals, and the right distribution channels.
Show More