EAST framework for campaigns that click

I’ve spent a lot of my professional life working on advocacy campaigns. I am also the current author of the Remarkables list, a weekly email that highlights inventive marketing campaigns. So, I’m always on the lookout for campaigns that make me go, ‘Alright! Alright! Alright!’

In my quest to find the best non-profit campaigns, I discovered the EAST framework. It was originally created by the Behavioural Insights Team (BIT) for policymakers to create efficient policy. At Capulet, we’ve adapted the framework to craft remarkable advocacy campaigns for nonprofits. 

EAST stands for Easy, Attractive, Social and Timely. Here’s my EASY crib sheet you can use as a checklist for thoughtful campaign design.

Easy 👍

Which user journey sounds better for a lead generation campaign?

If you selected “Journey 2” then we are in agreement that the fewer the steps, the better the engagement. By simplifying or eliminating unnecessary steps, you can significantly boost participation rates. For instance, in this market research survey, my colleague Sarah Doty, a Campaign Strategist at Capulet, reduces engagement friction by sentiment testing with emojis. Here, all survey takers need to do is react to statements by choosing an emoji, like the reactions they see on Facebook posts. This process is easy and fun for users.

Attractive 💃

Attractive actions are appealing. So, package an action in alluring layers: a compelling brand, a clever campaign idea and engaging advertisements, website and incentives. For a campaign Capulet is working on now, we’re offering mobile data credits for survey completions. I’ve also run gift card raffles for those who stay on till the end of a webinar.

For the ‘Best Day Ever’ campaign Canuck Place Children’s Hospice built a giant, 2000 square-foot blanket fort at TELUS Gardens in downtown Vancouver. This whimsical and delightful setup attracted media and visitors and exceeded fundraising goals by 45%. It also earned our client the “Best Donor Acquisition” honour at the Non-Profit Innovation & Optimization Awards. 

Social 👭

Humans are influenced by others’ opinions and actions. In an effort to improve HPV vaccination rates among girls aged 10-14 in Bangladesh, we’re partnering with a local nonprofit for a social media campaign to encourage caregivers to register their daughters for the vaccine on the government website. A key insight that emerged from the first phase of the campaign is the importance of using social norms to improve vaccine uptake. 

With this valuable insight, we’ve moved onto the next phase of the campaign with more intention in our design. We’ve enlisted parents, teachers, community leaders, doctors, and influencers as credible messengers. By leveraging these trusted voices, we amplified the credibility and urgency of our main message. 

Timely ⏲️

Being in the right place at the right time is as relevant in marketing campaigns as it is in rom-coms. Aligning your campaign message with what’s currently on people’s minds makes it more resonant.

During the pandemic, we created downloadable colouring pages featuring iconic BC parks for Canadian Parks and Wilderness Society BC (CPAWS-BC). This fun activity helped overwhelmed parents working from home and bored kids.It also served as a successful lead generation tool. 48% of those who clicked on the advertisement went on to provide their email and download the pages. 

Using the EAST framework allows us to design campaigns with intentionality. On the note of intentionality, here’s a handy checklist to see if your campaigns comply with the EAST framework.