Connection Ideas Tool

From Strategy to Real-World Impact.

What's This Board For?

Connections Ideas are how your brand manifesto, campaign concept, or sharp insights becomes real in the eyes of your audience. It’s not just what you say — but where and how people encounter it. This tool helps you bridge the gap between strategy and execution, shaping real-world experiences from abstract ideas.

🎥 Want to see it in action? Watch the Connections Ideas walkthrough here.

How to Use It

1. Drag in your Insight. What truth, tension, or behavior are you tapping into? Type your insight into the box or drag over an existing Pin to anchor your thinking.
2. Add your Strategy Statement. What shift are you trying to create — creatively, behaviorally, or emotionally? You can drag in anything you’ve already pinned (like a brief or insight), or write one from scratch to guide the tool’s direction.
3. Hit Spark. You’ll get back three Connection Ideas — each showing where, when, and how your audience could experience the campaign in a way that actually lands.

Understanding the Output

Each time you hit Spark, you’ll get 3 distinct Connections Ideas — each offering a different way to bring your campaign to life in the real world. Every idea connects back to your original insight and strategy, but stretches it in a unique direction.

Here’s what you’ll see in each:

Channel / Platform Recommendation Where should this idea live to have the most impact?

Expect suggestions like TikTok, billboards, podcasts, retail spaces, branded events, or even unexpected channels like packaging or dark social.

Creative Moment Mapping When and how should the audience encounter this message?

You’ll get ideas tied to campaign timing (Tease → Launch → Sustain → React), key behaviors, or cultural moments — helping you land in the right place at the right time.

Audience Resonance / Activation Hook What will make this feel relevant to the people you’re targeting?

Expect context for why this connection works: the cultural truth, emotional behavior, or practical tension it’s tapping into. This is what makes the channel choice strategic, not just aesthetic.

You’ll often see one concept that’s more traditional, one that’s more unexpected or edgy, and one that leans into cultural participation. Compare them, remix them, or build your own hybrid.

Heads Up

• Budget check: Don’t build a global billboard plan on a banner ad budget
• Make sure each connection ladders up to your actual KPIs
• Validate local feasibility — what lands in London might miss in Lima

Pro Tips

• Try running the same strategy with multiple insights to stretch the thinking in new directions
• The tool’s built for phased communication — perfect for aligning with your campaign lifecycle (Tease → Launch → Sustain → React)
• Use the Validator Tool to check which connection ideas are most likely to resonate and succeed in the real world

Now go make sure your idea shows up where it actually matters. 📍