Look at a campaign beyond the headline

Understand the setting before borrowing the tactic.

Start with a useful question

A campaign is a collection of choices made in a particular setting. Look at the audience, timing, resources and customer experience before focusing on the most memorable image. Notice which details the public summary leaves out.

Put the idea into practice

Separate the original problem, the action taken and the evidence of the outcome. Ask whether another explanation could account for the result. Look for trade-offs as well as the part of the story that makes an attractive headline.

Review what you learn

Translate the lesson into a testable question for your own work. Compare the conditions before copying an execution. The most useful takeaway may be a better question rather than the same visual idea.