Monday, December 30, 2024

RISEN: 5 Steps to Build Context-Rich AI Prompts

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RISEN: 5 Steps to Build Context-Rich AI Prompts

Generate clearer, more effective AI outputs using the RISEN formula that minimizes revision time.

Read time: 6 min

Introduction

AI is making waves, but you need to see results worth adopting team-wide. What's the catch? The AI model's responses can be hit-or-miss, even when the queries are very similar in nature. How can you trust AI when it seems so inconsistent?

The hiccup in the grand scheme of things is the quality of your AI inputs.

It's a common challenge among occasional users of generative AI—you've been told over and over again that the key to success lies in being specific in your instructions, but it's hard to anticipate everything the AI might misinterpret. What level of specificity should you aim for? How can you make sure AI's writing stays clear and on-topic the whole way through?

You only need a simple prompt formula that easily integrates into your everyday tasks.

Use the RISEN framework to generate content that exceeds expectations

Credit to Kyle Balmer, who created this framework and shares lots of other great stuff on prompt engineering!

The RISEN framework breaks down the process of crafting effective prompts into five key parts: RoleInstructionsStepsEnd Goal, and Narrowing. With all these elements strategically placed in your prompt, you'll talk to the AI model in a way that's clear and focused.

And for all those leading teams, it's worth mentioning RISEN doesn't just make AI more accessible; it makes your team more proactive and innovative. When everyone has the tools and the know-how to leverage AI effectively, they start seeing opportunities for improvement everywhere they look.

As a leader, that's exactly what you want: a team always looking for ways to optimize processes, save time, and deliver better results.

AI Prompts TL;DR Diagram

Role: Define the AI's persona

The RISEN framework's first step is defining the AI's role or persona. Assigning a clear role to the AI sets the stage for a more focused, productive interaction. This targeted approach already minimizes the chances of receiving irrelevant or off-topic responses.

When you hire a new team member, you always provide them with a clear job description that outlines their responsibilities and the skills required for the role. The same principle applies to AI. By defining the AI's role, you give it specific skills and knowledge to work with.

Look at the difference between a prompt that goes straight into the task, "Create a Transitioning Team Member Responsibilities During Absence SOP," and one that starts with:

"As a detail-oriented team leader..."

The latter phrase establishes the AI's role, priming it to generate content with the expertise and nuances of a diligent team leader.

Instructions: Give clear and precise directives

Once you've defined the AI's role, the next step is to provide clear, precise instructions. The key here—and where most people struggle—is to articulate exactly what you need the AI to do, leaving no room for ambiguity or misinterpretation.

At the time of publishing, Similarweb data shows people usually spend around 8 minutes and 15 seconds on ChatGPT during each visit. This might be longer than you'd expect, and it's likely due to the fact that so many keep ChatGPT on hand and spend more time trying out different ways of asking questions to get the best possible answers.

AI is smart, but like humans, it can't read your mind either! It might focus on things that aren't relevant to your target audience. Let's continue our SOP example:

"As a detail-oriented team leader, create a comprehensive SOP that outlines the steps for transitioning responsibilities from one team member to another in the event of an extended absence."

Without clear instructions, you might create a document that is too long, bloated with fluff, or lacks tactical steps for a team member to follow.

This applies to other tasks, such as writing an email response, organizing tables in a report, or creating social media copy for different channels. The more specific and detailed your instructions, the better the AI can understand and meet your needs with fewer revisions.

Now we're warmed up and ready to give the AI model steps to follow!

ClickUp Showcase Horizontal Dark Banner V1

Want to see this in action? Join the ClickUp Showcase, a weekly AMA-style webinar where you can participate as little or as much as you want in a group demo setting.

Steps: Guide AI through the process

After giving clear instructions, the RISEN framework encourages you to guide the AI through the process by outlining specific steps or components you want to include in the final output.

This is where you become the architect, breaking down complex tasks so the generated content flows logically from one point to the next.

Stay with our SOP example:

"As a detail-oriented team leader, create a comprehensive SOP that outlines the steps for transitioning responsibilities from one team member to another in the event of an extended absence. Begin by categorizing the tasks into sections such as communication protocols, project handover, ongoing responsibilities, and contingency plans."

Your guidance will significantly enhance the quality and uniformity of the AI's output, making it easier for your target audience to follow along and engage with it.

Here's a side-by-side comparison of two different prompts (and we're not even done with the RISEN framework). The left image looks like a project brief, whereas the right image goes straight into the SOP table of contents.

Difference in AI Prompts Visual Example

End Goal: Clarify the purpose

The fourth component of the RISEN framework is clarifying your request's end goal or purpose. This is where you communicate the bigger picture and help the AI model understand the broader strategy of the task.

Here's the SOP prompt that tells the AI model you don't just want tasks and due dates; you want a tool that empowers new team members to execute a smooth transfer of knowledge and responsibilities:

"As a detail-oriented team leader, create a comprehensive SOP that outlines the steps for transitioning responsibilities from one team member to another in the event of an extended absence. Begin by categorizing the tasks into sections such as communication protocols, project handover, ongoing responsibilities, and contingency plans. Include clear descriptions and timelines for each task, and consider adding links to relevant resources or documentation. Ensure the SOP is well-organized, easy to follow, and helps the team maintain continuity and productivity during the transition period."

Ideally, the end goal should be placed toward the end of your prompt after you've provided the AI with the necessary context, instructions, and steps.

This placement allows the AI to process all the relevant information before focusing on the ultimate objective.

Narrowing: Set boundaries for focused creativity

The final component of the RISEN framework involves setting boundaries and constraints to focus the AI's creativity. You won't restrict the AI model's ability to generate unique, original content with parameters. In fact, providing specific parameters can actually lead to more effective results.

Jeff Su, a Product Marketer at Google, takes it a step further by providing the AI model with a KPI to not only save him time from reworking the output but also avoid irrelevant suggestions.

Jeff Su Google LinkedIn Post

Whether it's word count limitations, formatting preferences, or stylistic guidelines, these constraints will help you harness the power of AI while still maintaining control over the final output.

You could add a few formatting guidelines to the SOP, such as:

"Present the information using numbered lists, bullet points, and bolded section headers."

Or...

"Include a table of contents at the beginning of the document to provide an overview of the SOP's structure and make it easier for users to find specific sections."

Generate content that informs, inspires, and engages

By breaking down the process into five manageable components—Role, Instructions, Steps, End Goal, and Narrowing—RISEN debunks AI communication and helps you craft specific, time-saving, and purposeful prompts.

But why stop there?

When you combine the RISEN framework with a tool like ClickUp Brain, the potential for productivity and efficiency is limitless. ClickUp Brain's conversational, contextual, and role-based AI features and ability to leverage your organization's collective knowledge make it the perfect companion for your AI-powered workflow.

Unlike other AI models that require separate browsers, context, and constant switching between applications, ClickUp Brain is accessible directly within your Workspace to help with tasks, docs, and more.

See it in action at the ClickUp Showcase and ask questions to our experts to learn more about integrating AI into daily workflows!

 

The top 50 creative brand marketing campaigns of 2024

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The top 50 creative brand marketing campaigns of 2024

By  on Thursday, December 12, 2024

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by James Herring

In a world where consumers are increasingly elusive to engage, standing out from the crowd has never been more challenging.

Yet, over the past 12 months, some brands have managed to do just that with creative and inspiring work that redefined conventional marketing and advertising.

From clever OOH (out-of-home) builds and eye-catching PR stunts to innovative product launches, these campaigns embraced unconventional thinking to deliver activations that captured widespread attention and acclaim.

Here’s our round-up of fifty of the most popular and reposted work as featured in the weekly Famous Five newsletter and on our LinkedIn page.

 

#1 Oslo – is it even a city? 

Visit Oslo delivered the best tourism commercial (maybe even best ad of the year) a masterclass in ‘anti advertising’ created by NewsLab AS.

#2 The Michael CeraVe campaign

Canadian actor Michael Cera, sparked confusion as he’d been spotted walking around New York carrying bags filled with CeraVe’s signature Moisturising Cream.

Influencers had seemingly bumped into him in a store plastering stickers of himself and signing bottles, tagging Cerave and demanding an explanation.

Campaign by WPP Onefluence led by Ogilvy PR in North America.

#3 Specsavers stop the traffic in Edinburgh

Specsavers eye-catching “parking blunder” in Edinburgh was revealed as a cheeky stunt by the optical chain and production agency Grand Visual.

An honourable mention to Golin for their Cannes-winning Rick Astley hearing test campaign.

#4 British Airways minimalist OOH campaign

How many brands are confident enough to show less than 25% of their logo and no puffy tagline in an ad? British Airways and Uncommon Creative Studio unveiled a confidently minimal OOH campaign.

#5 Meet Daisy the granbot designed to combat scams

In an inspired move O2 and VCCP created an AI grandma who traps scammers into meandering conversations to waste as much of their time as possible. See the video.

#6 La Vieille Ferme rebrands to ‘The Chicken Wine’

Facing into the truth that most of their customers cannot correctly pronounce ‘La Vieille Ferme’ and refer to it as ‘the chicken wine’ – the popular wine launched a ltd edition rebrand for fans in Sainsbury’s.

#7 Burger King celebrates the joy of post-birth meals.

Burger King gives new mums ‘Foodfillment’ is the premise of a campaign by BBH London which celebrated the joy of post-birth meals. ‘Bundles of Joy’ uses real images of mums who turned to their beloved Burger King for their first meal after birth, with the exact arrival time of their burger featured on posters.

#8 Heineken launch world’s most boring phone

Heineken, in collaboration with Bodega have launched ‘The Boring Phone’ to help customers to stay in the moment.

Designed to deliver the basics needed for a great night out, the phone’s only function is to send and receive calls and text messages.

#9 The Generation Gap

This bonkers ad for Australian lamb satirises a dystopian generation gap – uniting all over a BBQ.

Agency ‘The Monkeys’ delivered a sharply witty piece working with multi-generational directors in an ad for Meat and Livestock Australia.

#10 Currys embrace Gen-Z lingo on TikTok

Currys have been grabbing attention with their wild TikTok feed.

In September announced they’d enlisted a Gen-Z staff member to write the script for a social media ad, garnering massive online engagement.

#11 Liquid Death and Yeti ‘murder your thirst’ with life-size Casket Cooler

In a morbid move just ahead of Halloween, the brands launched a limited-edition cooler shaped like a life-size coffin.

#12 Marmite recruits “smugglers”

Adam&EveDDB snuck the divisive yeasty spread to expats in US after a “Marmite drought” in New York

#13 Ikea campaign spotlights victims of domestic violence

IKEA, in association with Save the Children, spotlighted the plight of over 120,000 Australians, many women and children, who are homeless due to domestic violence.

Victims are forced to seek shelter in places that should never have to be called a home – whether that’s a car, a tent or sleeping on a friend’s couch.

#14 Heinz create Ketchup phone case – inspired by Rhode

Tapping into the viral Rhode lip gloss phone case ~ Heinz took to Instagram to promote their own case perfectly crafted to hold a single sachet of tomato ketchup.

#15 CALM spotlights the growing epidemic of suicide in young people

For World Suicide Prevention Day, CALM shone a light on the ‘Missed Birthdays’.

In a harrowing installation by Adam&EveDDB, the suicide prevention charity installed 6,929 birthday balloons in Westfield London – each representing a young person who has died within the last decade and illustrating the age they would be now, but have sadly not reached.

#16 Airbnb offer guests the chance to spend the night in the ‘Up’ house

Airbnb offered guests the chance to spend the night in Disney Pixar’s most iconic home – ‘the Up House’.

#17 A Pedigree orchestra conducted by wagging tails

In a barking mad experiment – dog food brand Pedigree turned dogs’ tails into conductors – creating musical joy from the varying speed of their tail wag.

#18 Nike celebrates runner’s post-marathon struggles

A relatable Nike spot by Wieden & Kennedy titled ‘Stairs’ celebrates runner’s post marathon struggles – soundtracked to Love Hurts by Nazareth.

#19 Duolingo trolled us all with “Duolingo on Ice” 

Duo, the internet’s favorite passive-aggressive owl, waddles around in a clunky costume while morph-suited ice dancers twirl nearby. The unimpressed audience cutaways are chef’s kiss.

A perfect April Fools’ gag – but we kinda wish it wasn’t.

#20 Red Bull gives wings to skydivers soaring through London Bridge

Red Bull proved that it really does ‘give you wings’ as two Austrian skydivers successfully completed the first wingsuit flight through London’s Tower Bridge.

#21 “Considering what?” Channel 4’s Paralympics ad flips the bird to patronising remarks.

This striking campaign from 4Creative personifies gravity, friction, and time, turning them into adversaries for world-class athletes to conquer.

#22 easyJet launch female pilot recruitment campaign

easyJet launched the next phase in a pan-European programme to encourage young women to consider a career as an pilot.

The campaign was launched with a “talking” billboard, featuring real-life easyJet Captain Sarah Acklerley who took time out from the cockpit to chat to potential young recruits.

#23 ‘Wear Wool, Not Waste’ 

A stunning campaign from Woolmark and agency 20(Something) is built on this uneasy idea that every synthetic garment ever made still exists in some form. The campaign centres around the zombie invasion of synthetic clothes that haunt our planet.

#24 McDonald’s removes smile from Happy Meal

McDonald’s UK, Ready 10 and Leo Burnett UK removed the iconic smile from millions of Happy Meal boxes to prompt family discussions about emotions. These boxes come with stickers depicting various emotions, allowing children to express how they feel by customising their Happy Meal boxes.

#25 Adidas drop Euros ad spot ‘Hey Jude’

Brilliant ad from Adidas – who revealed their Euros spot centered on Jude Bellingham and cut to the Beatles’ timeless hit ‘Hey Jude’. The ad by Johannes Leonardo (New York) features England’s historic moments of despair and appearances from David Beckham, Ian Wright, Frank Lampard, Stormzy and Laura Woods.

#26 Samsung folds London for new phone launch

The Old Street area was taken over by Samsung in a series of activations, coined Fold Town, to celebrate the new release of the Galaxy Z Fold6 and Z Flip6.

#27 James Blunt invites fans to ‘f*ck up his life’

If the 20th Anniversary Edition of his album “Back To Bedlam” re-entered the charts at No.1, Blunt promised he’d legally change his name – to whatever the public decides. Watch the video from the marmite pop star.

#28 V&A launch hunt for Taylor Swift ‘Superfan Advisor

In a bid to stay relevant with Gen Z, the V&A and Hope & Glory recruited a ‘Taylor Swift superfan adviser’ to contribute insights into Swiftie cult-fandom, handmade signs, friendship bracelets and memorabilia.

#29 British Heart Foundation murals spotlight heart disease ahead of Euros

Ahead of the Euros the British Heart Foundation and Saatchi & Saatchi unveiled a powerful series of murals, commemorating young football fans who died from heart disease

#30 Powerful Shelter campaign underlines the realities of homelessness

A beautifully crafted and heart-breaking film by Don’t Panic highlights the lengths parents will go to protect kids from the harsh reality of everyday living.

#31 ASICS: Get away from your desk!

ASICS recruited Brian Cox to motivate workers to get away from their desks and move for their mental health. The Succession star delivers a PSA to rally office workers against the silent threat to mental health – the desk.

#32 Parkrun ‘just what the doctor ordered’

For World Mental Health Day Parkrun deployed ‘prescription posters.’ The campaign by Meanwhile highlights the fact that the social activity is regularly prescribed by doctors to treat anxiety and depression.

#33 Waitrose’s wonky billboard draws Council’s attention

Saatchi & Saatchi installed a deliberately wonky billboard to demonstrate recent price drops. But the creative idea was lost on Wandsworth council’s health and safety dept who, after a ring-in from a punter, decided to fence off the pavement believing it to be a hazard.

#34 Sky Sports launch Tennis channel with COOH

Sky Sports celebrated the launch of a brand-new Sky Sports Tennis channel with giant outdoor special builds. The Sky creative celebrates the feel-good moment when you got one stuck in the fence.

#35 Malibu recruit Tom Daley for awareness campaign

One in four drownings in the UK involve alcohol. So Malibu recruited Olympic champ Tom Daley to spread the word – ‘Don’t Drink and Dive.’

#36 Doritos wrap the Luxor hotel

The media hotel for the Super Bowl in Vegas is the Luxor, which was turned into a giant Doritos chip.

#37 Burger King celebrate old flames for 70th anniversary

To celebrate Burger King’s 70th anniversary the brand (with agency Room 23), in Brazil, unveiled a raunchy campaign featuring old flames still keeping their passion alive after all these years.

#38 AI Needs Breaks Too! by KitKat

It turns out, even AI could use a break now and then!

The inspiration behind this playful campaign from KitKat Canada (and agency Courage) came from recent research by Google DeepMind, which discovered that even AI can perform better when it takes a break.

#39 David and Victoria Beckham forget Uber Eats

David and Victoria Beckham recreate their viral ‘Be Honest’ moment for Uber Eats Super Bowl ad. A creative move by Uber Eats, and agency Special U.S which cheekily taps into a charming and viral pop-culture moment. View the ad here

#40 Berlin brewery spoofs Calvin Klein’s viral ad

Berlin beer brewery BRLO created their own satirical tribute to the recent Calvin Klein spot f.t Jeremy Allen White. Shot in Berlin, and promoting their alcohol free beer, the spot shows body positivity in its purest form – and sends up traditional underwear advertising. See it here

#41 That’s so BRAT. Hellmann’s launches ‘club classic’ as Charli xcx kicks off tour

Mayo brand Hellmann’s and Ogilvy UK launched a tactical integrated campaign coinciding with Charli xcx’s UK BRAT tour and referencing her infamous arena tour poster.

#42 LEGO animates Battersea Power Station

LEGO put on a stunning projection show at Battersea Power Station as part of its ‘Play is Your Superpower’ campaign.

#43 Domino’s offers lockable pizza boxes to students 

Pizza chain with agency One Green Bean, offers student’s lockable pizza boxes to protect leftover pizza.

#44 Tesco ditch logo 

In a bold move Tesco ditched their logo to make way for produce that stands in for the letters T, E, S, C and O. Created by BBH London the supermarket has set the rulebook to one side.

#45 St John Ambulance release a first-of-its-kind CPR bra

Would you know how to perform CPR on a woman? Well, St John Ambulance and agency Revolt and PR from Fight Or Flight educated those of us who don’t, by creating a CPR bra!

#46 Adam Driver reads absurd Amazon product reviews.

Ahead of Black Friday… Amazon have hired ‘serious actor’ Adam Driver for a series dramatic readings of absurd (yet entirely genuine) product reviews.

Like a banana slicer that, according to one couple, rescued their marriage.

#47 Dove takes a stand against portrayal of women in AI content

Dove has taken a swipe at the portrayal of women in AI-generated content – offering practical guidance for creating more representative images.

#48 Surreal find a way to keep the lawyers happy

‘We’re nut allowed to call it Notella’ – cereal brand Surreal found a cunning way to keep the lawyers happy for the launch of their new choc hazelnut cereal.

#49 Westminster Bridge ‘Hacked’ for Testicular Cancer Awareness Month

A charity turned London’s Westminster Bridge into a head-turning installation for Testicular Cancer Awareness month. An oddity in the 162-year-old bridge’s architectural design has been harnessed by COOH agency St Marks Studios to communicate a powerful message. See the video.

#50 Black and blue plaques have fixed to properties of murdered women

Black and blue plaques were fixed to properties of murdered women, as part of a campaign By Killed Women (and agency Earnies) to highlight “outdated and misogynistic” UK domestic homicide sentencing laws.

Each bespoke victim plaque includes  “killed here”, along with the sentence given to the killer and the slogan ‘“Murder is murder, change the law”.