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SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To

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When managing creative campaigns, one of the most important factors is a strong, compelling idea. More often than not, these can be the most original, most unique and consequently most daunting. In a world where creativity is key, but we live in a risk mitigation work culture, how can we encourage those around us to put their fears and objections to one side and embrace the potential of bravery.

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SearchLove London 2018 - Kirsty Hulse - Unicorns vs Dinosaurs: How to Be Creative When Nobody Wants You To

  1. 1. Unicorns vs dinosaurs How to be creative when nobody wants you to
  2. 2. Founder and MD of Manyminds Co-founder of Outrageous Creative Author of ‘The Future is Freelance’ Runs mentoring programme and creativity workshops Haven’t got a clue what I am doing @kirsty_hulse #searchlove
  3. 3. Let me start with a fact @kirsty_hulse #searchlove
  4. 4. 11 items of clothing @kirsty_hulse #searchlove 39,916,800 ways to get dressed
  5. 5. Business operate on quantifiable predictability @kirsty_hulse #searchlove
  6. 6. We reward not making mistakes and maintaining status quo @kirsty_hulse #searchlove
  7. 7. People are paid to not f**k up @kirsty_hulse #searchlove
  8. 8. Let me circulate that with all the key stakeholders We have strict brand guidelines We have a 12 step sign off process
  9. 9. Meanwhile @kirsty_hulse #searchlove
  10. 10. We are exposed to 3000 adverts a day @kirsty_hulse #searchlove
  11. 11. 1 in 3 of us use ad blockers @kirsty_hulse #searchlove
  12. 12. “I get thousands of press releases a day. Literally. Thousands.” @kirsty_hulse #searchlove
  13. 13. We have to be bold and incite emotion @kirsty_hulse #searchlove
  14. 14. 600+ pickups, including initial placements with BuzzFeed and The Huffington Post Extensive international coverage, including Business Insider Australia, CNN Espanol, six additional versions of The Huffington Post More than 3 million views from the BuzzFeed feature alone Close to 1 million social shares, with nearly 20 percent coming from on-site shares
  15. 15. “Emotions are the key - consider using data that will tell a human story, resonate emotionally, or tell us something particular regarding human behavior.” - Krystin Tynski @kirsty_hulse #searchlove
  16. 16. Brands don’t like to have opinions @kirsty_hulse #searchlove
  17. 17. 74% of CMOs said they are “unlikely” to take a creative risk with their brand @kirsty_hulse #searchlove
  18. 18. 87% of us struggle to get our best ideas signed off @kirsty_hulse #searchlove
  19. 19. How can we be creative nobody wants to take risks? @kirsty_hulse #searchlove
  20. 20. 1. Have bold ideas 2. Get them signed off bold ideas... ...Signed off
  21. 21. Having bold ideas
  22. 22. @kirsty_hulse #searchlove Who here believes you are a creative person?
  23. 23. “Creativity is a skill that can be learned, developed and applied” @kirsty_hulse #searchlove
  24. 24. Habits Brainstorms Validation @kirsty_hulse #searchlove
  25. 25. “All creativity comes through play.” @kirsty_hulse #searchlove
  26. 26. Businesses have to develop habits to enable their staff to be creative @kirsty_hulse #searchlove
  27. 27. Random wordsUse random words against a defined focused to stimulate new ideas. The random word allows us to open up paths we would otherwise never explore.
  28. 28. Focus: To provide idea to promote a storage company Random word: Planet and Photograph
  29. 29. Confidence games @kirsty_hulse #searchlove
  30. 30. Be playful, take ourselves a less seriously, loosen inhibitions @kirsty_hulse #searchlove
  31. 31. One word story You know the drill. One word each. It has to make sense. There’s a timer. @kirsty_hulse #searchlove
  32. 32. An expert talk Pick a subject from the list on the next slide. Then, can you please educate the room on how this topic. @kirsty_hulse #searchlove
  33. 33. 1. How to feng shui a room 2. What really killed off the dinosaurs 3. Why clowns are evil 4. The history of kitchen utensils that never caught on 5. How to stalk a celebrity 6. Why everything your parents tell you is a lie 7. An experts guide to winter gardening 8. Interior design for £5 or less 9. The reason universal plugs are all so different @kirsty_hulse #searchlove
  34. 34. “I had no idea how easily I could make stuff up!” @kirsty_hulse #searchlove
  35. 35. ProvocationsCome up with absurd solutions to a problem
  36. 36. Emotionally connect with storage @kirsty_hulse #searchlove
  37. 37. Underlying emotional principle: Loss, change, sentimental value @kirsty_hulse #searchlove
  38. 38. 1. How to feng shui a room 2. What really killed off the dinosaurs 3. Why clowns are evil 4. The history of kitchen utensils that never caught on 5. How to stalk a celebrity 6. Why everything your parents tell you is a lie 7. An experts guide to winter gardening 8. Interior design for £5 or less 9. The reason universal plugs are all so different
  39. 39. Write a blog post @kirsty_hulse #searchlove
  40. 40. Use Instagram stories @kirsty_hulse #searchlove
  41. 41. Run a test data campaign @kirsty_hulse #searchlove
  42. 42. Business case for creativity
  43. 43. “Creative campaigns were 7 times more effective than non-creative campaigns” @kirsty_hulse #searchlove
  44. 44. “If you let me be creative, this will be 700% better” @kirsty_hulse #searchlove
  45. 45. “Non creative campaigns are becoming less effective over time” @kirsty_hulse #searchlove
  46. 46. A standard way of pitching a campaign is a problem @kirsty_hulse #searchlove
  47. 47. “I give my client loads of data, but they still don’t sign it off” @kirsty_hulse #searchlove
  48. 48. Data is only good for rational decision making. Here we’re dealing with fear @kirsty_hulse #searchlove
  49. 49. Pitch something insane @kirsty_hulse #searchlove
  50. 50. The centre stage complex @kirsty_hulse #searchlove
  51. 51. “53% more likely to pick the middle option” @kirsty_hulse #searchlove
  52. 52. Plan for the worst case scenario @kirsty_hulse #searchlove
  53. 53. @kirsty_hulse #searchlove
  54. 54. Business case for creativity Round up!
  55. 55. Believe in your ability to be creative @kirsty_hulse #searchlove
  56. 56. Practice and train your creative mind @kirsty_hulse #searchlove
  57. 57. Go to new places. Be silly. Play games. @kirsty_hulse #searchlove
  58. 58. Have tiny feet @kirsty_hulse #searchlove
  59. 59. Take time to understand who you are trying to convince @kirsty_hulse #searchlove
  60. 60. Anticipate objections @kirsty_hulse #searchlove
  61. 61. Win the space race! @kirsty_hulse #searchlove
  62. 62. Thank you! bit.ly/SEOunicorn kirsty@outrageouscreative.com @kirsty_hulse

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