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Conference giag cardiff laura d'amato - verve search
- 3. The amazing Verve Search Team
- 4. What do we do?
- 6. We asked 36 locals from around the world to send us audio recordings and photos of the place they call home.
- 9. How do we do it?
- 10. When it comes to coming up with ideas which will get links and coverage …
- 11. I often feel like I'm being pulled in different directions
- 12. What matters to the client?
- 13. They want creative campaigns
- 14. In a limited period of time and budget
- 15. That fit with their target audience
- 16. and advertise their products.
- 18. What matters to the journalists?
- 19. New stories and interesting angles
- 20. That fit with the publications they write for
- 21. And doesn’t look like advertising
- 23. What matters to the audience?
- 24. It can be very niche or very wide
- 26. With an educational or emotional value
- 27. About topics that resonate
- 28. Finding a balance can be tricky
- 30. How to find a balance?
- 33. We had to come up with ideas for a client
- 35. I thought I’d found the perfect idea
- 36. Eyes Wide Shut
- 37. We have been trying to understand and interpret dreams for generations
- 38. You can find articles about dreams in every publication …
- 39. And it’s a great subject for everyday small talk
- 41. I wanted to ask people about their most common dreams
- 42. And create a campaign with the results
- 43. But it wasn’t THAT perfect…
- 44. I realised this idea was for the journalists for the audience but didn’t fit the client’s expectations
- 45. Highways to Hell
- 46. Think about campaign ideas for GoCompare Van Insurance
- 48. People usually have some clichés when talking about van drivers
- 50. and journalists write about it …
- 51. But it is also our target audience here!
- 52. We came up with
- 54. Journalist s They write about traffic all the time
- 55. Audience Van drivers + motorists + humans
- 56. Client Does it make sense? It fits the product It doesn’t offend van drivers
- 57. This is some of the coverage we got since we launched it
- 58. On Location
- 60. A lot of potential and a lot of data
- 61. But it took some time to take off
- 62. I wasn’t giving the journalists the information they were looking for
- 63. So I went through the data again
- 64. And came up with new possible stories
- 65. And finally found the right angles for the journalists and the audience
- 66. We got 90 links for this campaign so far
- 67. What I got out of this
- 68. There are 4 qualities I need to work on every single day
- 69. CREATIVITY
- 70. SENSITIVITY
- 71. RIGOUR
- 73. ADAPTABILITY
- 74. Thank you!
Editor's Notes
- For those who don’t know us yet, Verve Search is a creative agency specialised in Content Creation and SEO. We make creative campaigns for our clients and get coverage and links for it in top tier publications online. My job is to get links and coverage on top tier publications I also have to come up with campaign ideas for clients. I’ve been working on very diverse campaigns for different clients over the last few months: Travel, Environment, Lifestyle, Cinema
- This is the latest campaign I have been working on for our client Orbitz, a travel online platform. It’s called Soundscapes
- We asked 36 locals around the world to share with us sound recordings and photos of the landscapes and cityscapes they call home
- And turned it into a beautiful and inspirational piece easy to share and integrate in an article for journalists. The sound recordings were a fantastic addition to this campaign making it much more than a travel bucket list.
- This is some of the coverage we got so far
- These 2 are basically the complete opposite in terms of expectations except for one thing: They both work to please : The audience.
- Audience can be very niche or very wide. The wider it is, the harder to find a subject for everyone.
- The wider, the harder it is to find a subject
- For example : just because you have a car, doesn’t mean you read motoring publications or enjoy watching Top Gear so if we have a client something relating to cars we need to find a topic that resonate. Resonance is a keyword in what we do. We’re looking for a subject that gets a strong echo with a special group of people that will strongly identify with it and show interest and engage.
- because as much as we need to please all three, they don't necessarily all think alike: they have different expectations, point of view and interests.
- We found all these ideas for a new campaign. 10, 20, 50 of them I always go through this process to decide which ones to develop and actually pitch. Does it fit the client’s expectations? Does it fits the journalists’ style and publication? Do I have a good understanding of my topic and of what will make a good story for him? Does it fit my audience? As close as they can be, there are subjects journalists like writing about that can affect the audience in a negative way. We need to be careful not to offence the audience – actual human being. It will have a direct impact on the client’s image. When everything fits, then it’s probably a subject that can be developed into a campaign.
- Let me give you some examples to make it clearer.
- Online retailer who sells contact lenses
- We love to talk about dreams
- Journalists write a lot about it, trying to give people some meaning to the craziest things happening in their head.
- It’s in the same type of conversation than the weather and the traffic. You can talk about it every day and never get bored of it.
- I had the craziest dream last night and can’t remember it I dreamt of this or this … I’m gonna google what it means.
- Like falling, teeth falling, being chased, being naked in public…
- Using different metrics to compare people dreams And try to find similarities and differences between them.
- Journalists: I found in my researches they love to talk about dreams and their meanings Audience: They are some of the most shared articles on socials Client: As far as we can sometimes be creative and still fit the product, we couldn’t really assimilate the concept of dreams with contact lenses or something related to sight. Dreams are a different sort of vision. We ended up not pitching this idea to this client but found someone much more appropriate for this idea!
- Some subjects are more complicated to talk about than others …
- Van drivers are usually the kind of person we love to hate. And everyone play with that cliché: journalists and other people.
- On the other hand. Have you ever seen a journalist writing about Van Insurance?
- We had to find a topic that was gonna resonate to Van drivers and to journalists at the same time and still fit GoCompare Van Insurance so we came up with …
- We looked at congestions in the UK due to the excessive number of cars on the road – What are the busiest roads in the UK? Which roads, cities and motorways you should avoid if you're in a hurry, and which cities, roads and regions are the worst to drive-in in the U.K.
- Traffic is an every day topic just like the weather or the delayed trains.
- Campaign for Go Compare Travel Insurance - Using IMDb data from over 340,000 movies we have developed a platform about the most popular filmed locations in the world over the past 20 years.
- It was the first time I was working on a campaign with that much data. We didn’t have a big and surprising headline but it had a lot of potential because I had a lot of data to play with
- When I started outreaching, I didn’t have as many people as I thought coming back to me and covering it.
- I was being way too general mainly sending the Top 20 of the most famous filmed locations to everyone and not really personalising it.
- Regional – movie genders Do something different
- In very diverse publications With a wide range of different topics Logos
- Come up with original ideas turn it into cool campaigns being able to come up with different angles And offer a new story to the journalist
- Put yourself in other people shoes not thinking just about the thing that I like But also understanding the trends and what people are expecting
- Always making sure everything fits the 3 groups from the moment we look for ideas to the very end of the campaign, making sure everyone is satisfied all the time
- (Just because you’ve been all those things, you’re not done)
- Be ready to work on many different subjects and always make more research Look and listen for feedback to Realise when a good idea is just a good idea and not a campaign Be ready to change a pitch completely If we hadn’t changed our angles and stories for On location, it would never have been such a successful campaign So I think if you follow the process and work on all these qualities, you can have great results.