DigiBuzz: The Rules of Thumb Stopping Creative
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Digital & Social Media in ASIA. DigiBuzz Conference in Dhaka, Bangladesh
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DigiBuzz: The Rules of Thumb Stopping Creative
- 1. The rules of Thumb Stopping Creative How to judge good social media ideas @LiziHamer #GoodIdeas
- 2. Firstly it’s thumb stopping as our audience is Mobile first.
- 3. They have a voice and they want to be heard. They can become a powerful part of your brand.
- 4. The flood gates are opening. She has a choice who she listens too. Creativity is the key to standing
- 9. The rules of Thumb stopping creative Are you providing a service? Have you connected with the audience, their values & culture? Do you... Inspire, Educate, Entertain? Was it the right message at the right time? Does the idea incite conversation - not just broadcast? Is the brand recognizable? The rules of Thumb Stopping Creative 1 2 3 4 5 6
- 13. Connect with the audience
- 14. The rules of Thumb stopping creativeInspire | Educate | Engage MESSAGE ON A CHAPATI
- 15. The right message at the right time
- 16. The right message at the right time
- 20. Did you provide a service? Did you connected with the audience? Did you Inspire, Educate, Entertain? Is it the right message at the right time? Does the idea incite conversation? Is the brand recognizable? The rules of Thumb Stopping Creative 1 2 3 4 5 6
- 21. As creatives’ our role is to help brands create things of value that touch the hearts and minds of customers and inspire them to engage. It’s not a out volume. It’s about quality. It’s about being smart. “ “
Editor's Notes
- I’m Lizi Hamer Creative Diretcor at Arcade. These ideas may not be 100% relevant to Bangladesh – but I want you to take away the power of storytelling. In a world full of media the power of storytelling and creative has never been more important. My point of view as a Creative, isn’t about = The Idea | The Experience [Content delivered – where when] | The Visuals [Craft / UX ]
- Digital Native, Adopter, Laggard,
- Power structures are changing. Global phenomena – people have connected voices and want to be heard. The power of social media to emerging markets – give people a voice for the first time. It allows them to understand what’s happening in their country & the world.
- Before I can teach you about creative – You must know the brand you work on inside out. What is there purpose? What are their values? How with they make the world In social its not…. Its not what you do. Or how you do it. Its WHY you do it / WHY you exists Pedigree pet food claims – “We’re for Dogs”, they don’t say “We’re for Nutrition” or “We’re for healthy pets”. Of course these are important things. We become customers and advocates for Pedigree because we share their passion and belief in Dogs.
- Starbucks doesn’t just sell coffee – its sells SOCIAL SPACE. With atmosphere & connections. In fact they call it the 3rd space, the space between home and work. It is this space and culture of connection that have grown its audience. Is one of the most popular brand on instgram – more than coke + mcdonadels + apple put together
- Red Bull supports close to 500 world-class extreme sports athletes that compete in spectacular and often record-breaking events across the globe. Mateschitz explains, “We don’t bring the product to the consumer, we bring consumers to the product.”
- **Telco I don’t want you to sell phones I want you to sell connections. Connecting people Glucotrose
- My point of view as a Creative, isn’t about = The Idea | The Deliever | The Look Have you made the audiences life better?
- KLM Don’t fall in love with your product. Fall in love with what your product does for them. Narrow your audience and go and talk to them. Get feedback. Become irresistible to your niche. Best in class - Airline industry people Customer response times – instant contact and NEED to be heard. Dissipate peoples anger – and build advocates.
- Be clear about the problem you are try to solve and for who. Brave brands will now target customers at the exclusion of all others. Social listening Repose to customers. Speaking back Service industries – need to be response and listening ** Product development – Feedback from the customer
- Product stories can be intertwined with real-life stories, resulting in powerful, memorable communication. Pain point – Loose of personal objects
- Wardah – Connects with community **HYPER LOCAL** Take to your consumers like your part of the community. Celebrate the elements only you and your audience know. Become part of the local conversation.
- SKYPE / edutanement Hero Content: Your BIG campaign story, usually with the aim to entertain or emotionally connect with your consumers. Inspiring, brand level content. Usually promoted by adverting or created in conduction with an agency. Found by people who are casually browsing the interwebs – looking to be entertained or distracted. Hub: The place where your content lives. It can be a YouTube channel, Facebook page or blog. Kept up to date regularly. Hygiene Content: Content that answers a question (in relation to your brand/product) and found through specific search terms. Regular & useful content framed in an interesting way. Usually informative and educational BUT still relevant and interesting to your target audience. Consider long tail key words and the point of view of the user.
- Mobile activation Travel to work / at work / home in evening with Family. Weekend is all about family time. 5 years ago, when ill, we headed to the local doctor. Today we live in a culture of self-diagnosis. Today we head to Google. As a result, Google has an accurate view of the national and regional flu conditions in the UK.This became the pivotal insight that enabled Kleenex to achieve its objective of becoming more relevant; revolutionising its approach to marketing and creating a blue print for adaptive planning. Mindshare created a real-time adaptive planning tool, allowing Kleenex to switch its marketing communications on and off, in-line with daily Google flu search data. This ensured that they were showing ads for tissues in areas of the country suffering from cold and flu outbreaks. 96% of media spend went to regions of the country suffering a live flu outbreak. Total sales increased 40% year on year in the first two months of the campaign - that’s a staggering 432.499 extra boxes sold. Kleenex can now predict the areas likely to have high levels of flu, completely changing their approach, from an inflexible plan to truly adaptive activity. This campaign has revolutionized the way media is planned and optimised for Kimberly-Clark.
- Mobile activation Travel to work / at work / home in evening with Family. Weekend is all about family time.
- spark conversation and create a clear call to action.
- OREA – Brand Tone of Voice. Consistent across 8 countries and Brand you should be TOP of MIND – ecommerse. Everything needs to be “on brand”
- 11% play rate vs 5.9% global Oreo for videos.