Garreth carter work deck 2
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The document discusses Garreth Carter's work as a strategic creative for marketing campaigns. It provides two case studies of campaigns he led for Malibu rum and Suzuki cars. For Malibu, he created an experiential tour called the "Malibu Mish Mash" that directly engaged over 90,000 consumers. For Suzuki, he conceived and directed a series of viral video webisodes called "Suzuki Swift Decisions" that generated over 10,000 new Facebook likes. It also briefly outlines his work developing the "Who Needs Mistletoe?" Christmas campaign for lingerie brand Ann Summers.
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Garreth carter work deck 2
- 1. GARRETH CARTER Lead Campaign Concepts Headline Copy & Creative Strategy
- 2. GARRETH CARTER I’m an integrated strategic creative that provides concepts for campaigns through copy and activation platforms. Wow, imagine if that’s how I introduced myself at parties?
- 3. GARRETH CARTER I’m an integrated strategic creative that provides concepts for campaigns through copy and activation platforms. Wow, imagine if that’s how I introduced myself at parties?
- 5. GARRETH CARTER LET’S TALK ABOUT RUM
- 6. GARRETH CARTER BRIEF Malibu wanted to increase its relevance to its core 18-24 year old audience. They wanted a series of high profile experiential events that toured the UK that could produce digital content and excitement. It had to emphasise the playful, vibrant Caribbean side of the brand while highlighting its mixing versatility. The most head scratching question was how to make it relevant to a student market that were not connecting with the brand?
- 7. GARRETH CARTER WHAT I DID Lead Creative. Headline copy. Named the strategic activation platform. Provided concepts for the event and content
- 8. GARRETH CARTER HOW I DID IT I ran focus groups with students. Worked with Music specialists to find relevant Caribbean trends. Worked with a strategic planner and an art director.
- 9. GARRETH CARTER KEY CREATIVE STRATEGY Take relevant assets local to the target market and ‘mash it up’ with the Caribbean assets that the brand could bring.
- 10. GARRETH CARTER THE ANSWER The Malibu Mish Mash tour offered the chance for students to mash up their lives with the Caribbean. In conjunction with Kiss Radio and UK music act Example the event focused on ‘Mashing up’ local current music styles with Caribbean flavours. Students could connect digitally before and after the event and mash up their own tunes online with a calypso app. Students were asked to bring mundane items (e.g. toasters, laptops) for a Caribbean paint make over. And of course Mashing up Malibu with different vibrant cocktails.
- 11. GARRETH CARTER MALIBU MISH MASH TOUR
- 12. GARRETH CARTER
- 13. GARRETH CARTER MALIBU MISH MASH TOUR
- 14. GARRETH CARTER MALIBU MISH MASH TOUR
- 15. GARRETH CARTER MALIBU MISH MASH TOUR MALIBU MISH MASH TOUR
- 16. GARRETH CARTER RESULTS Over 70 venues toured in the UK. Supported by a print and digital campaign, rolled out by over four different agencies. Directly touched 90,000 consumers with the brand. Affinity scores increased by 10%. 30,00 new followers were added to the Facebook fans page during the tour.
- 17. GARRETH CARTER
- 18. GARRETH CARTER LET’S TALK ABOUT CARS
- 19. GARRETH CARTER BRIEF Suzuki had no social presence in the UK. They wanted to use their youth focused city car ‘The Suzuki Swift’ as a catalyst to drive people to their soon to launch Facebook fans page. They wanted an activation content piece which was fun, youthful, showcased the new free spirited car and of course gained a community of ‘likers’
- 20. GARRETH CARTER WHAT I DID Lead Concepts. Activation platforms. Script writing. Video direction.
- 21. GARRETH CARTER HOW I DID IT Working with a production crew I devised a series of webisodes first filming a test pilot to help the brand envisage it. I then worked with a storyboard artist to map out the first webisode. I wrote the scripts and directed all three videos
- 22. GARRETH CARTER KEY CREATIVE STRATEGY The Suzuki Swift offers drivers the freedom to make exciting decisions on a whim and explore their city.
- 23. GARRETH CARTER THE ANSWER Suzuki Swift Decisions was a series of three video webisodes. All three focused on where life could take you if you rolled the dice. Using a mixture of comedy, experiential and film making real people were plucked on the day of filming and gave them the chance to make ‘socially activated’ decisions on a whim involving the car. This included ‘Swift Dating’ in the back of the car, a clothes show special where fashionista’s held a ‘Swift Fashion show’ featuring celebrity stylist Gok Wong, and even resulted in the car being air lifted by a helicopter… All on a whim.
- 24. GARRETH CARTER SUZUKI SWIFT DECISIONS
- 25. GARRETH CARTER
- 26. GARRETH CARTER SUZUKI SWIFT DECISIONS
- 27. GARRETH CARTER SUZUKI SWIFT DECISIONS RESULTS The videos received over 67k views in a two week period and featured on over 40 high profile car blogs. The series drove people to the Facebook fans page, helping generate over 10,000 likes in a months.
- 28. GARRETH CARTER
- 29. GARRETH CARTER LET’S TALK ABOUT SEXY LINGERIE
- 30. GARRETH CARTER BRIEF I had a hurried phone call from the brand’s internal team two days before a Christmas production deadline. The in house creative team at Ann Summers had not cracked their Christmas in-store advertising and digital content platform for their lingerie. They needed a platform that communicated, like M&S and La Senza, that Ann Summers sell great lingerie all year round. The platform had to be adult, playful and able to spin off into all of their Christmas content channels.
- 31. GARRETH CARTER WHAT I DID Got my thinking cap on. I had 6 hours to crack a creative strategy and activation to hang their whole instore and Christmas content on.
- 32. GARRETH CARTER HOW I DID IT I got the in house team to send me over their Christmas photo shoot with the current activation felt was not working.
- 33. GARRETH CARTER KEY CREATIVE STRATEGY Lingerie isn’t just for Christmas
- 34. GARRETH CARTER THE ANSWER Who Needs Mistletoe? Says adults, says sexy, says you don’t need to come in here just for Christmas.
- 35. GARRETH CARTER WHO NEEDS MISTLETOE…
- 36. GARRETH CARTER WHO NEEDS MISTLETOE… RESULTS Activation was rolled out in-store, on Pintrest, on twitter and on their blog which gave a platform for rich content and discussion. Lingerie sales went up by 7% on the previous year.
- 37. LET’S MEET TO DISCUSS MORE I’m better in the flesh. Write to me at garrethcarter@yahoo.com or call me on 07733 297195