In my last blog post “The Rise of the Creative”, I highlighted the importance of the Creative within corporate spaces. Analytical and creative minds think differently and conceptualise contrary ideas which, when put together in the right way, can create progressive ideas that influence public perception.
I consider the creative space to be one of inclusion. Brains are put together and ideas come alive in our heads. Young people are using the technologies and innovative minds around them to change/reinforce brand identity within a market. Like Kanye said “Listen to the kids man.”
I’ve been in the industry long enough to know when a client is grasping at straws, with little to no experience of what works in social spaces on and offline, sparse design know-how and a bigger bark than a budget. For places that have the ching ching but no creative mavericks to propose and pitch their campaign, the outcome is analogous to a wide eyed deer in the headlights and it shows. An example of this would be when brands spend more on a drone show than their logo design.
There’s nothing more cringeworthy than a poorly put together campaign that make people literally LOL, other than LOVE which I’m assuming should always be the intended ROI.
So here’s my advice to creating a campaign that doesn’t flop;
1.Conduct a S.W.O.T analysis
A campaign should always have an end goal. Don’t just do things to do things babes. That’s why a S.W.O.T analysis is important, so that your brand can identify its internal strengths and weaknesses, as well as its external opportunities and threats. And I mean employees at every level, not just the people at the top.
2.Consult the professionals
Get a couple of creative agencies to pitch the brief and the best idea wins.
3. Allocate the appropriate budget
You get what you pay for. There are designers, copywriters, social media managers, community managers, videographers, photographers, editors and head honchos who deserve to be remunerated accordingly for their brain power.
4. Have a brief, babes
Although creatives are synonymous to geniuses, it is not their job to conceptualize the voice of your brand. A brief is important because it specifies the needs of the brand e.g. social posts, vox pops (videos of public opinion), activations, frequency, tone, style and so forth.
5. Know that you don’t know everything
Let go of the reigns a bit and let the creative agency do what they know best. I personally have never learned anything while being stubborn. Being open to change, especially in the digital space can be the difference between a mediocre campaign and an influential campaign.
I look forward to the next few years within the industry. People have become more innovative over the years and it’s all about being clever and fluid. I foresee being part of ideas that make a difference, you should too.
Written by Gabriela Mc Gowan