The role of instinct and intuition in creating stories that travel
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Transcript of The role of instinct and intuition in creating stories that travel
Let’s start by providing the context which will underpin the contents of this presenta:on. Over the course of :me, the meaning of PR has been fragmented. So let’s reclaim the real defini:on of PR. Public Rela:ons. Rela:ng to the public. This is more than media rela:ons and news room. Thinking of PR in this way introduces a crea:ve freedom to tap into all of the consumer touch points to bring your brand story to life. Also as a concept, rela:ng to the public makes channel integra:on a necessity. However, rela:ng to the public is a sizeable task as you have to take into account the different behaviors and environments the public now play in…
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80% of internet users own a smartphone 92% use their smartphone as the primary device to access the internet Yahoo Flurry analy:cs have found that 90% of consumers mobile :me is spent in apps
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The popula:on online have on average 5 social accounts. This is where they are. It is by these avenues that a brand can be part of their world and contribute to their conversa:ons.
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90% of our media consump:on occurs in front of a screen (Google study) 91% of Millennials and 85% of Genera:on X online users have used a second screen while watching television. (Sta:sta)
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There was a :me when a brand could broadcast and they could guarantee reach. Not the case anymore; We can remove brands from our feed We can unfollow We can skip ads We can change browser se]ngs Never before has this public had so much power over what we are served
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There is a permission to play across a mul:tude of consumer touch points which weren't there before which means tradi:onal prac:ces in isola:on will not cut it. However, the old rules s:ll apply… Since the beginning of marke:ng :me the challenge for brands has always been to produce the right message to the right people in the right place at the right :me. Your marke:ng efforts need to resonate with the people you want to engage/purchase the product you are offering. So what has changed? The evolvement of data, analy:cs, and technology.
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The evolvement of the data, analy:cs, technology means that we know where you are, and when, and who with and what you feel about doing it. Data has definitely enhanced a marketers ability to tap into the right people in the the right place at the right :me…but the message, has that benefited from the increase in data Such is the level of available informa:on, that is actually harder to not speak to the right audience at the right :me.
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So with this abundance of data, surely marke:ng has become easier. It depends… There is a certain safety net that accompanies the richness of data available to us. Plus it is much easier to get budget for an ac:va:on if you can start a statement with “Trends shows that this message will resonate with our audience….” “Here are examples of where this has landed before…” Why would you go out on a limb, and challenge an insight that has proven to resonate with your target demographic at a certain :me? Why would you defer away from a winning formula in your sector? Data-‐lead crea:vity will most certainly limit failure, however will it push boundaries and be pioneering? Also, it is important to acknowledge that the access to data will be similar for many compe:ng brands-‐meaning the crea:ve output will be similar in vain. It reminds me of a :me I agended an all agency planning mee:ng with a client for a well known car brand. The crea:ve agency presented some really cool, disrup:ve crea:ve concepts which were then vetoed by the client. The session ended with us planning video content with a script that included that would have somebody driving the car over a bridge at night, with a beau:ful cityscape, one shot of the driver looking in the rearview, obviously has designer stubble, close up of the alloys…You could have put any badge for any car on this and it would have worked.
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The problem with this abundance of data, is everybody has access to it. All of your peers have access to the same third party data as you, and some:mes your product USP is not quite enough to cut it with today’s :me poor audience. How to make them care is just as big a challenge as always was. How do you get cut-‐through/stand-‐out, achieve dis:nc:veness with your brand stories….with a ligle bit of intui:on
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Its at this point I want to remind you about the framework we are working within here. We are rela:ng to to the public – and whilst data plays a role of how we use the message, it shouldn’t shackle the crea:ve process. Using intui:on to find that “real world truth” will unveil territories to play in that may not have been visible from pure data. At Splendid we believe that accessing the “real world truth” will provide a gateway to tap into the following emo:onal states…
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Once you have that insight, you then have to bring it to life. The only way to connect to real people is to tell the story in real world terms. Having the right insight at the root is a great founda:on to growing a story that travels.
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This was a campaign developed in Brussels by an agency called Gonzales The challenge was to bring the tagline “happiness starts with a smile into the real world” So the insight was simply laughter is infec:ous. To bring that to life, they focused on a scenario where you tend not to hear a lot of laughter and looked at how they could disrupt the behavior norm there. They hired a man to stand on a subway train, watching something funny on his laptop and laughing hysterically. That’s it. At the end of the journey there was a squad of staff ready to hand out free drinks. Over :me people started laugh along with them as they couldn’t help themselves and the coke team were on hand out coke’s when he came off. You can find the campaign video on YouTube, which is currently at over 1.6 million views
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We all have that smug friend who lets you know exactly how behind the curve you are when speak about a new ar:st, band or DJ you are a fan of. “I have been listening to them for ages” “I told you about them ages ago” Spo:fy have cleverly brought that conversa:on to life by acknowledging those early adopters of an ar:st. Found them first is a microsite that lets Spo:fy users see which musicians they heard on Spo:fy before they became a breakout ar:st. It focuses on the first 15% of breakout ar:st’ listeners. A great way for a fan to feel empowered that they were part of the ar:sts success story. Within the first week of the going live the site generated over 1 million visits. It quickly filled newsfeeds and twiger streams, garnering nearly 25,000 men:ons, and over 100 Million social media impressions. And whether it was pop culture or tech, media all across the globe took no:ce, winning an abundance of awards including a Cannes Lions.
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This is a campaign developed by my colleagues here at Splendid prior to me joining. This is the campaign that really underpinned the value of real world insight and ul:mately helped my decision to join the company. The Tesco challenge at Christmas was cut through. Christmas in this day and age is synonymous with big budget ads that are emo:ve, some:mes animated with a moody teenager singing a cover of an old pop song. Got to love the John Lewis key change. So how do you bring Every Ligle Helps to life at Christmas where there is already so much noise. Well rather then focus on food, family and presents, the brainstorm was geared towards fes:ve frustra:ons where they ended up on Christmas lights. The insight: When you get out the lights for Christmas, they are always tangled or random bulbs don’t work. So we employed the UK’s first ever ‘Christmas Tree Lights Untangler’ to make light work of this Yule:de bugbear. We placed a job ad in a local Wrexham paper (research showed it as the town most frustrated with this issue) and received over 100 applica:ons. The winner was placed in-‐store and you could bring your lights for untangling
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So what next? There is so much poten:al for earned impact off the back of an intui:on led campaign, but to really amplify it, there is s:ll a role for media. Here is where the data comes in. Kni]ng the brand narra:ve in a way that allows it stay intact wherever it is exposed. Rela:ng to the public should not be confined to one communica:on discipline if it is to travel.
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Aligning KPI’s with metrics that are business centric will not only paint a fuller picture of the impact of the campaign, it will also play a role in protec:ng budgets Let’s use search as an example. Of all of the channels, it is unique in the fact that it is a non-‐disrup:ve form of marke:ng. Search is simply catering a need state that the user has. The thing that has encouraged them to search has happened elsewhere. In a lot of cases search tends to be the primary source of traffic/revenue for brand websites, but something external encouraged that search. Understanding the impact of the story and its influence on a consumers propensity to search is one way to start building a success framework for brand campaigns. Remember, rela:ng to the public provides a permission to think like this. Using social to understand brand/campaign sen:ment can also contribute to this overview.
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So in conclusion developing a story that travels can be data driven, however it can hinder the crea:ve poten:al Thinking of PR as rela:ng to the public will unlock crea:ve routes that span across mul:ple touch-‐points Discovering the real world truth will take you along the path of finding an idea that people give a damn about Data most definitely has a role in planning how to amplify the idea, however the idea should earn credibility and be strong enough to remain intact wherever it is told For a full understanding of how the idea resonated, development of a mul: touch-‐point KPI matrix will help align with business goals
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