Why creative strategy?
A creative strategy offers several advantages to marketers and advertisers. One key benefit is the ability to define a performance-based creative workflow. This means that all parties involved in the advertising process, from the media buyers to the creative strategists, are working together towards a common goal of improving the performance of the ads. This approach allows media buyers to scale their efforts more effectively, as they can focus on purchasing media that is most likely to perform well based on the data and insights generated from the creative strategy. Additionally, a creative strategy can help to ensure that ads are consistent and aligned with the brand's overall messaging, which can improve the effectiveness of the ads and help to build stronger brand recognition and loyalty among consumers.
Data-driven creative strategy
Data-driven creative strategy is a method of aligning creative production with media buying in order to consistently test and improve advertising efforts. By utilizing a feedback loop between media buying and creative production, marketers can interpret the data and reports generated from their advertising efforts and use that information to inform and refine their creative strategies. This approach allows creative strategists to continuously improve their advertising concepts and ensure that they are effectively reaching and engaging with their target audience.
The context of creative strategy
The context of creative strategy is rooted in the understanding that a majority of consumer decision-making occurs on a subconscious level. This means that marketers and advertisers must focus on creating ads that not only sell a product or service, but also resonate with consumers on an emotional level. By understanding the emotional drivers of consumer behavior, creative strategists can develop ads that appeal to consumers' subconscious minds and motivate them to make a purchase. In order to do this effectively, it is important to understand why people buy the things they buy, and to craft ads that speak to those motivations. By adopting a data-driven approach and continuously testing and refining their creative strategies, marketers can ensure that their ads are effectively reaching and engaging with their target audience.
Subcultures are the new demographics
As traditional demographic targeting becomes less effective, marketers are turning to subcultures as a way to reach and engage with their target audience. This is particularly evident on TikTok, where users organize themselves into subgroups based on their interests and the types of content they consume. This allows marketers to target ads to specific subcultures, rather than broad demographic groups. By understanding the unique characteristics and behaviors of these subcultures, marketers can develop ads that are more relevant and engaging to their target audience. This approach can help to improve the effectiveness of advertising efforts and ensure that ads are reaching the right people at the right time.
Research methods
There are several research methods that creative strategists can use to better understand their target audience and develop effective advertising campaigns. One key method is to create personas, which are detailed profiles of a typical member of the target audience. By answering the questions "who are they and what are their problems," marketers can gain a deeper understanding of their audience and develop ads that speak to their needs and concerns. Another method is copy mining, which involves scouring the internet for ads that have performed well with a similar audience, and using those ads as inspiration for developing new creative strategies. By using a combination of these and other research methods, marketers can ensure that their ads are relevant and effective.
Ad Concept development
The ad concept development process is a crucial step in creating effective advertising campaigns. This process involves creating a hypothesis for the advertising strategy and testing it through various iterations. For example, a marketer might develop a hypothesis that a particular ad concept will be effective for a specific type of person, and test that concept by highlighting certain unique selling points (USPs). By creating a hypothesis and testing it through iteration, marketers can ensure that their ad concepts are effective and are reaching the right people. This approach allows marketers to continuously refine and improve their creative strategies, leading to more effective advertising efforts.
Hooks
A hook is a key element of an effective advertising campaign. It is the part of the ad that captures the attention of the viewer and motivates them to take action. A hook typically has two parts: the copy, which is the written part of the ad, and the visual, which is the visual aspect of the ad. To create effective hooks, marketers can build a hook database by studying the patterns of how people talk about things on platforms like TikTok. They can also develop a hook copy formula to ensure that their ads are engaging and compelling. There are three main types of visual hooks: problem-focused hooks, which focus on a specific problem that the product or service solves; emotional reaction hooks, which elicit an emotional response from the viewer; and bizarre hooks, which use unusual or unexpected imagery to grab the viewer's attention. By using hooks effectively, marketers can create ads that are more likely to engage and convert viewers.
How to Conceptualize hooks
To conceptualize hooks, marketers can start by making three variations of the hook. This allows them to test different approaches and see which one is most effective. It is important to start the iteration process as early as possible, as this allows marketers to make changes and improvements to the ad concept before it goes into production. After the hook variations have been created, the next step is to start storyboarding and scripting the ad. Some marketers prefer to give talking points to the actors or presenters in the ad, while others prefer to provide a fully written script. The approach that is used will depend on the specific goals of the ad and the level of expertise of the actors or presenters. By following this process, marketers can ensure that their ads are engaging and effective.
Ad building blocks
Ad building blocks are a key element of effective advertising. These blocks are the key components of an ad, and can be divided into three main categories: structure, product, and person. The structure of an ad refers to the overall layout and format of the ad, including the length, placement, and pacing of the ad. The product is the focus of the ad, and includes information about the product or service being advertised. The person is the person or people featured in the ad, and can include actors, presenters, or real customers. By using ad building blocks, marketers can make it easier to build effective ads. This approach allows them to quickly and easily create ads that are engaging and effective, and can help to streamline the ad creation process. Additionally, by understanding the building blocks of an ad, marketers can reverse engineer any ad to see how it was created and learn from it.
Creative production
Creative production is the process of creating the visual and audio components of an ad. This can include shooting footage of the product or service being advertised, as well as any other visuals or audio that will be used in the ad. There are three main types of shots that are typically used in creative production: product shots, which focus on the product or service being advertised; action shots, which show the product or service in use and can include lifestyle shots; and talking heads, which feature a person talking about the product or service. These shots can be filmed using a variety of techniques, including selfie shots, showcase shots, and greenscreen shots. By understanding the different types of shots that are used in creative production, marketers can ensure that their ads are visually engaging and effective.
Post-production
Post-production is the final stage of the creative process, and involves editing and polishing the ad to ensure that it is ready for release. There are several key steps in the post-production process, including designing the first frame and thumbnail of the ad, which are crucial for grabbing the viewer's attention. It is also important to focus on the first second of the ad, as this is when the viewer will decide whether to continue watching or move on to something else. After the ad has been edited, it should be delivered in all three formats (vertical, horizontal, and square) to ensure that it can be played on any platform. Additionally, marketers should take care to follow any platform-specific guidelines for ad placement and content, in order to avoid any issues with the ad being rejected or flagged. By following these steps, marketers can ensure that their ads are polished and ready for release.
Iteration
Iteration is an important part of the creative process, as it allows marketers to continuously improve and refine their ads. In order to effectively iterate, it is important to get the naming conventions right, so that all parties involved in the creative process know what each version of the ad is and how it differs from the others. It is also crucial to focus on metrics, such as TSR (time spent watching) and hold rate (the percentage of viewers who watch the entire ad), in order to understand how the ad is performing and what changes need to be made. Developing an iteration strategy is also key, as this will help marketers to determine whether to make changes to the structure of the ad or just to the clips that are used. Additionally, marketers can make mashups of winning ads to see how they perform, and use that information to further refine their creative strategies. By following these steps, marketers can ensure that their ads are constantly improving and achieving the best possible results.
Conclusion
data-driven creative strategy is a powerful tool for marketers and advertisers. By aligning creative production with media buying and utilizing a feedback loop, marketers can interpret the data and reports generated from their advertising efforts and use that information to inform and refine their creative strategies. This approach allows marketers to continuously improve their ads and ensure that they are effectively reaching and engaging with their target audience. Additionally, by understanding the emotional drivers of consumer behavior and utilizing subcultures as a targeting mechanism, marketers can develop ads that resonate with consumers on a deeper level. By using a combination of research methods and ad building blocks, marketers can create ads that are engaging and effective, and by iterating and testing their ads, they can ensure that they are constantly improving and achieving the best possible results.