Get Started

Good feedback is hard to come by, and that is a problem. It can lead to frustrated creatives and projects that seem to never end. Good feedback is objective, sans personal judgments and biases. The best we can do is choose the right questions to guide our feedback, like these four:

1) What's working? What do we already have that gets the job done? What parts of the key visual are solving the brief?
2) What's not working? What seems to stick out like a sore thumb? What confuses the audience?
3) What's possible? What resources do we have that would take this project a step further?
4) What's missing? What is something that should be there but it's not? What should be added to make things a bit clearer?

Created by BBDO, the Get-To-By brief is an excellent format for outlining the agency's objective for a new campaign. Its structure helps the brand's representative to distill all information into creative tasks.
'By' is the essential part of this brief type as it is a clear statement of the desired strategy.
Example:
GET young adults, 20-34 y.o., with disposable income
WHO rely on food delivery services whenever they're pressed for time
TO make Pizza Hut their first delivery option
BY communicating that choosing Pizza Hut means enjoying your pizza at the time you expect it to be there
RTB 99.8% of all orders are delivered on time

If you don't think that the tone of ad copy matters, check this out! 😉

Many years ago, YouTube developed a guide for building your content plan. It was an excellent guide, and its proposed framework is still used today.

The first thing you should figure out is how will the brand's content add value. YouTube identified three ways:

INSPIRE = emotional and relatable narratives

EDUCATE = helpful info, useful tips
ENTERTAIN = funny or breathtaking content

Deciding how you'll engage your audience will define your brand's core message and tone for the content you plan on publishing.

Next, you have to decide how to develop the actual content and how to structure it - it can be the brand's own CREATION, created in COLLABORATION with consumers or influencers, or CURATED- based on existing content.

YouTube proposes that you use three types of content:

HYGIENE content: Stuff your audience is actively searching for about your brand and industry

HUB content: Stuff you regularly develop to highlight something your customers care about

HERO content: Stuff you want to push to a broad audience, like product launches or industry tent-poles.

After all that, you move to your branded content distribution strategy - where do you STORE the content, and how do you DISTRIBUTE and ACTIVATE it? You could use a YouTube channel (store), prepare an editorial calendar with precise dates for when stuff should be posted (distribute), and promote the content through social ads (activate), or you could do your own thing.

If you've seen this type of content on Instagram or TikTok, you're probably wondering what's the deal with it. Well, it's about the metrics.

The videos in which someone does their makeup while talking about something are popular. They work well with both Instagram's and TikTok's algorithms because they capture the audience's attention and hold it tight for minutes.

It happens because they hook the viewer with the promise of the result of a transformation - a dopamine kick. You just saw the before picture, and you're going to stay on the video to see the after photo. Otherwise, your brain wouldn't get the reward.

Of course, it doesn't always have to be a makeup video; it can be any other process that promises the viewer a transformation.

While doing this, the creator can talk about their product or service or tell a story, something users might not have stopped for in the first place.

Changing people's behavior is easy once you change their belief, and this little map can help you figure out what your communication should look and sound like to achieve its goal effectively.

Start using this framework to get more clarity in your thinking and campaign planning:
1) What are your consumers' current beliefs regarding your product category or social issue?
2) What are these existing beliefs making them do or not do?
3) How is that different from what you want them to do or not do?
4) What beliefs would make consumers act the way you want them to act?
5) What type of message would change their mind? What sort of proof do you need to provide for your message / proposal to be accepted?
6) How can you incorporate all your answers to Q. 5 into a communication campaign?

TNS is one of the world’s top insight and consultancy groups. One of the tools they created for improving brand management work is this little framework called the Consumer - Brand Relationship Model. As you can see, emotion is at the heart of this relationship, in the sense that it exerts an unconscious force over our choices and is continuously in play when it comes to how we respond to brands.

Good use of symbolism will help build a strong brand, as it can communicate emotion more deeply than words or narrative. Whether it is aware of it or not, every choice the brand makes includes symbols that consumers will notice - the feel and vibe of packaging, the choice of colors, fonts and shapes. For example, different packaging colors evoke different feelings and thus create different product expectations.

So, how should you use this framework? Well, when you're helping an agency partner to better understand the brand you're representing, you can answer the questions focusing on the brand:

1) What are the features of the product? What consumer needs do they satisfy?

2) What social values does the brand hold? How are they aligned with the social identity of the consumers? How does the brand help people say something about themselves?

3) What symbols is the brand using? How are consumers perceiving them? What emotions do they prompt?

When you're working on creating or building a new brand, answer the questions focusing on the consumer:

1) What are the consumer's functional needs? What should the product features be to solve those specific needs?

2) What are the consumer's identity needs? To what groups do they belong? What social values are important for them? How can the brand adhere to those social values?

3) What symbols do consumers value? What are their emotive expectations for the brand? What sparks an emotional reaction from consumers? How can the brand integrate those symbols in its look and feel, at each consumer touchpoint? How can the brand spark the same emotions within the consumer at all touchpoints?

Today we're launching a series of posts on tools and frameworks used in advertising and marketing.

The first one in this series is A.I.D.A. - a simple tool meant to help anyone evaluate creative work. You could call it a checklist:

☑️ Attention - does the creative work attract attention? Will people notice it or does it blend into the background?
☑️ Interest - does it spark anyone's interest? Does it make people want to find out what it's all about?
☑️ Desire - does it generate any type of desire? To find out more, to buy, to see yourself in those clothes, to bite into that burger?
☑️ Action - Is it clear what it is that you want people to do after seeing the ad?

It's the perfect time to start thinking about cost-effective ways to leverage the power of the mere-exposure effect.
➡️ https://bit.ly/3wZFZjD

Ce e o comunitate? Dar o audiență? Dar o rețea? Care sunt diferențele dintre ele? Când le ceri oamenilor să-ți dea definiții pentru aceste concepte, începi să înțelegi că există foarte multe nuanțe și că specialiștii le definesc și în funcție de ceea ce vând.

Tocmai am publicat un foarte scurt articol despre aceste definiții. Poate te ajută să te gândești la moduri noi în care să-ți ajuți comunitatea preferată ori să o salvezi de la dispariție. Link în primul comentariu.

Hashtag Analyzer, una dintre aplicațiile web de pe platforma Neon Tools, îți permite să analizezi popularitatea hashtagurilor din nișele tale de interes, să găsești hashtaguri relevante pentru subiectele despre care postezi și să salvezi colecții întregi de hashtaguri, să-ți fie la îndemână oricând publici ceva nou.

➡️ https://neontools.io/product/hashtag-analyzer