Lynley Hamblen is a marketing and communications specialist, and a contributor at Deep See Marketing. She has managed multi-channel marketing campaigns across the entertainment, health and finance industries, and is passionate about innovation and problem-solving.
There's Creativity in Content
In our Masterful Marketing blog series, we are delving into each stage of crafting and implementing a multi-channel marketing campaign that achieves your goals, and delivers revenue for your business. Following on from last week’s article Step 1 – Develop the Plan we now explore the importance of creativity in your content. This step is often overlooked in media campaigns, but is a secret ingredient when it comes to capturing attention, boosting brand recall and differentiating yourself from your competition.
So you have a plan to buy media, but how should you make the most of it? In this article, we’ll dissect some best practice examples from industry leaders.
Print Media - Adidas
Once again demonstrating why they are a top-performing brand in a competitive industry, Adidas: Forever Sport has creatively used the fold in the double-page spread format to get their message across in the most memorable way. Just by opening and closing the pages, the athlete crunches and lifts weights.
Why it works: one of the major advantages of print media is the high impact it offers with your target audience, and Adidas has certainly amplified this through the creative content. The use of space and the simplicity of the design is unique, unexpected and surprising, so it stops us in our tracks. It also means user attention is instantly drawn to the athlete and the clothing worn by her, as well as the logo – which really is all Adidas needs to achieve. There is no other text or distractions competing for our attention.
TV Media – Specsavers Australia
Most businesses would cringe to think there was an error in their broadcast TV campaign, but what if the errors were intentionally placed? That’s exactly what Specsavers did with their Error Ridden Ad. The 30 second commercial is about a father building a cubby house for his daughters, with a total of 15 errors concealed throughout the duration of the ad to test your eyesight as you watch, such as a disappearing moustache and a mirror image newspaper.
Why it works: it’s simple, entertaining, interactive and accessible. It commands engagement and inspires a competitive spirit, causing people to truly concentrate when the ad comes on, and repeat the ad over and over to see if they can spot all of the mistakes. Using the TV media format to their advantage, Specsavers have found a creative way to effectively communicate the brand messaging and tagline ‘should’ve gone to Specsavers’. Can’t see any errors? Time to book an eye test with the professionals.
Social Media – Nike
One of the most recognisable brands in the world, Nike employs colour and contrast in a Facebook Carousel to capture attention in their Customise It Your Way social media campaign.
Why it works: The ad is a burst of colour in a sea of dull Facebook posts, and it is easy to understand in just a few seconds. A Usability Tools study revealed that landing page call-to-actions with high contrast receive a 75% higher click-through rate, compared to their low-contrast counterparts. Through strategic creative, the carousel format allows Nike to clearly communicate the personalisation selling point, as well as increasing engagement rates since the target audience can click-through the images and browse examples.
Digital Media - Jeep
Since consumers are constantly bombarded with advertising material as they browse the internet, it is all too easy for digital banners to blend into the background. But not this one. Jeep partnered with carsales.com.au for a programmatic banner campaign that pitted the official factory figures of live listings such as a Ferrari 488 Spider up against the Jeep Trackhawk - demonstrating its status as the world’s most powerful V8 SUV.
Why it works: the creative concept is customised and hyper-relevant to the content being consumed on that specific page, as well as being served to a highly targeted audience who are actively shopping to purchase. It is impactful, surprising and memorable, and received a 526% higher click-through rate than average.
Regardless of whether your marketing strategy includes print media, radio media, TV or digital - when it comes to content, it pays to be creative.
Other Key Creative Considerations
Branding: Branding is everything, it is crucial in advertising of any kind and is consistently found as a key feature in all of the above examples.
Maximise Media Format: get the most from your media buy, use the real estate at your disposal to communicate your key message in the simplest way possible.
Specifications: Save time and design to spec right from the start, avoiding both costly edits as well as risking errors during the implementation stage. Check file types and aspect ratios well in advance of uploading.
Colour: Be strategic in your choice and use of colour, read our article on The Power of Colour in Marketing to find out more.
By using content creatively, you can break through the competitive clutter and get noticed. Impactful, memorable and masterful marketing campaigns feature eye-catching creative that communicates messaging in ways other than text.
However, text can be extremely effective in boosting return-on-investment too. Stay tuned for our next article Masterful Marketing Step 3: Deliver Sales Messages That Sell and follow us on Facebook and LinkedIn so you don’t miss it!
Want to know more? Speak with a media specialist on how creative content can work for your business.