Tuesday, 8 August 2017

YOU are a KICKASS creative!

As Britney Spears once sang; 

"There's only two types of people in the world; the ones that entertain, and the ones that observe"

It's not often I start a post quoting such a highly reputable source, yet she brings up an interesting point.

It is quite common for people to assume one of two personality roles:
The creative person or the logical person.

Either you are artistic or you are scientific...

A dreamer or grounded...

Right-brained or left-brained.

Here is a humorously awful pic which demonstrates what it's like to be right and left-brained.
Basically you are either grey and boring, or you are kooky and potentially unhinged.

AKA: The Geek in IT vs. the Twat in Marketing

Now, I'm not 100% sure, but I think, I THINK, I have a rep for being right-brained.
Here are the comments I received from my colleagues when asked what my strengths were...

but guys, I have so much more to give

Most of the time in my job, I am asked to contribute to projects because "she's the creative one" and "has ideas".

Now, as flattering as that is, it's bullshit.

Most lefty's assume they do not have the capacity to come up with ideas; handing over the "fluffy stuff" to agencies and paying a shit ton of money for the pleasure.

Well I am here to tell you that this is no more. I believe anyone and everyone can have ideas.
If you can find a new route to work, put together an outfit for the day, cook a meal - these are all ideas.

Maybe a part of your job requires you to come up with "a new, cool way to...blah blah" or "a great way to inspire... blah blah", and maybe you're filled with dread by this because you don't consider yourself to be someone who wears a Shoreditch topknot or weeps into paintbrushes.


I recently read a book called "A Technique for Producing Ideas" and, although it was written in 1965, it is still very applicable for today.

It takes about 15 minutes to read, and gives you FIVE very easy steps on how to get ideas.

It is simply this:

1. Gather The Info: 
ALL of it. Every piece of info about the topic. This is usually where people fall at the first hurdle because they can't be arsed and expect inspiration to "come to them".
No. 
Do your research. Write it down. Not only about your subject, but clue yourself up on general knowledge and what's going on around you. These are your puzzle pieces, and the more of them you have, the bigger the picture you can create.

2. Think:
He uses a nice analogy of a kaleidoscope; how you have thousands of pieces which can make an infinite number of new patterns depending on which angle you view them from. 
This is what you have to do. Match, pair, mix and absorb all these pieces you have collected.

3. Do Nothing:
My favourite part. Literally fuck it off. Go do something you enjoy; take your mind off it and onto something that makes you feel good. You have everything you need to know in your head, let it stew.

4. The Idea!:
Whether this is in the shower, whilst you're driving, or about 1am when you're trying to sleep - it will appear. An idea will pop up. Write it down.

5. Work It:
Maybe in the cold light of day you're like "actually maybe this is a shit idea". Share it. Tell it to people. This is the part I feel I can never do alone. I need people to see the good, build on the bad, and fill in the gaps.

And that's basically it. 

And you too, are capable of amazing ideas such as this.

This method is more modernly called the "Incubation" technique, but there are literally so many different techniques you can use.

I have had a few Creative Leadership sessions with a company called Upping Your Elvis which I will share in my next post, as I really believe anyone is capable of having ideas and empowering themselves to be creative. So give it a whirl.

Wednesday, 22 March 2017

Upping the dating game

If you're a woman and you've used dating apps such as Tinder, you'll know that dating in 2017 has gotten weird.


Tinder is not for the faint-hearted. Most heterosexual women who've attempted it, have most likely experienced one of the following from a guy:

- a horrific pick up line
- an unrequested penis pic
- a hostile response when rejected

Luckily for me I've experienced all three. What a time to be alive.


Tinder is now probably best known as the app if you want something quick and easy.
According to a study last year, a third of men said they "casually like most profiles", treating it like a game; seeing who they match with for a quick ego boost with no intention of following it up.
Whereas 93% of women said they only match with guys who they are actually attracted to and want to date.

So in summary, dating apps were looking pretty bleak for women; leaving them with low confidence, feeling harassed or unfulfilled.


In 2013 came Bumble. The dating app where only the woman can talk first, and banned & blocked gross men from the app, helped women take back some control.

Whitney Wolfe, CEO & founder of Bumble actually used to work for Tinder, wanted to start up a dating app that empowered women to make the first move and feel confident about dating again.

So the reason for this post is that I've seen Bumble have been the first dating app to take to above the line advertising, not only promoting their app, but forging a campaign which encourages women to feel empowered in life as a whole, not just in dating.


"In every other facet of a young woman's life we are owning our worlds in a very independent way.
We work, we create, we support ourselves, and it's encouraged to do so. The only thing that hasn't caught up to that is how we date."


I really like this campaign as, not only have they already identified a huge and very real need for women with the app, but they have transformed "just another dating app" into a brand that has a bigger life purpose, meaning there is much, much farther they can go with this idea. The potential for growing this idea outside of a dating app means they're giving themselves a great long-term advantage in an extremely crowded, (and pervy), market.

Tuesday, 7 March 2017

Lucozade Energy ranked #16 in Top 100 social brands

Just a quick one from me tonight.

Every year, The Grocer releases the Top 100 socially savvy brands, and I'm pleased to say that Lucozade Energy UK was ranked high at #16, pipping big global brands such as Doritos (#17), Cadburys (#46) and Coca-Cola (#67) to the post.

Ranked by brands' content engagement rates across both Facebook & Twitter.

Brands that may have smaller followings are outstripping the performance of their large global competitors because they’re keeping content localised and contextual. To quote Doyle from The Social Retail agency “They’re connecting with their fans in a true and very honest way”.

We don't have a massive following on social compared to some of our global competitors, however we are big on contextual messaging and targeting; understanding our audience, creating content bespoke for them, and being relevant to them at the right time, with a relatable message. 

A unsurprising learning from the list; brands are now using Twitter less, debating whether or not they need to be on both. Are their audiences using both? 
We focus more on Facebook for entertaining content, and use Twitter for conversations and interacting with reactive news. Those are how most people use both sites, so why not adapt what you do on those channels to fit audience behaviours? Brands just really need to act like a person.

Our gif content had very high level of engagement on
Facebook, and became Hall & Partners' new 
best in class score for digital engagement
Shout out to IRN-BRU who made #1. I have no idea what the fuck they are on about, but they are clearly creating content for, and appealing massively to, their most important demographic: the Scots.


Anyway, yay us.

Sunday, 26 February 2017

The Porn Identity

Holy shit guys, I'm not even sure how it's been over a year since my last post. Luckily for you, I'm back with some porn - yaaaay (a cheap ploy to get you back but hey I know what works)

sorry, this will be SFW

Last week I met a guy and we were talking about advertising and marketing, which was so great because most people I meet don't care. (sad for me)

I often forget that my friends don't absorb or remember ads like I do.
I'm critiquing the tag line, the creative, the call to action; "is it clear?", "Is the brand coming through??", "Is this aligned with other aspects of their campaign????!!!!!!"

I mean, it's exhausting.

Most people who see this Oasis ad wouldn't think twice about it, whereas I am in some kind of emotional turmoil.


It's just very uninspired. Where can this idea of shrugging off advertising as a waste of time really go beyond here? In 4 years time when this campaign has gotten tired, they will revert back to these "rubbish marketing tactics" and it will just be awkward for everyone.

I admire brands who try hard enough to make you connect with their brand through good content.
I love content which entertains and inspires me. I believe brands should strive to do the same for their audience. It's what drives me creatively, in and outside of work.

So yes, when I met this guy, it might sound geeky but I was geeking out over the fact he shared some cool campaigns with me. My personal favourite, and undoubtedly the reason you have bothered to read this post, was for PornHub.


So, imagine your job is to get people to use one of the most popular sites on the internet; PornHub.

Sounds easy right?

But wait.
  1. Your brand name is censored from most sites because you're porn
  2. You can't get ad space anywhere
  3. You have no media budget
  4. Most people who use your brand wouldn't ever admit it
  5. And people who don't use your brand probably hate you and what you stand for.

You could say who really cares about the above because, if you are the 62nd most visited site on the planet, why do you need anyone to like the brand?
Well, everyone has to build their brand. Brands outlive products. When your product is waning and a competitor swoops in with a shinier version of your product, the fact you have a trusted, recognised and loved brand will save the day.

PornHub wanted to build their brand; be the first to make porn accepted, unashamed, mainstream...


"The Playboy of the 90's"

So, enough chat. Here are a few content highlights from PornHub which I feel did a great job of bringing porn into the spotlight in creative & inventive ways.

Wankband:


"Love the planet by loving yourself" - this FitBit-esque device generates kinetic energy when shaken up and down.. wheeey. This contained a USB port so guys can charge their phones with the energy they produced.
This was only a prototype, but more importantly racked up 3.5m views with no media spend. A great way to get PornHub on the map.

CornHub:


On April Fool's Day, PornHub transformed into CORNHUB (lol), with hot steamy vids of corn getting shucked and plowed. Videos racked up millions and made it into mainstream mentions.


Ooooohlympics:


PornHub's own health initiative; protecting the people of Rio spreading the Zika Virus. Over the Olympics they offered a free premium membership to anyone from Rio who signed up, encouraging them to abstain from sex to help keep the risk of infection down.
They got nearly 38,000 sign ups from Brazil alone during this time.


PornHub Gives America Wood:



In 2014, for every 100 videos viewed in a certain section (male bits) of the site, PornHub would plant a tree! They have so far planted 15,473 trees.
Similarly in 2012, for every 30 views of a boob-related video, 1 cent would be donated to a breast cancer charity.


Only time will tell if PornHub will ever be a house-hold name that people feel proud to openly talk about. They have a long way to go as, ultimately, they need to take a lead in cleaning up the industry. However, these creative, data-driven ideas are ones to be proud of and the results have certainly not fallen flaccid.