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If marketing is all art and
science,
is creativity the key to
connection?
Future of Social Media Strategy 2018
Clients, Collabs and Work
HELLO!I’m Craig Mack
Head of Social Media @ Colloquial
( Content and Social @ JWT Sydney)
Social Media and Content Strategist
Blogger / Influencer
Model
R U OK Day Ambassador
Social Media Manager @ TEDxSydney
Social Media Strategy @ The Pinnacle Foundation
@craigontoast
www.craigontoast.com.au
@craig mack
e: craigontoast@gmail.com
e: craig.mack@colloquial.com
Clients, Collabs and Work
only on screen for about six minutes
First queen eliminated
Is a bit of a hot mess
2 words and less than 20s,
leaving the runway after elimination
thousands of tweets, gifs, and memes
men and women shouting “Miss
Vanjie!” at gay bars across the
world
Referenced in almost every S10 ep
If you don’t take a risk, think with a bit of creativity, and do
things differently you’ll disappear into the crowd when you want
to stand out
Being booked for more, and lining
higher at gigs, than other queens
Learnt what worked and what resonated
with fans from 9 years of watching RuPauls
Drag Race
Currently on a world tour of her own
Miss Vanjie – (Vanessa Vanjie)
RuPaul’s Drag Race, S10. 2018
To stand out from
the crowd (not
disappear into it)
just ask:
What Would Miss
Vanjie Do? #wwmvd
 Be bold and
take risks
 Think with
creativity
 Do things
differently

 Be unique
@
creativity,
uniqueness, nerve
and talent
We often seem to
trade our
for “getting it
done”(which doesn’t always give us the best results)
@craigontoast (
via RuPaul)
Social Media creates multi disciplinary
conversations that connect people, brands
and the world through sharing moments,
stories, ideas, information and products
anywhere, anytime.
At its core, social media is simply a
collection of communication platforms
and channels.
It’s up to us to bring them to life.
Defining Social Media
Audience
is King
Bill Gates said Content is King way back in 1996 and while
a LOT of things have changed and evolved since the 90’s,
many advertisers and marketers still use this principle as
the guiding light.
When it comes to social media or any form of
communication and strategy, I believe that the Audience
is King and to really succeed we need to understand
them, their needs and their interests and everything we
do should serve them.
The best social media puts the
audience first, has a purpose
or message and achieves one
(or more) of 5 things:
Entertains
Educates
Informs
Unites
Grows
@craigontoast
++
=
Science
( data)
identify and understand
unseen underlying
patterns that bring out
important insights and
relationships to inform
other decisions
Art
( Content, Creative,
Process etc)
Message, method, type
and style of
communications to
influence audience
decisions
Creativity
( Imagination
and bravery)
Uniqueness, surprise,
personalisation,
personality
Connection
( Audience engagement and performance)
Awareness, consideration, action, purchase
loyalty, advocacy
SCIENCE
(aka the data)
“data is very easy to
misinterpret. And
since everyone will
have the same data,
there’s a danger that
everyone will end up
with the same ideas and
the same products.”
- John Hegarty ,
founder of BBH (UK)
Hegarty said this back in 2014,
so you’d hope his beliefs about
data have changed.
Data is the fuel of great performance,
now and in the and future.
Data science is the exploration of multisource data to identify and understand unseen
underlying patterns that bring out important insights and relationships.
Keyword analysis
cluster analysis
Social listening
Customer personas Entity analysis
Research and Reading
Audience and Customer DataPerformance
Interesting Insights
SEO
trends
Gaps and opportunities
Influencers
Stories
Product
Process
Audience behaviourChannels
Develop Objectives Macro environment Micro environmentInspiration
Ideas
Data is the fuel of great performance, now and in the and future.
Data Science allows brands to
innovate, communicate and be more
creative to deliver products and
services and meet objectives more
effectively.
Understand Audiences,
Needs and Interests.
Develop unique creative,
content and campaigns that
stand out.
Maintain Relevance
Drive stronger performance.
Be Memorable
Art
(aka the creative,
content, process etc)
What’s the story or key message?
How will it be told?
What do you want your audience to feel?
What do you want your audience to do?
Creativity
"Creativity (n): a word people use
when they want to sound smart
talking about a really abstract
subject.
Me? I prefer to avoid
abstractions.”
CEO of Smart Blogger Jon Morrow
THIS IS
SIMPLY NOT
TRUE
( although Jon
Morrow is not alone
in his thinking)
A great campaign is only a great
campaign if it’s effective, which is
usually measured in numbers.
The beautiful paradox is that, at
the beating heart of many of the
most truly effective campaigns is
that wonderfully unquantifiable
thing:
creativity.
Dan Brooke,
Chief Marketing and Communications Officer,
Channel 4 ( UK)
Creativity isn’t about making things
bigger, louder, brighter and crazier
with more and more ideas.
Creativity isn’t about turning this…
Into this….
Creativity involves breaking out of
established patterns in order to look
at things in a different way.
Edward De Bono
The capacity to find and connect
relationships between
information, ideas, concepts,
and processes
that, at first glance, lack any
similarity.
Divergent thinking;
The ability to come up with lots of
different answers to the same
question
https://exploringyourmind.com/divergent-thinking-what-it-is/
Often equated with insatiable
curiosity as opposed to original
creative ideas.
Fluency:
the ability to produce a large
number of ideas.
Flexibility:
the ability to create a wide variety
of ideas based on different fields of
knowledge.
Originality:
the ability to create innovative
ideas.
Development:
the ability to improve our
ideas, to make them more
sophisticated.
4 Steps
To
Divergent
Thinking
“Feeling is the new
thinking”
Tim Leberecht,
TED Speaker, Marketing Strategist
“Feeling is the new
thinking, especially in
this new age of big data
and automation.
Companies that will
thrive will be those
that prioritise
creativity,
individuality
and above all, romance.
Romance is everything
you can’t quantify or
explain – the belief that
there is always a deeper
meaning”
Creativity in Planning and
Strategy
Creativity in data analytics and
application
Creativity in creative and
campaigns
CASE STUDIES
Strategy
Strategically creative
Shirtless selfies are a problem that
affect all of us.
You can help by commenting on
shirtless selfies with #putashirton
https://www.facebook.com/FruitoftheLoom/videos/10160408610395187/
#putashirton
https://www.facebook.com/FruitoftheLoom/videos/10160408610395187/
Fruit of the Loom could have run a traditional, direct response social and digital campaign targeting audiences with
image, link and carousel posts featuring the product and linking back to the website.
But they chose to be bold and think creatively about how to use their data and audience insights to bring the campaign
to life in an entertaining way.
The result stands out from competitors because it is entertaining, relatable for the audience, unique and memorable.
#putashirton
Audience
For the campaign to resonate
with their audience in a
meaningful way - drive site
traffic, store foot traffic and
sales – it has to be relevant to
them.
Basing the campaign on
Instagram, hashtags and selfies
would have been based on
their audiences behaviours.
Campaign
To be memorable and
unique, instead of focusing
on product the campaign
was designed to entertain
the audience. This first adds
value for them in a
surprising way, making them
more open to listening to
the secondary product
messaging.
Data and Insights
The “ 1 shirtless pic posted
every 7.3s” insight is, on its
own, fairly odd and
meaningless. Applied to
clothing brand, it begins to
have relevance.
Social Listening identified
hashtags that were relevant
to both the insight,
audience and campaign
message.
https://www.adforum.com/agency/4821/creative-work/34527357/liveinthemovies/airbnb
Because Airbnb was not an
official sponsor of the 2016
Academy Awards themselves, it
was not allowed to advertise or
even mention the Oscars
directly.
So, how do you create a
campaign that connects with the
audience of an event that you
can’t participate in?
The company’s answer was to
create its own conversation
around the Oscar awards
with #LiveInTheMovies
Case Study 3
R U OK travelled
14,000 km, visited
30 communities and
showed countless
Australians that
they have what it
takes to Ask –
R U OK?
Conversation Convoy:
Audience
All Australians, however a specific
focus on:
- Men living in regional and
remote Australia aged 45-60
-Women aged 34 - 54
- 3 - 8 year olds
- 18 - 24 year olds
Campaign
Content was developed to:
- Deliver messages to different audiences on
different channels in relevant and meaningful
ways. A one size fits all is not appropriate for the
varying groups.
- Bring the conversation convoy to life and
amplify the campaign activity on social
Regional and remote video
series: (Targeting me in regional
and remote Australia aged 45-60)
Conversation
Heroes
You've got what it takes videos:
(Women aged 34 - 54)
Children's music video:
(3-8 year olds)
Thanks for Asking
podcast
(Women aged 25 -34):
National awareness results:
Post-campaign recognition grew significantly from 71% in 2016 to 78% in 2017
Total social media results:
Audience increased by 12 million to 76,597,231
Website:
How to Ask page visits increased to 141K (up from 38K in 2016) *our focus for this campaign
SnapChat filter and video ads:
Overall one of Australia’s best performing Geofilters!
7,066,698 Views.
More than 1 in 2 Snapchatters in Australia were exposed to
the filter
Users chose to turn their personal moments into an R U
OK? moment:
the filter was used 204K times, generating 5k hours of
playtime
Smashed estimate with 2.3M swipes (Snapchat estimated
1M - 1.6M)
National video ads (11-18 Sept):
1.6M impressions
10K swipe ups (optimised)
124K video views (2 secs, 11% completion rate)
Facebook:
957,000 interactions on R U OK?Day
1,631,400 over campaign period (1 August - 17 September)
1,209,500 unique users interacted with campaign
ALEC ( Facebook Messenger Bot):
6000 uses
6.5 minutes average interaction
11.5K Messages sent by ALEC on R U OK?Day
20% users completed the default flow
YouTube:
92K views up from 38K
121K mins watch time up from 60K mins
Podcast:
20,000 downloads, peaking at 6,500 on R U OK?Day
To promote the movie
DeadPool 2 20th Century
Fox and Ryan Reynolds
learned from the hugely
successful campaign for
the first movie, leaning
into what worked and
expanding ever so
slightly into newer,
less familiar areas.
Excite fans:
• Self referential content, building on
moments from the first movie and
DeadPool’s history and character.
• Movie trailers
Audiences:
• Large focus on video as YouTube is a
platform of choice for younger audiences
and Millennials.
• Unique, surprising and strange
partnerships to tap into a broad range of
diverse audiences
Content and Tone of Voice:
• All content was in the unique DeadPool TOV.
• The unmistakable tone makes the content
memorable and stand out, love or hate it
• Unique content for varying audiences and
channels
Is Creativity the Key to Connection - Future of Social Media Forum 2018
Data powered creativity
Data
Based on the insight that everyone hates
You Tube pre-roll ads, Burger King
created a campaign that integrated the
ads into the viewers experience.
Instead of interrupting viewers,
the ads used the insight to
Integrate with and add
to the experience
with humor,
making them
much more dynamic,
relevant and engaging. https://www.youtube.com/watch?v=s7iTl4JzQFU
64 unique pre roll videos,
each one based on what the
viewer was about to watch.
Spotify Data Campaign
Spotify used rich data about
users listening habits to tell
unique, funny stories and
inspire optimistic goal setting
for 2018.
http://www.thedrum.com/news/2017/11/29/spotify-wraps-up-2017-making-humorous-goals-2018-using-its-data-and-artists
Spotify Data CampaignUsing data in this unique
and creative way:
o Uncovers unexpected,
funny, relatable stories –
because all data is rich with
stories.
o Highlights Spotify’s artists
and music catalogue
o Showcases Spotify’s data
and insights capabilities to
attract advertisers
http://bacardiinstantdj-entry.com/
Insights:
o Instagrammers
spend 30 percent
more time
listening to music
weekly.
o They also spend
two times more
on music tickets
and merchandise
when compared
to the rest of the
population.
o Everyone hates
ads and skips
them.
Brand:
Bacardi is a brand
with a long history of
and commitment to
supporting and
developing music
experiences and
festivals.
Campaign:
Bacardi used
Instagram Stories to
bring their passion
for music to life, with
an audience that
shares it, in a unique,
relevant,
entertaining, fresh
way.
Bacardi
Instagram
Stories DIY DJ
http://bacardiinstantdj-entry.com/
o The Interactive
DJ allows users to
play DJ decks by
leveraging the
skip ad feature of
Instagram
Stories.
o DJ Campaign was
only live on
Stories for 24
hours, leveraging
the trend of
ephemeral
content to create
exclusivity.
200K+ Interactions
with the DJ Decks.
383% increase in
followers on
Instagram.
11M+ Media
Impressions
First Instagram
Hack to repurpose
native ad and
platform features
and functionality.
Bacardi
Instagram
Stories DIY DJ
Creative,
Content
and
Campaigns
'The Cadbury
Live Egg Hunt’.
A live,
interactive, 360
Facebook video
one hour live
post on
Thursday 15
March 7-8pm
The first person
to spot an egg
and comment
was rewarded
with real
Cadbury
chocolates for
Easter
220,000 hunters
around Australia.
over 70,000
comments
http://www.campaignbrief.com/2018/03/cadbury-
launches-the-cadbury-l.html
Case Study 2
Divergent Thinking and creative
approaches can be applied in all
areas of a business
Medical Republic is one example:
A group of like minded doctors, journos
and ‘old world’
publishers who are modernising
communications for doctors.
http://medicalrepublic.com.au/
Creativity doesn’t have to be expensive, or
only considered in terms of campaigns or
large scale brand and marketing activities.
They understand doctors are people first and use humour,
a more casual tone and unexpected,
quirky but relevant images to humanise and
personalise their content and engage their audiences.
Medical Republic are a unique voice in the medical
industry, and their creative rule breaking approach
makes it easy for them to stand out and be recognised
Case Study 2
http://medicalrepublic.com.au/
Community
Management
Creativity isn’t just for content and strategy.
64% of
consumers are
more likely to
trust a brand if
it interacts
positively on
social media
More and more
brands are stepping
out of the traditional
careful corporate,
voices
to be braver and
more creative with
their approach to
Community
Management.
As new boundaries in personality and boldness are tested and adopted it’s
no longer enough to sound like a branded script on social media. Brands
need to sound human and real.
In this example Virgin Trains (UK) demonstrate a
boldness that only a few years ago brands
would have been too fearful of negative impact
and PR to clapback to consumers in this way.
Many brands still are, although consumers
expect more now.
US Burger Chain Wendy’s
could have easily ignored
the tweet from Carter
Wilson, but they chose to
respond in the same
cheeky tone as the
question.
Wilson saw a challenge and
when he reached Wendy’s
tongue in cheek 18M RT
goal, Wendy’s graciously
stuck to their word and
gave him a year of free
nuggets.
There was no need for
Wendy’s to respond to
Wilson, but they have a
unique approach to social
that often rewards them in
unusual ways like this.
Trends
Diversity and Inclusion
Representation is a growing issue for
brands and advertisers.
It’s more of a basic need than a trend
Diversity and Inclusion isn’t:
o showing off how well we can do representation
o proudly promoting when we do it or
o getting in or showing up for a trending moment.
It is simply including and considering different groups
of people in our everyday decision making – whether
we’re pitching, briefing or hiring.
http://www.bandt.com.au/technology/stem-education-way-future-changing-ratio
“If you do not intentionally, deliberately &
proactively include; you will
unintentionally exclude”
Sally-Ann Williams;
Engineering Community & Outreach
Manager, Google Australia
From pitching to planning, briefing, designing,
casting, defining audiences, media buying and
hiring,
including everyone should be the norm.
Able bodied, disabled, straight, gay,
trans, men, women, young, old,
families, singles, culturally diverse,
indigenous Australian and so much
more
http://www.bandt.com.au/technology/stem
-education-way-future-changing-ratio
Voice
30% of browsing sessions
will be done without a screen
by 2020
Voice is already gaining traction
and sooner than we know it will
have huge implications for brands
and marketers.
Search
Need to create identities for when
consumers can't see the products or
services
Brand
Develop a unique "voice"
audio signature that makes their
brands instantly recognizable.
Shoppable Voice is essentially
already live through some brands.
Domino’s UK – Voice Ordering with Alexa
Only two months after launching voice
ordering through Amazon Alexa in the UK, one
in five customers who can order a pizza with
one click through the pizza chain’s online
Easy Orders option has asked Amazon Alexa
instead.
Nick Dutch,
Head of digital for Domino’s UK.
“Consumers caneasily skip, mute or
blockTV and digital ads, but
attendinganevent or absorbingan
experience is a decision. Inmany
cases, it also constitutes a purchase
—evenif the currency istime or the
sort of behavioral and demographic
data marketers crave.”
The immersive brand
Events aren’t just for trade
The line between traditional and experiential is
best when it is blurred.
With traditional experiential marketing the
experience is limited to those who attend.Now
technology is both enabling a level of
immersion and storytelling that’s never before
seen and it’s enabling people to spread their
experiences through shareable highly
personalised content that drives the reach and
impact of that experience.
Is Creativity the Key to Connection - Future of Social Media Forum 2018
New models are emerging to bring Virtual
Reality content to a mass audience.
Subscription programming (David
Attenborough with SkyTVin the UK) is a path
opening up for educational content.
Movie Trailers - such as the VRversion for “Isle
of Dogs” are entertaining enough to make you
reach for your VRGoggles are deep content
experiences that engage.
Mini documentaries,such as “Space Explorers”
made for VRare impressive,because they
literally immerse you in another world and
create meaningful moments with consumers.
Virtual Reality
Made for an audience of one,accessible to the masses
GEN Z - THEY’RE MOBILE-
MINDED, YOUTUBE OBSESSED,
AND PROBABLY CONFUSED BY
YOUR CD COLLECTION:
GENERATION Z IS NOT TO BE
TAKEN LIGHTLY AS THE NEXT
WAVE OF DIGITAL CONSUMERS
Fake Melbourne Campaign Rework
Brief
Divergent Thinking
In action: brief response
Fake Melbourne Campaign ReworkBriefDivergent Thinking
Brand:
Wayne Estate Wines
Product:
New Product Launch –
Pre mix White Sangria
Objectives:
Awareness,
Product Sampling
Audience:
Aspirational Lifestyle Women 20 -
35
Interests:
Music & Festivals ( Dance, Pop, Commercial, R&B),
Outdoor Events, Entertaining @ Home, Fashion,
Races, Active Social Life, Experiences not things,
parties ( hosting and attending), Travel, Getaway.
Insights:
Likely to have purchased similar products in the past,
Likes to be seen to be in the know / ahead of the game
( status), See’s themselves as the trend watcher and
setter in her social groups, Party planner
Response:
Social Media Channels:
Facebook, Instagram,
Instagram Stories
Product, Lifestyle and
aspirational video first
content published and
amplified across
Facebook, Instagram and
Instagram Stories
Influencer Marketing:
Storytelling: Sponsored
Content piece with 1
popular lifestyle blogger (
80K Subscribers or 100K
monthly visits)
Amplification: Up to 20
relevant Instagram
Influencers to spread the
word
Sampling:
Partner with local
outdoor cinema for
sampling activation
during the product
launch phase.
Response:
Divergent Thinking
Insights:
music, entertainment, trend
watcher, experiences not things
Strategy ( Awareness):
Partner with Listen Up Music
Australia to write and release
track with a relevant musician in
their community.
Fund an award in the Listen Up
Songwriters Festival.
Create a powerful story to
amplify on all other channels
Establish authentic connection
that aligns to audience interests
to demonstrate relevance and
credibility and extend reach.
Insights:
music, entertainment, trend
watcher
Strategy ( Awareness):
Curate a branded sponsored
playlist or session with Spotify.
Providing new music to love
demonstrates an understanding
of, and interest in, the
audience.
Through the art of association
the brand will be linked to the
tracks long into the future,
which can create longer term
awareness or preference
Insights:
travel and getaway, experiences
not things, active social life,
product affiliation.
Strategy (Sampling)
Partner with AirBnB and home
owners to place product in the
fridge before the arrival of guests
at a property. Thank you note with
social links and hashtags to be
included
This surprise and delight strategy
places the product directly in the
hands of the desired audience at a
time when they are likely to drink it
most, a weekend getaway or
holiday.
Align booking audiences with
target audiences to ensure
relevance
Insights:
experiences not things, active social
life, entertainment product affiliation.
Strategy (Sampling)
Partner with AirTasker to have
Taskers give relevant job bookers
product on arrival. Thank you note
with social links and hashtags to be
included
This surprise and delight strategy
places the product directly in the
hands of the desired audience at a
time when they are likely to drink it
most, a weekend getaway or
holiday.
Example Relevant Taskers:
DJ;s, singers, helpers etc booked for
house parties, Movers booked to
move house or furniture,
Fake Melbourne Campaign ReworkBrief
Divergent
Thinking
In action:
brief
response
The two example
brief responses
provided here
highlight two very
different ways to
approach audiences,
ideation, strategy,
planning, content
and media.
The campaign,
audience and
objectives are
themselves reasonably
standard, but how we
think about and bring
them to life doesn’t
have to be.
Response 1
an easily recognisable
content and social led
campaign.
Audiences are targeted by
age and interests, content
is repurposed across
channels, events and
influencers engaged
DIVERGENT THINKING
A little divergent thinking
changes and opens up
what we see, which
changes what we believe
we’re capable of doing and
achieving.
go rogue, challenge
thinking habits, break
patterns, find bravery, take
risks,
stand out.
Response 2 –
is however more
divergent and
unexpected.
Interests, insights, life
moments, business
objectives (sampling),
risk, opportunity,
learning, surprise, and
challenge fuel creativity
and inform decisions.
There is nothing
wrong with this
campaign, it’s a
solid approach
and would like
deliver some
good results.
It is just missing
some deeper
creative thinking.
Thinking that
could drive great
results by
standing out
from the crowd
with uniquness..
Building, Brick by BrickWhat can you do?
Challenge:
Creativity involves breaking out
of established patterns in order
to look at things in a different
way.
Edward De Bono
Find and connect
relationships between
information, ideas, concepts,
and processes
that, at first glance,
lack any similarity.
Divergent thinking
Come up with lots of different
answers to the same question
1.Do we have a tight grip on who we are selling
to, what they are worth and the business
opportunity?
Ben Rhodes,
Group
Marketing
Director,
Royal Mail
( UK)
When I think about great marketing,
I think about five things:
5. Are we able to link acquisition to repurchase activity and
ensure customer behaviour becomes embedded?
2. Do we have a media plan that reaches as
many of these customers as we can with
impact, and at a frequency that will ensure
recognition?
3. Will we surprise, delight and engage
customers in unexpected, fresh and desirable
ways and are we leveraging a sense of the
familiar to help us achieve this?
4. Does our message work from the top of the
funnel right down to trial and purchase –
deploying hard working performance media
alongside awareness building activity?
THANK YOU!
I’m Craig Mack
Head of Social Media @ Colloquial
Social Media and Content Strategist
Blogger / Influencer
Model
R U OK Day Ambassador
Social Media Manager @ TEDxSydney
Social Media Strategy @ The Pinnacle Foundation
@craigontoast
www.craigontoast.com.au
e: craigontoast@gmail.com
e: craig.mack@colloquial.com
@craig mack
Appendix
Creativity
https://creativityworkshop.com/what-is-creativity
https://www.designinsiderlive.com/what-does-creativity-mean-to-you/
https://www.inc.com/jessica-stillman/9-definitions-of-creativity-to-inspire-you.html
https://www.marketingweek.com/2018/04/17/makes-effective-marketing
https://www.adweek.com/digital/you-cant-be-creative-without-data/
https://www.marketingmag.com.au/hubs-c/marketing-science-versus-art-taylor/
https://blogs.adobe.com/creative/how-creativity-impacts-business-results/
https://www.marketingprofs.com/chirp/2017/31613/the-business-impact-of-good-creative-infographic
https://www.forbes.com/sites/forbesagencycouncil/2017/06/30/the-impact-of-creativity-on-marketing-
results/#2ed651d1618b
Divergent Thinking
https://www.lifehacker.com.au/2013/03/use-divergent-thinking-to-make-big-decisions/
https://exploringyourmind.com/divergent-thinking-what-it-is/
Study:
https://www.researchgate.net/publication/237061792_Reinartz_Werner_and_Peter_Saffert_2013_Creativity_in_Advertising_
When_it_Works_and_When_it_Doesn%27t_p_106-111
http://adage.com/article/special-report-cannes-lions/connecting-dots-data-creativity/309356/
https://www.theguardian.com/small-business-network/2017/jun/14/sir-john-hegarty-einstein-brainstorm-bbh-soho-works-the-
garage-incubator
https://mumbrella.com.au/ad-legend-john-hegarty-nonsense-big-data-abhoration-scam-cannes-losing-focus-233791
http://www.thedrum.com/opinion/2016/11/22/the-future-creativity-math
https://www.forbes.com/sites/steveolenski/2018/03/06/data-science-is-the-key-to-marketing-roi-heres-how-to-nail-
it/#16f692e131c3
http://www.chiefmarketer.com/whats-important-marketing-art-science/
https://www.entrepreneur.com/article/306162
https://www.adweek.com/digital/guy-sheetrit-over-the-top-seo-guest-post-4-ways-to-apply-data-science-to-social-media-
marketing-in-2018/
http://adage.com/article/digitalnext/bem-a-approach-audience-targeting/308383/
http://www.thedrum.com/opinion/2017/03/08/how-data-driven-creativity-changing-advertising
https://www.adweek.com/digital/you-cant-be-creative-without-data
https://www.sensis.com.au/asset/PDFdirectory/Sensis-Social-Media-Report-2017.pdf
Data
CaseStudies Miss Vanjie
https://intomore.com/culture/The-Enduring-Starpower-of-Miss-Vanjie/44a4d98e0a104ebd
https://www.buzzfeed.com/christianzamora/miss-vaaaaaaaaaaaaaaaaaaaaaaaaaaaannnnjie
http://www.vulture.com/2018/05/michelle-visage-hears-miss-vanjie-everywhere-she-goes.html
https://www.pinknews.co.uk/2018/05/14/bianca-del-rio-miss-vanjie-miss-vanngieeeeeeee-meme/
DeadPool 2
https://www.youtube.com/watch?v=4h2qg4f3CJA
https://www.theguardian.com/film/2018/feb/09/deadpool-2-is-this-the-most-annoying-marketing-campaign-ever
https://www.fastcompany.com/40572755/deadpool-2-marketing-strategy-somehow-lives-up-to-sequels-hype
https://www.hollywoodreporter.com/heat-vision/deadpool-2-marketing-blitz-bets-being-just-1110290
https://www.adweek.com/brand-marketing/deadpool-has-invaded-the-rest-of-walmarts-movie-aisle-with-a-brilliant-
blu-ray-stunt/
https://hellogiggles.com/news/deadpool-trolls-avengers-marketing/
CaseStudies Bacardi InstaStory
https://www.adweek.com/digital/bacardi-and-swizz-beatz-just-created-new-kind-dj-experience-instagram-175058/
https://www.youtube.com/watch?time_continue=4&v=eHC5pb_ptGM
Fruit of the Loom
https://www.facebook.com/FruitoftheLoom/videos/10160408610395187/
https://www.adweek.com/brand-marketing/fruit-of-the-loom-has-a-message-for-the-topless-selfie-dudes-of-
instagram-putashirton/
http://www.thestable.com.au/cpb-fruit-of-the-loom-produces-a-classic-ad-except-its-helluva-funny/
https://infoscout.co/brand/fruit_of_the_loom
CaseStudies
Burger King
https://www.youtube.com/watch?v=s7iTl4JzQFU
Spotify
https://www.adweek.com/creativity/how-spotify-makes-its-data-driven-outdoor-ads-and-why-they-work-so-
well/
https://www.adweek.com/creativity/spotify-unearths-more-hilarious-user-habits-in-global-outdoor-ads-for-
the-holidays/
http://www.thedrum.com/news/2017/11/29/spotify-wraps-up-2017-making-humorous-goals-2018-using-its-
data-and-artists
https://blog.globalwebindex.com/marketing/campaign-of-the-month-spotify/
https://www.campaignlive.co.uk/article/spotify-2018-goals-spotify/1451558

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Is Creativity the Key to Connection - Future of Social Media Forum 2018

  • 1. If marketing is all art and science, is creativity the key to connection? Future of Social Media Strategy 2018
  • 2. Clients, Collabs and Work HELLO!I’m Craig Mack Head of Social Media @ Colloquial ( Content and Social @ JWT Sydney) Social Media and Content Strategist Blogger / Influencer Model R U OK Day Ambassador Social Media Manager @ TEDxSydney Social Media Strategy @ The Pinnacle Foundation @craigontoast www.craigontoast.com.au @craig mack e: craigontoast@gmail.com e: craig.mack@colloquial.com
  • 4. only on screen for about six minutes First queen eliminated Is a bit of a hot mess 2 words and less than 20s, leaving the runway after elimination thousands of tweets, gifs, and memes men and women shouting “Miss Vanjie!” at gay bars across the world Referenced in almost every S10 ep If you don’t take a risk, think with a bit of creativity, and do things differently you’ll disappear into the crowd when you want to stand out Being booked for more, and lining higher at gigs, than other queens Learnt what worked and what resonated with fans from 9 years of watching RuPauls Drag Race Currently on a world tour of her own Miss Vanjie – (Vanessa Vanjie) RuPaul’s Drag Race, S10. 2018
  • 5. To stand out from the crowd (not disappear into it) just ask: What Would Miss Vanjie Do? #wwmvd  Be bold and take risks  Think with creativity  Do things differently   Be unique
  • 6. @
  • 7. creativity, uniqueness, nerve and talent We often seem to trade our for “getting it done”(which doesn’t always give us the best results) @craigontoast ( via RuPaul)
  • 8. Social Media creates multi disciplinary conversations that connect people, brands and the world through sharing moments, stories, ideas, information and products anywhere, anytime. At its core, social media is simply a collection of communication platforms and channels. It’s up to us to bring them to life. Defining Social Media
  • 9. Audience is King Bill Gates said Content is King way back in 1996 and while a LOT of things have changed and evolved since the 90’s, many advertisers and marketers still use this principle as the guiding light. When it comes to social media or any form of communication and strategy, I believe that the Audience is King and to really succeed we need to understand them, their needs and their interests and everything we do should serve them.
  • 10. The best social media puts the audience first, has a purpose or message and achieves one (or more) of 5 things: Entertains Educates Informs Unites Grows @craigontoast
  • 11. ++ = Science ( data) identify and understand unseen underlying patterns that bring out important insights and relationships to inform other decisions Art ( Content, Creative, Process etc) Message, method, type and style of communications to influence audience decisions Creativity ( Imagination and bravery) Uniqueness, surprise, personalisation, personality Connection ( Audience engagement and performance) Awareness, consideration, action, purchase loyalty, advocacy
  • 13. “data is very easy to misinterpret. And since everyone will have the same data, there’s a danger that everyone will end up with the same ideas and the same products.” - John Hegarty , founder of BBH (UK) Hegarty said this back in 2014, so you’d hope his beliefs about data have changed.
  • 14. Data is the fuel of great performance, now and in the and future. Data science is the exploration of multisource data to identify and understand unseen underlying patterns that bring out important insights and relationships. Keyword analysis cluster analysis Social listening Customer personas Entity analysis Research and Reading Audience and Customer DataPerformance Interesting Insights SEO trends Gaps and opportunities Influencers Stories Product Process Audience behaviourChannels Develop Objectives Macro environment Micro environmentInspiration Ideas
  • 15. Data is the fuel of great performance, now and in the and future. Data Science allows brands to innovate, communicate and be more creative to deliver products and services and meet objectives more effectively. Understand Audiences, Needs and Interests. Develop unique creative, content and campaigns that stand out. Maintain Relevance Drive stronger performance. Be Memorable
  • 17. What’s the story or key message? How will it be told? What do you want your audience to feel? What do you want your audience to do?
  • 19. "Creativity (n): a word people use when they want to sound smart talking about a really abstract subject. Me? I prefer to avoid abstractions.” CEO of Smart Blogger Jon Morrow THIS IS SIMPLY NOT TRUE ( although Jon Morrow is not alone in his thinking)
  • 20. A great campaign is only a great campaign if it’s effective, which is usually measured in numbers. The beautiful paradox is that, at the beating heart of many of the most truly effective campaigns is that wonderfully unquantifiable thing: creativity. Dan Brooke, Chief Marketing and Communications Officer, Channel 4 ( UK)
  • 21. Creativity isn’t about making things bigger, louder, brighter and crazier with more and more ideas. Creativity isn’t about turning this… Into this….
  • 22. Creativity involves breaking out of established patterns in order to look at things in a different way. Edward De Bono
  • 23. The capacity to find and connect relationships between information, ideas, concepts, and processes that, at first glance, lack any similarity. Divergent thinking; The ability to come up with lots of different answers to the same question https://exploringyourmind.com/divergent-thinking-what-it-is/ Often equated with insatiable curiosity as opposed to original creative ideas.
  • 24. Fluency: the ability to produce a large number of ideas. Flexibility: the ability to create a wide variety of ideas based on different fields of knowledge. Originality: the ability to create innovative ideas. Development: the ability to improve our ideas, to make them more sophisticated. 4 Steps To Divergent Thinking
  • 25. “Feeling is the new thinking” Tim Leberecht, TED Speaker, Marketing Strategist “Feeling is the new thinking, especially in this new age of big data and automation. Companies that will thrive will be those that prioritise creativity, individuality and above all, romance. Romance is everything you can’t quantify or explain – the belief that there is always a deeper meaning”
  • 26. Creativity in Planning and Strategy Creativity in data analytics and application Creativity in creative and campaigns CASE STUDIES
  • 28. Shirtless selfies are a problem that affect all of us. You can help by commenting on shirtless selfies with #putashirton https://www.facebook.com/FruitoftheLoom/videos/10160408610395187/ #putashirton
  • 29. https://www.facebook.com/FruitoftheLoom/videos/10160408610395187/ Fruit of the Loom could have run a traditional, direct response social and digital campaign targeting audiences with image, link and carousel posts featuring the product and linking back to the website. But they chose to be bold and think creatively about how to use their data and audience insights to bring the campaign to life in an entertaining way. The result stands out from competitors because it is entertaining, relatable for the audience, unique and memorable. #putashirton Audience For the campaign to resonate with their audience in a meaningful way - drive site traffic, store foot traffic and sales – it has to be relevant to them. Basing the campaign on Instagram, hashtags and selfies would have been based on their audiences behaviours. Campaign To be memorable and unique, instead of focusing on product the campaign was designed to entertain the audience. This first adds value for them in a surprising way, making them more open to listening to the secondary product messaging. Data and Insights The “ 1 shirtless pic posted every 7.3s” insight is, on its own, fairly odd and meaningless. Applied to clothing brand, it begins to have relevance. Social Listening identified hashtags that were relevant to both the insight, audience and campaign message.
  • 30. https://www.adforum.com/agency/4821/creative-work/34527357/liveinthemovies/airbnb Because Airbnb was not an official sponsor of the 2016 Academy Awards themselves, it was not allowed to advertise or even mention the Oscars directly. So, how do you create a campaign that connects with the audience of an event that you can’t participate in? The company’s answer was to create its own conversation around the Oscar awards with #LiveInTheMovies
  • 31. Case Study 3 R U OK travelled 14,000 km, visited 30 communities and showed countless Australians that they have what it takes to Ask – R U OK? Conversation Convoy: Audience All Australians, however a specific focus on: - Men living in regional and remote Australia aged 45-60 -Women aged 34 - 54 - 3 - 8 year olds - 18 - 24 year olds Campaign Content was developed to: - Deliver messages to different audiences on different channels in relevant and meaningful ways. A one size fits all is not appropriate for the varying groups. - Bring the conversation convoy to life and amplify the campaign activity on social
  • 32. Regional and remote video series: (Targeting me in regional and remote Australia aged 45-60) Conversation Heroes You've got what it takes videos: (Women aged 34 - 54) Children's music video: (3-8 year olds) Thanks for Asking podcast (Women aged 25 -34):
  • 33. National awareness results: Post-campaign recognition grew significantly from 71% in 2016 to 78% in 2017 Total social media results: Audience increased by 12 million to 76,597,231 Website: How to Ask page visits increased to 141K (up from 38K in 2016) *our focus for this campaign SnapChat filter and video ads: Overall one of Australia’s best performing Geofilters! 7,066,698 Views. More than 1 in 2 Snapchatters in Australia were exposed to the filter Users chose to turn their personal moments into an R U OK? moment: the filter was used 204K times, generating 5k hours of playtime Smashed estimate with 2.3M swipes (Snapchat estimated 1M - 1.6M) National video ads (11-18 Sept): 1.6M impressions 10K swipe ups (optimised) 124K video views (2 secs, 11% completion rate) Facebook: 957,000 interactions on R U OK?Day 1,631,400 over campaign period (1 August - 17 September) 1,209,500 unique users interacted with campaign ALEC ( Facebook Messenger Bot): 6000 uses 6.5 minutes average interaction 11.5K Messages sent by ALEC on R U OK?Day 20% users completed the default flow YouTube: 92K views up from 38K 121K mins watch time up from 60K mins Podcast: 20,000 downloads, peaking at 6,500 on R U OK?Day
  • 34. To promote the movie DeadPool 2 20th Century Fox and Ryan Reynolds learned from the hugely successful campaign for the first movie, leaning into what worked and expanding ever so slightly into newer, less familiar areas. Excite fans: • Self referential content, building on moments from the first movie and DeadPool’s history and character. • Movie trailers Audiences: • Large focus on video as YouTube is a platform of choice for younger audiences and Millennials. • Unique, surprising and strange partnerships to tap into a broad range of diverse audiences Content and Tone of Voice: • All content was in the unique DeadPool TOV. • The unmistakable tone makes the content memorable and stand out, love or hate it • Unique content for varying audiences and channels
  • 37. Based on the insight that everyone hates You Tube pre-roll ads, Burger King created a campaign that integrated the ads into the viewers experience. Instead of interrupting viewers, the ads used the insight to Integrate with and add to the experience with humor, making them much more dynamic, relevant and engaging. https://www.youtube.com/watch?v=s7iTl4JzQFU 64 unique pre roll videos, each one based on what the viewer was about to watch.
  • 38. Spotify Data Campaign Spotify used rich data about users listening habits to tell unique, funny stories and inspire optimistic goal setting for 2018. http://www.thedrum.com/news/2017/11/29/spotify-wraps-up-2017-making-humorous-goals-2018-using-its-data-and-artists
  • 39. Spotify Data CampaignUsing data in this unique and creative way: o Uncovers unexpected, funny, relatable stories – because all data is rich with stories. o Highlights Spotify’s artists and music catalogue o Showcases Spotify’s data and insights capabilities to attract advertisers
  • 40. http://bacardiinstantdj-entry.com/ Insights: o Instagrammers spend 30 percent more time listening to music weekly. o They also spend two times more on music tickets and merchandise when compared to the rest of the population. o Everyone hates ads and skips them. Brand: Bacardi is a brand with a long history of and commitment to supporting and developing music experiences and festivals. Campaign: Bacardi used Instagram Stories to bring their passion for music to life, with an audience that shares it, in a unique, relevant, entertaining, fresh way. Bacardi Instagram Stories DIY DJ
  • 41. http://bacardiinstantdj-entry.com/ o The Interactive DJ allows users to play DJ decks by leveraging the skip ad feature of Instagram Stories. o DJ Campaign was only live on Stories for 24 hours, leveraging the trend of ephemeral content to create exclusivity. 200K+ Interactions with the DJ Decks. 383% increase in followers on Instagram. 11M+ Media Impressions First Instagram Hack to repurpose native ad and platform features and functionality. Bacardi Instagram Stories DIY DJ
  • 43. 'The Cadbury Live Egg Hunt’. A live, interactive, 360 Facebook video one hour live post on Thursday 15 March 7-8pm The first person to spot an egg and comment was rewarded with real Cadbury chocolates for Easter 220,000 hunters around Australia. over 70,000 comments http://www.campaignbrief.com/2018/03/cadbury- launches-the-cadbury-l.html
  • 44. Case Study 2 Divergent Thinking and creative approaches can be applied in all areas of a business Medical Republic is one example: A group of like minded doctors, journos and ‘old world’ publishers who are modernising communications for doctors. http://medicalrepublic.com.au/ Creativity doesn’t have to be expensive, or only considered in terms of campaigns or large scale brand and marketing activities. They understand doctors are people first and use humour, a more casual tone and unexpected, quirky but relevant images to humanise and personalise their content and engage their audiences. Medical Republic are a unique voice in the medical industry, and their creative rule breaking approach makes it easy for them to stand out and be recognised
  • 46. Community Management Creativity isn’t just for content and strategy. 64% of consumers are more likely to trust a brand if it interacts positively on social media More and more brands are stepping out of the traditional careful corporate, voices to be braver and more creative with their approach to Community Management.
  • 47. As new boundaries in personality and boldness are tested and adopted it’s no longer enough to sound like a branded script on social media. Brands need to sound human and real. In this example Virgin Trains (UK) demonstrate a boldness that only a few years ago brands would have been too fearful of negative impact and PR to clapback to consumers in this way. Many brands still are, although consumers expect more now.
  • 48. US Burger Chain Wendy’s could have easily ignored the tweet from Carter Wilson, but they chose to respond in the same cheeky tone as the question. Wilson saw a challenge and when he reached Wendy’s tongue in cheek 18M RT goal, Wendy’s graciously stuck to their word and gave him a year of free nuggets. There was no need for Wendy’s to respond to Wilson, but they have a unique approach to social that often rewards them in unusual ways like this.
  • 50. Diversity and Inclusion Representation is a growing issue for brands and advertisers. It’s more of a basic need than a trend Diversity and Inclusion isn’t: o showing off how well we can do representation o proudly promoting when we do it or o getting in or showing up for a trending moment. It is simply including and considering different groups of people in our everyday decision making – whether we’re pitching, briefing or hiring. http://www.bandt.com.au/technology/stem-education-way-future-changing-ratio
  • 51. “If you do not intentionally, deliberately & proactively include; you will unintentionally exclude” Sally-Ann Williams; Engineering Community & Outreach Manager, Google Australia From pitching to planning, briefing, designing, casting, defining audiences, media buying and hiring, including everyone should be the norm. Able bodied, disabled, straight, gay, trans, men, women, young, old, families, singles, culturally diverse, indigenous Australian and so much more http://www.bandt.com.au/technology/stem -education-way-future-changing-ratio
  • 52. Voice 30% of browsing sessions will be done without a screen by 2020 Voice is already gaining traction and sooner than we know it will have huge implications for brands and marketers. Search Need to create identities for when consumers can't see the products or services Brand Develop a unique "voice" audio signature that makes their brands instantly recognizable. Shoppable Voice is essentially already live through some brands.
  • 53. Domino’s UK – Voice Ordering with Alexa Only two months after launching voice ordering through Amazon Alexa in the UK, one in five customers who can order a pizza with one click through the pizza chain’s online Easy Orders option has asked Amazon Alexa instead. Nick Dutch, Head of digital for Domino’s UK.
  • 54. “Consumers caneasily skip, mute or blockTV and digital ads, but attendinganevent or absorbingan experience is a decision. Inmany cases, it also constitutes a purchase —evenif the currency istime or the sort of behavioral and demographic data marketers crave.” The immersive brand Events aren’t just for trade The line between traditional and experiential is best when it is blurred. With traditional experiential marketing the experience is limited to those who attend.Now technology is both enabling a level of immersion and storytelling that’s never before seen and it’s enabling people to spread their experiences through shareable highly personalised content that drives the reach and impact of that experience.
  • 56. New models are emerging to bring Virtual Reality content to a mass audience. Subscription programming (David Attenborough with SkyTVin the UK) is a path opening up for educational content. Movie Trailers - such as the VRversion for “Isle of Dogs” are entertaining enough to make you reach for your VRGoggles are deep content experiences that engage. Mini documentaries,such as “Space Explorers” made for VRare impressive,because they literally immerse you in another world and create meaningful moments with consumers. Virtual Reality Made for an audience of one,accessible to the masses
  • 57. GEN Z - THEY’RE MOBILE- MINDED, YOUTUBE OBSESSED, AND PROBABLY CONFUSED BY YOUR CD COLLECTION: GENERATION Z IS NOT TO BE TAKEN LIGHTLY AS THE NEXT WAVE OF DIGITAL CONSUMERS
  • 58. Fake Melbourne Campaign Rework Brief Divergent Thinking In action: brief response
  • 59. Fake Melbourne Campaign ReworkBriefDivergent Thinking Brand: Wayne Estate Wines Product: New Product Launch – Pre mix White Sangria Objectives: Awareness, Product Sampling Audience: Aspirational Lifestyle Women 20 - 35 Interests: Music & Festivals ( Dance, Pop, Commercial, R&B), Outdoor Events, Entertaining @ Home, Fashion, Races, Active Social Life, Experiences not things, parties ( hosting and attending), Travel, Getaway. Insights: Likely to have purchased similar products in the past, Likes to be seen to be in the know / ahead of the game ( status), See’s themselves as the trend watcher and setter in her social groups, Party planner
  • 60. Response: Social Media Channels: Facebook, Instagram, Instagram Stories Product, Lifestyle and aspirational video first content published and amplified across Facebook, Instagram and Instagram Stories Influencer Marketing: Storytelling: Sponsored Content piece with 1 popular lifestyle blogger ( 80K Subscribers or 100K monthly visits) Amplification: Up to 20 relevant Instagram Influencers to spread the word Sampling: Partner with local outdoor cinema for sampling activation during the product launch phase.
  • 61. Response: Divergent Thinking Insights: music, entertainment, trend watcher, experiences not things Strategy ( Awareness): Partner with Listen Up Music Australia to write and release track with a relevant musician in their community. Fund an award in the Listen Up Songwriters Festival. Create a powerful story to amplify on all other channels Establish authentic connection that aligns to audience interests to demonstrate relevance and credibility and extend reach. Insights: music, entertainment, trend watcher Strategy ( Awareness): Curate a branded sponsored playlist or session with Spotify. Providing new music to love demonstrates an understanding of, and interest in, the audience. Through the art of association the brand will be linked to the tracks long into the future, which can create longer term awareness or preference Insights: travel and getaway, experiences not things, active social life, product affiliation. Strategy (Sampling) Partner with AirBnB and home owners to place product in the fridge before the arrival of guests at a property. Thank you note with social links and hashtags to be included This surprise and delight strategy places the product directly in the hands of the desired audience at a time when they are likely to drink it most, a weekend getaway or holiday. Align booking audiences with target audiences to ensure relevance Insights: experiences not things, active social life, entertainment product affiliation. Strategy (Sampling) Partner with AirTasker to have Taskers give relevant job bookers product on arrival. Thank you note with social links and hashtags to be included This surprise and delight strategy places the product directly in the hands of the desired audience at a time when they are likely to drink it most, a weekend getaway or holiday. Example Relevant Taskers: DJ;s, singers, helpers etc booked for house parties, Movers booked to move house or furniture,
  • 62. Fake Melbourne Campaign ReworkBrief Divergent Thinking In action: brief response The two example brief responses provided here highlight two very different ways to approach audiences, ideation, strategy, planning, content and media. The campaign, audience and objectives are themselves reasonably standard, but how we think about and bring them to life doesn’t have to be. Response 1 an easily recognisable content and social led campaign. Audiences are targeted by age and interests, content is repurposed across channels, events and influencers engaged DIVERGENT THINKING A little divergent thinking changes and opens up what we see, which changes what we believe we’re capable of doing and achieving. go rogue, challenge thinking habits, break patterns, find bravery, take risks, stand out. Response 2 – is however more divergent and unexpected. Interests, insights, life moments, business objectives (sampling), risk, opportunity, learning, surprise, and challenge fuel creativity and inform decisions. There is nothing wrong with this campaign, it’s a solid approach and would like deliver some good results. It is just missing some deeper creative thinking. Thinking that could drive great results by standing out from the crowd with uniquness..
  • 63. Building, Brick by BrickWhat can you do?
  • 64. Challenge: Creativity involves breaking out of established patterns in order to look at things in a different way. Edward De Bono
  • 65. Find and connect relationships between information, ideas, concepts, and processes that, at first glance, lack any similarity. Divergent thinking Come up with lots of different answers to the same question
  • 66. 1.Do we have a tight grip on who we are selling to, what they are worth and the business opportunity? Ben Rhodes, Group Marketing Director, Royal Mail ( UK) When I think about great marketing, I think about five things: 5. Are we able to link acquisition to repurchase activity and ensure customer behaviour becomes embedded? 2. Do we have a media plan that reaches as many of these customers as we can with impact, and at a frequency that will ensure recognition? 3. Will we surprise, delight and engage customers in unexpected, fresh and desirable ways and are we leveraging a sense of the familiar to help us achieve this? 4. Does our message work from the top of the funnel right down to trial and purchase – deploying hard working performance media alongside awareness building activity?
  • 67. THANK YOU! I’m Craig Mack Head of Social Media @ Colloquial Social Media and Content Strategist Blogger / Influencer Model R U OK Day Ambassador Social Media Manager @ TEDxSydney Social Media Strategy @ The Pinnacle Foundation @craigontoast www.craigontoast.com.au e: craigontoast@gmail.com e: craig.mack@colloquial.com @craig mack
  • 69. Creativity https://creativityworkshop.com/what-is-creativity https://www.designinsiderlive.com/what-does-creativity-mean-to-you/ https://www.inc.com/jessica-stillman/9-definitions-of-creativity-to-inspire-you.html https://www.marketingweek.com/2018/04/17/makes-effective-marketing https://www.adweek.com/digital/you-cant-be-creative-without-data/ https://www.marketingmag.com.au/hubs-c/marketing-science-versus-art-taylor/ https://blogs.adobe.com/creative/how-creativity-impacts-business-results/ https://www.marketingprofs.com/chirp/2017/31613/the-business-impact-of-good-creative-infographic https://www.forbes.com/sites/forbesagencycouncil/2017/06/30/the-impact-of-creativity-on-marketing- results/#2ed651d1618b Divergent Thinking https://www.lifehacker.com.au/2013/03/use-divergent-thinking-to-make-big-decisions/ https://exploringyourmind.com/divergent-thinking-what-it-is/ Study: https://www.researchgate.net/publication/237061792_Reinartz_Werner_and_Peter_Saffert_2013_Creativity_in_Advertising_ When_it_Works_and_When_it_Doesn%27t_p_106-111
  • 70. http://adage.com/article/special-report-cannes-lions/connecting-dots-data-creativity/309356/ https://www.theguardian.com/small-business-network/2017/jun/14/sir-john-hegarty-einstein-brainstorm-bbh-soho-works-the- garage-incubator https://mumbrella.com.au/ad-legend-john-hegarty-nonsense-big-data-abhoration-scam-cannes-losing-focus-233791 http://www.thedrum.com/opinion/2016/11/22/the-future-creativity-math https://www.forbes.com/sites/steveolenski/2018/03/06/data-science-is-the-key-to-marketing-roi-heres-how-to-nail- it/#16f692e131c3 http://www.chiefmarketer.com/whats-important-marketing-art-science/ https://www.entrepreneur.com/article/306162 https://www.adweek.com/digital/guy-sheetrit-over-the-top-seo-guest-post-4-ways-to-apply-data-science-to-social-media- marketing-in-2018/ http://adage.com/article/digitalnext/bem-a-approach-audience-targeting/308383/ http://www.thedrum.com/opinion/2017/03/08/how-data-driven-creativity-changing-advertising https://www.adweek.com/digital/you-cant-be-creative-without-data https://www.sensis.com.au/asset/PDFdirectory/Sensis-Social-Media-Report-2017.pdf Data
  • 71. CaseStudies Miss Vanjie https://intomore.com/culture/The-Enduring-Starpower-of-Miss-Vanjie/44a4d98e0a104ebd https://www.buzzfeed.com/christianzamora/miss-vaaaaaaaaaaaaaaaaaaaaaaaaaaaannnnjie http://www.vulture.com/2018/05/michelle-visage-hears-miss-vanjie-everywhere-she-goes.html https://www.pinknews.co.uk/2018/05/14/bianca-del-rio-miss-vanjie-miss-vanngieeeeeeee-meme/ DeadPool 2 https://www.youtube.com/watch?v=4h2qg4f3CJA https://www.theguardian.com/film/2018/feb/09/deadpool-2-is-this-the-most-annoying-marketing-campaign-ever https://www.fastcompany.com/40572755/deadpool-2-marketing-strategy-somehow-lives-up-to-sequels-hype https://www.hollywoodreporter.com/heat-vision/deadpool-2-marketing-blitz-bets-being-just-1110290 https://www.adweek.com/brand-marketing/deadpool-has-invaded-the-rest-of-walmarts-movie-aisle-with-a-brilliant- blu-ray-stunt/ https://hellogiggles.com/news/deadpool-trolls-avengers-marketing/
  • 72. CaseStudies Bacardi InstaStory https://www.adweek.com/digital/bacardi-and-swizz-beatz-just-created-new-kind-dj-experience-instagram-175058/ https://www.youtube.com/watch?time_continue=4&v=eHC5pb_ptGM Fruit of the Loom https://www.facebook.com/FruitoftheLoom/videos/10160408610395187/ https://www.adweek.com/brand-marketing/fruit-of-the-loom-has-a-message-for-the-topless-selfie-dudes-of- instagram-putashirton/ http://www.thestable.com.au/cpb-fruit-of-the-loom-produces-a-classic-ad-except-its-helluva-funny/ https://infoscout.co/brand/fruit_of_the_loom