In this guest post, Garth Williamson, Country Manager of Shutterstock ANZ shares his insights on the topic of ‘why relinquishing creative control can benefit a brand campaign’ from an Aussie perspective…
The pandemic this year has arguably caused the most drastic transformation in history for brands and marketers alike. As a result, brands need to be more nimble and agile than ever before – even if that means relinquishing creative control over their marketing campaigns.
But why? There’s often a mindset that creative control should fall squarely in the marketing team’s remit, yet, this shouldn’t have to be the mindset we take. Some of the most successful campaigns are ones where brands passed on the baton when it comes to creative control, for more authentic outcomes.
The pandemic has shaken up the way we communicate, and we’ve seen an increase in consumers using social media to stay connected and engage with brands. We’ve also seen a rise in influencer marketing and user-generated content (UGC) to better engage with consumers. So what can marketers learn from COVID-19 and why will overly polished campaigns soon be overshadowed by authentic and personalised campaigns?
Be nimble or risk losing falling behind
Brands need to act fast and remain nimble, especially in the current climate – from business strategies, to marketing and communications efforts. Now more than ever, it’s crucial to communicate quickly in order to bolster relationships in a post-COVID-19 world.
To stay current and connected, it’s okay to do away with the polish when it comes to content. In fact, you don’t always have to film or produce it yourself. We all know that photoshoots, video and music production can be expensive, yet without relevant visual assets, brand campaigns can be dull, non-relevant and fail to connect with the audience.
When news drops, most brands don’t have the time to carefully curate all the assets to go along with it. In order to remain nimble, it’s important to lean on the technology and tools that can help keep the wheels spinning. In fact, it’s okay to outsource or even lean on stock.
Unpolished content is more relatable
A recent study found that 96% of consumers don’t trust ads, perceiving them as opportunistic and out of touch. This attitude has been cultivated following years of clickbaity slogans and heavy-handed photoshopping, which only widened the gap between the product advertised and the consumer experience.
In an era of open communication between brands and consumers, it has never been more critical to offer authentic and personalised campaigns to connect and build relationships quickly. As a result, brands of all sizes are letting go the reins and leveraging UGC content — often created by the consumer for the consumer — to tell their stories in a more relatable way.
Take Qantas’ 2020 ‘I still call Australia home’ campaign as an example. This is an iconic ad that most Aussies would know, revisited in the COVID era through UGC videos of children in their own homes. While the concept is not new, it works because it is relatable in a year like 2020. If Qantas had introduced a new reiteration of the ad that was extremely polished and about travelling (in a year where travelling is off the cards for many Australians), the outcome would not have resonated as much. Or at all.
Consumers are now looking for content that they can connect with on a personal level, that plays with our human need for social evidence. As humans, we are conditioned to follow in the footsteps of the people and brands that we trust the most. That’s why the rugged, unpolished content that we increasingly see on brand channels resonates so well.
Platforms like Tik Tok are being used by brands more and more. Gone are the high production values and strict control over content. Brands are relinquishing control and putting the trust into the hands of creatives who understand how to deliver a brand message authentically and engagingly.
How to make the change
Creating personalised content can be costly, and is becoming even more so due to COVID-19 restrictions. One solution brands are using is outsourcing their content into the hands of other creatives — like influencers — who make a living by knowing their audiences back to front.
Another is leaning on technology and tools that can help keep the wheels turning. Platforms like Shutterstock offer millions of image assets, music and video content that can be used by marketers to bolster creativity, while remaining current, connected and responsive to trends.
No one knows what the future of marketing will hold, but one thing is clear — it’s okay for marketers to relinquish creative control every now and then.
Highly curated and polished campaigns will always have a place in the marketing mix, but we must be open to the changes happening in the market and react accordingly.
Not only will this ensure brands can react quickly, but also connect with their customers through more authentic ways.
Please login with linkedin to commentcreativity
Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]
Media agency Wavemaker has appointed Susie Si as group business director – to lead the Vodafone account. Si joins from sister agency MediaCom, where she has spent the last 8 years. Most recently she was group client lead on News Corp. Si will report to Wavemaker Sydney managing director Ian Edwards, and replaces Emily Cook […]
Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]
Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]
HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]
IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]
Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]
SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]
Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]
Australian Pay On Demand fintech Beforepay has launched its first-ever brand campaign: ‘Your pay at your command’. “Beforepay exists to meet a gap in the market where Australians are seeking flexibility and control to access the pay they’ve earned on their terms. As pioneers of the Pay On Demand category, it’s important that we set […]
Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]