How do you get people to talk about incontinence? Take a giant inflatable vulva to the world's largest the arts festival of course.
Hang on, every creative agency says that. That’s right, they do. And, for the record, we’ve yet to encounter a brand that’s unambitious (there’s a good reason for that).
So, here’s the truth.
We probably don’t have a uniquely holistic methodology. We don’t even have a strategy template endorsed by a famous marketing guru (you can get one of those for free on the internet).
So what do we have? A Cookie-Monster-sized appetite for understanding people and their behaviour.
Creating exceptional content begins and ends with empathy for your audience. Without empathy, there is no engagement.
How do we do it?
We discover who they are.
We figure out what they love.
Then we dedicate time to knowing why those things matter.
Finally, we connect with them on their terms.
Real connections aren’t easy to create. They can’t be measured purely through reach or click-throughs. Sorry, but your beautifully-designed Instagram grid is only skin deep.
Our objective is to genuine connections that will last long after you’ve floated something down the Thames. Connections that exist beyond the bee-keeping gloves you sell or the speciality gin you distil. Connections that are authentic, relevant, and difficult to ignore.
Brands have a growing responsibility to use their influence to tackle thorny subjects, change society and improve lives.
Most good agencies will tell you this.
But the best ones will tell you that taking a stand has to come from a place of authenticity.
We don’t just mean caring about something or posting support for a cause on social media. Brands have to set an example for others to follow. They need to take action and be held accountable for making it happen. Anything else is virtue signalling.
We’re not saying every brand needs to change the world to bond with their audience, far from it. But let’s get to the heart of what gets your audience up in the morning and what brings them down. Let’s do something about it. Let’s take action. Let’s be truly authentic.
Relevance. What does it really mean?
Well, giving out free ice cream on the coldest day of the year to promote your new software is irrelevant. People like ice-cream, but they will forget your brand a moment after they’ve scoffed it.
Relevance is earned by keeping track of the right conversations. Not just the ones around the brand, but within our audience.
We need to discover what makes people scream with frustration or dance with excitement. If your audience is talking about Game of Thrones one minute, and eco-friendly skincare the next, we need to know about it.
It’s not enough to do this once a year. We have to be constantly listening and consciously adjusting.
Why? Because relevance is what transforms an interaction with a brand from ‘like’ to love.
Scrolling happens. So don’t let your ego trick you into thinking that your latest ad is going to go viral because you’ve spent time and money creating it.
What do we want to communicate? Do we want to educate, to entertain, to inspire, to convert? Content needs to have a clear objective and a reason for existing. Without purpose, people will scroll on past.
When you have a purpose you can be creative and push the boundaries and create content people can’t help but notice.
That’s why we paired a peanut butter brand with a YouTube ASMRtist. It’s why we flew a giant inflatable vagina in a muddy field in Scotland to advocate for women’s health. It’s why we can’t be anything else but 100% honest. Because they’re brimming with purpose and hard to ignore.