Everyone in the industry is a creativity evangelist. However, are brands’ and corporations’ culture willing to take risks, in order to test new waters and cherish results – and how clear is it what we can actually expect from such activities-OR do they foster a risk-averse mentality that kills any possibility for consumer-centric creative relevance? The answer:
Use metric-driven data to foster creativity.
This short presentation from this years’ LIONS highlights the topic with some interesting take-outs.
Identify your Audience and Influencer: The first and foremost thing is to identify your brand’s target audience. Consider your demographics and niche first.
Delve into questions like who they are, what they care about, where are they most active? You can do audience research using data analytics and audience-research tools to build your audience persona. This will give you a clear picture of your target audience.
PIECE OF CAKE came up with a digital strategy that emerged through the concept of areal-time challenge, in line with the brand’s ID. George Vagiatas, accepted the challenge and spent a few days prior to Black Friday, camping outside a Media Markt store to emphasize the urge to get the best deals before anybody else!
Premium gin brand Bombay Sapphire launched a new global campaign called “Stir Creativity”, which called everyone to engage with their inner artist and unlock their creative potential by interacting with Bombay Sapphire. This included an activation called “Canvas” that encouraged people to customize their gin and tonics with colors and flavors.
“White Canvas” means freedom of expression! Freedom of Creation!The iconic gin brand entrusted Yatzer and our team with a «white canvas» in order to bring to life the Athenian version of the global brand activation platform that connects the brand with Art and self-expression all over the world.