Too many people in advertising believe that there is no role for data when it comes to a great creative strategy. However, robust data should form the foundation of every campaign. In all honesty, many creatives would prefer not to be hamstrung by a spreadsheet but our experience tells us that the most successful creative strategy starts with numbers.
How we use data to improve creative strategy
As a direct response advertising agency we’re used to handling a lot of data. Post-campaign analysis is a given, but our data journey starts well before that point. Right from the start we are aware that the right facts and figures will guide and shape the creative direction, from concept creation through to evidence-based revisions post campaign.
- Great creative starts with understanding your customer. If you want to communicate effectively with your target audience, you need to really understand who they are. Customer profiles give you a good idea of who you should be talking to, what motivates them and where you can find them. All of this information builds a picture and helps us tailor the creative strategy to address the fears, desires and needs of the intended target.
- Client data gives unrivalled product insight. Clients hold buckets of useful data. Best performing products, customer price sensitivity, purchase triggers. It’s often all there, ready to be utilised into a more effective advert. When you review what works “in the wild” it often gives a good steer about what buttons you should push via your creative.
- Tailoring the creative to the medium. Creative executions perform differently depending on your media platform. There’s an incredible amount of research that can help advertisers get the most out their chosen media options. Applying this to your creative gives your campaign a running start.
- An objective not a subjective opinion. We all know what we like. Whether we want to admit it or not, that clouds our assessment of what we think will work. The only true way of crowning a winner when it comes to advert creative is to look at the numbers. It might not float your boat from a visual perspective but if it’s the best at hitting your KPIs, that’s the king.
Campaign results looking a little flat?
Maybe you need to interrogate the data to make sure your creative strategy is up to scratch. We combine data and creative thinking to produce campaigns that help businesses reach their potential.
Interested? Let’s talk.
Find out more about our creative services.