Creativity plays a significant role in media buying, as ad placement and targeting are not enough to ensure campaign success. The content of an advertisement is crucial in capturing the attention and engagement of a target audience. With the constant barrage of ads, brands need to create compelling and innovative ads that resonate with consumers to stand out. In this blog post, we will discuss the importance of creativity in media buying and provide examples of successful ad campaigns that effectively utilized creative approaches to capture their audience’s attention.
If you’ve studied any of our training, you’ll know that Acceptability is a huge part of the conversion marketing heuristic. When it comes to advertising, the acceptability factor plays a crucial role in converting potential customers into paying ones. Creativity can significantly impact acceptability, making a campaign more appealing and credible to the target audience. By utilizing innovative approaches and compelling content, brands can increase their affinity with the audience, establish credibility, and ultimately drive conversions. For example, a survey by Adobe found that 39% of consumers are more likely to share content that is visually appealing, indicating that creativity can contribute to the acceptability of a campaign. By enhancing acceptability, creativity can positively impact the conversion heuristic equation, resulting in increased marketing effectiveness.
Some Examples of Creative Campaigns:
One campaign that stands out in terms of creativity is Burger King’s “Whopper Detour” campaign. In this campaign, Burger King offered customers a one-cent Whopper if they ordered it from within 600 feet of a McDonald’s location. This campaign used geofencing technology to target McDonald’s customers, and it proved to be hugely successful. The campaign generated a 37% increase in Burger King app downloads, and foot traffic to Burger King restaurants increased by 300%.
Another campaign that used creativity effectively is Spotify’s “Thanks 2016, it’s been weird” campaign. In this campaign, Spotify created personalized billboards for their users, displaying their quirky listening habits from the past year. This campaign was not only engaging but also encouraged users to share their billboards on social media, which helped to create buzz around the brand. The campaign was a huge success, with over 1.2 billion impressions on social media and a 114% increase in social media followers.
A third example is Nike’s “Breaking2” campaign, which aimed to break the two-hour barrier for a marathon. Nike created a documentary-style video, which followed three elite runners in their quest to break the record. The campaign was not only visually stunning but also inspirational, appealing to Nike’s target audience of athletes and fitness enthusiasts. The campaign generated over 2 billion media impressions and increased Nike’s social media following by 20%.
These campaigns all share a common thread – they use creativity to engage and resonate with their target audience. By going beyond traditional ad formats and using innovative approaches, these brands were able to cut through the noise and create a lasting impression with consumers.
Creativity is a crucial component of successful media buying. By using creative and innovative approaches to ad content, brands can create campaigns that engage and resonate with their target audience, ultimately driving business results. These examples demonstrate that creativity can help to elevate a campaign beyond the competition, and it’s essential to consider creativity as part of any media buying strategy.
Unleashing Our Creative Potential
Now that we understand the importance of creativity in media buying, the question is, how can we unleash our creative potential and come up with effective campaign ideas? Here are some tips:
Keep an open mind: Don’t be afraid to think outside the box and consider unconventional ideas. Brainstorming sessions are an excellent way to encourage creativity and generate innovative ideas.
Research your target audience: Knowing your audience’s preferences and interests can inspire creative ideas that will resonate with them. According to a study by Adobe, brands that create personalized content are more likely to see higher engagement rates.
Draw inspiration from other industries: Inspiration can come from unlikely sources. Consider looking at successful campaigns from other industries or even outside of advertising.
Collaborate with creatives: Collaboration with creative professionals, such as graphic designers, writers, and videographers, can help bring a fresh perspective to the campaign.
Test, measure, and refine: Not every creative idea will work, so it’s essential to test, measure, and refine your ideas. By tracking metrics such as click-through rates and engagement rates, you can determine what works and what doesn’t and make necessary adjustments.
One example of a brand that effectively utilized creativity to reach its target audience is Old Spice. In 2010, the brand launched the “Smell Like a Man, Man” campaign, featuring a series of humorous and over-the-top commercials. The campaign not only resonated with the target audience but also generated over 180 million YouTube views and a 107% increase in sales.
Another example is the “Share a Coke” campaign by Coca-Cola. The campaign featured personalized Coke bottles with names and encouraged consumers to share them on social media. The campaign was a huge success, generating over 500,000 photos shared on social media and a 2% increase in sales.
In conclusion, unleashing creativity in media buying can lead to successful campaigns that engage and resonate with the target audience. By keeping an open mind, researching the target audience, drawing inspiration from other industries, collaborating with creatives, and testing and refining ideas, brands can create compelling campaigns that stand out in a crowded marketplace.