Strategy + Creative Does, in Fact, Work

Issue No. 19: It is amazing what can happen when you mesh the right strategy with the right creative.

Stat +29 Pts.

Let me say it: strategic thinking and creative does go together.

According to Snap, Hershey’s recently ran a campaign for REESE’S (full disclosure: these may be my favorite candy) which created a 29-point uplift in ad awareness.

The campaign required actual engagement through filters and augmented reality and not every brand is built for that kind of thing, but it goes to show you that when you can merge a strategic goal and a creative approach, good things can happen.

It is when you forget one of those two things that you end up with a wasted moment and spending that makes you feel good but doesn’t drive the brand forward.

Have You Seen?

Perhaps Justin Bieber was the first. But every day creators are the second.

I recently stumbled upon a creator who created a “cookbook” via a substack.

And last night an author who is asking her fans to provide feedback on chapters for book ideas she has before she writes an entire book.

The audience now has the power. They have the power of the purse. They have the power to change businesses. And damnit. Now they have the power to pick their own products.

Something to Consider

You aren’t your customer.

Perhaps you use the product and are passionate about it, but you are not the customer. Once you accept that truth, you have the ability to ask different questions.

For instance, when you allow yourself to take a step back you can ask what motivates people in your market to buy (or not buy) and how you are truly viewed in the marketplace.

I will never forget sitting in a business strategy meeting years ago and watching (with sullen amazement while still not surprised) to the C-Suite blithely ignore incontrovertible evidence of the public’s negative view of us. I knew the truth because I listened to the customers. But despite the evidence, they refused to hear it.

And in so doing, were willing to let bad press and bad word of mouth continue unabated.

Don’t be so in love with your expertise that you fail to listen to the people who pay the bills.