SlideShare une entreprise Scribd logo
1  sur  37
Télécharger pour lire hors ligne
Design
Matters
Creative that Fuels the Funnel
Today’s Logistics
Kerry Mallett
Webinar Coordinator
Recording & slides will be sent
by tomorrow
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05
WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$3B
#1
950+
Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future
Our Speakers
ALEXANDRIA THOMAS
Group VP of Creative
AJ SWAMY
Director of Business
Development
Agenda
● Setting Up a Strategic Foundation to
Creative
● Creative Tips for the Holiday Season
● Additional Content Considerations
6
Have you started planning
your Q4 creative strategy?
● Not just yet
● It’s in the planning stages
● Plan is set and ready to execute
POLL
Setting Up a Strategic
Foundation to Creative
Design Matters: Creative that Fuels the Funnel
8
Personalizing Your Creative Approach is Essential
According to a recent Nielsen study, the quality of ad creative
directly impacts a brand’s ROI on social channels. When it
comes to advertising performance, creative is one of the
largest drivers of success.
It’s imperative to tailor your creative messaging strategy to
each audience and channel. The upcoming holiday season
presents additional opportunities to develop audience-first,
insights-driven content.
E
63%
63% OF A BRAND’S PERFORMANCE LIFT FROM SOCIAL
ADVERTISING CAN BE ATTRIBUTED TO THE QUALITY
OF THE CREATIVE
9
Data as the Foundation of Content Development
Data informs all of our creative
efforts. We draw on information
from first-party data, secondary
research, platform partners and
even third-party sources to define
the consumer journey along the
path to purchase
We architect content
strategy based on our
understanding of the
audience strategy, media
objectives, data insights and
tactical considerations,
which drive the direction of
visual and messaging
development
Strategy
Data
After launch, data from
campaign performance is
then analyzed for learnings
that we can convert into
actionable insights for
creative iterations and
future campaigns
Results
Data
Strategy
Results
Resources for Audience Insights and Trends
Full Funnel Creative Approach
INSPIRATION EDUCATION CONVERSION
Introduce the brand and what it
stands for in order to generate
awareness and interest
Tap into the storytelling
that builds emotional bonds
between the brand and
consumer
Highlight product offerings
and points of differentiation
Focus on utility and adding
value to consumers
Promote hard-hitting offers,
savings and benefits that drive
consumers to take action
This is the final push to
persuade consumers over the
goal line
Upper Funnel Mid Funnel Lower Funnel
INSPIRATION EDUCATION CONVERSION
MINDSET / EXPECTATION
GAP
I know that I need new clothes this
holiday season
BUT
Where can I find cool new clothes that
match my lifestyle
I have heard of brandX before
BUT
What separates brandX from others in the
market?
I like the products that brandX offer
BUT
How do I know I am getting the best price?
STRATEGIC ACTION
Introduce the lifestyle component of the
brand while aligning with key audience
insights to help resonate with your
audience.
Introduce key product and brand
differentiators to help customers understand
the value of the products brandX offers.
Leverage price and promotion to drive urgency
among target audience to drive purchase.
PRIMARY MESSAGE AND
UNIQUE SELLING POINTS
(USPs)
Fair Trade, Sustainability, and Brand
Value
Product Quality, Fashion Looks, Breadth of the
Catalog
Key promotions and strategic product bundles
CREATIVE
OPPORTUNITY
Develop video assets introducing
brandX holiday styles connecting to the
concept merry everywhere.
Create social assets including Facebook,
Instagram, and Pinterest assets connecting
brand concepts to features and benefits.
Develop subtle GIFs and holiday ad creative
that promotes price and uses copy to inspires
FOMO in target audience.
Across the Funnel: Sample Content Strategy Matrix
13
Select Video and Static Assets in Line with Your Media
Objectives
Reach /
Frequency
In-Stream
Reserve
Max Width
Video
Commercials
Lenses
Story Ads
Top View
Brand
Takeover
Category
Takeovers
Takeovers
Live
First View
Lead Ads
Stories
Instant
Experiences
Carousel Pins
Static Pins
Collections
Image or
Video Ads
Hashtag
Challenge
Branded
Effect
In Feed Ads
Promoted
Posts and
Videos
Website
Cards
Promoted
Polls
Dynamic Ads
Collection Ads
Product Tags
Shopping Pins
Collection
Ads
Dynamic Ads
App Install
Ads
Collections
Dynamic Ads
App Installs
Promoted
Posts for
Conversions
App Install
Ads
Conversation
Cards
App Install
Cards
AWARENESS
CONSIDERATION
INTENT
FULL FUNNEL PAID SOCIAL APPROACH
Platform-First Creative Development
“Digital” and “social” are not singular channels
● Consumers are attracted to platforms for myriad reason and
your content strategy must take into account the nuances of
how consumers engage with the channel and consume
content there
● Unique channel features, styles and best practices also warrant
a specialized approach to content that isn’t “one ad fits all”
Prioritize a single, hard-hitting message in each ad
● Short-form ad tactics require brands to consider the larger
ecosystem of advertising to communicate their value
proposition and move consumers through each phase of
the funnel
● Keep in mind that different placements within a channel serve
different aspects of the marketing funnel
Monthly Content Creation
#3 #4 #5
Tinuiti-recommended monthly learning agenda
#1 #2
Media Strategy is used to inform the content strategy, campaign
architecture, and messaging framework
Tactical Buildout
Video and static
versioning across
ad formats
Content Theme
5 Priority Themes/mo
Platform
Alignment
FB/IG • Snap • Pin • TikTok
Testing Variations
Creative Strategy
Definition
Define the
audience and any
sub-segments
From Strategy to Content Creation
Review data, establish
trends and unlock
key insights
Create a strategic
framework and show
where the brand
adds value
Produce!
Time to get creative!
Creative Tips for the
Holiday Season
Design Matters: Creative that Fuels the Funnel
18
Maintain a strong sense of
branding through prominent use
of logos, brand colors and type
treatments throughout your
creative
Understated festive elements
make it possible to refresh your
design aesthetic in a way that
balances well with established
brand guidelines
Design Matters
Create a Strong
Brand Presence
Create an eye-catching design
system with graphics, motion and
other visual accents to make your
creative standout
● Color palettes and metallics
● Type and lettering
● Patterns
● Graphics
● Illustrations
● Animations
● Custom Badges
Design Matters
Design with the
Holidays in Mind
Opt for imagery and video where
the composition allows enough
breathing room for the copy. This
ensures that the messaging can
shine without overshadowing
your product.
Pay attention to the contrast of
type color against the
background as well. Especially
when the focus is an offer or
unique selling point, the copy
should stand out clearly for
consumers to read.
Design Matters
Make the Composition Count
Fuel inspiration and discovery efforts with a
curated gift guide this holiday season.
It’s the perfect way to save consumers the
time and stress of finding the right gift for
friends and family (or themselves!)
Feature best-sellers and your most
profitable products—or even introduce new
ones through thoughtfully crafted lists.
Design Matters
Gift Guides Increase Conversions by Aiding the Decision
Making Process
Keep it simple in your creative with a
clear messaging hierarchy and big,
bold offers and CTAs that drive users
to click.
In the case of tiered promos or
multiple discounts, play around with
graphical treatments and grids to
present details in an easy-to-digest
manner.
In the social and digital space,
carousel units work well to carry
multiple messaging points across.
Design Matters
Play Up Offers and Discounts Prominently
Great creative can be
produced with existing
assets. Repurpose existing
clips of video footage and
photography to produce
new creative with
thumb-stopping appeal.
Build up your asset library
over time with video and
photography productions.
Influencers and creators are
another great way to get
new content.
Design Matters
Reinvent Creative with Existing Assets
Before
COLLECTION OF ASSETS ANIMATED, DYNAMIC VIDEO
IMAGES
VIDEO
NEW COPY CONTENT
REFRESHED COPY CONTENT
PHOTOS
After
Talent Opening Shot Action
Text-on-Screen
No TOS
TOS
Blurred Frame
Person
Talent A
Talent B Product
Application
VARIABLE:
A:
B:
EXAMPLE VARIABLES
Value Proposition
Talent
Opening Shot
Setting
CTA Copy
Visuals
Motion Graphics
Pacing
Audio/Music
Text Treatment
Design Matters
Develop a Creative Testing Matrix to Test Ideas and
Improve Performance
Additional Content
Considerations
Design Matters: Creative that Fuels the Funnel
26
Capitalize on Consumer Shopping Habits this Holiday
Consider the timing and cadence of your
holiday content and advertising efforts
● Start seeding creative in early Q4 to drive
awareness and generate interest with consumers
who will be holiday shopping soon
● Be strategic about your creative flighting: many
shoppers plan ahead in the months of October and
November, while there’s still a good amount of
shoppers that are still looking for the perfect
product ten days before the holiday
The digital push will likely set off an
earlier holiday season again in 2021
Highlight Convenient Shopping Features and
Delivery Options
Consumers are increasingly seeking out
convenience and immediate gratification
when it comes to making purchases. Delivery
services like click-and-collect, curbside pickup
and speedy shipping carry a heavier weight
than ever before.
Focus on these offerings within your creative
to remain competitive this holiday season.
These are great selling points to accompany
discount messaging in mid- and lower-funnel
ad creatives.
Invest in the Appearance of Your Digital Storefront
As consumers gravitate towards mobile and
retail marketplaces for shopping, think
beyond advertising efforts to elevate your
digital storefront this holiday season
● Optimize .COM experiences for mobile
browsing
● Create an immersive shopping
experience on Amazon with a
dedicated Stores page and A+ content
to showcase your brand and products
in an engaging and interactive way
Amazon Stores is a product
that allows brand owners to
create multipage stores to
showcase a curated
collection of products in a
customized, brand-centric,
shopping experience
Leveraging Amazon best
practices to include
shoppable modules, video,
and other rich content helps
our clients see results
Branded Amazon content can help drive
increased conversion rates, traffic, and sales
Key Takeaways
● Research and insights will help take
your creative from good to great!
● Begin your creative efforts by
developing a strong strategy that
considers your audience, the platforms
where your content will live, and the
stages of the funnel
● There are a range of ways that design
creative that stands out this holiday
season. Test and iterate to find what
works best for your brand!
● Invest in content throughout the year
to build a library of assets that can be
repurposed for your creative needs
As you head into the holiday season, keep these tips in mind to
help create high-performing creative content that
drives maximum results for your brand.
Not sure where to start? From strategy to copywriting,
design and animated assets, Tinuiti’s Creative Services teams can
help create a content experience for incredible results from
Black Friday to the new year and beyond.
Want to talk to an expert? Get
in touch.
Schedule Your
Consultation
with a Creative
Expert
Q&A
Design Matters: Creative that Fuels the Funnel
Register now at tinuiti.com/TLC21
Thank you!

Contenu connexe

Tendances

New Product Launches on Amazon: Tactics and Strategies for a Successful Kickoff
New Product Launches on Amazon: Tactics and Strategies for a Successful KickoffNew Product Launches on Amazon: Tactics and Strategies for a Successful Kickoff
New Product Launches on Amazon: Tactics and Strategies for a Successful KickoffTinuiti
 
Optimizing Your Holiday Emails: Last Minute Tips for Black Friday and Cyber M...
Optimizing Your Holiday Emails: Last Minute Tips for Black Friday and Cyber M...Optimizing Your Holiday Emails: Last Minute Tips for Black Friday and Cyber M...
Optimizing Your Holiday Emails: Last Minute Tips for Black Friday and Cyber M...Tinuiti
 
Tight Budget? How to Get the Most from your Media Planning Dollars
Tight Budget? How to Get the Most from your Media Planning DollarsTight Budget? How to Get the Most from your Media Planning Dollars
Tight Budget? How to Get the Most from your Media Planning DollarsTinuiti
 
The Retail Readiness Holiday Checklist
The Retail Readiness Holiday ChecklistThe Retail Readiness Holiday Checklist
The Retail Readiness Holiday ChecklistTinuiti
 
Using Predictive Marketing to Improve Results Across Digital Channels
Using Predictive Marketing to Improve Results Across Digital ChannelsUsing Predictive Marketing to Improve Results Across Digital Channels
Using Predictive Marketing to Improve Results Across Digital ChannelsTinuiti
 
Bringing your Shopping Feed to Life for Q4
Bringing your Shopping Feed to Life for Q4Bringing your Shopping Feed to Life for Q4
Bringing your Shopping Feed to Life for Q4Tinuiti
 
Paid Search
Paid SearchPaid Search
Paid SearchTinuiti
 
COVID-19 Series: From Reaction to Rebound
COVID-19 Series: From Reaction to ReboundCOVID-19 Series: From Reaction to Rebound
COVID-19 Series: From Reaction to ReboundTinuiti
 
150birds Sales Deck - Omnichannel Marketing Platform
150birds Sales Deck - Omnichannel Marketing Platform150birds Sales Deck - Omnichannel Marketing Platform
150birds Sales Deck - Omnichannel Marketing PlatformRick Koleta
 
2021 Amazon Advertising Strategies for Search, DSP, & OTT
2021 Amazon Advertising Strategies for Search, DSP, & OTT2021 Amazon Advertising Strategies for Search, DSP, & OTT
2021 Amazon Advertising Strategies for Search, DSP, & OTTTinuiti
 
How to Triple your Growth with External Marketing Investment
How to Triple your Growth with External Marketing InvestmentHow to Triple your Growth with External Marketing Investment
How to Triple your Growth with External Marketing InvestmentTinuiti
 
Lifecycle Marketing in a First-Party World: Enhancing Customer Personalizati...
 Lifecycle Marketing in a First-Party World: Enhancing Customer Personalizati... Lifecycle Marketing in a First-Party World: Enhancing Customer Personalizati...
Lifecycle Marketing in a First-Party World: Enhancing Customer Personalizati...Tinuiti
 
What Mobile Privacy Changes Mean for Your Holiday Strategy
What Mobile Privacy Changes Mean for Your Holiday Strategy What Mobile Privacy Changes Mean for Your Holiday Strategy
What Mobile Privacy Changes Mean for Your Holiday Strategy Tinuiti
 
Using Instagram and Facebook for eCommerce Success
Using Instagram and Facebook for eCommerce SuccessUsing Instagram and Facebook for eCommerce Success
Using Instagram and Facebook for eCommerce SuccessTinuiti
 
Maximize Your Influencer Strategy: The Ever-Reliable Social Marketing Tool
Maximize Your Influencer Strategy: The Ever-Reliable Social Marketing ToolMaximize Your Influencer Strategy: The Ever-Reliable Social Marketing Tool
Maximize Your Influencer Strategy: The Ever-Reliable Social Marketing ToolTinuiti
 
Incubeta NMPi : Performance & Beyond
 Incubeta NMPi : Performance & Beyond  Incubeta NMPi : Performance & Beyond
Incubeta NMPi : Performance & Beyond Incubeta NMPi
 
Diversifying Your Social Media Advertising in 2020: Why Top Brands are Invest...
Diversifying Your Social Media Advertising in 2020: Why Top Brands are Invest...Diversifying Your Social Media Advertising in 2020: Why Top Brands are Invest...
Diversifying Your Social Media Advertising in 2020: Why Top Brands are Invest...Tinuiti
 
The Intersection of Predictive and Account-Based Marketing
The Intersection of Predictive and Account-Based MarketingThe Intersection of Predictive and Account-Based Marketing
The Intersection of Predictive and Account-Based MarketingPerkuto
 

Tendances (20)

New Product Launches on Amazon: Tactics and Strategies for a Successful Kickoff
New Product Launches on Amazon: Tactics and Strategies for a Successful KickoffNew Product Launches on Amazon: Tactics and Strategies for a Successful Kickoff
New Product Launches on Amazon: Tactics and Strategies for a Successful Kickoff
 
Optimizing Your Holiday Emails: Last Minute Tips for Black Friday and Cyber M...
Optimizing Your Holiday Emails: Last Minute Tips for Black Friday and Cyber M...Optimizing Your Holiday Emails: Last Minute Tips for Black Friday and Cyber M...
Optimizing Your Holiday Emails: Last Minute Tips for Black Friday and Cyber M...
 
Tight Budget? How to Get the Most from your Media Planning Dollars
Tight Budget? How to Get the Most from your Media Planning DollarsTight Budget? How to Get the Most from your Media Planning Dollars
Tight Budget? How to Get the Most from your Media Planning Dollars
 
The Retail Readiness Holiday Checklist
The Retail Readiness Holiday ChecklistThe Retail Readiness Holiday Checklist
The Retail Readiness Holiday Checklist
 
Using Predictive Marketing to Improve Results Across Digital Channels
Using Predictive Marketing to Improve Results Across Digital ChannelsUsing Predictive Marketing to Improve Results Across Digital Channels
Using Predictive Marketing to Improve Results Across Digital Channels
 
Bringing your Shopping Feed to Life for Q4
Bringing your Shopping Feed to Life for Q4Bringing your Shopping Feed to Life for Q4
Bringing your Shopping Feed to Life for Q4
 
Paid Search
Paid SearchPaid Search
Paid Search
 
COVID-19 Series: From Reaction to Rebound
COVID-19 Series: From Reaction to ReboundCOVID-19 Series: From Reaction to Rebound
COVID-19 Series: From Reaction to Rebound
 
150birds Sales Deck - Omnichannel Marketing Platform
150birds Sales Deck - Omnichannel Marketing Platform150birds Sales Deck - Omnichannel Marketing Platform
150birds Sales Deck - Omnichannel Marketing Platform
 
2021 Amazon Advertising Strategies for Search, DSP, & OTT
2021 Amazon Advertising Strategies for Search, DSP, & OTT2021 Amazon Advertising Strategies for Search, DSP, & OTT
2021 Amazon Advertising Strategies for Search, DSP, & OTT
 
How to Triple your Growth with External Marketing Investment
How to Triple your Growth with External Marketing InvestmentHow to Triple your Growth with External Marketing Investment
How to Triple your Growth with External Marketing Investment
 
Lifecycle Marketing in a First-Party World: Enhancing Customer Personalizati...
 Lifecycle Marketing in a First-Party World: Enhancing Customer Personalizati... Lifecycle Marketing in a First-Party World: Enhancing Customer Personalizati...
Lifecycle Marketing in a First-Party World: Enhancing Customer Personalizati...
 
What Mobile Privacy Changes Mean for Your Holiday Strategy
What Mobile Privacy Changes Mean for Your Holiday Strategy What Mobile Privacy Changes Mean for Your Holiday Strategy
What Mobile Privacy Changes Mean for Your Holiday Strategy
 
Using Instagram and Facebook for eCommerce Success
Using Instagram and Facebook for eCommerce SuccessUsing Instagram and Facebook for eCommerce Success
Using Instagram and Facebook for eCommerce Success
 
Maximize Your Influencer Strategy: The Ever-Reliable Social Marketing Tool
Maximize Your Influencer Strategy: The Ever-Reliable Social Marketing ToolMaximize Your Influencer Strategy: The Ever-Reliable Social Marketing Tool
Maximize Your Influencer Strategy: The Ever-Reliable Social Marketing Tool
 
Incubeta NMPi : Performance & Beyond
 Incubeta NMPi : Performance & Beyond  Incubeta NMPi : Performance & Beyond
Incubeta NMPi : Performance & Beyond
 
Diversifying Your Social Media Advertising in 2020: Why Top Brands are Invest...
Diversifying Your Social Media Advertising in 2020: Why Top Brands are Invest...Diversifying Your Social Media Advertising in 2020: Why Top Brands are Invest...
Diversifying Your Social Media Advertising in 2020: Why Top Brands are Invest...
 
Keyword research strategy & tactics for SEM
Keyword research strategy & tactics for SEMKeyword research strategy & tactics for SEM
Keyword research strategy & tactics for SEM
 
Strategies for Small Businesses in a Time of Crisis
Strategies for Small Businesses in a Time of CrisisStrategies for Small Businesses in a Time of Crisis
Strategies for Small Businesses in a Time of Crisis
 
The Intersection of Predictive and Account-Based Marketing
The Intersection of Predictive and Account-Based MarketingThe Intersection of Predictive and Account-Based Marketing
The Intersection of Predictive and Account-Based Marketing
 

Similaire à Design Matters: Creative that Fuels the Funnel

Video Best Practices for TikTok, Snapchat, and Pinterest
Video Best Practices for TikTok, Snapchat, and Pinterest  Video Best Practices for TikTok, Snapchat, and Pinterest
Video Best Practices for TikTok, Snapchat, and Pinterest Tinuiti
 
2 digital kites broad overview
2 digital kites   broad overview2 digital kites   broad overview
2 digital kites broad overviewRahul Singh
 
Lowering Customer Acquisition Costs on Facebook
Lowering Customer Acquisition Costs on FacebookLowering Customer Acquisition Costs on Facebook
Lowering Customer Acquisition Costs on FacebookTinuiti
 
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyHow to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyTinuiti
 
Hướng dẫn ABCDs cho quảng cáo sáng tạo trên Youtube
Hướng dẫn ABCDs cho quảng cáo sáng tạo trên YoutubeHướng dẫn ABCDs cho quảng cáo sáng tạo trên Youtube
Hướng dẫn ABCDs cho quảng cáo sáng tạo trên YoutubeGiang Pham
 
5 Things We Learned From Testing Ad Creative Across Paid Social Channels
5 Things We Learned From Testing Ad Creative Across Paid Social Channels5 Things We Learned From Testing Ad Creative Across Paid Social Channels
5 Things We Learned From Testing Ad Creative Across Paid Social ChannelsTinuiti
 
Creator playbook for brands
Creator playbook for brandsCreator playbook for brands
Creator playbook for brandsSafe Rise
 
How to Transform Your Digital Marketing for Success (Webinar Slides)
How to Transform Your Digital Marketing for Success (Webinar Slides)How to Transform Your Digital Marketing for Success (Webinar Slides)
How to Transform Your Digital Marketing for Success (Webinar Slides)Pinpointe On-Demand
 
Facebook & Instagram Audience Optimization Crash Course
Facebook & Instagram Audience Optimization Crash CourseFacebook & Instagram Audience Optimization Crash Course
Facebook & Instagram Audience Optimization Crash CourseTinuiti
 
Spring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxSpring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxandresgomez122592
 
Digiday Video Advertising Summit | Direct Agents
Digiday Video Advertising Summit | Direct AgentsDigiday Video Advertising Summit | Direct Agents
Digiday Video Advertising Summit | Direct AgentsDigiday
 
Social content that thrives in an overcrowded market
Social content that thrives in an overcrowded marketSocial content that thrives in an overcrowded market
Social content that thrives in an overcrowded marketHarrison Blum
 
Marketing in Today's Social World
Marketing in Today's Social WorldMarketing in Today's Social World
Marketing in Today's Social WorldAbuzz Creative
 
Spring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxSpring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxlorransoaresbittenco
 
Spring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxSpring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxBilly621132
 
Spring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxSpring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptx24LKimNg
 
Spring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxSpring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxnavidkamrava
 

Similaire à Design Matters: Creative that Fuels the Funnel (20)

Video Best Practices for TikTok, Snapchat, and Pinterest
Video Best Practices for TikTok, Snapchat, and Pinterest  Video Best Practices for TikTok, Snapchat, and Pinterest
Video Best Practices for TikTok, Snapchat, and Pinterest
 
2 digital kites broad overview
2 digital kites   broad overview2 digital kites   broad overview
2 digital kites broad overview
 
Lowering Customer Acquisition Costs on Facebook
Lowering Customer Acquisition Costs on FacebookLowering Customer Acquisition Costs on Facebook
Lowering Customer Acquisition Costs on Facebook
 
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyHow to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday Strategy
 
Hướng dẫn ABCDs cho quảng cáo sáng tạo trên Youtube
Hướng dẫn ABCDs cho quảng cáo sáng tạo trên YoutubeHướng dẫn ABCDs cho quảng cáo sáng tạo trên Youtube
Hướng dẫn ABCDs cho quảng cáo sáng tạo trên Youtube
 
5 Things We Learned From Testing Ad Creative Across Paid Social Channels
5 Things We Learned From Testing Ad Creative Across Paid Social Channels5 Things We Learned From Testing Ad Creative Across Paid Social Channels
5 Things We Learned From Testing Ad Creative Across Paid Social Channels
 
Creator playbook for brands
Creator playbook for brandsCreator playbook for brands
Creator playbook for brands
 
How to Transform Your Digital Marketing for Success (Webinar Slides)
How to Transform Your Digital Marketing for Success (Webinar Slides)How to Transform Your Digital Marketing for Success (Webinar Slides)
How to Transform Your Digital Marketing for Success (Webinar Slides)
 
Facebook & Instagram Audience Optimization Crash Course
Facebook & Instagram Audience Optimization Crash CourseFacebook & Instagram Audience Optimization Crash Course
Facebook & Instagram Audience Optimization Crash Course
 
Spring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxSpring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptx
 
Digiday Video Advertising Summit | Direct Agents
Digiday Video Advertising Summit | Direct AgentsDigiday Video Advertising Summit | Direct Agents
Digiday Video Advertising Summit | Direct Agents
 
Social content that thrives in an overcrowded market
Social content that thrives in an overcrowded marketSocial content that thrives in an overcrowded market
Social content that thrives in an overcrowded market
 
GCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategyGCD-Week1-DipOnlineMarketingDigitalStrategy
GCD-Week1-DipOnlineMarketingDigitalStrategy
 
Marketing in Today's Social World
Marketing in Today's Social WorldMarketing in Today's Social World
Marketing in Today's Social World
 
Spring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxSpring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptx
 
Spring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxSpring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptx
 
Spring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxSpring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptx
 
Spring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptxSpring Cleaning Products Campaign by Slidesgo.pptx
Spring Cleaning Products Campaign by Slidesgo.pptx
 
Planning for PR
Planning for PRPlanning for PR
Planning for PR
 
IAB SEA+India Content Frameworks to Swear By
IAB SEA+India Content Frameworks to Swear ByIAB SEA+India Content Frameworks to Swear By
IAB SEA+India Content Frameworks to Swear By
 

Plus de Tinuiti

The 15 Minute Breakdown: The Answer to Signal Loss
The 15 Minute Breakdown: The Answer to Signal LossThe 15 Minute Breakdown: The Answer to Signal Loss
The 15 Minute Breakdown: The Answer to Signal LossTinuiti
 
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...Tinuiti
 
How to Master Omnichannel Display and Video for Amazon
How to Master Omnichannel Display and Video for AmazonHow to Master Omnichannel Display and Video for Amazon
How to Master Omnichannel Display and Video for AmazonTinuiti
 
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023Tinuiti
 
Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023...
Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023...Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023...
Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023...Tinuiti
 
Driving Middle Funnel with Consideration: How to take Advantage of the Newest...
Driving Middle Funnel with Consideration: How to take Advantage of the Newest...Driving Middle Funnel with Consideration: How to take Advantage of the Newest...
Driving Middle Funnel with Consideration: How to take Advantage of the Newest...Tinuiti
 
Finding The New Top of Funnel: In-Store Physical Retail Media
Finding The New Top of Funnel: In-Store Physical Retail MediaFinding The New Top of Funnel: In-Store Physical Retail Media
Finding The New Top of Funnel: In-Store Physical Retail MediaTinuiti
 
Finding The New Top of Funnel: Riding The Third Wave
Finding The New Top of Funnel: Riding The Third WaveFinding The New Top of Funnel: Riding The Third Wave
Finding The New Top of Funnel: Riding The Third WaveTinuiti
 
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1Tinuiti
 
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTT
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTTThe 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTT
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTTTinuiti
 
5 Myths About Breaking Into the Streaming Space, Debunked
5 Myths About Breaking Into the Streaming Space, Debunked5 Myths About Breaking Into the Streaming Space, Debunked
5 Myths About Breaking Into the Streaming Space, DebunkedTinuiti
 
Turning Shoppers Into Customers: How to Retain Your New Customers Post-Holiday
Turning Shoppers Into Customers: How to Retain Your New Customers Post-HolidayTurning Shoppers Into Customers: How to Retain Your New Customers Post-Holiday
Turning Shoppers Into Customers: How to Retain Your New Customers Post-HolidayTinuiti
 
The 15-Minute Breakdown - 5 Big Bets for 2023
The 15-Minute Breakdown - 5 Big Bets for 2023The 15-Minute Breakdown - 5 Big Bets for 2023
The 15-Minute Breakdown - 5 Big Bets for 2023Tinuiti
 
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...Tinuiti
 
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...Tinuiti
 
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...Tinuiti
 
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...Tinuiti
 
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...Tinuiti
 
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?Tinuiti
 
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...Tinuiti
 

Plus de Tinuiti (20)

The 15 Minute Breakdown: The Answer to Signal Loss
The 15 Minute Breakdown: The Answer to Signal LossThe 15 Minute Breakdown: The Answer to Signal Loss
The 15 Minute Breakdown: The Answer to Signal Loss
 
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...
 
How to Master Omnichannel Display and Video for Amazon
How to Master Omnichannel Display and Video for AmazonHow to Master Omnichannel Display and Video for Amazon
How to Master Omnichannel Display and Video for Amazon
 
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023
AMC and the Amazon Sphere: What You Did in 2020 Won’t Work in 2023
 
Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023...
Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023...Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023...
Bottom of Funnel Conversion: Search and Display Strategies to Jump-Start 2023...
 
Driving Middle Funnel with Consideration: How to take Advantage of the Newest...
Driving Middle Funnel with Consideration: How to take Advantage of the Newest...Driving Middle Funnel with Consideration: How to take Advantage of the Newest...
Driving Middle Funnel with Consideration: How to take Advantage of the Newest...
 
Finding The New Top of Funnel: In-Store Physical Retail Media
Finding The New Top of Funnel: In-Store Physical Retail MediaFinding The New Top of Funnel: In-Store Physical Retail Media
Finding The New Top of Funnel: In-Store Physical Retail Media
 
Finding The New Top of Funnel: Riding The Third Wave
Finding The New Top of Funnel: Riding The Third WaveFinding The New Top of Funnel: Riding The Third Wave
Finding The New Top of Funnel: Riding The Third Wave
 
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1
Bottom of Funnel Conversion: What Your Brand Can Do if Sales Are Down in Q1
 
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTT
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTTThe 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTT
The 15-Minute Breakdown: Clarifying the Misconceptions Behind Buying CTV/OTT
 
5 Myths About Breaking Into the Streaming Space, Debunked
5 Myths About Breaking Into the Streaming Space, Debunked5 Myths About Breaking Into the Streaming Space, Debunked
5 Myths About Breaking Into the Streaming Space, Debunked
 
Turning Shoppers Into Customers: How to Retain Your New Customers Post-Holiday
Turning Shoppers Into Customers: How to Retain Your New Customers Post-HolidayTurning Shoppers Into Customers: How to Retain Your New Customers Post-Holiday
Turning Shoppers Into Customers: How to Retain Your New Customers Post-Holiday
 
The 15-Minute Breakdown - 5 Big Bets for 2023
The 15-Minute Breakdown - 5 Big Bets for 2023The 15-Minute Breakdown - 5 Big Bets for 2023
The 15-Minute Breakdown - 5 Big Bets for 2023
 
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...
2023 Digital Marketing Panels: How Can I Be More Efficient With My Budget and...
 
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...
2023 Digital Marketing: How Do I Reach New Customers and Convert Audiences In...
 
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...
2023 Digital Marketing Panels: How Can Social Perform Now That Content Is Cha...
 
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...
2023 Digital Marketing Panels: How Do I Effectively Use My Data, Especially N...
 
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...
2023 Digital Marketing Panels: How Do I Diversify My Presence Online and Get ...
 
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?
2023 Digital Marketing Panels: How do I prepare for what’s next in 2023?
 
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...
(Another) Wild Year in Data Privacy: What Went Down in 2022 & What to Expect ...
 

Dernier

Retail OS - Delivering the Omnichannel Experience.pptx
Retail OS - Delivering the Omnichannel Experience.pptxRetail OS - Delivering the Omnichannel Experience.pptx
Retail OS - Delivering the Omnichannel Experience.pptxJohn Andrews
 
Delihvery-Delivery Partner-Ecommerce Platform
Delihvery-Delivery Partner-Ecommerce PlatformDelihvery-Delivery Partner-Ecommerce Platform
Delihvery-Delivery Partner-Ecommerce PlatformDeborahnich
 
Web 3 in Retail Unlocking New Possibilities
Web 3 in Retail Unlocking New PossibilitiesWeb 3 in Retail Unlocking New Possibilities
Web 3 in Retail Unlocking New PossibilitiesLiveplex
 
Key-Benefits-of-Marketplace-Payment-Reconciliation
Key-Benefits-of-Marketplace-Payment-ReconciliationKey-Benefits-of-Marketplace-Payment-Reconciliation
Key-Benefits-of-Marketplace-Payment-ReconciliationVinculum Solutions Pvt. Ltd.
 
Aliexpress Coupon Codes And Discount Codes
Aliexpress Coupon Codes And Discount CodesAliexpress Coupon Codes And Discount Codes
Aliexpress Coupon Codes And Discount Codesbirs gonzo
 

Dernier (6)

Ball Pens
Ball                                PensBall                                Pens
Ball Pens
 
Retail OS - Delivering the Omnichannel Experience.pptx
Retail OS - Delivering the Omnichannel Experience.pptxRetail OS - Delivering the Omnichannel Experience.pptx
Retail OS - Delivering the Omnichannel Experience.pptx
 
Delihvery-Delivery Partner-Ecommerce Platform
Delihvery-Delivery Partner-Ecommerce PlatformDelihvery-Delivery Partner-Ecommerce Platform
Delihvery-Delivery Partner-Ecommerce Platform
 
Web 3 in Retail Unlocking New Possibilities
Web 3 in Retail Unlocking New PossibilitiesWeb 3 in Retail Unlocking New Possibilities
Web 3 in Retail Unlocking New Possibilities
 
Key-Benefits-of-Marketplace-Payment-Reconciliation
Key-Benefits-of-Marketplace-Payment-ReconciliationKey-Benefits-of-Marketplace-Payment-Reconciliation
Key-Benefits-of-Marketplace-Payment-Reconciliation
 
Aliexpress Coupon Codes And Discount Codes
Aliexpress Coupon Codes And Discount CodesAliexpress Coupon Codes And Discount Codes
Aliexpress Coupon Codes And Discount Codes
 

Design Matters: Creative that Fuels the Funnel

  • 2. Today’s Logistics Kerry Mallett Webinar Coordinator Recording & slides will be sent by tomorrow 01 Submit questions for live Q&A 04 03 Download relevant resources Log back anytime with same link 02 02 Join our poll questions 05
  • 3. WE’VE MASTERED THE MEDIA THAT MATTERS MOST Tinuiti is the largest independent performance marketing firm across Streaming TV and the Triopoly of Google, Facebook, Amazon. Employees Media managed Award-winning culture* $3B #1 950+
  • 4. Some of Our Clients Our Recognition For commerce leaders of today and the future
  • 5. Our Speakers ALEXANDRIA THOMAS Group VP of Creative AJ SWAMY Director of Business Development
  • 6. Agenda ● Setting Up a Strategic Foundation to Creative ● Creative Tips for the Holiday Season ● Additional Content Considerations 6
  • 7. Have you started planning your Q4 creative strategy? ● Not just yet ● It’s in the planning stages ● Plan is set and ready to execute POLL
  • 8. Setting Up a Strategic Foundation to Creative Design Matters: Creative that Fuels the Funnel 8
  • 9. Personalizing Your Creative Approach is Essential According to a recent Nielsen study, the quality of ad creative directly impacts a brand’s ROI on social channels. When it comes to advertising performance, creative is one of the largest drivers of success. It’s imperative to tailor your creative messaging strategy to each audience and channel. The upcoming holiday season presents additional opportunities to develop audience-first, insights-driven content. E 63% 63% OF A BRAND’S PERFORMANCE LIFT FROM SOCIAL ADVERTISING CAN BE ATTRIBUTED TO THE QUALITY OF THE CREATIVE 9
  • 10. Data as the Foundation of Content Development Data informs all of our creative efforts. We draw on information from first-party data, secondary research, platform partners and even third-party sources to define the consumer journey along the path to purchase We architect content strategy based on our understanding of the audience strategy, media objectives, data insights and tactical considerations, which drive the direction of visual and messaging development Strategy Data After launch, data from campaign performance is then analyzed for learnings that we can convert into actionable insights for creative iterations and future campaigns Results Data Strategy Results
  • 11. Resources for Audience Insights and Trends
  • 12. Full Funnel Creative Approach INSPIRATION EDUCATION CONVERSION Introduce the brand and what it stands for in order to generate awareness and interest Tap into the storytelling that builds emotional bonds between the brand and consumer Highlight product offerings and points of differentiation Focus on utility and adding value to consumers Promote hard-hitting offers, savings and benefits that drive consumers to take action This is the final push to persuade consumers over the goal line Upper Funnel Mid Funnel Lower Funnel
  • 13. INSPIRATION EDUCATION CONVERSION MINDSET / EXPECTATION GAP I know that I need new clothes this holiday season BUT Where can I find cool new clothes that match my lifestyle I have heard of brandX before BUT What separates brandX from others in the market? I like the products that brandX offer BUT How do I know I am getting the best price? STRATEGIC ACTION Introduce the lifestyle component of the brand while aligning with key audience insights to help resonate with your audience. Introduce key product and brand differentiators to help customers understand the value of the products brandX offers. Leverage price and promotion to drive urgency among target audience to drive purchase. PRIMARY MESSAGE AND UNIQUE SELLING POINTS (USPs) Fair Trade, Sustainability, and Brand Value Product Quality, Fashion Looks, Breadth of the Catalog Key promotions and strategic product bundles CREATIVE OPPORTUNITY Develop video assets introducing brandX holiday styles connecting to the concept merry everywhere. Create social assets including Facebook, Instagram, and Pinterest assets connecting brand concepts to features and benefits. Develop subtle GIFs and holiday ad creative that promotes price and uses copy to inspires FOMO in target audience. Across the Funnel: Sample Content Strategy Matrix 13
  • 14. Select Video and Static Assets in Line with Your Media Objectives Reach / Frequency In-Stream Reserve Max Width Video Commercials Lenses Story Ads Top View Brand Takeover Category Takeovers Takeovers Live First View Lead Ads Stories Instant Experiences Carousel Pins Static Pins Collections Image or Video Ads Hashtag Challenge Branded Effect In Feed Ads Promoted Posts and Videos Website Cards Promoted Polls Dynamic Ads Collection Ads Product Tags Shopping Pins Collection Ads Dynamic Ads App Install Ads Collections Dynamic Ads App Installs Promoted Posts for Conversions App Install Ads Conversation Cards App Install Cards AWARENESS CONSIDERATION INTENT FULL FUNNEL PAID SOCIAL APPROACH
  • 15. Platform-First Creative Development “Digital” and “social” are not singular channels ● Consumers are attracted to platforms for myriad reason and your content strategy must take into account the nuances of how consumers engage with the channel and consume content there ● Unique channel features, styles and best practices also warrant a specialized approach to content that isn’t “one ad fits all” Prioritize a single, hard-hitting message in each ad ● Short-form ad tactics require brands to consider the larger ecosystem of advertising to communicate their value proposition and move consumers through each phase of the funnel ● Keep in mind that different placements within a channel serve different aspects of the marketing funnel
  • 16. Monthly Content Creation #3 #4 #5 Tinuiti-recommended monthly learning agenda #1 #2 Media Strategy is used to inform the content strategy, campaign architecture, and messaging framework Tactical Buildout Video and static versioning across ad formats Content Theme 5 Priority Themes/mo Platform Alignment FB/IG • Snap • Pin • TikTok Testing Variations Creative Strategy Definition
  • 17. Define the audience and any sub-segments From Strategy to Content Creation Review data, establish trends and unlock key insights Create a strategic framework and show where the brand adds value Produce! Time to get creative!
  • 18. Creative Tips for the Holiday Season Design Matters: Creative that Fuels the Funnel 18
  • 19. Maintain a strong sense of branding through prominent use of logos, brand colors and type treatments throughout your creative Understated festive elements make it possible to refresh your design aesthetic in a way that balances well with established brand guidelines Design Matters Create a Strong Brand Presence
  • 20. Create an eye-catching design system with graphics, motion and other visual accents to make your creative standout ● Color palettes and metallics ● Type and lettering ● Patterns ● Graphics ● Illustrations ● Animations ● Custom Badges Design Matters Design with the Holidays in Mind
  • 21. Opt for imagery and video where the composition allows enough breathing room for the copy. This ensures that the messaging can shine without overshadowing your product. Pay attention to the contrast of type color against the background as well. Especially when the focus is an offer or unique selling point, the copy should stand out clearly for consumers to read. Design Matters Make the Composition Count
  • 22. Fuel inspiration and discovery efforts with a curated gift guide this holiday season. It’s the perfect way to save consumers the time and stress of finding the right gift for friends and family (or themselves!) Feature best-sellers and your most profitable products—or even introduce new ones through thoughtfully crafted lists. Design Matters Gift Guides Increase Conversions by Aiding the Decision Making Process
  • 23. Keep it simple in your creative with a clear messaging hierarchy and big, bold offers and CTAs that drive users to click. In the case of tiered promos or multiple discounts, play around with graphical treatments and grids to present details in an easy-to-digest manner. In the social and digital space, carousel units work well to carry multiple messaging points across. Design Matters Play Up Offers and Discounts Prominently
  • 24. Great creative can be produced with existing assets. Repurpose existing clips of video footage and photography to produce new creative with thumb-stopping appeal. Build up your asset library over time with video and photography productions. Influencers and creators are another great way to get new content. Design Matters Reinvent Creative with Existing Assets Before COLLECTION OF ASSETS ANIMATED, DYNAMIC VIDEO IMAGES VIDEO NEW COPY CONTENT REFRESHED COPY CONTENT PHOTOS After
  • 25. Talent Opening Shot Action Text-on-Screen No TOS TOS Blurred Frame Person Talent A Talent B Product Application VARIABLE: A: B: EXAMPLE VARIABLES Value Proposition Talent Opening Shot Setting CTA Copy Visuals Motion Graphics Pacing Audio/Music Text Treatment Design Matters Develop a Creative Testing Matrix to Test Ideas and Improve Performance
  • 26. Additional Content Considerations Design Matters: Creative that Fuels the Funnel 26
  • 27. Capitalize on Consumer Shopping Habits this Holiday Consider the timing and cadence of your holiday content and advertising efforts ● Start seeding creative in early Q4 to drive awareness and generate interest with consumers who will be holiday shopping soon ● Be strategic about your creative flighting: many shoppers plan ahead in the months of October and November, while there’s still a good amount of shoppers that are still looking for the perfect product ten days before the holiday The digital push will likely set off an earlier holiday season again in 2021
  • 28. Highlight Convenient Shopping Features and Delivery Options Consumers are increasingly seeking out convenience and immediate gratification when it comes to making purchases. Delivery services like click-and-collect, curbside pickup and speedy shipping carry a heavier weight than ever before. Focus on these offerings within your creative to remain competitive this holiday season. These are great selling points to accompany discount messaging in mid- and lower-funnel ad creatives.
  • 29. Invest in the Appearance of Your Digital Storefront As consumers gravitate towards mobile and retail marketplaces for shopping, think beyond advertising efforts to elevate your digital storefront this holiday season ● Optimize .COM experiences for mobile browsing ● Create an immersive shopping experience on Amazon with a dedicated Stores page and A+ content to showcase your brand and products in an engaging and interactive way
  • 30. Amazon Stores is a product that allows brand owners to create multipage stores to showcase a curated collection of products in a customized, brand-centric, shopping experience Leveraging Amazon best practices to include shoppable modules, video, and other rich content helps our clients see results Branded Amazon content can help drive increased conversion rates, traffic, and sales
  • 31. Key Takeaways ● Research and insights will help take your creative from good to great! ● Begin your creative efforts by developing a strong strategy that considers your audience, the platforms where your content will live, and the stages of the funnel ● There are a range of ways that design creative that stands out this holiday season. Test and iterate to find what works best for your brand! ● Invest in content throughout the year to build a library of assets that can be repurposed for your creative needs
  • 32. As you head into the holiday season, keep these tips in mind to help create high-performing creative content that drives maximum results for your brand. Not sure where to start? From strategy to copywriting, design and animated assets, Tinuiti’s Creative Services teams can help create a content experience for incredible results from Black Friday to the new year and beyond. Want to talk to an expert? Get in touch.
  • 34. Q&A
  • 36. Register now at tinuiti.com/TLC21