In this webinar, our creative experts discuss how to use the latest consumer preference data to inform your creative strategy. It’s time to inject some holiday spirit into your creative using an insights-based strategy!
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Kerry Mallett
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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+
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
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
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.