5 insights on Creatives from 2 talks and podcasts, each with the quote and a link to the moment it was said.
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One of the core parts of the framework is to make sure that there is a strong synergy between testing, ideation and production. There is now a roadmap/calendar each month for when things need to be delivered, tested, analyzed and produced next. Every week, they discuss what’s working and rearrange the calendar if needed.
How to break out of a creative rut by resetting your processes – with Danika Wilkinson, Social Point at 7:55 · Featured in Growth Gems #62
While split testing on Facebook does not mirror the live environment of a campaign, it’s the most scientifically valuable way to get creative learnings (both win or fail). You can add another level of testing by moving winners to a second testing phase where you double check retention and LTV.
How to break out of a creative rut by resetting your processes – with Danika Wilkinson, Social Point at 15:50 · Featured in Growth Gems #62
Social Point set up special BI dashboards for the creative team, prioritizing the KPIs to look at to facilitate comprehension. They also did a 3-4 part training session for the creative team to explain the different metrics and what they mean.
How to Break Out of a Creative Rut by Resetting your Processes at 11:30 · Featured in Growth Gems #62
They grouped creatives in different themes and tagged them with a color. They use a bar graph showing the spend investment in each theme. This has been a great way to make things visual for the creative team and encourage creative diversity.
How to break out of a creative rut by resetting your processes – with Danika Wilkinson, Social Point at 14:15 · Featured in Growth Gems #62
⛏️ Going Deeper: I like the simplicity of the output mentioned here, and can see how this could help promote creative diversity.
A big part of making this work is to find the different creative themes you should explore in the first place. This is often done using user the main motivations for your target personas, like Consumer Acquisition (amongst others) does. More info on the below in this GameMakers video.
Source: Consumer Acquisition
Another way to look at this, which might be more straightforward for non-gaming, is to use the Persuasion-Emotion-Trust model. This is Phiture’s approach, not only for ASO but also for ad creatives (as Natalie Rozenblat and Isabella Zulli discussed in this podcast episode).
The new creative framework gives structure to the creative production by setting guidelines that justify the production or not of a creative, with a low threshold for “wildcard” creatives (totally original creatives). Guidelines are composed of different categories: market insights, audience insights, what competitors are doing and more importantly data from test and live campaigns.
How to break out of a creative rut by resetting your processes – with Danika Wilkinson, Social Point at 5:59 · Featured in Growth Gems #62