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Bonus: Mastering the Alchemy of Creativity & Data: A Deep Dive with Reza Khadjavi of Motion
41 ideas de marketing sacadas de «Bonus: Mastering the Alchemy of Creativity & Data: A Deep Dive with Reza Khadjavi of Motion», de DTC Podcast. Sobre todo…
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- Dura 54 min
- Publicada en 2023
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Mensaje y copywritingReza: 'the hypothesis comes first before the creative is even produced, as opposed to let's create a bunch of content and then see if we can come up with some hypothesis there. And so yeah to your point around trying to understand lots of different things like where somebody is in their buying journey, different personas that you might want to target, different value props that you want to put forward. The idea is…
and so creating some organization around that becomes really important where the hypothesis comes first before the creative is even produced as opposed to Let's create a bunch of content and then see if we can come up with some hypothesis there and so yeah to your point around trying to understand lots of different things like where somebody is in their buying Journey um different personas that you might want to Target different value props that you want to that you want to put forward the idea is to have a lot of assumptions around what might be the biggest needle mover on this piece of…
Escúchalo en el minuto 5:00
Velocidad creativa como constraint de scale: no puedes alcanzar tu media budget goals sin producir el volumen correcto de creative
Estrategia de contenidosReza (sobre su llamada con Connor, CMO de Ridge): 'his answer was was interesting. He's like in some sense it's not even about performance like we can't get to our scale goals that we have in terms of like the media buying budgets that we want to deploy at our company. We can't even get there if we're not producing the volume of creative that we do'. La insight contraintuitiva: muchas marcas no escalan no por falta…
what do you what how do you respond to that and his answer was was interesting he's like in some sense it's not even about performance like we can't get to our scale goals that we have in terms of like the media buying budgets that we want to deploy at our company we can't even get there if we're not producing the volume of creative that we do so there is this one like the interesting thing about creative and we think about like goal setting and what's the point what are what are teams trying to achieve here there is an element that's of scale that's really important so if you produce a…
Escúchalo en el minuto 11:29
Customer research como foundation de creative strategy: lee reviews, entiende tu demo, deja que el cliente guíe los formats
Investigación de mercado y clienteReza: 'I think that deep understanding about who your customer is and the ways in which they make decisions around buying your product. Those once there those are factored into your creative choices they tend to work really well because you're making decisions based on real customers and not you know the next fad on social media that might not actually fit with your customer demographics. I think that research part…
demographic maybe you're not doing like this like very fast-paced like Tik Tock style short form video and you're doing something that is resonates more with that larger demographic older demographic and so I think that deep understanding about who your customer is and the um the ways in which they make decisions around buying your product those once there those are factored into your into your creative choices they tend to work really well because you're making you're making decisions based on real customers and not you know the next fad on social media that might not actually fit with your…
Escúchalo en el minuto 35:05
Más ángulos, menos variaciones: para encontrar winners, cubre ángulos diferentes con 1-2 variations, no el mismo ángulo con 50 variations
Estrategia de contenidosReza: 'you can see winners there but you need to expand those blind spots by taking bigger swings and the word we use all the time is angles. I think angles is one of the bigger things you need to be thinking about and making sure you're covering not just one angle with a bunch of little tiny variations. You can do those little tiny variations but I think you're absolutely right you got to take these bigger swings…
incremental differences you know you can you can see winers there but you you need to expand those blind spots by by taking bigger swings and the word we use all the time is angles I think that I think I think you really I think angles is one of the bigger things you need to be thinking about and making sure you're covering not just one angle with a bunch of little tiny variations you can do those little tiny variations but I think you're absolutely right you got to take these bigger swings when it comes to angle what are your thoughts on like flowing um efficiency and contribution margin all…
Escúchalo en el minuto 10:01
El Creative Strategist: 4 pilares del trabajo entre distribución y creación
MarcasEl rol de creative strategist (exista o no como título formal) opera entre distribución (media buying) y creación (video editors, producers). Sus 4 pilares son: (1) Investigación cualitativa — competencia, tendencias, reviews, análisis de comentarios; (2) Análisis de datos — rendimiento de creativos propios; (3) Planificación — roadmap creativo, calendario de marketing, horizontes de producción; (4) Briefing —…
variation there the commonality that we find in in all the best teams is around the job to be done of this creative strategist there's still not many teams that have this like formal designation of a person on the team with the title creative strategist although that's changing quite a bit every other week I see new folks like adding creative strategists or LinkedIn bio or Twitter or whatnot but like whether they call themselves that or not is actually like not that important what's most important is that there's somebody on the team that's doing that work and I'd say like that's like the the…
Escúchalo en el minuto 17:23
Pillar learnings > infinite iteration: identifica los hooks y mensajes clave, después itera con creatividad alrededor de ellos
Estrategia de contenidosReza: 'iteration is wonderful we're big proponents of it but if you're constantly just trying to squeeze all of the juice out of one creative asset you're going to hit diminishing returns and start testing things that probably don't really move the needle. And so it's things like is there a value prop that really worked, is there a key message that seems to really resonate, is there a hook like the first 3 seconds…
get into it iteration is wonderful we're big proponents of it but if you're constantly just trying to squeeze all of the juice out of one creative asset you're going to hit diminishing returns and start testing things that probably don't really move the needle and so it's things like is there a value prop that really worked is there a key message that seems to really resonate is there a hook like the first 3 seconds of a video that seems to really capture people's attention or a video filler that seems to hold on to a lot of attention people seem to be watching our videos we kind of show this…
Escúchalo en el minuto 0:47
Keep weird in the mix: EGC, founder stories, off-format experiments son los que más gra-vitan a la gente, no los templates pre-definidos
Estrategia de contenidosReza: 'I really like your point about not making room to still be weird and creative. It's funny I think back to Abes who comes on this podcast quite a bit from Pilot House and she's like all of the things that she does that are a little bit more weird in creative, she does a lot of like EGC (employee generated content) for clients and it's like the weird quite often those little bits of personality and those sort…
about not making room to still be weird and creative it's funny I think back to Abes who comes on this podcast quite a bit from uh from Pilot House and she's like all of the things that she does that are a little bit more weird in Creative she does a lot of like EGC employee generated content for clients and it's like the weird quite often those little bits of personality and those sort of like things the creativity that you put into things ends up being what people are gra gravitate to most and I think it's really easy to kind of come out of the game like okay I need some ugc I need a…
Escúchalo en el minuto 45:58
Medición y experimentosEl proceso de análisis consiste en observar cada creatividad a través del funnel: ¿los primeros segundos capturan atención? ¿la gente se queda a ver el video? ¿generan clicks? ¿convierten? Si los early-funnel metrics son malos pero la conversión es buena, el gancho es débil pero la oferta funciona. Este diagnóstico preciso informa la siguiente hipótesis y nueva creatividad.
creative it seems to be doing a really good job driving conversions right the the CPA is like excellent we love it it's like it's on par with our goals for the account but the earlier parts of this video are tanking people are not stop stopping their scroll barely anybody's watching this video and not a ton of people are clicking through so you come up with an idea around that to say what's a new experiment that I can come up with that uses some of the winning elements of this one creative but tries to elaborate on the parts of this creative that didn't do as well and then there's like a…
Escúchalo en el minuto 29:40
El creative strategist es el rol más importante de un equipo de performance: bridge entre data y arte, briefing de alta leverage
Medición y experimentosReza y Eric discuten el rol del creative strategist: 'I think there's a lot of work around trying to understand the planning side of like how much do we need and when do we need it and are we on course for that. And then the final part is the briefing, so like who's actually briefing the content creators, briefing the editors and saying like this is now from the research we've done, from the analysis we've done at…
so there's actually a lot of work around trying to understand the the planning side of like how much do we need and when do we need it and are we on course for that and then the final part is the briefing so like who's actually briefing the content creators briefing the editors and saying like this is now from the research we've done from the analysis we've done at our own creative from like the plans that we have now like this this work now needs to be executed so like the briefing sign of things needs to get done and so like there's a lot of work there and often times you'll see that the…
Escúchalo en el minuto 20:02
Pillar learnings: extraer macro-insights antes de iterar micro-variaciones
Mensaje y copywritingPara evitar rendimientos decrecientes, hay que identificar los pillar learnings (propuesta de valor que funciona, mensaje que resuena, gancho de los primeros 3 segundos, tipo de contenido que retiene atención) y luego, desde esos aprendizajes macro, crear conceptos radicalmente nuevos. Iterar micro-cambios sobre un solo asset lleva a resultados que no mueven la aguja.
of show this or that and so I think the idea is to have those like pillar learnings those key insights that you believe to be true and then you go how do you take those key learnings and then be very creative with them Raa welcome to the DC podcast we talk all the time with different brand owners about how creative is now the new targeting um you've been working in the creative space for a long time give me your hero's journey in the uh in the e-commerce creative space sure yeah so uh let's see in uh in 2015 my co-founders and I um started an app in the Shopify App Store uh I think at the…
Escúchalo en el minuto 1:18
Medición y experimentosReza describe Motion: 'there's a whole other aspect of motion are comparative reports where you can zoom out at a higher level and say for example I'm working with five different content creators and I want to see my performance by content creator and say which one of these content creators are moving the needle for us and like you'll be able to do that very easily in motion. Or angles for example, I'm trying these…
a whole other aspect of motion are comparative reports where you can zoom out at a higher level and say for example I'm working with five different content creators and I want to I want to see my performance by content creator and say which one of these content creators are moving the needle for us and like you'll be able to do that very easily in motion or angles for example I'm trying these like eight different angles each angle has like I don't know 12 different creatives that I'm testing but they all follow this angle and so I want to do this like angle comparison of which which angle…
Escúchalo en el minuto 30:15
Ciclo de sprint creativo: hipótesis → creatividades → test → insights → hipótesis educada
Medición y experimentosLos equipos de mejor rendimiento operan en ciclos de sprint donde primero formulan una hipótesis, luego construyen creatividades alrededor de esa hipótesis, las testan, extraen insights y usan esos aprendizajes para alimentar hipótesis más educadas. Los equipos que simplemente 'crean lo que sea y ven qué pega' no aprovechan ese ciclo de retroalimentación.
educated hypotheses going forward and so a lot of times you see teams that are not doing that at all kind of just like creating whatever and seeing what sticks and so creating some organization around that becomes really important where the hypothesis comes first before the creative is even produced as opposed to Let's create a bunch of content and then see if we can come up with some hypothesis there and so yeah to your point around trying to understand lots of different things like where somebody is in their buying Journey um different personas that you might want to Target different value…
Escúchalo en el minuto 4:51
La hipótesis precede a la creatividad, no al revés
Mensaje y copywritingEl proceso correcto empieza con una hipótesis sobre qué mensaje, ángulo o propuesta de valor podría mover la aguja, y solo entonces se construye la creatividad alrededor de esa hipótesis. Intentar crear un montón de contenido y luego encontrar la hipótesis dentro de los resultados es el enfoque equivocado y desperdicia recursos de producción.
and so creating some organization around that becomes really important where the hypothesis comes first before the creative is even produced as opposed to Let's create a bunch of content and then see if we can come up with some hypothesis there and so yeah to your point around trying to understand lots of different things like where somebody is in their buying Journey um different personas that you might want to Target different value props that you want to that you want to put forward the idea is to have a lot of assumptions around what might be the biggest needle mover on this piece of…
Escúchalo en el minuto 5:00
Motion Metrics: 4 scores alineados al funnel para traducir datos a lenguaje creativo
Medición y experimentosPara que los equipos creativos entiendan y actúen sobre datos de performance, se necesitan métricas traducidas al funnel: (1) Capture attention — qué creativos hicieron parar el scroll; (2) Hold attention — cuánto retienen la atención una vez que empezó el video; (3) Drive traffic — desempeño en generar clicks; (4) Convert — CPA y ROAS. Estas métricas permiten analizar activos contra cada criterio y comunicar…
the conversation around jar again like kpis like thumb stop ratio and CPAs and all of that that like you know it's hard to communicate what that is to a creative team so you might pop your motion metrics on and we make that really easy so it'll be like one metric for capture attention so we'll score a creative on its ability to capture attention as people scroll through their fee like which creatives did the best job at capturing attention or another score on holding attention so how good of a job did this one create cretive asset do at holding attention did people watch this video they know…
Escúchalo en el minuto 27:54
Los ángulos (no las variaciones) son el mayor diferenciador en creatividad publicitaria
Mensaje y copywritingLos equipos de mejor rendimiento se aseguran de cubrir múltiples ángulos — mensajes o enfoques completamente distintos que hablan a distintas facetas del producto o del journey del avatar — no solo una variación menor del mismo ángulo. Hacer micro-iteraciones sobre headlines o colores sin cambiar el ángulo es insuficiente para expandir los puntos ciegos.
you need to take big swings and and I think we with with creative uh we talk all the time about the pilot test which is something the Pilot House does where you're literally you're isolating you're creating very distinct angles that speak to different aspects of the product maybe stick speak to different aspects of your Avatar's Journey or of different avatars and you and it's like you don't you don't always know what you don't know you have a lot of blind spots I find like and and if you're just if you're optimizing maybe the headline or a color in the image or all of these small things that…
Escúchalo en el minuto 9:30
Pareto extremo en creative performance: pocos unicorns generan la mayoría del revenue del ad account
Estrategia de contenidosReza: 'the goal here is to produce more unicorns like that's what we're really trying to achieve. If you look at the distribution of impact of those unicorns compared to like the few assets that maybe did work well but not at scale, like it's a lot of the ad account is being driven by those big unicorns. So even you know I think in this environment where cash is a lot more tight, we're not in this like frothy…
of small iterations you forget that like no the goal here is to produce more unicorns like that's what we're really trying to achieve if you look at the distribution of impact of those unicorns compared to like the few assets that maybe did work well but not at scale like it's a lot of the ad account is being driven by those big by those big unicorns so even you know I think in this environment where cash is a lot more tight we're not in this like frothy environment where you know cash is free flowing um efficiency and contribution margin all these things are becoming like really important…
Escúchalo en el minuto 15:01
La escala de distribución es el objetivo #1; se necesita volumen alto de creatividad para alcanzarla
Medición y experimentosUn creativo que funciona bien pero no escala no mueve la aguja para el negocio. El primer objetivo es encontrar publicidades que puedan alcanzar el spend objetivo en las plataformas; el segundo es que esas publicidades escala-hit cumplan los targets de performance. Se necesita alta velocidad y volumen de creatividad nueva para encontrar los winners que alcancen escala, independientemente de cómo esté estructurada la…
you're in a scaling phase like I guess you probably work with clients at different phases what do you say when it comes to uh like creative velocity creative volume in the DDC game these days yeah it's a very good question so like we we're obvious like big Believers in it and um our view has always been that you know takes it takes a lot of new creative to find Winners into scale campaigns and to adopt this like rigorous approach to your testing um but we wanted to challenge that a little bit I was on a call with um the CMO of Ridge uh Connor and and I was playing like Devil's Advocate a bit…
Escúchalo en el minuto 10:32
Creative is the new targeting: la segmentación demográfica ya no es el diferenciador principal
MarcasEn las campañas actuales de Facebook y redes sociales, los ajustes finos de targeting demográfico son mínimos. Toda la capacidad de hablarle a una demografía específica está codificada dentro de la creatividad. Los equipos de performance creativo más exitosos no afinan demografía: resuelven todo en el anuncio mismo.
all the time with different brand owners about how creative is now the new targeting um you've been working in the creative space for a long time give me your hero's journey in the uh in the e-commerce creative space sure yeah so uh let's see in uh in 2015 my co-founders and I um started an app in the Shopify App Store uh I think at the time there was maybe like 880,000 merchants on Shopify so extremely early um the app was called shoelace we were like automating the sync between Facebook and Shopify helping you like connect your product cataloges and install your Facebook pixels and all that…
Escúchalo en el minuto 1:39
Investigación de mercado y clienteLo que distingue a los creativos que funcionan no es el formato (video vs imagen, TikTok vs static) ni la última tendencia, sino un entendimiento profundo de quién es el comprador, por qué le interesa el producto y cómo toma decisiones de compra.
work quite well for people is when they have an understanding of who their buyer is right and I think that the commonality becomes less about the format of the creative itself as if they're coming up with some kind of a hack and it's around like a deep understanding of their customer why why are they interested in this product what is it about it that that resonates with them and so I think like the core of what seem because obviously like we're you know the world that we live in is all like direct response we're creating assets for the per purpose of like performance we're not interested…
Escúchalo en el minuto 33:55
Job del ad vs job del landing page: no todo ad tiene que cerrar la venta, los ugly ads pueden ser los que más clickeen
Estrategia de contenidosReza: 'you have to remember what the job of each part of your funnel is. Like you don't need sometimes you want to give them the brand story and a bunch of information in the ad and that'll help you know but quite often your landing page does that or your product page does that. You just want to get them off the platform onto your page and so I think that's where some of these ugly ads can work if you're able to do…
a Next Step that you want them to go to and the other thing to remember too is this my friend Paul reminded me of this a while ago with a post it's like you have to remember what the job of each part of your funnel is like you don't need sometimes you want to give them the Brand Story and a bunch of information in the ad and that'll help you know but quite often your landing page does that or your product page does that you just want to get them off the platform onto your page and so I think that's where some of these ugly ads can work if you if you're able to do it with enough understanding…
Escúchalo en el minuto 40:07
Objetivo unicornio: producir publicidades de alto impacto que funcionen a escala por largo tiempo
Medición y experimentosLas 'unicorn ads' son publicidades que funcionan excepcionalmente bien, alcanzan escala significativa y corren por mucho tiempo con eficiencia. Estas son las que tienen el mayor impacto en el contribution margin porque combinan escala + duración + eficiencia. El objetivo estratégico no debería ser 'encontrar un winner', sino construir un proceso que produzca más unicornios sistemáticamente cada mes.
goals at that scale for a long time and I think when if teams look at their goals around that I think it's really important so sometimes we were talking about iteration earlier sometimes you get so lost into this Loop of small iterations you forget that like no the goal here is to produce more unicorns like that's what we're really trying to achieve if you look at the distribution of impact of those unicorns compared to like the few assets that maybe did work well but not at scale like it's a lot of the ad account is being driven by those big by those big unicorns so even you know I think in…
Escúchalo en el minuto 14:48
No basta con aprender algo de cada A/B test — hay que apilar aprendizajes estratégicamente
Medición y experimentosMuchos equipos hacen A/B testing donde 'aprenden algo' y luego hacen otro A/B test 'y aprenden algo más', pero si no apilan esos aprendizajes de forma estratégica — construyéndolos uno sobre otro en vez de tratarlos como eventos independientes — nunca van a ver el progreso acumulativo que buscan. Los aprendizajes sueltos sin estrategia no equivalen a dominio.
you ship them and how do you how do you hone it in a way we're just talking about AB testing yesterday I think a lot of people do AB testing where they're like oh I learned something and then they'll a test again and they oh I learned something but if you're not honing if you're not like stacking your learnings in a strategic way you're not you may not see the progress you want it may it may end up being more you get R you hit random success on different AB tests but if you're not actually honing your learnings down you're not going to get you know the winning the winners that you want yeah…
Escúchalo en el minuto 6:15
Todo anuncio de respuesta directa necesita un llamado a la acción claro que dirija al siguiente paso
Mensaje y copywritingEn direct response, incluso las creatividades más pulidas y con storytelling necesitan un call to action que lleve al usuario a la siguiente acción. Sin un CTA que dirija, es difícil producir resultados reales.
brand folks where it's all like as simple as like if the ad creative doesn't have a call to action it's like it's hard to produce Real Results when when you're not driving somebody towards something whereas for example in the ugly ad it might be very direct and you're really leaning into a call to action that people are responding with whereas like the more polished like storytelling approach is engaging but like it's not clear you're not driving people to to an action so I think that's something that is uh is important for direct response you really do need you know a call to action driving…
Escúchalo en el minuto 39:33
Usar reseñas de productos existentes para generar insights creativos e ideas de mensaje
Mensaje y copywritingLeer las reseñas de los productos propios y de competidores es una fuente directa de insights sobre qué palabras, beneficios y problemas usan los clientes reales. Esas frases pueden reutilizarse directamente en los hooks y mensajes de los anuncios.
product reading the reviews of of your of your products and understanding like what are they saying and using those as a way to come up with your with your creative insights and so the reason that varies from from person to person is depending on what you find in the Intel of your of your customer demographic that's going to inform the kinds of formats and the kinds of things that you should test that might work really well with your customers people refer to this and like when when building any kind of product or even like software product it's like a really deep understanding of your…
Escúchalo en el minuto 35:56
Arquitectura invertida: crear como unidad primaria de análisis y estructurar desde ahí
Medición y experimentosLa mayoría de herramientas y configuraciones de campaña estructuran por canal > campaña > adset > creativo. El enfoque correcto para análisis de creatividad es invertir esa pirámide: el creativo es la cima de la pirámide, y todo lo demás (campañas, channels, formats) se abstrae para agregar el rendimiento de cada activo en todos los contextos donde corre. Esto permite ver el verdadero impacto holístico de cada pieza…
intelligence tools architecturally they're structured as Channel campaign adset ad creative right like all the way down think of motion as the inverse we're like creative is the top of the pyramid and we abstract away everything else to like aggregate it and give you an understanding of how that one piece of creative is done and so you'll be able to see like very quickly the the simplest report in motion is you're looking at your top Spenders right because it's most important if you start looking at how creative is performing on the ones that haven't spent a ton probably not going to learn a…
Escúchalo en el minuto 27:03
El trabajo del creativo es generar el clic; la landing page o product page se encarga del storytelling completo
Mensaje y copywritingNo toda pieza creativa necesita transmitir toda la historia de marca y la información del producto. Frecuentemente la landing page o product page ya hace ese trabajo. El rol del anuncio es captar la atención y lograr el clic para llevar al usuario a la página.
a Next Step that you want them to go to and the other thing to remember too is this my friend Paul reminded me of this a while ago with a post it's like you have to remember what the job of each part of your funnel is like you don't need sometimes you want to give them the Brand Story and a bunch of information in the ad and that'll help you know but quite often your landing page does that or your your product page does that you just want to get them off the platform onto your page and so I think that's where some of these ugly ads can work if you if you're able to do it with enough…
Escúchalo en el minuto 40:07
La división entre equipos de performance y equipos creativos es el mayor gap operativo
MarcasExiste una brecha significativa entre el lado de performance (media buying) y el lado creativo (producción de contenido). Cuanto más importante se vuelve la creatividad como driver de resultados, más crítico es que estos dos equipos operen en armonía plena. Cuando colaboran bien, los aprendizajes fluyen en ambas direcciones y se maximiza el impacto de cada inversión.
sort of like narrative retargeting where you're you're kind of walking users through a a story um that you're that you you know that you're telling with ads which which is a really kind of romantic idea and I think there's an aspect of that that is so essential in today's creatives like again another thing that everyone talks about in this podcast is your need to structure your creatives by where people are in the funnel structure your campaigns by where people are in the funnel top middle and bottom and so I had this idea of like storytelling through creatives which I think was probably a…
Escúchalo en el minuto 3:20
Medición y experimentosHerramientas como Motion permiten hacer reportes comparativos que agregan rendimiento por creador de contenido, ángulo o formato, permitiendo ver a nivel estratégico qué variables están moviendo la aguja sin necesidad de analizar creativo por creativo en spreadsheets.
experiment that I can come up with that uses some of the winning elements of this one creative but tries to elaborate on the parts of this creative that didn't do as well and then there's like a whole other aspect of motion are comparative reports where you can zoom out at a higher level and say for example I'm working with five different content creators and I want to I want to see my performance by content creator and say which one of these content creators are moving the needle for us and like you'll be able to do that very easily in motion or angles for example I'm trying these like eight…
Escúchalo en el minuto 30:05
Let the algo cook: diversi-fy tu creative mix y deja que el algoritmo de Facebook optimize internamente — menos tactical work, más coverage
Canales de adquisiciónReza: 'as people build their creative mix I think it's still interesting to think about it in that sense where there's like a complimentary relationship between the different creatives where you have like I don't know all the key messaging that you want to talk about. If they all exists within your portfolio of creatives I think it all kind of works itself out for people to be exposed to those creatives in a way…
think I I hear it less as like a tactic from Day-Day media buyers but I think it's still happening as part of like Facebook's algorithm just getting better and better over the years so as people build their creative mix I think it's still interesting to think about it in that sense where there's like a complimentary relationship between the different creatives where you have like I don't know all the the key messaging that you want to talk about if they all exists within your portfolio of creatives I think it all kind of works itself out for people to be exposed to those creatives um in a way…
Escúchalo en el minuto 45:08
El Creative Strategist es el perfil que equilibra arte y ciencia y mueve la aguja en marcas DTC hoy
MarcasLas personas que tienen partes iguales de capacidad creativa y analítica (artista + científico) son las que más impacto tienen en las marcas hoy. Si se inclinan demasiado hacia cualquier lado (demasiado creativos sin datos, o demasiado basados en datos sin creatividad), el resultado no funciona.
mentioned unicorns like the the other the other uh label of unicorn can be attributed to the people at companies who are truly equal parts artist equal part science right and I think those individuals really move the needle for Brands today and I think when we talk about the creative strategist that's another dimension of that individual is that they they have almost like this perfect harmony between the creative side and the data side because as soon as you go a little bit too far in either direction it's not going to work and it's really interesting that I think this has been true for a…
Escúchalo en el minuto 46:53
Seguir el playbook de creatividades sin innovar produce creatividad genérica que no destaca
Mensaje y copywritingHacer los formatos que se supone que funcionan (UGC, founder story, ugly ads) sin ponerles personalidad y eigenenheit lleva a ser otro más. Para encontrar creativos que realmente funcionen hay que innovar dentro de esos formatos, hacerlos weird y hooky, y darle tu propia vuelta.
to most and I think it's really easy to kind of come out of the game like okay I need some ugc I need a Founder story I need like and there are all these these sort of defined things that we talk about doing but if you're not innovating in those or if you're not being creative you it's very easy to come out as just another also ran and you can be like oh well I ran all the kinds of creatives that I was supposed to but if you're not really making them weird and hookie and interesting and putting your own spin on them you're less likely to find those unicorns yeah and so like you know you…
Escúchalo en el minuto 46:25
Buscar curiosidad sobre el lado opuesto del propio perfil para identificar y desarrollar Creative Strategists
MarcasPara encontrar unicornios internos, identificar personas del equipo de datos que muestren curiosidad por el lado creativo (quieren saber qué pasó con sus creatividades) o del equipo creativo que se interesen genuinamente por los números, y ayudarlos a desarrollarse hacia el otro lado.
organizations finding the people at their companies that maybe they come from the data side performance side maybe they come from the creative side but finding the individuals who have a ton of curiosity about the other side and helping them get there so if you have somebody on the creative team who seems to be really interested in the numbers and being like I tried this thing I'm very creative but I'm very eager to know like what happened I I actually want to look at the data and I care about that stuff then that person maybe has a lot of potential in the organization to be you know…
Escúchalo en el minuto 48:23
Winners fizzle más rápido que hace unos años; TikTok fizzle aún más rápido que Facebook
Medición y experimentosLos anuncios winners (creatividades ganadoras) se desgastan y pierden eficacia más rápido que hace unos años. Esto se debe a la mayor competencia por la atención en los feeds, la saturación de contenido y los algoritmos que penalizan la repetición del mismo asset. TikTok tiene un ciclo de desgaste aún más corto que Facebook/Meta.
like our first creative was the one that like took us over our first two years or you know there's there's a lot of there was a lot of stories back in the day of like brands that were built on single on winners that just kept going is that happening less and less in this environment like are I I think your people are always still looking to find Winners but are winners generally fizzling quicker than they did a few years ago at this time I think they're definitely fizzling quicker um it also depends on platforms so I've heard for example like Tik Tok Fizzles way quicker than than for example…
Escúchalo en el minuto 13:16
Con alto volumen de gasto publicitario es imposible gestionar creatividades solo con la memoria; se necesita rigor basado en datos
Medición y experimentosUna vez que el gasto mensual cruza unos pocos cientos de dólares y se requieren docenas de nuevos assets cada dos semanas, gestionar creatividades a ojo o en la cabeza deja de funcionar. Se necesita poner los datos por escrito para construir aprendizaje acumulativo semana a semana.
early on we talked about volume right and if it weren't for the intensity of volume required then maybe you could do it all in your head and kind of just like look at the one or two creatives and and manage it all that way but as as soon as you start Crossing like a couple hundred, a month in media spend and now we require like dozens of new assets every other week or something like that um it starts to become very difficult to eyeball it and you really need to like put things down and say okay what are the trends that we're seeing because there's just a lot more money at stake there right…
Escúchalo en el minuto 31:52
Establecer un umbral mínimo de rendimiento incluso para creatividades de awareness
Medición y experimentosIncluso los anuncios de marca o storytelling deben cumplir un umbral mínimo de rendimiento. Se puede ser más permisivo con el nivel de ese umbral si hay convicción de que el creativo está generando demanda nueva, pero nunca deben correr sin medición mínima.
think direct response advertisers still have an expectation that every creative asset is going to drive performance right it's difficult to it's difficult to justify a creative asset that's going to spend a lot of money that on its own is not going to deliver a lot of real results but intuitively everybody everybody agrees with this that like it can't be that every single asset is like hardcore direct response bottle funnel messaging like it can't be and we know that like when somebody purchases they've they've interacted with a number of different ads and maybe some of those like helped warm…
Escúchalo en el minuto 40:50
Hot take: Contratar un Creative Strategist transformará el negocio
MarcasLa recomendación final del invitado es hire a creative strategist y dar ese paso. Es la inversión que, según su experiencia, cambia el juego para cualquier negocio DTC que busca escalar creatividades de manera sostenible.
you oh man um my hot take is hire a creative strategist take the take take the leap hire a creative strategist and it will change the game for your business amazing well let's end it there
Escúchalo en el minuto 53:09
Crear espacios y estructuras que permitan a los Creative Strategists 'cocinar' con autonomía
MarcasSi el objetivo es tener más unicornios en el equipo, hay que darles una cocina para cocinar: infraestructura, herramientas y autonomía. Esto implica producto, procesos y contenido diseñados para que ambos mundos (arte y ciencia) florezcan fácilmente.
recipe today and I think the people that have had this historic like people generally call them like unicorns because it's very hard to come by but I think Brands need to be more deliberate about creating these individuals at their companies because they can have a really really big impact on just everything Downstream if you have more of these individuals on the team and if you want to have a bunch of unicorns you got to give them a kitchen to cook in and that sounds like what motion is Motion sounds like a place where you're going to give the UN those creative strategists the kitchen to…
Escúchalo en el minuto 49:24
Usar creatividades 'feas' (ugly ads) como táctica de diferenciación para capturar atención en el feed
Canales de adquisiciónLos anuncios que se salen del padrão de producción pulida destacan en el feed y rompen la fatiga publicitaria. La clave no es la fealdad en sí, sino capturar atención y comunicar el punto rápido sin el esfuerzo de producción premium.
a lot to it I think that that's one Trend that obviously is like has picked up quite a bit and I think there's there's a couple of Dimensions to it one is ultimately what you're trying to do is stand out right like if if we're producing a creative the worst thing that you want is to be just like glossed over and oftentimes when what you're producing looks and feels like everything else and kind of sticks out like a sore thumb as like a well polished ad creative then people might just tune that out and just like scroll past it but like I think the essence behind something like the ugly ad idea…
Escúchalo en el minuto 37:17
Investigación de mercado y clienteLas audiencias más jóvenes no quieren consumir un pitch elaborado. Prefieren contenido que no se sienta como un anuncio, lo que implica que las marcas deben adaptar su creatividad hacia formatos más orgánicos e interesantes para conectar con este segmento.
mention around gen Z that they don't want to be sold to like they don't they don't want to consume something that is like this like elaborate pitch they want something like isn't an ad but doesn't really feel like an ad and so yeah I think I think there's all these like Trends and stuff that are interesting to keep an eye on but I imagine that anybody who will just go and like take the latest Trend or or something and like use that for their for their ads is not necessarily going to work unless they have that deep understanding of like who are my customers what do they want and then yes let's…
Escúchalo en el minuto 38:45
Las métricas creativas y el rendimiento no siempre correlacionan perfectamente, pero ambas importan
Mensaje y copywritingUn debate en la industria sobre si las métricas de creativo (view-through, video retention, CTR) son valiosas o vanity muestra que la relación no siempre es lineal con el rendimiento final. La postura correcta es no depender de una sola métrica.
was this beef between Taylor holiday started it around I was about to bring up Taylor holiday contast let's go well he brought up this idea of like I'm about to throw away creative metrics because I don't see the correlation between creative metrics and performance proved me wrong and like Twitter got lit up from that and uh uh Jess from fire team I think they had like a bunch of back and forth around like baseball analogies and trying to predict like um home run winners Etc and it was really fun like back and forth and I noticed so we're bringing Taylor and Jess and uh somebody from from the…
Escúchalo en el minuto 52:14
Los algoritmos de Meta ahora ejecutan automáticamente el retargeting y warmup que antes se hacían manualmente
Canales de adquisiciónLa segmentación manual de audiencias para retargeting (capas de video + retargeting de warmed audiences) se hacía manualmente hace unos años. Ahora Meta aprende automáticamente quién vio videos de una marca y les sirve más creatividades, haciendo innecesaria esa gestión táctica día a día.
otherwise you know I remember a lot of that talk several years ago I think we're seeing less of it only because like the the platform seem to favor letting their algorithms just just do the work and as opposed to getting really fancy with like let let me Micro segment let me create this one segment here and like Target them like that it I hear less of that these days where it's more like the algorithms in some sense have gotten smart enough to do some of that for you where I think I think a lot of that is happening but I think it's just happening in the more Consolidated let Facebook kind of…
Escúchalo en el minuto 44:14
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