WEEK 2: Target Practice

One of the biggest mistakes that brands and agencies make about digital media is assuming that product quality and media spends do not go hand in hand. They tend to approach digital advertising in one of the following ways:

  1. Create an amazing film and assume that it will get organic views and engagement without paid promotion
  2. Create a low-quality film and spend lots of money on paid promotion under the assumption that the only metric of success for a campaign is the number of views it gets

The truth is that views are the worst way to measure a campaign’s success, since that metric depends entirely on money. The more money you put behind your content, the more views it will get. However, if 90% of your viewers disliked your film, or you got no real engagement in the form of comments, shares, etc. then you have missed the point of digital media entirely.

The advantage of digital media is that you can target your audience in a way that conventional media cannot. You can also track how audiences are responding to your content. You can measure the success of your campaign in a much more detailed way through digital media than through conventional media (TV commercials, print ads, etc.)

At Humour Me, we always try to maximise engagement and show real, tangible results for our campaigns. This means making a great film is only half the work. The other half comprises of creating a promotion strategy targeting people who are likely to respond well to our content.

That was our key focus this week with our film for Arctic Fox. We were experimenting with different audiences and seeing which ones responded best to the film.

In addition to this, we created a behind the scenes (BTS) film for our campaign. If you’re curious about how production work happens at Humour Me, watch the BTS film here 

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We also wrote a press release for the brand. We asked our CEO to give us a small quote for the article. He responded to our request with an audio recording that was nearly nine minutes long. My job was to transcribe the entire thing and shorten it into a couple of paragraphs. It was not easy.

In other news, we pitched to that smart phone brand I mentioned last week. They liked our ideas, but we know better by now than to assume that means the campaign will actually come to life. Until costs are approved, one can never assume that a project will be executed.

Meanwhile, at the office, interviews were in full swing. We interviewed a candidate for COO, and some candidates for the position of Art Director. To be honest, it’s slim pickings among the Art Directors. One of the candidates showed up half an hour late without any prior warning, which earned them an immediate rejection. Punctuality is important here, which is more than I can say for most of the industry.

Of course, a good week at Humour Me is never complete without a healthy dose of drama. The CEO of the office above ours barged in and claimed that our CEO had scratched his car in the parking lot. Of course it wasn’t true, but it was entertaining nevertheless.

Our Account Manager and Creative Executive faced off in a push-up competition. To give you a little context, the Creative Executive goes to the gym every day. He takes body building very seriously. The Account Manager never goes to the gym.

The Account Manager won, with a total of 40 push-ups.

For those of you who claim you don’t have a gender bias and yet immediately assumed that our Account Manager is a man, think again.

The week ended with us gaining a better understanding of digital strategy. Most brands believe that only short form content works. But with so many brands creating short form content, digital media has become cluttered. We have always believed that interesting, high quality long form content is a great way for brands to break through this clutter.

But with Arctic Fox, we learned that the age and establishment of a brand plays an important role in its content strategy. Long form content works better for brands that are well known, while short form content is a good way for new brands to gain awareness about themselves and capture attention quickly. And when it comes to brand building, it is important to keep experimenting until you find a content strategy that fits.

See you next week!


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