How do you – as someone who is trained in more traditional advertising and who has done print advertising — approach making content for Facebook. How are you concepting differently than you do for like a print campaign?
I don’t know if you necessarily approach it differently in terms of the end goal, I just think you have to concept a bit smarter. I started off in traditional/broadcast then I worked my way into digital which was banner ads or web pages. When you are writing a TV commercial or making a banner ad, you aren’t necessarily focusing on the amount of likes it will get on Facebook, hits on YouTube, or retweets. In social, the content needs to be sharable at it’s core. The first question I always ask myself when creating content is, “Would I share this? Would I like this?” I know that might sound crazy but I just ask, “Would I do it?” And if the answer is no then it doesn’t seem like it should be content that’s made.
One of the tenants of the project has been to find the space where pop culture and trends overlaps with what interests Verizon and has to do with mobile technology.
I will never forget the day we were post-less. It was a Thursday. We had an old Zack Morris phone on our desk. And we said, “Well, looks like it’s got to be a Throwback Thursday post.” We persuaded everyone to let us put it on the interwebs to just see what happens. At that moment we were at a very crucial hurdle of showing our client that culturally relevant things ARE, in fact, important. We proved that even for a client like Verizon, that is always focused on being a tech forward brand, you can still do a successful and engaging throwback post. Verizon started a conversation that everyone could relate to and more importantly, that hadn’t existed prior in that category. Verizon got to imply “look at the strides we’ve made in mobile phones and service” while simultaneously relating to the audience in a way they would engage with friends. Instagram had allowed #tbt to be a cultural phenomenon. By contributing to #tbt it made Verizon seem like “they get me.” We really leaned into how people already use their phones and apps and just gave them a little more of a helpful conversation around those topics.
What’s next for you. Do you want to keep working in the social media space?
I’m really just interested in making good shit. Aren’t we all? After working on the traditional and digital aspects of advertising, I think I’ve become very spoiled working in the social media space. I also think it’s made me a much more nimble creative. I was fortunate to find myself on a small but highly efficient team where we were leading the way in an industry. We were functioning as an agency within the agency. When you are creating work at such a rapid pace and in such a new process we had to wear a bunch of different hats. We would joke “Well, there’s another title for the business card” – I think mine is up to stylist, location scout, talent scout, producer, prop department, photographer’s assistant, the talent- the list grows by the day it seems.
Most importantly though, once you learn that you don’t need to make an “ad” to get people to engage with a brand it becomes very fun. I basically just make really beautiful, interesting, engaging things. For the first time in my career I found myself not making ads. In fact, in some cases I wasn’t legally allowed to put an advertising message into our creative. IT. WAS. AWESOME. My job is to be relatable and likable and create things I would physically “like” on Facebook. Career-wise, that’s not a bad place to be.