We all know that creativity is important. Incredibly important even and essential within B2B marketing; you can’t escape it.
Yet many campaigns have other priorities than creativity. And that’s a shame!
When you start creating a new campaign, you need to include the creative aspect from the start.
But… unfortunately, many organizations do not have the right data or the right knowledge to do this.
Or they lack good examples of creative campaigns or previous campaigns that have run well using creativity.
That’s why in this blog we tell you why you should never forget creativity in campaigns and what is important for a good, creative campaign.
A campaign that appeals to your target group.
Does creativity contribute to the growth of your company?
The answer is simple: YES!
Powerful ads leave more impact. They ensure that the advertisement and the message behind it are remembered by the consumer.
And the more it is remembered, the faster the link is made between the advertiser and the consumer.
Of course, you might say, but this is not nearly as obvious.
Good ads stick in the mind of your target audience.
Almost half of the success of your campaign and of good advertisements is determined by the creative aspect.
Once you have a strong creative strategy, create campaigns that win. Campaigns that appeal to the target group.
The interaction of these types of campaigns is higher and they get more clicks and conversions.
With the right campaign material, you have up to almost twice as much price power, and there is five times more shared market growth.
And in addition, a strong, creative campaign is also 16 times more profitable.
These are some of the results of a study by LinkedIn’s B2B Institute and System1.
Few creative ads according to research
LinkedIn’s B2B Institute and System1 examined what percentage of their analyzed ads scored between one and five stars.
From previous assessments (through the ESOV strategy) by System1 from more than 40,000 advertisements, the organization has been able to draw up the scale below.
The ‘star rating’ and market growth go hand in hand, assuming 10% ESOV in each category.
“Brands that set their share of voice (SOV) above their share of market (SOM) tend to grow (all other factors being equal), and those that set SOV below SOM tend to shrink. The rate at which a brand grows or shrinks tends to be proportional to its “extra” share of voice (ESOV), defined as the difference between SOV and SOM.”
– LinkedIn Ads Blog, January 2020
The score scale is organized as follows:
^ Image 1:LinkedIn’s B2B Institute and System1 report, page 10:
Of the 1,700 ads analyzed by LinkedIn’s B2B and System1, only 0.1% (!) achieved five stars on the one-to-five-star scale.
- 76.7% of all ads scored 1 star
- 18.8% of all ads scored 2 stars
- 6.0% of all ads scored 3 stars
- 0.4% of all ads scored 4 stars
- 0.1% of all ads scored 5 stars
^ Image 2:LinkedIn’s B2B Institute and System1 report, page 11:
Which aspects are important for the profitable and creative success of advertisements?
Before you can start with the creative part of your campaign, there are a few basic parts that need to be looked at:
- research ad recognition and ad recall;
- calculate the sympathy for ads and the clarity.
Once this is clear, you can move on to the creative part.
In general, the successes can be divided into these five categories: the storyline, characters, music material, emotion, and smooth advertising:
- Story: those who can tell the story well can achieve their goal;
- Characters: we all want to be able to encourage someone (or something);
- Musical material: music appeals to the heart and to the imagination;
- Emotion: like music, emotion speaks to the heart;
- Smooth advertising: brand recognition reinforces the message (by using recurring logos and/or characters).
Nikon has a recurring song that is used in a lot of video ads. ‘Welcome, Home‘ (2007) is a song by Radical Face and has been used since 2010 for the Nikon ads, which were broadcast in several European countries:
When it comes to smooth advertising, the Dutch supermarket chain is a standout. For a period of 10 years, there was always the same premise: a character.
Namely Harry Piekema’s Henk van Dalen!
Actor Harry Piekema as Albert Heijn’s Henk van Dalen character (2004-2014)
Respond to the emotion
The emotional value associated with advertising plays a major role in your marketing success.
Marketing expert Les Binet says: “Use the power of emotion. Automatically thinking of your brand when buying is only half the battle. Advertising should also reinforce brand preference. The other approach is to create associations between the brand, the buying opportunity, and a relevant feeling and feeling that encompasses buyers to choose the brand.”
Responding to emotions also creates affection.
When we find a brand attractive, positive thoughts arise about its benefits.
For example, it is likely that customers will also rate your products and services more positively.
Creative work and data-driven marketing go hand in hand. Together they ensure success and more customers.
As already mentioned, creativity is important, but creative material is essential.
People are story thinkers, not logic thinkers.
So, there you go.
Invest in the creative!
Read More: 3 steps that will help you grow your brand