Creative Strategy Platform Synergies - How to Leverage Data with Evan Lee

Creative Strategy Platform Synergies - How to Leverage Data with Evan Lee

Building systems and tools around your creative strategy workflow is the only way to ensure that your paid marketing efforts can compound. On a recent webinar with Evan Lee from Motion he breaks down how to get clarity in a world with multiple distributed platforms, building synergy both technically and amongst your team. In this post we are going to break down the key insights and learnings from his presentation. So buckle up as we dive into how to stack some serious firepower behind your creative strategy workflow.

creative strategist working at computer
30 sec summary icon
30 Second Summary

Creative Strategy: The Backbone to Performant Ads

Evan emphasizes that creative strategy is the linchpin for success, especially in paid advertising. The crux lies in harmonizing the analytical details of performance teams with the imaginative flair of creative teams. This synergy is not just desirable but essential in for paid advertising in 2024, endless platforms, ad formats and creative styles.

“But we also know is that our teams are more analytical and our creative teams are exactly that, more creative, and it almost creates this natural distance between teams that need to work in lockstep.” - Evan Lee

How to inspire creativity across your whole growth team

  • Foster a culture of collaboration between creative and analytical teams.
  • Regularly conduct joint sessions to align on goals and strategies.
  • Implement tools and processes that facilitate seamless communication.

Building the Bridge: Integrating Creative and Analytical Teams

Evan lays out a detailed workflow that ensures a seamless collaboration between these teams. By following his steps, brands can consistently churn out top-notch creatives that resonate with their audience. He also delves into the role of creative strategists, who act as the glue binding various teams and ensuring that actions are driven by meaningful insights.

creative strategy workflow infographic
Creative Strategy Workflow

The Detailed Creative Strategy Workflow

Step 1: Creative Research

Step 2: Ideation

Step 3: Ad creative briefing

Step 4: Content creation & Production

Step 5: Creative Analysis

Step 6: Launch your ads

Step 7: Evaluation and creative analysis

This process of fully implementing this workflow can be a massive lift, especially for smaller teams, here are some easy things you can do on day one to set your team up for success.

  • Appoint creative strategists to oversee and integrate efforts of different teams.
  • Develop a structured workflow that includes regular check-ins and updates.
  • Use collaborative tools to maintain transparency and accountability.

Tools of the Trade: Leveraging Motion and Foreplay for Creative Excellence

Implementing this workflow is not just theoretical. Evan recommends tools, that act as an anchor for this entire process.

  1. Motion - Visualize your creative metrics and built reports you can rally your whole team behind.
  2. Foreplay - Structure and organize your creative research and competitor tracking.

These tools help in understanding what works and what doesn't, thereby enabling you to make informed decisions about your creative strategies.

The Power of Hypothesis in Marketing

A cornerstone of Evan's strategy is the focus on hypothesis-driven creativity. This approach involves basing creative decisions on hypotheses derived from data analysis. It ensures that every creative element is purposeful and geared towards achieving specific marketing objectives.

How to build, test your creative Hypothesis

  • Formulate clear hypotheses before launching any creative campaign or production sprint.
  • Gather and analyze data to test these hypotheses.
  • Use insights from this analysis to inform future creative decisions.

Adaptation and Evolution: Continuous Improvement of Creative Strategies

Evan stresses the importance of regularly reviewing and adapting creative strategies. This involves continuous analysis of performance and being ready to iterate based on the findings. Such an approach ensures that marketing strategies remain effective and relevant in a rapidly changing digital landscape.

creative findings infographic

Actionable steps to creative sprints and iteration

  • Establish a routine for reviewing and updating creative strategies.
  • Be open to experimentation and learning from both successes and failures.
  • Encourage a culture of continuous improvement and agility within the team.

Conclusion: How to turn your team in a well-oiled creative factory

Evan Lee's insights from the webinar provide a roadmap for building a bring across your entire growth team that rallies around growth through creative.

If organization and highly performant ads sound good to you, here’s the 80/20 analysis on doing this for your own business.

  • Embrace the Creative Strategy Workflow: Implement Evan's workflow to bridge the gap between your creative and analytical teams.
  • Leverage Tools for Ideation and Analysis: Utilize platforms like Motion and Foreplay to gather insights and drive your creative process.
  • Focus on Hypothesis-Driven Creativity: Base your creative decisions on hypotheses derived from data analysis to ensure effectiveness.
  • Regularly Review and Adapt: Continuously analyze your creative strategies' performance and be ready to iterate based on the findings.
  • Foster Cross-Team Collaboration: Encourage open communication and collaboration between different teams for a holistic marketing approach.

By blending analytical rigor with creative imagination, brands can elevate their advertising to earth shattering ROAS. Remember, the key is in the seamless integration of data-driven insights with imaginative storytelling.

If you're eager to delve deeper into these strategies and witness the magic unfold, be sure to watch the full webinar.

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