Download - Google’s Charlotte Morton: Performance art
BeFirst to theFUTUREPerformance Art.
Charlotte MortonIndustry Head, Creative Agency
We know creativity creates difference and ultimately value
We are increasingly using the phrase "high-performance creativity". It is the marriage of relevance and difference. Two forces that should never be separated.- Ben Fennell, CEO, BBH“
Excitingly, the web has democratised creativity
Everyone can take advantage of the value it creates
Dollar Shave Club
We see it time & again for both Brands & Creators
ChipotleMichelle Phan
Creativity is even more critical in today’s world
What does all this actually mean for modern creativity?
YouTube vloggers & haul girls control 97% of conversations around Beauty on YouTube“
1. Data helps scope Creative Territory
1. Data helps scope Creative Territory
Tresemme All Things Hair
search interest for “volvo trucks”
search interest for “volvo trucks”
Jan 2013 Nov 2013
Jan 2013 Nov 2013Source: Google Trends, Worldwide, Jan 2013-Jan 2014
Apr 2013 Nov 2013
For a whole month last year, “volvo trucks” was more interesting than sex. True fact.
“great sex”
“volvo trucks”
2. Data provides instant creative feedback
3. Data helps to sweat your assetsIrn Bru & Burger King
“Sequential Remarketing” drives 40% View Through Rate
5.2mviews per
month
22mviews per
month
The Slo Mo GuysJacksGap
3.3msubscribers 3.4m
subscribers
Source: YouTube data, Jan 2014
4. Data feeds the success of some of YouTube’s biggest channels
Vice
7.5mviews per
month
4.3msubscribers
Jamie Oliver
The success of their content extends way beyond video itself
Art ScienceContent
FundamentalsAudience
development
title
recency
view counts
watchtime
engagement metrics
tags
description
accessible
discoverable
shareable
consistent
conversational
interactive
sustainable
authentic
targeted
collaborative
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