In an age of ever-increasing digitisation, and ease of access to information, the world is becoming less obsessed with household names and more focussed on handheld names – those of Creators. Creators are influential social content makers who nurture passionate fan bases whilst developing their own personal brand.
In order to understand how to work successfully with this new breed of celebrity, the #OgilvyCreators event brought Creators, and the brands who have nurtured and grown with them, to Sea Containers, 26th May.
Our guests included: Jamal Edwards MBE – Creator of SBTV, Michael Zee – the culinary king behind Instagram’s Symmetry Breakfast, Sarah Mikaela – a fashion, lifestyle and travel blogger, Philip Hartmann – Head of Content at Coca-Cola Berlin and Helen Lawrence – Head of Creative Agency Development for Twitter (all pictured above with Thomas Crampton, Global Managing Director of Social@Ogilvy).
Here are the top ten takeaways from the event:
1. Everyone is a Creator – everyone is creative and can be a Creator if given the opportunity, would Beethoven still have been regarded as a Creator if the piano had not been invented?
2. Let Creators create – the best way for brands to work together with Creators is to give them a blank canvas, a space to create.
3. Don’t just use product placements –a random product promotion detracts from a Creator’s authenticity and gives the impression of selling out.
4. Tailor your brand into a Creator’s everyday life instead – try to embed your brand into a Creator’s life. If it’s integrated into their everyday routine, it will be a more natural promotion.
5. Creators are partners, not vendors – working with a Creator is a partnership, work together to promote your brand and theirs.
6. Every Creator is their own brand – respect the fact that they have their own values and opinions, consider how these may conflict with your own brand’s.
7. Don’t meddle – don’t try to change a Creator, they are successful because their fans love them for what they do naturally.
8. Craft campaigns around their audience – choose your Creator carefully. Think about their audience and whether your brand will coincide with their audience’s needs.
9. Be bold – don’t try to recreate what other brands have done with a different Creator, explore new possibilities.
10. Trust – arguably the most important message of the evening. If you want your brand image to change, with the help of a Creator, you have to trust their industry knowledge.
Originally published on ogilvy.co.uk by Harry Wright.