Data Opportunities: Improving Creativity and Storytelling

[nurmohammadkhan]

In a previous article on our blog we talked about how the creative process is changing thanks to data . Data is a precious resource in all phases of the creative process and more and more companies are understanding its value.

According to a recent Gartner study, 76% of marketers make creative choices based on data analysis . Choices that can make a difference both in the relationship between brands and consumers, and in sales. In fact, a Google analysis found that about 40% of sales are influenced by campaign creativity.

Redesigning creative formats and offering useful and engaging content thanks to data means, therefore, being able to listen to consumers and being able to build relationships that last over time. This aspect has also been demonstrated by some case studies presented by Google.

Specifically, creative directors at communications agencies such as We are Unlimited, AMP Agency and BBDO have found that data has been key to understanding consumer behaviors, interests and expectations, allowing them to reach them through more real and engaging stories, and to simplify creative processes and maximize campaign investments (source: Thinkwithgoogle).

Working on creativity and storytelling through data can really make a difference to the success of a campaign. Below, we see two examples of how data has been used to create campaigns and products aimed at specific audiences.



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Data: The Starting Point for Lenovo's Creativity
The first example of how data can help us better understand consumers and albania whatsapp resource capture their attention through tailored marketing and products is the “Just Watch Us” campaign created by Lenovo .

To reach the Gen Z audience, Lenovo has leveraged a theme of sustainability , which young people pay a lot of attention to, by launching a new product on the market designed specifically for them.

In fact, the ThinkPad Z series PCs from the “Just Watch Us” campaign are devices that in their design recall nature through the colors (bronze and arctic gray) and are made with materials such as recycled aluminum and vegan leather. In addition, the packaging is made of bamboo and sugar cane.