Whatever way you choose to spin the stats, it's undeniable: creativity is essential to campaign performance and the key to success.
“53% of all campaign outcomes can be attributed to creative” –Meta“Creative quality is responsible for 70% of ad performance” –Google Media Lab“High creative quality and effectiveness quadruples ROMI (return on marketing investment)” –Kantar
However, many marketers and businesses aren't hindi directory able to keep up with the increasingly demanding level of production output required to capitalize on creativity as a performance lever. MVF experiences these challenges tenfold but we tackle them head on. Against the odds, our campaign managers make all of their own ad creatives across dozens of markets and languages and hundreds of verticals ranging from heavy duty equipment tracking in Canada to market research in Singapore.
I saw a TikTok recently (a daily utterance in our team) showing how a 20-second ad spot for a well-known supermarket cheddar brand was made. It took 38 people from production, casting and agency to put the ad together. The ad was good but nothing special. It costs a lot to produce and will be very difficult to measure ROI, so what was the point?In contrast, 3 of the Marketing Innovation Team went on a 2-week trip to Austin in September. We ran 4 production events, sourced 3 locations and hired 4 actors. To date, from that one trip, we have delivered 43 ads and have created over 800 assets. Gross profit uplift from a single ad has already paid for the cost of the trip several times over.One of the many ways we differentiate ourselves here at MVF is through the scale and impact of our creatives. Here are 5 learnings that have enabled us to produce over 400 highly performing ad creatives per month.