If you're familiar with advertising agencies' way of life,
you've already faced comprehensive guidelines, established by
Specs are precise, and it's still barely impossible to deny
them. Even worse, if you don't respect them, your client can
depreciate your fees…
But this ancient habit is more and more challenged by new rules.
Brands as Innocent Drinks, which topped the
2012 Social Brands List, are progressively changing what
guidelines are about.
It's all about the story of a mysterious new animal, called
"Marrocodile": few days ago, Innocent posted on their Fan
Page two photos.The first one presented Jonathan Walker who
lifted a marrow; then Innocent shared the photo of a random
crocodile. Few days later, one of their fans, Campbell MacFarlane,
pointed out that the brand had created a marrow-crocodile
It could just be another entertaining story, but when we look at
Innocent Fan Page, you realize that the brand itself is fond of
this kind of funny mashup. For example, they've posted a photo of a
cat in an Abercrombie & Fitch bag.
The results are impressive, as Innocent experienced a strong
engagement rate; and the most important thing for a brand has been
reached: Innocent was a topic of conversation in the real daily
life of its target group.
These two examples demonstrate that Innocent implemented digital
rituals with its community. And that the community itself is able
to suggest new moments, new cultural milestones.
In their manifesto, "A Book About Innocent: Our Story and Some
Things We've Learned", the brand explicitely summarizes some
elements of its Creativity Marketing mix:
"Basically, if there's a new way in which our drinkers want
to communicate with us, then we'll get involved".
An insight which is pretty similar to Geoff Cottrill's very
famous "Do Nothing" approach in Social
Media for Converse.
It's a fundamental move for a brand, which can be consolidated
around three core ideas:
- Consumers are now shareholders of brands reputations: the brand
equity is also dependent on how these shareholders want to be
engaged with all the territories that a brand pervades
- Brand guidelines are no longer exclusive boundaries but an
inclusive constitution: consumers' creativity must be empowered
with rules which open the gates, not constraining rules
- Creativity Marketing is about shared value; if your value lies
in cats, crocodiles or other unfamiliar assets, it's not a bad
news: it's called a pervasive culture.