Today is National Bring Your Dog to Work Day! Designsensory has a dog-friendly office, so we often see cute pups spending the day, but today we wanted to celebrate all pets, even the ones that only work from home.
I’m not an ethicist. I’m not a technologist. And I can definitely attest that reading one Michio Kaku book does not a futurist make. But to not be curious, concerned, thrilled, terrified and generally fascinated by Artificial Intelligence is to bury your head in the proverbial sand (and yes, I know ostriches don’t actually do that.) Or at the very least, ignoring AI is to make the same mistake scientist Clifford Stoll made in 1995:
I’d say [the Internet is] not that important. I think it’s grossly oversold and within two or three years people will shrug and say, ‘”Uh yep, it was a fad of the early 90’s and now, oh yeah, it still exists but hey, I’ve got a life to lead and work to do. I don’t have time to waste online.
And, in the ad/marketing world, to ignore AI is to sign your organization’s death warrant. AI isn’t coming: it’s here. And not only is it here, it’s already making fundamental changes to the way marketers, strategists, creatives and technologists do their work. Which makes it incumbent on us, an agency with clients who look to us to innovate and eschew the status quo, to ask our questions and take part in a global conversation about what it all means.
For our industry that largely means talking about the impacts, both positive and negative, that come with Generative AI specifically. If you or anyone you know have used ChatGPT or DALL-E, that’s generative AI. There are scores of variations of artificial intelligence, but generative AI is (in the most simple of simple terms) the technology that takes extant data, rearranges those billions of inputs in new and useful ways, and uses it to respond to user requests to do or make something.
This makes generative AI incredibly useful for thousands of everyday tasks in marketing and technology. Need campaign ideas? Ask AI. Need a blog post? Ask AI. Need help laying down the base code for a new website. Well, thankfully, only a human being can handle that one.
Just kidding. AI can do that, too.
So you might be wondering: is AI good? Yep! It’s helpful on a number of levels, in ways that free up human brain power to focus on more complex and strategic thinking. You may also be thinking “Wait, I thought there were huge problems with AI…” Right again. It can be used for some pretty duplicitous (or downright deceptive) purposes, there are ethical questions about who gets credit for things created by generative AI, and then there’s the ever-present fear of the whole planet getting Skynet-ed.
So we’re going to spend a few weeks (months?) exploring the good, the bad, and the ugly of AI and how it can, and almost certainly will, transform the way we do almost everything in our industry. Buckle up.
One of the most persistently overlooked impacts of the wonders of generative AI is the massive energy consumption required to power the physical infrastructure that underlies the systems. While the past few years have seen a flurry of concerns about the environmental impact of cryptocurrency, the recent proliferation of generative AI comes with its own sustainability concerns.
These large language models comprise hundreds of billions of parameters, and the computing power required to run those operations is gargantuan. By some estimates, the amount of energy needed to power GPT3 could have powered 120 U.S. homes for a year. That same amount of energy would take the average Tesla nearly 4 million miles. GPT3 also consumed about 700,000 liters of fresh water—that’s about 190,000 gallons for those of us in the U.S. who refuse to get with the times and use the metric system.
I should also mention one small detail. Those eye-popping consumption numbers were just to get GPT3 going. That’s before anyone even used it.
Another compounding factor is that thus far we’ve only talked about GPT3 as an example. That’s just one AI platform. The knock-on effect of hundreds and thousands of generative AI platforms coming online could create some serious environmental impacts. But, it’s not all doom and gloom for the future of AI when it comes to energy consumption. Kate Saenko, associate professor of computer science at Boston University, notes that there are reasons to be hopeful:
The good news is that AI can run on renewable energy. By bringing the computation to where green energy is more abundant, or scheduling computation for times of day when renewable energy is more available, emissions can be reduced by a factor of 30 to 40 compared to using a grid dominated by fossil fuels.
And the race to make AI systems less of a burden on the planet is already in motion. Even now, data farms in Iceland are harnessing hydroelectric and geothermal power for power, and Switzerland is experimenting with massive physical batteries that use the gravitational potential energy of 35-ton concrete blocks. So it’s not all bad. Like any nascent technology, it’s almost certain to become more efficient, more cost effective and, hopefully, less environmentally taxing to operate.
Thanks for sticking with us. Next time, we’ll have the dreaded job automation conversation.
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*The content above was 100% written by a human being. I did use the internet, though. Sorry, Clifford Stoll.
Zero-party data – the term has been thrown around quite a bit lately. But what is it? Why does it matter? And do we really want to give more personal information to businesses? Let’s dive in and find out!
First, let’s define what zero-party data is. It’s the information that customers willingly provide to businesses through various means like surveys, subscriptions, or even polls. This type of data is different from the standard first, second, and third-party data that most businesses are already using.
You might be thinking, “So what? I give out my information all the time. Who cares?” Well, you should care because zero-party data is the future, baby!
Now, you might be thinking that companies already have your basic information like your name, email, and maybe even your phone number. But that’s just the tip of the iceberg when it comes to zero-party data. This is the nitty-gritty, juicy stuff that really helps businesses understand what you want and need. It’s like the inside scoop on what makes you tick as a consumer.
This means that companies can use this information to personalize their marketing efforts to better meet your needs. No more generic ads that make you want to throw your phone across the room. Zero-party data helps companies send you ads and promotions that actually interest you. It’s like having a personal shopper, but for digital content.
Not only does zero-party data benefit the business, but it benefits you too! Instead of being bombarded with irrelevant ads and promotions, you’ll only see content that is tailored to your interests. It’s like your own personalized internet experience – and it’s something you’ll appreciate more and more over time.
Think about it: you wouldn’t want to get ads for products you’re not interested in, would you? Of course not. So why not share your preferences with businesses, so they can tailor their ads and promotions for you?
And let’s not forget about the trust-building between businesses and customers that zero-party data can bring. When companies show that they value the information you provide, it builds a sense of trust that is hard to come by in the digital world. Trust builds loyalty, and loyalty can lead to lifelong customers.
How awesome would it be to know that a business is catering to your specific needs and wants, rather than offering up a generic experience?
Zero-party data is the future of digital marketing, and it’s something businesses should embrace if they want to stay ahead of the game. By engaging with customers and getting to know their preferences, businesses can create a loyal customer base that will stick around for the long haul.
With all that said, there are certainly risks associated with zero-party data. For example, there’s always the possibility that companies could misuse personal information. There’s also the risk of confusing people with too many ill-conceived and irrelevant marketing messages.
However, businesses that want to use zero-party data must be transparent and ethical in their practices, and only collect data that customers feel comfortable providing. That’s where a solid data privacy policy comes in, which isn’t just responsible from a legal perspective, but it also shows customers that the company has their best interests in mind.
Zero-party data is the magic ingredient that can help businesses provide personalized, hyper-relevant experiences to their customers. By engaging with customers, businesses can create a loyal customer base that will stick around for the long haul. But companies must be transparent and ethical in their practices to make it work.
So the next time you’re asked to take a survey or provide some personal preferences to a company, don’t be afraid to share! Giving up zero-party data is a win-win for everyone involved. And let’s be honest – who doesn’t want more personalized, relevant experiences online?
The content above was written using ChatGPT, and lightly edited by human hands and brains.
Written By Caroline Stringfellow, Copywriter
Research By Cole Pawlaczyk, Marketing Intelligence Strategist
Brands today are eager to be viewed as inclusive, diverse and equal, but there’s a big difference between making public statements to influence your image and doing so to inspire positive change. We’ve all seen the fallout that companies face when they try to capitalize on issues that they have no connection to or involvement with. Heightened skepticism from consumers comes at a time when tensions are rising across the nation in response to lesbian, gay, bisexual, transgender and questioning (LGBTQ+) rights shifting.
What’s really changed is that now there’s almost an imperative for marketers and companies to signal during June that they are in solidarity with and supportive of LGBTQ communities and particularly really want to court LGBTQ consumers and their allies.
Katherine Sender, Professor of Media and Sexuality at Cornell University, in an interview with NPR
We identified recent trends in brands’ attempts at inclusivity and wanted to pinpoint some of the most notable things they’re doing right, in hopes of inspiring other organizations to engage in positive, proactive and authentic LGBTQ+ initiatives. And we’ll explore others’ major missteps, to help prevent you from making the mistakes others already have and offending the community. Take a look at these examples to learn some of the best ways your brand can showcase LGBTQ+ Pride intentionally.
If you decide to slap the flag of an oppressed community onto your packaging, you better back it up with accurate LGBTQ+ representation, donations to gay rights organizations, partnerships with members of the community and authentic messaging. What happens if you don’t? You may wind up caught in the crossfire of LGTBQ+ leaders voicing disappointment in your actions on social media and aggressive right-wingers, like Kid Rock, blasting your product with an AR-15.
To backtrack, one of the nation’s favorite beermakers, Anheuser-Busch (AB InBev), attempted to profit off of Pride by partnering with transgender TikToker, Dylan Mulvaney in a TikTok “Easy Carry Contest” promoting Bud Light. The big-name influencer caught the unwanted attention of right-wingers who turned to social media to organize a Budweiser boycott, and demeaned Mulvaney, publicly posting slander and misgendering her. AB InBev’s Global CEO, Michel Doukeris, responded to the snowballing hate by saying, “We will need to continue to clarify the fact that this was one can, one influencer, one post and not a campaign and repeat this message for some time.”
If his message strikes you as alarmingly impartial, vague and insincere, the audience that this campaign was initially targeting would agree. By retracting the initial sentiment, the Anheuser-Busch has lost trust from the LGBTQ+ community, and liberals, while remaining ostracized by conservatives. The brand’s statement made it crystal clear that its intention for the partnership was to attract a new audience by posing as LGBTQ+ positive, using a transgender influencer as bait and then dropping her the moment the campaign received backlash.
Instead of attempting to cash out on the important movement and treating it like a trend, Anheuser-Busch should be following Macy’s example. The major retailer has earned its longstanding reputation for supporting the gay rights movement by meaningfully advocating for the community and demonstrating inclusivity in brand behaviors year-round. Macy’s partners with LGBTQ+ designers and suppliers, showcasing their products on an ongoing basis. In June, the brand maintains its regular practices and participates in additional initiatives.
This year Macy’s raised and donated $1M to The Trevor Project (TTP), a national organization that provides LGBTQ+ youth with crisis-intervention and suicide prevention services, educational materials, resources and advocacy. And the retailer isn’t just writing checks. Macy’s is using its website to connect people with positive LGBTQ+ events across the country, like pride parades, and featuring resources for those in need. The brand encourages people to donate to TTP on their site without requiring them to purchase anything from Macy’s.
Additionally, they’ve launched an inclusive marketing campaign celebrating the styles of LGBTQ+ individuals and announced that they will sponsor The Trevor Project’s semi-annual gala this year.
What did we learn from Bud Light and Macy’s? Actions speak louder than rainbow ink. There are plenty of creative ways to get involved and offer genuine support. Whether you choose to fundraise advocacy groups, feature LGBTQ+ influencers, create inclusive campaigns on a regular basis or contribute to awareness or celebratory events, your brand’s actions will make a positive impact and the community will notice.
Remember that the pushback comes from a place that is the antithesis of inclusion. So respond accordingly. Be more supportive of the community, not less.
Aby Hawker, Founder of TransMission PR, a communications consultancy specializing in trans and non-binary inclusion and awareness
Authenticity goes a long way, in the eyes of the consumer, your audience, your skeptics and the media. Additionally, words spread like wildfire in 2023. Whether an executive makes a statement to the press, in a social media post or through brand behaviors, it is being documented. People will see it, share it and remember it long after its source can retract it. Because of this, it’s important to pause and make sure that your position is one you’ll stick with for the long haul before you voice it publicly. Or you’ll have a Target-like debacle on your hands.
The popular retailer began to earn a reputation for being LGBTQ+-friendly and progressive, partnering with LGBTQ+ designers, featuring their products and representing members of the community in merchandise photography and advertisements. When Target launched its annual pride collection this year, the brand received strong criticism, particularly surrounding Pride baby onesies, swimwear and Erik Carnell’s line, Abprallen. Conservatives found products he sold outside of Target with phrases like “Satan Respects Pronouns” and spread rumors and misinformation that Carnell created “satanic” products and marketed them towards children.
As a result of these false claims, rapidly spread by right-wingers, Target, individuals employed by Target and Erik Carnell all received death threats. The major retailer took down their 2,000+ item Pride collection and removed all of Carnell’s products from its stores, website and app, in response. LGBTQ+ consumers and allies took note of Target’s poor reaction to the backlash and voiced their frustration and disappointment with the company. The transgender designer reported that Target has yet to contact him since he began receiving hateful messages and death threats.
There will always be bias and discrimination toward our community. So preparing for anti-LGBTQ+ action is part and parcel of reaping the benefits of a Pride campaign that lands well.
Matt Dabrowski, CEO of OutBritain, the UK’s LGBTQ+ Chamber of Commerce
Erasing the evidence of a partnership with Carnell and failing to support him when the collaboration went south revealed a cowardly and disingenuous side of Target to consumers. Other brands have experienced hatred for their Pride initiatives and took a more respectable approach in their response. Instead of ghosting its campaign and collaborators, North Face doubled-down on its position.
The outerwear brand turned Instagram comments off on posts announcing its second-annual Summer of Pride tour in partnership with drag queen, Pattie Gonia. When Pattie’s sponsored videos went live, conservatives were quick to criticize both the queen and the brand. U.S. Representative, Marjorie Taylor Greene turned to her large Twitter following to complain and incentivize a boycott. The North Face gave a statement saying their brand has always believed that the outdoors should be a “welcoming, equitable and safe place for all.” They added, “Creating community and belonging in the outdoors is a core part of our values and is needed now more than ever. We stand with those who support our vision for a more inclusive outdoor industry.”
North Face and Pattie Gonia will kick off the sold-out Summer of Pride tour in Salt Lake City in July, as scheduled. The brand did three excellent things during this campaign:
This was a beautiful example of a brand that cares. The North Face stood by their LGBTQ+ audience and drag queen partner during a time when they needed support. They demonstrated how quickly and calmly companies that act intentionally can de-escalate a situation and prevent a crisis.
Take the high road. Stay true to your brand. Love your audience and let them know where you stand. THIS earns credibility and support, from audiences that will stick with you.
If you walk the walk, you will be celebrated. You will get what all of these brands are chasing: the consumer base… you have to be convincing and come across with that authenticity and integrity. More than anything, it’s about action.
Cole Pawlaczyk, Marketing Intelligence Strategist
The first month of summer brings longer days, warmer temperatures and shelves that scream “We love love!” from the top of their lungs, at many major retailers. For over fifty years, Pride month has brought LGBTQ+ individuals together to advocate for their rights as a community, combat the discrimination they’ve faced by oppressors and celebrate love in all of its forms. Companies that have tried to paint their packages rainbow for personal profit without connecting back to the community the flag represents cause more harm than good. When brands attempt to capitalize on the important political movement without contributing anything to the LGBTQ+ community, they’re signing up for public scrutiny.
Beyond earning public disapproval, empty attempts to join the movement take attention away from organizations and individuals who are actively trying to make progress and benefit the oppressed. Ben & Jerry’s rebranded its iconic chocolate chip cookie dough ice cream in celebration of the historic Supreme Court ruling that guarentees the right to same-sex marriage. Leading the charge in 2015 with their progressive “I Dough, I Dough” pints, Ben & Jerry’s used the ice cream sleeves to raise awareness for the victory and made the honorary pints available for purchase online through the Human Rights Campaign, so all proceeds benefitted the nonprofit.
Ben & Jerry’s is proud of the Supreme Court’s landmark decision against discrimination as it boldly stands up for equality for same sex couples everywhere.
Jostein Solheim, CEO of Ben & Jerry’s
If their position wasn’t clear before, the company’s CEO went out of her way to make it. Prior to this, and since, B&J’s Founders, Ben Cohen and Jerry Greenfield have been proponents for equal rights and the LGBTQ+ Movement. The company celebrated the legalization of gay marriage in Vermont, where the creamery is based, by rebranding “Chubby Hubby” to “Hubby Hubby” in a similar pint initiative.
Everyone and their mother wants to comment on Pride, but thoughtlessly doing it will not earn your brand support from LGBTQ+ consumers or boost sales. Your audience is smarter than you think. (See Tip #1)
Representation is key. By giving LGBTQ+ individuals equal opportunities to work for and with your company, you gain team members who can offer insight on how the community might respond to different attempts at inclusive marketing. They might be able to offer suggestions for meaningful initiatives your company can get involved with and they are equally qualified for the position as the next candidate.
Your audience wants to see themselves in the brands they buy from. When a company looks like its consumers, makes products and services for them and is by their side through challenging times, that organization builds secure, meaningful relationships with long-term consumers.
This is year 10 for Nike’s “Be True” campaign, one of its many ongoing efforts featuring LGBTQ+ audiences that was made to inspire them. The brand has a longstanding reputation for advocating for the LGBTQ+ community and welcoming them into the world of sports, a space that historically has discriminated against this demographic. Nike partnered with artist Xavier Schipani and featured the transgender man’s euphoric designs in the 2023 Be True collection.
The athletic apparel brand released a statement on their website voicing their position that, “Every Body Should Be Safe in Sport.” This aligns with their brand identity, and precedes information about their gender-expansive run crew, Team Phenom, which is actively creating inclusive spaces and breaking down barriers for LGBTQ+ athletes.
Designsensory aims to be transparent and considerate of all audiences, working to accurately and equally reach individuals of all backgrounds, and we invite you to learn from our findings. We hope this read inspires you to make a conscious effort to better represent the LGBTQ+ community in your marketing efforts, company culture and brand practices year-round. Learn from other brands’ mistakes so you don’t repeat them yourself, and learn from their accomplishments so you can enjoy the benefits of broadened brand love.
To recap:
As always, if you’re interested in learning more about the most effective and respectful ways to practice inclusive marketing, we’re here to provide research-driven guidance and branded services.
*We’re striving to better represent these groups as a company and hope you’ll join us in our support of LGBTQ+ individuals, the community and other minority groups.
The Redford Center announced it will provide fiscal sponsorship for a sustainable fashion documentary produced by Prophetik designer and eco-fashion pioneer Jeff Garner with the Knoxville-based agency Designsensory and production partner PopFizz.
The Redford Center is a nonprofit organization in the United States that is committed exclusively to producing environmental impact films. As a fiscal sponsor, they provide support to filmmakers by managing donated funds and ensuring that they are used for their intended purpose, all while allowing creators to retain complete creative control over their work. The Redford Center leverages the power of media to captivate audiences with compelling narratives that inspire them to take action in support of the environment.
The documentary “Let Them Be Naked” (working title) will delve deeper into uncovering the health implications of the toxins and dyes utilized during the manufacturing and production of modern clothing. As host, Garner will connect with industry forerunners who are developing innovative solutions to the reliance on petroleum-based fibers and heavily-laden chemical processes to offer safer, nontoxic apparel that considers the health of the human and planet.
Watch the trailer:
Garner, who was just named the Global Sustainability Fashion Chair for Global Greens, reached out to Designsensory to collaborate on this project after the success of their 2017 Emmy Award-winning documentary, “Remastered,” profiling Garner’s artful approach to substance and sustainability in the fashion industry. “Let Them Be Naked” is not only timely, but also deeply personal for Garner, who has lost loved ones to cancer and exposure to harmful chemicals.
“We are so fortunate to have met Jeff when shooting “Remastered” for the Tennessee Department of Economic Development,” says Joseph Nother, Co-Founder of Designsensory, who is also Executive Producer and co-creator of this new program. “We are honored to work with him again on this significant project that not only advances his influential work but brings into focus the importance of sustainably produced fashion.”
Designsensory has already begun filming, traveling to Los Angeles during Oscar’s Week to capture interviews with research organizations, activists, journalists and celebrities at the forefront of the sustainable fashion movement. The team will continue to shape the project over the next 12 months, with support from donors through The Redford Center.
Madelyn Cunningham, Designsensory Director of Branded and Original Content, is producing the documentary and was in Los Angeles for the shoot. Cunningham comments, “Jeff’s activism has generated relationships with some of the leading social and academic voices in sustainability, and it’s been an honor to witness their commitment and creativity. We hope this documentary inspires viewers to overcome the apathy and paralysis that so often accompanies this subject.”
For more information on the project, or make a donation, visit: https://www.redfordcenter.org/films/let-them-be-naked/
Prophetik is established in the United States and is fast becoming the label synonymous with fashion-led ethical design in the United Kingdom with widespread praise from mainstream fashion media.
A press favorite and a prominent voice in the ethical fashion arena, Jeff dresses many artists such as entertainers Sheryl Crow, Miley Cyrus, Taylor Swift and Kings of Leon, activist Livia Firth and environmental advocate Suzy Cameron.
Co-founded in 2005 by actor Robert Redford and his son James Redford, The Redford Center is a nonprofit organization that advances environmental solutions through the power of stories that move. The Redford Center has produced three award-winning feature documentaries and more than 40 short films, supported more than 150 film and media projects with grants and other services, inspired the creation of more than 550 student films, and dispersed more than $12 million to environmental film projects. Redford Center films and impact campaigns have halted the construction of dirty coal plants, restored the Colorado River Delta, reconnected people to nature, and helped accelerate the clean energy revolution and clean transportation solutions in communities across America. For more information, visit redfordcenter.org.
Designsensory, founded in 2001 by Joseph Nother and Brandon Rochelle, is an award-winning research, branding, design and digital agency that helps support and grow strong brands. We create connections between clients and their customers through the strategic use of design, content and technology.
By Caroline Stringfellow, Copywriter
Armed with three internships and four years of studying the ins and outs of copywriting, I eagerly and passionately stepped into the role. In my extensive, eighteen-month-long career writing for a modern multidisciplinary advertising agency, I’ve learned a lot. As prepared as I was, there were still many aspects that my classes and internships didn’t cover, which I was about to quickly realize. I’m sharing my findings to help companies understand the value that professional copywriters provide.
The following epiphanies clarify common, and my own, misconceptions about professional copywriters. I hope my learnings empower you to consider partnering with an agency and utilizing their trained copywriters’ crucial and specialized skills.
Misconception #1: Everyone can write.
Not everyone is a writer, and that’s okay. I don’t want to alarm you, nor do I want to give you this news to humble all of the aspiring authors on your staff. I’m delivering this message because you are missing a key player on your team who honestly belongs on the starting lineup. You wouldn’t ask a wide receiver to block the opposing team when they came to the field with a strong offense; you would send your best lineman out to stop them.
So what can the lineman (a trained copywriter) contribute to the play that the rest of your team, as talented as they may be, would likely drop the ball trying to complete?
Professional copywriters have three essential things: natural ability, stylistic training and practice. Some people can instinctively write beautiful words but haven’t learned the rules of writing. Others have studied the nuances of technical writing, graduated from grammar, mastered metaphor and excelled at alliteration, but lack the innate ability to transform key messages into impactful, action-inspiring, pithy narratives.
Can those with natural ability properly use the right literary devices at the right time? And can those who are too technical break fundamental rules to achieve specific goals? With the right experience and opportunity, absolutely. Trained copywriters are masters of both.
Misconception #2: Everyone knows what a copywriter is.
I’ll admit, I’m in the “everyone” camp on this one. I thought I knew exactly what my responsibilities would be as a professional copywriter, but as it turns out, I’ve just begun to realize the depths of my duties.
Part creative, part calculated and completely intentional, copywriting is storytelling that successfully reaches the right audience, motivating them to feel, think, or do a specific thing.
Copywriters are directors of the brand story. We create emotional connections between the audience and the client, through memorable narrative, undeniable truth and persuasive plot development. Beyond our wordsmithing responsibilities, we are also researchers, strategists, conceptual thinkers, idea developers, storytellers and collaborators. Copywriters are not simply people writing words to fill a page.
We consider the audience’s habits, interests, lifestyle, demographics and influences to conceptualize what they need. Then, we craft a big picture concept with the team. What would compel the audience to act? How can we meet their needs? What platform are they most likely to consume and how can we optimize it to make the message resonate with them to the degree that it elicits the response we’re striving for?
There’s an element of psychology involved, challenging writers to step out of their own minds to imagine they had someone else’s. We call this portion strategy – helping develop a plan that speaks to the right people at the right time using proven tactics. Copywriters start here.
Misconception #3: A copywriter’s job is to put words on paper to sell things.
Copywriters don’t just sell. We bring ideas to life that speak to users wherever they are in the marketing funnel: awareness, consideration, conversion or retention. We write with a richer purpose: to inspire, to connect, to inform. Whether introducing a new opportunity, raising awareness for an experience or event, or sharing a resource that would enable them to complete tasks more easily or faster, our goal is to connect our audience with opportunities to improve their lives.
Public Service Announcements (PSA) are a great example of copywriters using their skills to raise awareness and enlighten the public with impactful news and information. For example, amid the pandemic, we crafted and shared several phases of PSAs on behalf of state departments, alerting Tennesseeans of new COVID-19 safety precautions.
Copywriting is the art of building an authentic brand story, using multiple channels that work together to inspire an audience to respond in a particular way. It’s about connection, truth and capturing attention. Good copywriting will entertain, raise awareness and be memorable, sometimes in as few as three words.
Misconception #4: Copywriters are content writers.
All squares are rectangles, but not all rectangles are squares. In other words, copywriters make good content writers, but not all content writers are copywriters. Content writers produce entertaining media for viewers’ pleasure and consumption. Copywriters create content that drives action. The response piece is key, as inspiring brand interactions is both our purpose and our goal when we develop the idea.
Content writers write for the Now, in the moment capturing, responding to or initiating conversations about what’s happening right then. This is a great tool to stay relevant on social media, connect with younger audiences and keep up with trends. It is not, however, the copywriter’s primary focus.
Copywriters develop and execute big picture concepts and craft all of the supplemental elements that live under the long-term strategy’s umbrella. We consider the message’s evolution, how it may be perceived in the future and ways to make it flexible to create dynamic campaigns that evolve with our audience. Successful campaigns are able to extend, achieve more and adapt to the needs of the market, continually delivering results. Copywriting should grab the attention of your audience, inspire action and linger in their minds, beyond the ad’s runtime.
Misconception 5: Copywriters write headlines and emails.
Headlines and emails are my bread and butter, but where’s the fun in filling up on that and spoiling my appetite for the rest of the feast? Copywriters produce a myriad of written work, from articles to radio and television scripts, posters, billboards, direct mail, websites, emails and more. Short and long-form copy are a huge part of the role, but would be meaningless without a concept to drive them. Which is why we start with strategy, the main course establishing the flavors that the side dishes–supplementary deliverables–should compliment.
Copywriters are expected to think analytically, tactically and methodically. We have to anticipate our audience’s needs and circumstances months in advance, as we develop a plan that is original, interesting and well-received. I knew this position would allow me to be both strategic and creative, which was part of the appeal. What I’ve learned, is that we also must put on a number of other career hats including researcher, interviewer, visionary, SEO marketer, wireframing assistant, website developer, CMS content specialist and loader, editor, collaborator, concept tester, negotiator, listener and producer, to name a few.
One of the things I really like about the position is the variety of skills I get to use and continue to grow. It’s hard to get tired of doing something that is constantly changing and expanding. To do the job well, copywriters need to build an index of in-depth knowledge about the brands they work with, their industries and their customers. We discover new information, strengthen our intellect and become experts in all of the niche areas that relate to our clients.
Misconception 6: Writers lock themselves in a cave, write their crazy little hearts out, edit and then publish their work.
We may lock ourselves in caves for a portion of the process, but most of it is collaborative and involves strategic planning, research and regrouping with our directors, designers and account managers to refine the idea. Here is a glimpse into our working relationships with the other members of our team.
Copy & Design:
Advertising is a vehicle that can take brands from point A to point B efficiently, traditionally or chaotically–depending on how the parts work together. The first thing people notice is the body of the vehicle; its paint color, make and model, and shine will catch potential buyers’ eyes but as crucial as the design is, if the engine doesn’t work, it’s simply a piece of art or a prop. The essential component of advertising–intention–although it may not be as glamorous to look at, or prioritized as often, can only be achieved through written narrative. Between glossy designs and stunning composition lies the purpose of the piece.
What does the brand want to achieve? What do they want the consumer to experience from the ad? An emotion? A memory? A connection? Copywriters have the ability to elicit all of the above, within a single piece. The decisions that we make can accomplish all of the previously mentioned goals and inspire curiosity, provoke thought and drive action. Companies sometimes make the dangerous mistake of overlooking the engine and getting caught up in the design.
In our process, both teams get time at the beginning of a project to research the subject and brainstorm concepts for the campaign. We’ll then meet again to bounce ideas off of each other. Sometimes the designers’ vision inspires a copy strategy or conversely, the writers’ concept sparks the graphic direction. By repeatedly bouncing between independent ideation and team collaboration, we ensure that the visual message and communication harmonize to achieve a consistent tone and clear, comprehensive idea.
Copy & UX:
We’re both strategic, analytical and creative thinkers. Copy and User Experience use forethought, planning, pivoting and regrouping to achieve our goals. We collaboratively work on websites and apps and consider the ways people will be using the platform to anticipate their interactions and expectations. Both of us rely on research, understanding and innovating patterns to create smooth, clear, accessible experiences for the end user.
Copy & Content/Social:
Copywriters and content writers or social media creators work together to develop consistent messaging that captures attention. We both must know the audience very well and consider trends, relevant news, timing and other environmental factors that impact perception. Social Media specializes in the now, crafting the right content to reach a target audience, entertain them and cause them to feel, think or do something specific. Copywriters combine this thinking with our long-term, big picture focus to achieve shareable, relevant, interesting posts that are equally accurate in the moment and in the future.
Now you know what a copywriter is.
You should now have a much deeper grasp of what copywriters do, how they work with the rest of the company and their clients and the purpose they serve. There’s a lot more that goes into the strategic, collaborative and imperative role and a lot of value agency copywriters provide for the brands we work with. If you’re interested in learning more about what we can do to enhance your brand, establish meaningful relationships and efficiently inspire your audience to behave or think in a certain way, reach out to us at Designsensory. We’re here to help companies achieve more and we love using our unique training, conceptualization and creativity to elevate brands. Connect with us to take your company to the next level.
Amidst the rise of TikTok, some of you may have added the platform to your social media strategy. What you may have also noticed recently is a decline in your Instagram page’s engagements and impressions, leaving you wondering what you can do to reach your audience. In an effort to keep up with the success of TikTok, Instagram has greatly shifted its focus–and its algorithm–to support more vertical video content, which it calls Instagram Reels, to help make it a top competitor of TikTok. If you aren’t already capitalizing on Instagram Reels and embracing all things vertical, let’s explore how you can get started.
Like TikTok videos, Instagram Reels are vertical videos that can now be up to 90 seconds long. To create a Reel, users can edit together a collection of photos or videos and accompany it with an audio track, filters, stickers, and more to engage with other users. Reels are a great way to tell your business’ story and interact with your audience on a greater, more personal level.
Recent studies have shown the impact and importance of incorporating Instagram Reels into your social media strategies. Social Insiders’ study on Instagram Reels insights showed that Instagram Reels have an average engagement rate of 1.95%, which is more than double the total engagement rate of .67% for all Instagram post types.
Later Media spoke with creator Olivia Noceda, who experimented with her viewership by posting only Instagram Reels. After 6 months of only posting Reels, Noceda grew her following from 80,000 to 140,000, a 75% increase. She now primarily posts Reels and has over 207,000 followers.
Many think that TikTok and Instagram Reels go hand-in-hand and while that can be true, enabling creators to gain content efficiency by cross-posting a single piece to each platform, the two aren’t married and your strategy for both platforms shouldn’t be the same. Often, people turn to TikTok in search of a younger audience, however, Instagram still has a massive audience made up of both younger and older demographics. Reaching your audience shouldn’t be a problem, it’s just time to rethink your Instagram content strategy. Once you begin to explore vertical video and see your success grow on Instagram, you might reconsider joining TikTok to reach a whole new audience.
We get it, video content is a big project that takes a lot of time, ongoing upkeep, and authentic effort–a few of the primary reasons many brands have yet to join TikTok. Not everyone has a ton of time to start a new trend or record their entire day. So how can you incorporate Instagram Reels? The sky is the limit with Instagram Reels. With everything from comedy to dances to travel, Instagram Reels present endless opportunities for your brand. For some, coming up with content ideas can be a challenge, especially for video content. Like all businesses, here at Designsensory, we’ve had to navigate through the ever-changing social media trends. To keep our clients up to date on all things social media, we have tackled this transition to vertical video head-on. Here are some ideas that we’ve worked through that might work for you and your business.
Many businesses, including our client, Scribble, have taken the informative route and focused on producing content that informs their audience about a specific topic. Scribble partners with innovators around the state of South Carolina to create video content that not only serves as a profile of the innovator’s career journey, but also helps to share entrepreneurial insights, key business learnings, and growth tactics. Here they highlighted Andrew Lee, sharing his insights on the meaning of innovation. Another client, Rather & Kittrell, is extending a larger video campaign and incorporating Instagram Reels into it as they share insights on financial planning, retirement and so much more. Ask yourself how you can use video content to help educate your audience on topics such as cryptocurrency or social media best practices.
Instagram Reels are a great asset to storytellers and businesses that want to put their products or services on display. What better way to showcase your brand’s products than with a video? Old Dominick Distillery has us incorporating increasingly more Instagram Reels content. Here is an example of Old Dominick’s Honeybell Vodka on display in the background of the making of a sweet, summer cocktail. In another example, a retail item is highlighted as it floats around in the pool. These fun, creative videos are paired with trending sounds to add a bit of depth to what previously may have been stills posted in-feed, and instead, add an additional touch of personality while allowing you to more easily showcase ways your product can be utilized. Check out top brands Nike & Starbucks for more inspiration on unique ways to showcase your products.
In a world of “Google this” and “Google that,” how-to videos are a huge hit on social media. Do you have a product or service that can help solve a problem? Then how-to Reels are the perfect asset to bring to your feed. Share with your audience how to use your product or service and how your product is better than others in your market. The goal is to give people a reason to buy your product, so start showing them why! As an example, we even made you a how-to Reel, teaching you everything you need to know about creating an Instagram Reel. Need some other ideas? Check out video creators, Armen Adamjan and Addison Jarman, whose accounts focus primarily on how-tos, hacks and did-you-know videos.
For many users, entertainment is their sole purpose for using the platform, and for creators, it’s their main reason for posting. Who doesn’t love scrolling through TikTok or Instagram reels and watching funny, silly, entertaining videos? Social media should be fun, it shouldn’t feel like a chore. Find an approach that gets you excited to make content and gives you joy while doing it, and ideally, engages your audience and gives them a reason to keep coming back. Instagram and TikTok are full of fun and engaging ideas to try out such as travel experiences, recipes, pranks, memes, trending dances and more. We know you’ve all heard about viral videos centered around entertainment such as corn kid or different dances using trending audio like this. So start exploring the world of Instagram Reels and you’re sure to find a video style that’s right for your brand.
Yes, as expected, Meta integrated the functionality it rolled on Instagram and extended it to Facebook. Facebook has also jumped in on the vertical video bandwagon and they’ve now added a Reels section. Facebook continues to offer a little bit of everything in terms of content—text, images, links, events, audio, long-form video or series—however, we do expect video content to continue to be the primary way of connecting with your audience. Try experimenting with Instagram or Facebook Reels and see how your business can grow!
We saw it coming, YouTube has joined Meta and TikTok and started its own vertical video section called “shorts.” As a video platform, it’s not surprising that they jumped on the bandwagon. Start exploring the different types of vertical videos each platform’s users post and consume to find the best fit for you and your business.
Here at Designsensory, we are ready to help guide you through the ever-changing world of social media. Reach out to us for assistance as you navigate through these challenges of building your brand, keeping up with the trends, and most importantly, engaging with your audience.
Written by Caroline Stringfellow & edited by Chris Cable
TikTok brand use has grown rapidly in the past few years. The platform acts as an entertaining channel to build relationships between companies and broad audiences in a way consumers accept. It’s not uncommon for people to install ad blockers in their devices or opt to skip ads while streaming or using apps. With TikTok, advertisers can create original, entertaining content that audiences are open to receiving. Big brands have started using it to generate unique content at scale, measure marketing efforts, generate and nurture leads, and help grow brand audiences and awareness.
To reach the broadest audience in the shortest amount of time at low costs, companies can develop an effective strategy using these considerations. Start with your target market, figure out who your audience is, who you should be trying to reach and what their interests are. Once you understand this group, evaluate your objectives, the best tone for your content and what kind of ads will resonate with them. Next, assess your target market to determine how exactly you should use TikTok.
Every campaign starts with a target market. Who is your brand’s current audience? Reflect on their interests, behaviors, demographics and social media preferences. TikTok has over a billion monthly users, all of whom are potential followers, users and advocates for your brand. Because that’s a very broad, international audience, the platform has created several tools to help companies target and convert the right niche audiences into consumers. This helps leverage your brand’s tone, content and creators to reach the audiences who are most likely to react and engage with your company.
TikTok SEO can help focus your hashtags and challenges to make impressions on audiences who will respond, helping you achieve your business objective and campaign goals. The creator marketspace provides ample opportunities to expand your audience by utilizing trending sounds, hashtags and challenges—or create your own. Elf cosmetics is one success story, the brand commissioned Kash Doll to create “Eyes Lips Face,” a song specifically for their TikTok campaign, which has generated over 8.6 billion views. The TikTok community has proven to be heavily influenced by peers, presenting an opportunity to entertain and engage with exponentially large audiences through sounds, stories and stitches.
The purpose of creating content is to form connections, which you can do by developing a brand identity on TikTok that may be slightly different from your style in other spaces. The NBA creates more casual, entertaining content for their TikTok account than other channels, even partnering with some of the platform’s biggest influencers to boost engagement.
Exactly as you would find a tone to resonate with your audience for a digital or print campaign, find the best tone to use on TikTok. Timing is another important consideration. Ideally, try to post when a trend is relevant to the platform or to the general social climate. Factor in events and interests that are top of mind for your audiences, to increase the engagement viewers will have with your posts and their likelihood of connecting with the content and sharing it with friends. Users who are entertained or informed, or who identify with your brands’ voice will return to your brands’ page for more content in the future and develop brand loyalty.
You’re on-board with uploading to TikTok, but not sure what format will click with your audience? Brand Takeovers and In-Feed ads are two effective approaches. Make sure you optimize the one most effective for your specific goal. In-Feed Ads are organic-looking videos appearing on users’ For You Page or native news feed. Full screen versions capture the viewers’ attention, and though these ads are easy to scroll past, they enable interaction through comments, likes and shares. A study by Neuro-Insight reported In-Feed ads achieve a 23% higher detail memory than ads seen on TV.
Some companies opt to use brand takeovers, which pop up immediately when a user opens the app, displaying a brief video and then switching to in-feed content. These are most effective for creating mass awareness for interested audiences. The algorithm helps drive sales by appearing as videos, gifs and images with clickable links seamlessly taking users to the brand’s TikTok landing page. To launch the “best chicken sandwich ever,” KFC created takeover ads to generate awareness, buzz, and demand for their new item. The campaign reached over 44M viewers, earning a 13.8% CTR to the website where users could order a KFC chicken sandwich, selling out at several locations.
Top View Ads are slightly more subtle versions of brand takeovers, occupying users’ feeds as soon as they open the app, but not covering the entire screen. This format is best for increasing brand awareness and triggering interactions; a recent study proved 71% of users reported TopView ads capture their attention. The strategic algorithm will help your ads find the right audiences, but it shouldn’t be trusted to do all the work. Be sure to use real audience data and research when setting campaign goals and defining your target to help your campaign earn the maximum reach, engagement and impressions. It’s best to test different types of creative on appropriate targets to learn what resonates and interests them. This will also help generate the appropriate calls to action which will ensure your links, hashtags and sound bites are supporting interactions and driving sales.
Influencers have viral power and their own following, they’ve essentially built a brand themselves and have the power to expand yours. Before connecting with any popular influencer, reassess your goals, budget, timeline, reach and target. Spend time on the app choosing an influencer who aligns with your brand identity. Someone who connects with your target, already has talked about your brand and earns high engagement on their posts would be much more effective than an influencer who has thousands of followers among different audiences.
Influencer marketing gives you the opportunity to build trust, increase engagement and earn more followers and sales. This strategy is a budget and time-flexible approach to see long-term results. Trust plays an important role in the effectiveness of your influencer marketing campaign. Establishing a strong relationship with the creator you’ve chosen often leads to a successful campaign. TikTok is their language and they understand the best ways to speak to and entertain audiences. Take the time to work with these creators, figure out their passion points and once they feel empowered, give them the creative control.
Influencers add personality to your brand, their dance moves, unboxing videos or trending TikToks see results. Gen Z and Millennial audiences frequent the app the most, but some creators have built mass followings in older audiences through educational, entertaining videos. Don’t shy away from engaging with multiple influencers for a campaign, using stitch features and creating your own challenges.
In 2022, let us help you break into the TikTok creative space to reach new audiences, build brand awareness and trust, and deepen connections with your target. The platform created a business landscape to make it easier for your brand to effectively reach your business goals. We can hand you the keys to a successful TikTok advertising with a solid strategy built on research and data, monitoring campaign performance and staying flexible.
In all, it’s the right time to open up your brand to the world of TikTok. Designsensory can help you with growth tools and other in-app functions for scheduling posts, generating relevant hashtags and creating challenges so your brand leaves a lasting impression. For other ideas and recommendations for marketing in emerging spaces, reach out to us for assistance in building your strategy, creating creative content and managing your social campaigns and community.
Technology, the internet and consumer behavior have created a rapidly changing landscape that influences and interacts with our lifestyles. Medical advancements, wearable technology and non-fungible finances are recent additions most of us hadn’t predicted ten years ago. Today, we’re looking ahead to reflect on how these changes have evolved our ways of thinking, behaving and, of course, advertising. Read along as we identify 5 trends that we think will continue to grow and affect us for better or for worse over the next decade.
Cryptocurrency investors, gamers and art collectors are already in on the booming digital ecosystem of Non Fungible Tokens (NFTs). For those who are curious, NFTs are Non Fungible Tokens, or unique assets that are verified and stored using blockchain technology and can’t be replaced by anything else. Existing in over 157,000,000 ethereum wallets today, NFTs are showing no signs of decline. The digital assets are built in ecosystems designed to reward long term holders, presenting an attractive business model to buyers. From Sotheby’s auctions to celebrity buys, there are many strong predictors of future NFT success—so how can you get in on it?
Companies should consider ways to establish value by taking a page out of the gaming and art collecting sectors’ notebooks. The real-world utility of buying art NFT’s has already translated to three-dimensional aspects. London and Cologne have created NFT exhibits and Manhattan is opening an entire museum dedicated to them. Consider how your brand could display, engage with or nurture NFTs to stay relevant with investors and, ultimately, consumers.
Wearable technology has been successful in everything ranging from healthcare functions to improvements to workplace efficiency. Wristwear tech is becoming lighter, smaller and available in more brands, releasing more affordable options and giving consumers a wider selection. Facebook, now Meta, is releasing the latest in smart glasses. This past year smart watches and bracelets have seen an emergence in health monitoring features including blood-oxygen SPO2 sensors, thermometers and virus-tracking features that alert the user when their levels are abnormal. Smart masks are being produced with active filtration, virus killing UV light functions and voice amplifiers. Tech specialists have spilled plans to develop “stress canceling technology” worn like headsets, that send vibrations to specific areas of the head, producing stress-reducing effects.
Looking ahead, brands should ask themselves what innovations they can bring to the wearable tech table; benefiting mental health, physical health or entering uncharted territories. Better yet- how can your brand incorporate this technology into your team to increase efficiency and staff happiness? It also begs the question, are these items exempt from advertising? And if not, you might want to consider how your brand would integrate with these latest forms of media.
Google Home and Alexa are two of the big players in automated tech. Employed citizens worldwide toggling between work-from-home flexibility and entirely remote schedules are taking advantage of the benefits automated technology offers. Convenience capabilities including asking searchable questions, setting reminders and calendar appointments, and learning about the weather verbally are making multitasking easier than ever.
The downside? These devices aren’t immune to data breaches, security hacks and errors in command detection. Working from home with these “always listening” devices in range poses an increased risk for data leaks, overhearing and oversharing conversations that weren’t intended to be posted, and a number of other blunders. Companies can address and prevent this by enforcing heightened privacy protections and security firewalls.
Brands can use automated technology to their advantage by incorporating verbal buying options and audio ads into various device features. User data and behavior while engaging with the devices can also be helpful for brands targeting specific markets. In a world of convenience, your brand needs to find its own contribution.
Lockdowns spurred a surge in shop-aholism, overwhelming the eCommerce industry. Retailers were up to their turtlenecks in business while delivery companies failed to keep up with demands. Online shopping is undeniably accessible, and the introduction of smart mirrors allowing consumers to virtually try on various items before purchasing them makes the activity increasingly convenient. In anticipation of this trend’s growth, brands can find ways to integrate into environments where augmented reality helps users connect with products and services. Companies that provide services can find ways to integrate advertisements and evoke interest from shoppers actively using emerging devices.
However, brands should look ahead for ways to engage in environmental initiatives combating things like “fast fashion” that produce a hefty carbon footprint. Upcycling activations, spreading awareness to the public or sponsoring events battling climate change are all opportunities for businesses to help reduce the damage of these trends and to improve their perception in the eyes of the public.
While we’re making progress toward inclusion, diversity, equity and accessibility, there is still much more to be done. Minority leaders suggest blatantly addressing the huge amount of inequity that currently exists, where the gaps are and what needs to be done to close them. Diversifying boards, leadership talks offering education on the issue and creating more open environments where different perspectives can be shared are all a step in the right direction.
Flex CEO, Revathi Advaithi, says companies must “find a way to sponsor women, sponsor minorities, sponsor Black people… we don’t need more mentoring.” Looking ahead, we hope to live in a future of diversity, cultural awareness and early education promoting and encouraging perspectives from individuals of all genders, races, backgrounds and belief systems.
To move forward, businesses must truly evaluate their diverse representation, awareness and sponsorship of minority communities both internally and in their advertising. It’s no longer about only representing the idea of your audience, it’s about ensuring the public see themselves represented in the totality of the media landscape, using your products and services. You’ll never go wrong including different voices in your brand.
Tech, financial and consumer-facing industries are continuing to innovate and change before our eyes. The conveniences and benefits of these shifts should be appreciated but not overshadow the opportunities they present to brands. These functions inspire us as brands to consider how we can prepare for, respond to and maximize the benefits of these changes to create stronger and more effective presences. We are excited for what the future holds, and as we watch to see how things unfold, we hope you’ll reach out to us for help navigating your brand’s influence through innovative insights, creativity and platforms.
