Creative AI-m

Is your content starting to feel a bit… robotic? 🤖 Don’t let the algorithms steal your creative thunder! This article is a great read. It shares some really clever ways to embrace AI in your content creation without losing that human touch we all love, and how to make AI your assistant, not your replacement.

The first point is particularly poignant in our opinion – it is vital you understand AIs limitations and use these to your advantage. While ​​AI tools can help generate ideas, draft content, edit and optimise for search, making content creation faster and more efficient, it lacks the nuanced understanding of human emotions, context and cultural insights that come naturally to humans. And after all, it’s our creativity, emotion, and unique perspectives that truly engage audiences.

Delegating routine and repetitive tasks (such as research and draft proofing) will free up the space for you to focus on creating content that really resonates with your audiences and fine tune your personal stories.

There’s a lot more good stuff in the article – it’s worth a read if, like me, you create a lot of content.

Politik-Tok

When local politicians start trending on TikTok, you know the game has changed.

A number of pollies are adapting to the ever-changing media landscape by embracing podcasts, social media, and other non-traditional platforms to connect with younger audiences. Kamala Harris recently dropped by the wildly popular “Call Her Daddy” podcast, dishing out real talk with host Alex Cooper. From personal anecdotes to policy lowdowns, Harris proved she’s game for anything. But she’s definitely not the only one shaking things up.

Donald Trump, the king of unconventional politics, joined TikTok – yes, the very platform he once threatened to ban. His debut post featured Ultimate Fighting Championship CEO Dana White (because why not?), where Trump said, “It’s my honour.” This sudden change of heart is interesting, especially considering his past concerns about TikTok’s Chinese parent company.
It just goes to show how influential social media platforms like TikTok have become, even for politicians who initially opposed them.

So are the local pollies swapping door-knocking for duets and policies for viral challenges? According to some, 2024 is the year of the social media campaign here too.

Steven Miles, the current Premier of Queensland, has a strong social media presence. He shared updates on Queensland’s COVID-19 response through the pandemic and other state issues, and has been known to jump on a TikTok trend or two. David Crisafulli, the Leader of the Opposition in Queensland on the other hand has been less inclined to jump on trends, but does use social media to share his views on various topics, including the economy and healthcare. Very demure. Very mindful.

Creepy Condiments

Heinz has us seeing smiles everywhere—in a slightly creepy can’t look away kind of way. Their new campaign – just in time for Halloween and coinciding with the recent Joker movie – puts a twist on the classic smiley face, leaving consumers intrigued and maybe a tad unsettled. As someone who isn’t a fan of seeing food on someone’s face, it makes me want to avoid sauce all together. Sure, it’s a bold move that cuts through the noise, but does it hit the mark or miss the bottle? And does it enhance the brand, or is it just a fleeting shock tactic?

While risk taking when it comes to campaigns is certainly one way to get noticed in a sea of competitors, the real juice is in whether these kinds of risks convert curiosity into loyalty and sales. For Heinz, a brand behemoth, such bold risks are part of their brand’s charm; they’re in a position where they push the boundaries from the comfort of their condiment kingdom, rather than having to push product.

In essence, they can play with consumer expectations without the existential risks a lesser-known brand might face. For smaller brands, the gamble of edgy advertising could mean the difference between a memorable impact and costly misfire. Would a lesser-known label dare to be this audacious? That’s the real food for thought.

Lost in Translation

Thinking of taking your brand international? Hold your translation apps! Crafting an effective international brand name is more than just art – it’s science. It’s about resonating across cultures without losing your brand’s essence. From avoiding accidental faux pas to embracing local nuances, the journey is as challenging as it is rewarding (did you know that Mitsubishi’s ‘Pajero’” roughly translates to, err, a form of physical self gratification in Spanish?).

This article is based on some older research, but a lot of it is still relevant and insightful for today.

Keen To Dive In?

If you love what we’ve shared above and want to be kept in the loop with our weekly email, The Brief, you can sign up here. We’ll only send you things we love and think you’ll find useful, and you can unsubscribe at any time. And if you need some help exploring any of the above within your own marketing strategy, or you need a rebrand, a custom website built from scratch, Google or social ads, print materials, blog posts – or the whole lot – we’d love to chat. Drop us a line here.