Creative Counts 017

Interview by Ketia Jeune | with Tia Indigo

Headshot Photo by Ruben Lawrence

How do you carve out time for brainstorming and ideation in the fast-paced
world of PR?

I like to leverage downtime for inspiration. I usually stay up late nights
brainstorming. When the world is quiet that is when I can really hone in on new
ideas. During the day when I am on the go, if an idea pops into my head I will
write it down in my notes quickly then revisit when my day is done.

What methods do you use to tap into creativity when you're faced with rigid
brand guidelines or messaging constraints?

When a brand is being really strict with their guidelines I try to see which parts
of the guidelines are flexible versus non-negotiable. I like to play with unique
content structures to convey the necessary messages in a innovative way. I deep
dive into the project understanding its core message and tone as well as, viewing
the set constraints as frame work rather than a boundary.

Can you give an example of a campaign where a creative risk paid off in
an unexpected way?

Rather than a campaign, I can tell you about a risky long term strategy I
implemented that paid off in a unexpected way. Up until about four years ago,
2ndstreetUSA’s tone online was very straightforward, generic and lacking
elements of personality. Based on the clothing they carry, the employees and the
main customer demographic I decided to shift the brand to a more playful and
lighthearted tone. This was risky because previously the content and tone didn’t
leave much room for interaction online. This type of shift doesn’t work for every
brand and because the company is Japan based there was an air of seriousness
that I was iffy to stray away from. However, the risk paid off when we saw an
enormous amount of engagement from becoming more young and lighthearted in
our online approach. Things like fashion memes and the usage of viral trends
and sounds allowed us to gain a lot of traction in a short amount of time and has
been the brand identity we have stuck with ever since.

How do you measure the effectiveness of a creative idea while ensuring it
serves the broader strategic objectives?

I like to establish clear KPIs that align with both creative success and numerical/analytical goals. I use metrics like engagement, increased clicks and shares, conversion rates etc. I also evaluate the consistency with brand strategy. I like to make sure the creative concept stays true to the brands voice and mission. I also review whether the idea helped to advance broader goals such as increased market share, improving customer loyalty or building brand equity. I look for real quantitative data that lets me know an idea was effective rather than my personal perception.

When working on a long-term PR strategy, how do you keep the creative
momentum going across multiple touchpoints or phases?

In a long-term PR strategy I try to keep a level of curiosity and anticipation with
the audience about whats next. This is done by offering sneak peaks and
cliffhanger storytelling. I leave room for spontaneity so that the strategy can
respond to unplanned opportunities such as industry news or emerging
viral trends that can be utilized. I pay attention to industry shifts that can
fuel new creative direction within the strategy, while still aligning with the
brand identity. I also collaborate with influencers and content creators
throughout the strategies duration to have different creative voices amplify
the message through a fresh lens.

Thank you!