Insights into the #CanneLions panel - Facebook: Creativity at Scale #OgilvyCannes

1. CREATIVITY at
Turning
an Idea into
the Next (Really)
Big Thing By John Bell
Insights from
David Droga,
Droga5; Mark
D’Arcy, and
Andrew
Bosworth,
Facebook

2. Make it
participatory.As Droga sees it, some time ago the ad industry forgot that it needed to
actually earn people’s attention. As a result, Droga pointed out, a whole
industry sprung up around helping people skip advertisements. We need
to make our work more participatory. We fancy ourselves great storytellers.
Today, part of the story is how people get involved. Once they are engaged,
they amplify to their networks and we only need to go a few hops to get scale.
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CREATIVITY AT

3. FindTHEidea,not a million of
them.
Creative people are used to exploring dozens of ideas rather than zero in on one
exceptional idea. When Facebook launched photo sharing, it wasn’t great, as
Bosworth himself admitted. But the best bit it had was tagging. That one idea
caused Facebook’s photo sharing to grow exponentially. Get to the core of some
goal people have (e.g. sharing photos).
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4. “Steadywins the race.”
Advertising grew up around the finish-line model, Droga said.
Everyone worked like maniacs to get the campaign done and
launched, with everyone then shouting, “We’re done!” That doesn’t
work today. Creativity gets delivered via a steady cadence of
everyday engagement. D’Arcy pointed out a campaign for Target,
the retail giant. Target ran a sustained program where people could
determine which schools would get funding. The activity generated
more than 300 million stories in newsfeed. Call it the creative
marathon.
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5. Buildon ideas.
TKpanelist told the audience that the ad business doesn’t like riffing
and building on good ideas. While advertisers are inspired by others,
they often dismiss ideas that seem derivative. Advertisers crave
originality over repetition. That’s flawed according to D’Arcy. Instead,
he said, advertisers should act like such technology companies as
Instagram and Facebook that build on good ideas. For instance,
12 people built Instagram, which on the surface was not an original
concept. Loads of others had done photo sharing and filters.
Instagram just put its own spin on the idea.
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6. It isn’t much
without
distribution.Today’s creative must come with its own clever distribution strategy. That might
start with Facebook and will extend out through networks of owned, earned
and paid platforms and channels. Gone are the days when you could just plop
great creative down an ad channel to drive mass reach.
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CREATIVITY AT

7. Getcloserto the people you
Are engaging
Creatives must have a much tighter relationship with the people
experiencing the product or service. Never before has there been so
many ways to listen to and talk with the actual people using products
and services. Creativity that scales is iterative and responsive. Great
creatives are no longer lurking around behind the scenes but out
shaking the virtual hands of regular people.
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CREATIVITY AT