Parabolica #35 - š¦ Natural Selection
Hey itās Manson.
Chances are you didnāt study Creative Strategy in school. Itās a multi-disciplinary skill that you learn on the job. Two months ago I wrote about one of the fundamentals of Creative Strategy - The Scientific Method.
Read on if you want to think about Creative Strategy through the lens of another field of study - Natural Selectionā¦
Environment
We start with the environment. In nature, itās the rainforest or the African Savannah. You have other predators trying to survive on the same prey.
With Creative Strategy, our environment is the economic landscape and other brands in the category. Your creatives need to be more compelling than your competitors or other advertisers bidding on the same impression.
Physical Traits
Predators compete on speed, strength, and camouflage to catch their prey. Can the cheetah catch the antelope and bring it down?
Creatives compete on hook, visuals, story, and message to convert a customer. Does your ad hook and get someone to purchase, subscribe, sign up, yadda yaddaā¦
Evolution
Nature introduces variations in species with random mutations. Sometimes the random mutations give an advantage to the animal, so they pass on those genes.
As Creative Strategists, we create new concepts and iterate on the ones that show promise. Are they within 10-20% of our KPI? If so, letās iterate on the message or the visual.
Survival of the fittest.
Your creatives need to adapt to the changing conditions of its environment. You will experience ad fatigue, competition stealing your ads, inflation, and changing consumer preferences.
Hope this was helpful to see through a different lens for Creative Strategy.
But what if you can alter your environment so you are the only predator?
Can you create a market where you are the only option?
Stay tuned for the next episode of Dragon Ball Zā¦