An episode of the Apprentice featured the candidates making a YouTube video and collaborating with YouTube stars to promote it, thus proving once again that any idiot CANNOT be funny or clever enough to go viral.
All the stars present were naturally keen to collaborate with brands. Caspar Lee, boyband-esq star of his own channel which has over 3 million subscribers and over 160 million views, told us brands need to be “open-minded” and to trust his insights. “I have to explain to older people why its ok for me to swear, I know my generation”, he explained to us. He’s very keen on what he called “collab-ing” with brands who come with an open brief to do what he thinks best.
This echoes the views of Will Hayward VP of BuzzFeed. He draws a sharp contrast between the world of marketing brands in order simply to get noticed to those that do so to get shared.
Does this require a new kind of creative agency ? Is the world changing faster than the rules of media? Or has there always been a set of media owners who have requested that brands invest their money as the media owner thinks best. That have always said: “Lay your money down and we will look after your best interests”
Most advertising is still about getting noticed. And a standard reach plan may still satisfy. But you can’t have your cake and eat it. Brands that are using content to drive brand warmth/itp must shift to considering what makes that content share-able and to listening to the new experts, people like Caspar.
This requires a new breed of communications thinking. And it has it’s place in most plans. This isn’t about using media to get across a message that has been carefully cooked up in a creative agency. This isn’t about using media to put the cherry on top of the icing on the cake. This is delivering your recipe and some raw ingredients to the content creators and collab-ing with them so that they mix up the flour, sugar and eggs in the right way to make your cake (brand) the most shared and talked about.
This requires a swift shift to shared risk and reward as a trading model for sure. And the highest attention to detail, to the full system around the content and to real time course correction at the media agency.
This is Raw Communications Planning.