Data-driven creative uses known information about consumers and their journey to purchase along with artificial intelligence to create custom and personalized creative that engages with them with the right message at the right time.
But let’s start at the beginning. At Pace, we start with data and insights. In fact, I tell my team that a good creative leader will always dig deep for the authentic “why” in the work. You have to use data to get to the why. You can’t do that with opinions and emotions, or else your work could be talking to the wrong audience and will not connect with tone and visuals.
For example, across mindsets, many agencies and brands want Gen Z or millennial acquisition creative developed. If we do not consider the mindsets and subsets of millennials and Gen Z, we miss the fact that older people within the millennial set can be vastly different or that insights and data may point to a unique set of values across the oldest subset of Gen Z and the youngest of millennials.
A visual example would be slick, polished high-production creative that may not work with some age groups who value nostalgia and more authentic, raw real-to-life creative. At Pace, we use rigorous audience dynamics data to uncover these insights.
We look for white space and angles in how to tell a story or build a campaign and executions that will best connect to small subsets of consumers or even individuals. Pace has often been asked to use this data-driven approach to lift and shift how a brand tackles a market opportunity. Our clients such as Wells Fargo, Four Seasons, Verizon, Gold’s Gym and PepsiCo have seen a difference in how our creatives use not just data, but the right insight from a vast array of data.