In describing UNITED COLLECTIVE, one of our clients once coined the phrase "Creative-Smart". He expanded his description to suggest "the first thing I always feel with their work is that it engages you viscerally. It's only once you reflect on the work that you realize how strategically impactful it is". We love that description. It's our ultimate goal as an agency built to drive growth.
As a strategy team our goal is to ensure our processes, tools and people are chosen and developed to deliver insights and strategies that serve this cause.
(1) Client Briefings - (2) Brief Development - (3) Internal Briefing To All Other Departments - (4) Campaign Tracking
Given today's need to be quick-to-market - and an increasingly diverse media environment, our briefing process is built on three key principles:
Through applying these principles we are able to get to better ideas much quicker than by employing a traditional linear approach. In fact, in recent months where we have been involved in both a political campaign and producing new Covid-19 messages for clients, we have been able to perform the whole process within 24 hours.
Our team is highly adept at designing, analyzing, reporting and optimizing campaigns and has extensive experience working with various tools and clients' systems in tracking both individual media platforms - and MMMs and attribution models for integrated campaigns.
Across our client roster, and the collective experience of our team we have worked with many (most?) methodologies and tools for tracking the performance of in-market, offline creative. Most of the providers we work with today (Ace metric, BrandPi, etc.) provide algorithms that measure in-market performance that assess impact along the funnel, from brand building/equity and emotional connection to functional needs, persuasion and purchase intention - through to positive and negative sentiment for our brand versus competitors. In today's market, we are most often viewing the results from these tools from the context of a broader, overarching, total-campaign perspective.
Accurate measurement and continuous tracking of our campaigns allows us to regularly optimize towards KPI's, while testing and learning to hone our creative messaging. Our iterative approach ensures we're leveraging data to increase efficiency and campaign performance across all touch points. We leverage Ad Server, site-side analytics, in-store visitation, and transactional data for cross-channel measurement and campaign refinement.
When available and appropriate, data sources are ingested, normalized, and activated through a DMP. We are fluent in a variety of traditional regression based MMM partners such as Nielsen's PointLogic, Neustar's Marketshare, Marketing Evolution, Analytic Partners and Optimine which assist in reporting on historical performance and predicting optimal channel mix and budget allocation. Additionally, evergreen monitoring of current campaigns (evaluated by multi-touch attribution (MTA) via best in class products provided by vendors like Nielsen's Visual IQ and Google 360's offering) and the competitive set (via social listening tools, SEM ranking/demand/impression share and spend by channel) collectively drive campaign strategy and ability to pivot tactics to meet and exceed campaign goals.
We oversee the bilingual social channels for many of our clients, including community management across all owned social platforms. This monitoring includes checking for spammers and reviewing public and private conversations. Our social team monitors these incoming private messages and responds or routes the message to the appropriate client contact for response. Additionally, we mine for insights gleaned from owned channels; sharing with our creative and strategy teams to inform future content optimization.
As part of this tracking we prepare a variety of qualitative & quantitative performance reports at regular intervals. The data covered in these reports includes content engagement rates (i.e., Facebook likes, comments, shares), follower/fan growth information, and community management responses/replies. We leverage this data to assist in determining the success of set KPls and content optimization. An example of reporting output and cadence is as follows:
We are a collective of smart, creative, culturally attuned trailblazers with unique cultural and consumer sensibilities that enable us to help brands stay in-step & grow with today's "new" consumer in ways no other marketing group can.