How Creative and Performance Teams Work Together
December 1, 2020 By Celtra
In-house creative and performance teams haven’t always seen eye to eye, but let’s face it – life is much better when they do. A successful brand is made of both these counterparts, yet they are often treated in silos, which can be problematic as both need to be speaking the same language. Compelling creative may be easy on the eye, but there’s no point if its impact can’t be measured, nor can metrics exist without a brand or campaign at its core to measure against. Thankfully, technology has come a long way in helping to strengthen this relationship. We take a look at a few of the ways that these two teams are working together to ultimately build better brands.
Performance Teams Need Stories to Tell
The primary goal of performance marketing is to drive growth by making sure that all customer touch points are fully trackable and measurable through each stage of the funnel. They lean on creative teams as the engine to produce enough variety of assets to fuel, A/B test and optimize – whether that be prospecting or retargeting campaigns. The type of creative used for a prospecting campaign wouldn’t be the same used for a retargeting campaign, either, driving the need for more content variety in performance marketing.
Aside from optimization, performance teams rely on creative variety to drive revenue. Marketers that are able to constantly refresh ads avoid the much-dreaded creative fatigue. Yet, achieving this scale can be challenging as you need to produce new assets across channels.
Creative Automation Bridges the Gap Between the Teams
Since Creative Automation provides a unified platform for creative and performance teams to collaborate and scale any type of campaign, it frees up valuable time for both. Creative Automation separates content from design, meaning that you only need creative teams to set the visual rules for the video or static ad and store variables like product images, headlines, discount information, and CTAs in a separate Content Feed.
Creative teams design the templates needed for testing, acquisition and retargeting, and then performance marketers can generate the variants they need for campaign refreshes or updates without any roadblocks or the need to ask designers to update creatives manually. They’ll simply log into Celtra and use Content Feeds to make the changes. Any updates are instantly reflected on the creative and across all digital platforms.
Faster production workflows also mean that creative teams have more time to focus on big ideas, strategic thinking, and brand guardianship. They can easily ensure that all creatives meet the quality mark and look consistent even across thousands of permutations.
Increasing Campaign Output Dramatically
Thought it stopped at prospecting and retargeting campaigns? That’s only the beginning. Brands roll out product launches and promotions, in addition to their evergreen campaigns, or targeting a specific audience segment or demographic based on the type of product being promoted; and the list goes on. Multiple campaign types mean more creative assets and a heavier load on creative teams. Creative Automation lets brands templatize promotional materials, create templates tailored to different types of audiences and storytelling approaches, and turn it into a new campaign in a matter of simple tweaks.
Collaborating for Agility
Cultural moments are great for brands to latch onto but you need agility to be able to hop onto the bandwagon and ride the wave. We saw this happen the other week with beverage brand Ocean Spray, who went viral through a campaign built off a TikTok video. Creative teams love to work on projects like this one but rarely have the time or workflows to make them happen fast enough. It can be frustrating not to be able to execute on brilliant yet time-sensitive ideas. With Creative Automation, brands become nimble to take advantage of cultural moments – and it’s these brands who will win consumers’ hearts and minds.
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