Kurio

Philosophy

Some call it hype; for us it’s a passion. We create marketing that speaks to people of the social media era – connected, critical and hungry for meaning. We have seen it time and time again: once we get people engaging, talking, sharing, clicking – the results skyrocket and the business effect follows. We know the Mad Men way of doing things but have chosen to do things the opposite way; social first.

1# Social-first redefines creativity
Say no to overly polished images and pretty pictures. If an idea is not engaging, it’s outdated. A truly interactive idea is different from a traditional creative idea. An interactive idea involves its viewer and invites them to be part of the story – or better yet to make a brand part of their own story; that is a challenge that keeps us motivated and working hard every day.

#2 Actions and evidence redefine storytelling
Forget storylines, slogans and professional actors. Social media should be fueled by real people and their real actions. Blunt and outspoken beats rehearsed and relatable wins over flawless. The magic lies in capturing the authenticity in people and actions in social-first content. People of the social media era are convinced by what feels real. If you need to convey an image of a brand, think about evidence instead of slogans – evidence that shows a claim to be irrefutably true in any content.

#3 Always-on as the new backbone of marketing
Remember when you bought media as ”space”? When you paid more for a 30 second TV ad than for a 15 second one? Unlike traditional media, social works better for continuous content streams than for one-off campaigns, so you need to redefine what production value means for you. Social needs new content every week. You need to do more with less and to have at least two versions of everything in order to be able to test and adjust it according to audience feedback. In social the actual numbers beat creative intuition any day.

#4 Rethink the media-production split
The relationship between media and production investment has changed significantly in recent years. Traditionally, at least 60% of the client budget went to media and this cost was fixed, no matter how creative your content. Social channels work differently; they are significantly more cost effective and transparent in their ROI, even more so if your content is relevant. So now the new split is 20% to media and 80% to great content.

#5 Forget sprints, social is a marathon
More and more investments are flooding towards social, against a backdrop of a constantly changing media environment. In this environment, a firm strategy is the one thing keeping you from getting lost in all the options available. That means having a solid process, flowing from strategic planning to creative concepts, and measuring ROMI for all your activities.