Peter Brönnimann and Peer Wörpel on the speed seminar “Creative on Social Media”

Seminar 1, April 28, 1 p.m. to 2 p.m.:
Breakthrough Brands – What We Learned From The Best Campaigns.
Click here for registration.

Seminar 2, June 23, 1 p.m. to 2 p.m.:
Pitch, play, plunge – how mobile campaigns cast a spell over people. A strategic framework for successful social media campaigns.
Click here for registration.

Seminar 3, September 15, 1 p.m. to 2 p.m.:
Creative for Growth – Ein Insight? No. Success through different insights. A guide to growth.
Click here for registration.

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Who is the series of events aimed at? Peter Brönnimann: In order to manufacture a better creative product, it takes everyone. That is why we are aimed at creative people and consultants who do not want to stand still – but also media and social media people and clients. This is also the advantage of doing a webinar: there is room for everyone.

In the first session, you will show what you have learned from global brands. Can you tell us in advance what are the biggest mistakes that you come across repeatedly when creating creatives? Peer Wörpel: Error is such a harsh word. I see optimizations very often in the fact that the possibilities of touchpoints are not used in the best possible way. This is just as true in the digital space as it is in traditional media.

What distinguishes creatives that are successful, are there certain factors that should be met? Peer Wörpel: It’s always very exciting to first define success. That is a big challenge in the industry. Is it awards or attention in the specialist media? We on Facebook and I personally have a clear idea of ​​success. Either it is a success in the area of ​​the brand or in the area of ​​sales (offline & online). Much in between are metrics. With Facebook, it is the speed of a creative and the messages that can be quickly deciphered that get caught in people and thus have an effect on the brand or sales.

In the second session you will show a strategic framework for creative social media campaigns. Can you say a little more about that? Peer Wörpel: There is always the preconceived opinion that it has to be a short video. That people would only consume so-called snackable content and therefore ads should look like this. Indeed, I have those moments too. But sometimes I also want to dive in and learn more. We have learned a lot here and we will talk about it and show it with concrete examples.

At the third event, you announce a guide to growth. That sounds promising. But also a bit general. What can we expect here? Peer Wörpel: I often experience that communication is very much geared towards a target group and an insight. In times of increasing individualization, however, you can no longer achieve real growth with generic approaches. It is about target groups and addressing different insights in order to better exploit the potential in the market. It’s about relevant communication in times of increasingly fragmented target groups.

I like and often go in “Watch”. What role does the broadcast format from Facebook play and what options are there for placing creatives here? Peer Wörpel: “Watch” is playing an increasingly important role. As I said, we are no longer a pure “snackable content” platform. Longer content formats work very well in certain usage situations. I also catch myself spending a lot of time watching content. The aim here is to find the balance between non-disruptive, entertaining and yet effective with in-stream ads. Because if we’re honest, no one is really a fan of advertising while looking at exciting content. Of course, the relevance and brevity of in-stream advertising help ensure that the effect and acceptance are positive.

How do creatives deal with the fact that the performance of a creative – in the Facebook feed, for example – can be measured directly – and possibly buried? Peter Brönnimann: Well, we are used to the fact that the results of our work are measured, not just on social platforms. Much finer data are of course possible on these. However, this is not without its dangers: There is a risk of losing sight of the big picture because of all the detailed measurements. “You become what you measure.”

On the notorious scale from one to ten, what level are Swiss social media creatives at? Peter Brönnimann: Difficult to assess, because many social media creations that you see in Switzerland are not made in Switzerland at all. Many a company here has its social media activities carried out abroad for cost reasons. I don’t understand why you should hire a company that is far away for the media in which you can be closest to the people. No wonder that doesn’t appeal to the people here.

Peer Wörpel: It is not so easy to make a general statement here. What I am observing, however, is that the smaller companies, the self-employed and SMEs are always very good at producing relevant and often local content quickly and with agility. It’s about relevance. And as Peter has already said, the Swiss market has its special features and so do our platforms. If you were to pay more attention to both, you would definitely be more successful. But I would not direct this criticism across the board to everyone in Switzerland, the differences are too great for that. Thus, the scale question is also somewhat common as a question. But I would give a seven now. Because SMEs and startups in particular do a great job.

Your personal call-to-action for the “Creative on Social Media” series? Peter Brönnimann: Instead of spending an hour on social media, spend an hour doing better creation on social media. Peer Wörpel: Short and sweet. As interactive as possible. Be there. I’m glad!