30 marraskuuta, 2023
Ready to ride the wave of modern comms? The future is earned
Our pulse survey for comms professionals revealed a common challenge: organisations struggle to get their messages through effectively in earned media and in their own channels. In the midst of information overload and engaging content, traditional communications has lost its effectiveness.
82 % of PR professionals globally state that creativity is critical for the success of a PR campaign*. In today's fast-paced and ever-evolving media landscape, our days are saturated with information and addictive content. Traditional communication methods and tactics are no longer valid to capture the attention of consumers and other target groups.
Paula Sonne is Finland’s only Earned Creative Director with a mission to serve the needs of communications management even more acutely.
A New Era of Communications
To succeed in this competitive attention economy we need to be clever and find a fresh approach to communications. One that is addictive, conceptual and visual.
Instead of shouting louder in an already crowded room, we invite our audiences into meaningful conversations. This is done by being relevant - knowing the target group at hand, what they are keen to hear and filtering all communications through culture and trends.
Modern approach is also conceptual. A chosen communications platform can serve several campaigns and prioritised themes to be communicated throughout the year as a seamless 360-degree approach. We only have limited changes to tell our story, let’s make them count and remain coherent throughout all channels.
This is where Eleven, a new communications brand, specialising in earned media, steps in marking a new era of communications bringing together a team of specialists in earned, paid, and owned channels to provide clients with comprehensive communications solutions and integrated high quality visual assets in every output.
The Recipe in Phenomena Making
Phenomenons have two things in common - they have a strong creative angle and the spread often happens through third party channels.
Media buying in Finland has decreased by 25% in a year's time. In economic uncertainty and diminishing budgets we need to do more with less. Social virality and earning the traditional media space are cost-efficient and also credible ways of catching the audience's attention.
What kind of creative ideas spread and go viral then? Each idea is unique, but there are lenses to tickle the creative process: product truth, cultural tension, audience insight, discussion landscape or a triggering event.
In the end it all boils down to one thing: being unexpected. Surprising the industry, the societal discussion landscape and being unique for the respondent in one way or another.
In addition to these creative touchpoints, there is a strategic checklist that needs to be met with each output: link to company strategy & business relevance and finding own angle and white space within the industry.
With our unique perspective on culture, creativity, and global perspectives, Eleven is poised to challenge the status quo and redefine the way brands communicate with their audiences.