content insight and creative fitness

Content Insight & Creative Fitness

Miklos Kun – MediaCom Hungary | 2014

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Which card expresses this sentence the best, „Loves me, …” ?

Source of pictures: Dixit board game

1 2 3 4 5

Source of pictures: Dixit board game

Which card expresses this sentence the best, „Loves me, …” ?

Most voted for this card…

He loves me, he loves me not,… - it is like a meme

Notorius

Spreads by imitation

Has mutations

How does this relate to communication?

A product category

How does this relate to communication?

A product categoryReactions

Thoughts,

Emotions,

Routine

Small units of information (memes) construct the chain

A product category

Thoughts,

Emotions,

Routine

Chain drive of memes

Reactions

Triggers move the system: ads, product usage, somebody talks about it, etc…

A product category

Thoughts,

Emotions,

Routine

Chain drive of memes

Reactions

trigger

trigger

Task #1: to define the driver memes of a category because these are the points

where the brand message can most effectively connect/enter the cognitive system

A product category

Thoughts,

Emotions,

Routine

Chain drive of memes

Reactions

trigger

trigger

Category-memes are the best connection points

where contagious ads can enter to our minds

Category-memes as connection points of this content:

• Van Damme’s split• Van Damme is an action hero• Volvo = safety• Trucks cannot go backward, they would collapse

Category-memes as connection points of this content:

• Active knowledge: the most well known animals saysomething (quack, woof, miaow…)• Inactive knowledge: Fox is a known animal (usuallynegative character) but he does not say anything

Category-memes as connection points of this content:• there is a chance of WW3 starting...: „some Arabian king” or „some Korean dictator” • War is a bad thing• „Make love, not war” – globally known slogan of pacifists• Axe = sex (love)

Nb. of used memetic connection points = content insight

Creative fitness = the

potential for spreading

Creative fitness

ROI

Content insightmatters