Google teaches creative effectiveness based on research and experimentation

03 Dec 2019

Fiona Walford, the Head of Creative Development, and her colleague Kenny Attard say ADMA’s AC&E course provides a forum for them to teach creative effectiveness based on research and experimentation. They also present case studies and describe best practice across the products available on YouTube and other Google platforms.

According to Walford, The Google AC&E course is aimed at junior and mid-level creatives, planners and strategists from agencies as well as clients, but she says it provides an opening for anyone who wants to know more about the platforms and is curious to seek greater understanding.

Importantly, the course provides practical real-world examples of success. For instance, when promoting its remake of “The Grinch,” Universal Studios wanted to find a way to capture Aussies’ attention during the busy end-of-year advertising period, drive top-of-mind consideration, and encourage its audience to go watch the film in theatres.

Using the kinds of skills, tools  and strategies that Walford and Attard describe in the course, Universal was able to achieve a 40 per cent view-through rate on TrueView ads, and a 43 per cent improvement in the click-through rate to the film’s web site.

Most importantly, the film was the number-one family film on opening weekend.

Students in the inaugural course were introduced to resources from the recently launched Create with Google, which offers creatives a destination for the latest updates on products and tools and showcases best-in-class creative work from across the globe.

Walford says students will find the course thought-provoking. It shows them the ways the platform allows them to speak to audiences, and offers a deeper understanding of the exciting formats that can be employed.

“We want students to feel comfortable with what the YouTube platform can do, understand the flexibility, the audience and the opportunity, and allow creativity to reinterpret how the formats can be used — still with storytelling at the core,“ she says.

In addition, she also says the format of the course allows her to have face-to-face conversations with the students, to help them understand what lands, what requires more explanation and what might be exciting to them. It also enables them to see how experimenting on the platform can lead to better work.

“This course gives students the opportunity to bring to life the myriad opportunities on YouTube. We focus on experimentation as best practice and what those experiments have taught us in terms of effectiveness — and then test that thinking with the students after the event through their entries and the work they present,” she says.

The work presented as part of the assignments the students completed was of a quality that wouldn’t be out of place in an agency creative review. This proves that, with solid understanding of platform capabilities, students can produce work that goes well beyond traditional media streams of thinking.

Walford says this gives a “real life” exemplification of the rubber hitting the road — helping students contextualise what fits where in a plan, and what can deliver a desired outcome.

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