Table of Contents
- The Foundation of a Solid Strategy
- The Power of the Brief
- The Internal Creative Team
- Collaboration Between Creative and Social Teams
- The Result: Winning Content That Engages and Delights
Innocent Smoothies, a brand synonymous with delicious drinks, has captivated customers not only with its products but also with its engaging content across various platforms. The secret behind their brilliant content ideas?
A clear strategy and a strong emphasis on the power of the brief. We explore how Innocent Smoothies’ Chief Marketing Officer, Kirsty Hunter, advocates for crystal-clear briefs and how the company’s creative and social teams work together to create content that keeps customers coming back for more.
The Foundation of a Solid Strategy
According to Kirsty Hunter, it all begins with a clear strategy based on insights, objectives, and a strong understanding of the brand’s direction. The process is broken down into several stages, starting with establishing the goals and desired outcomes of a particular content project.
This includes stress-testing and challenging the brief to ensure it is strong enough to support the final output.
The Power of the Brief
Hunter has been on a mission to emphasize the importance of clear, concise, and well-thought-out briefs. For her, the brief is the cornerstone of any content project, as it helps guide the creative process and ensures that everyone involved is on the same page.
By dedicating the necessary time and resources to the creation of the brief, the Innocent Smoothies team can ensure that their content is aligned with their overall strategy and brand objectives.
The Internal Creative Team
Once the brief has been refined and approved, it is handed over to Innocent Smoothies’ internal creative team. This group of talented individuals is responsible for translating the brief into engaging content that will resonate with the brand’s target audience.
The creative team leverages their unique skill sets and understanding of the Innocent Smoothies brand to bring the vision outlined in the brief to life.
Collaboration Between Creative and Social Teams
At Innocent Smoothies, collaboration is key. The creative team works closely with the social media team to ensure that the content they produce is suitable for the intended platforms and aligned with the overall marketing strategy.
This partnership allows the teams to share insights, feedback, and ideas, resulting in a more cohesive and effective final product.
The collaboration also helps maintain consistency in messaging and branding across various channels. By working together, the creative and social teams can adapt content to fit the specific needs of each platform while staying true to the brand’s identity and goals.
The Result: Winning Content That Engages and Delights
By emphasising the importance of a clear strategy and a strong brief, Innocent Smoothies has created a winning formula for content creation that keeps its audience engaged and coming back for more. Their approach ensures that every piece of content is tailored to the needs of the brand and its audience, resulting in a cohesive and effective marketing strategy.
The secret to Innocent Smoothies’ content success lies in their dedication to creating clear, concise briefs and fostering a collaborative environment between their creative and social teams.
This approach enables them to consistently produce engaging content that supports their brand objectives and resonates with their audience. By following this blueprint, other brands can also harness the power of the brief to elevate their content strategies and achieve greater success.
For the full interview with CMO of Innocent, Kirsty Hunter, head here.