Quality creative, in combination with research-driven messages, makes a difference when it comes to how voters perceive and engage with your campaign. During AAPC’s latest webinar, a panel of creative experts discussed how to produce and spot quality creative content, cutting through the clutter to move the needle, and seeing your concept through the creative process to execute an effective piece or series. They also shared a roundup of some of the most effective ads of the 2020 cycle so far.
Check out the key lessons from the webinar below, and listen to the recording for even more expert insights.
This webinar has been archived for playback. AAPC members can click here to view all webinar archives.
Key Lessons from the Webinar
- Graphic design requires continual research: Keeping up with what is trending will be your best friend in-between projects and aid in your ability to adapt your next visual strategy effectively.
- Leverage user-generated video content: Or in some cases—candidate generated content! The pandemic has limited many of the ways we gather, including shooting videos. With some guidance from their consultants, many candidates are using video they shoot themselves to reach voters.
- Don’t get stuck in old habits: We have a tendency to default to 30 second ads- a vestige left over from the time when TV was king. Digital gives us the flexibility to create engaging ads and content whose total run time can be driven by the most compelling story – whether that’s delivered in 3 minutes or 6 seconds. Take advantage of that and don’t let the old 30 second standard dictate your creative approach every time.
- Reuse, repurpose, and recycle: 2020 is forcing us all to get creative. If you can’t shoot new content, try repurposing old or unused content to convey a new message. Don’t shy away from the fact that COVID exists. Lean into it, and show that you understand the climate of the world at the moment.
Access the full recording to hear additional tips from our panelists.
This webinar is eligible for one (1) A4 Media Production credit towards AAPC’s Communications Certificate. To learn more about achieving this Certificate, click here.