Once known for being talented and creative, Alice lost the crown while gaining valuable experience in various rewarding fields, and was now fighting a great number of too many competitors… and losing. Back in 2014, the battle was being fought in order to raise awareness of her work and get new and exciting projects in the creative industry in an already supersaturated market. There was no perceived skill differentiation in the sector, but she needed to reclaim the thought leadership of excelling at creativity - and with it - a superstar position in the market.
The Creative Idea
Claiming the emotional nucleus of what great marketing and advertising agencies were looking for from their people:
- the imagination, energy and excitement that a creative professional can bring.
And what is central to that experience? Ambition.
But what is creative about choosing the same old route with an e-mail containing a link to an online portfolio or loads of cover letters, phone calls and pitches? They needed more, much more. So to cut through the noise, she needed to target agencies and professionals frequently and socially, raising interest.
The Work
Research showed that agencies vastly looked for the talented, collaborative, getting-your-hands-dirty kind of person, who would go the extra mile and who would be motivated by creating great work that makes real impact.
So she drew a girl with lots of bags (i.e. of creativity and skills) on her back but with empty hands suggesting the desire and ability to carry more, standing on 'grounds' of people skills. This went in a plastic file, together with various other materials - letters tailored for each company, business cards and information about this action and the motivation behind it. And, with the valuable support of the Post Office, in May 2014 tens of such packs were delivered to the top marketing and advertising agencies in London.
The Outcome
Allowing people to witness the work and even to choose their own content and sharing it gave authenticity to the campaign but more importantly it credibly seeded the movement before launch, transforming the key audience into advocates as they spread the word.
To compliment the direct campaign, Alice used ‘Bags of Creativity’ as a creative platform. This became her brand purpose on Facebook and Twitter and a captivating storytelling platform. It was not only perfect for the passionate and devoted nature of the message, but also a lively idea to enjoy.
Apart from a good number of flattering handwritten letters that came in response to these quirky parcels from Creative Directors, Heads of Marketing, MDs and Heads of Brand, Alice also achieved her goal and got a few exciting assignments over the following two years, to add to her back.
And guess what, she's still ready to carry some more!
More info: this-is-alice.co.uk
