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How to ensure successful coverage across continents when running a global content campaign

By Alicia Manji, Head of lifestyle and luxury

TVC Group

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May 3, 2017 | 6 min read

Alicia Manji, TVC Group’s head of lifestyle and luxury, has been working on global content campaigns at the communications agency for more than a decade. From Abu Dhabi to Zurich, she has helped deliver international campaigns for Louis Vuitton, BACARDÍ, King Digital, Ralph Lauren and Montblanc to name a few. Here, she shares with The Drum Network her top tips for driving coverage across continents.

Alicia Manji TVC

Alicia Manji is head of lifestyle and luxury at TVC Group

There is no one-size-fits-all strategy for a global content campaign – what's the key to planning?

It might sound obvious but you need to spend time looking at the brand and mapping out who you want to get in front of and influence. Once you’ve segmented your target audience, you work backwards from that to tailor the story to the media they watch, read, listen to and engage with.

Is creating a great piece of content enough?

Definitely not! It’s about the narrative and creating something compelling which feels authentic. The media and consumers are savvier than ever and you can’t just attach a logo or a celebrity to a brand, bundle up some content and hope that works. Explaining the reason, rationale and answering the fundamental question of ‘why?’ is central to all our campaigns.

What’s the key to making content fly?

The distribution plan is just as important as the content you create. Identifying the right audience and having a strong call to action is key – is it about a push to purchase, behaviour change or raising awareness about a particular cause? Timing is also crucial. If you have the attitude that sleep is overrated then you are on the right track!

When you’re sending content all around the world, how do you make sure you understand cultural references and nuances in different local markets?

It’s about drilling down and understanding the relevance for each market. It’s not enough just to translate a release; each country needs its own spin or angle. You wouldn’t sell in a national story without regionalising it. Similarly, you wouldn’t sell in the same story to different countries. We've recruited from around the globe so our team is multi-lingual and multi-cultural which helps when selling in.

How do you make sure you stay ahead of the content curve?

From using Snapchat and live streaming, to octo-copters with 4K gyroscopic heads, we are always learning and trying to innovate. Our approach is channel neutral, so we’re always thinking in new directions. It’s also about finding new ways to connect and stay connected to global media.

What are the biggest pitfalls to avoid when putting together a global content campaign?

The biggest mistake people make is assuming that a celebrity ambassador will guarantee a story is globally relevant.

It's all about storytelling and a common oversight is not defining how your brand fits within this. You have to be smart about weaving the brand into the narrative. The brand is the reason for the story and I'm always reminding the team that they should never lose sight of what the client wants and what success looks like.

What has been the biggest learning along the way?

Preparation is absolutely crucial. We start our pre-sell at least a week in advance and it’s amazing how many times we will tweak the shape of our story based on the feedback we get from the pre-sell. You have to be flexible and adaptable and be prepared to refine your story to suit the media agenda.

On a more practical note, discovering kitten heels has been a saviour! I’m constantly running up and down the stairs at TVC HQ meeting with our editors and producers to ensure our content is absolutely spot on.

Alicia’s top tips for going global

Prepare, prepare, prepare

Start the conversations early, know who you're trying to influence and make sure you have a strong narrative.

K.I.S.S.

Keep It Simple (Stupid). The most important messages are best heard when things aren’t over-complicated. Remember the goal/client aim and work from there.

Why?

Why is it relevant, why would it be of interest and why would people care?

Show passion

Believe in what you are doing. It seems obvious, but if you believe and are truly passionate about what you are doing it shines through.

Aim high

‘No’ doesn’t really exist in my vocabulary. If you really want something, you’ll find a way to get it… Go forth and conquer!

TVC Group is a content driven communications agency which has worked with Swarovski, Heathrow Express and Cartier.

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