At Kiss The Bride, we have always defended the idea that a beautiful creation has no relevance without the use of data in its diffusion. Conversely, the data will have no impact without creation because it is the data that gives it all its meaning and makes the message understandable and memorable! To discuss this, this week we are interviewing our Creative Director, Sandrine Fonteneau and our Chief Data Officer, Cyrille Peixoto.
Sandrine Fonteneau: Data is essential in creative design: the more constraints we have, the more “oriented” we are and the more accurate the design is! When we have insights, such powerful information that tells us what motivates and animates consumers, it is easier to find the creative concept that will hit our customers! The data also allows us to have information that we did not have before (or very little through studies) and that can create real creative subjects. On the other hand, creation can allow us to get data, this is what we call “data-catching”. For example, knowing the age of customers, discovering their passions and interests, etc. This is an increasingly recurring demand from customers. Capturing this information allows us to create a more emotional, more specific relationship between the brand and the customer.
Finally, data allows us to understand why customers are attracted to a brand or product. It allows us to break with certain preconceived ideas and can even surprise us with results that are far removed from what we had imagined or, conversely, confirm certain consumption trends.
Cyrille Peixoto: I totally agree with Sandrine! Data, well exploited, allows to feed the creation with a refined, contextualized and personalized customer knowledge. And on the other hand, creativity makes it possible to move from insights data[Editor’s note: an insight is key information about an unspoken consumer need or an unresolved dilemma] to augmented reality. By working with the designer on the data, we move from rational to emotional, which inevitably influences customer engagement.
S.F.: For advertisers, it is above all very beneficial for the brand image. This shows customers that the brand listens to them, understands them and responds to their needs in a creative way. It also means less time and money lost for brands and customers: communication actions are more targeted and therefore more effective. It is also very interesting to differentiate ourselves from the competition: by knowing what customers are looking for and like in a brand, we can more easily work on its identity in this sense.
C.P: This marriage between the science of numbers and creative emotion allows companies to benefit from highly innovative operational systems that are off the beaten track. They are personalized with the necessary dose of emotion and creativity while being efficient in terms of business and ROI.
C.P: At Kiss The Bride, the data and design teams work together to identify new application areas and respond in a relevant and impactful way to new issues. We also organize “vis-ma-vie” between the two teams and do coworking on a regular basis. Each new call for tenders or recommendation is thought out and worked on by a multidisciplinary team that covers all the expertise required to support the client from consulting to implementation, including technological and creative aspects.
S.F: I would just add that the marriage of data with emotion is really our strength at Kiss The Bride.
C.P: I would like to mention L’Oréal Professionnel with whom we worked on a relationship program for hair salons. We supported them with personalized activity reviews and the creation of a dedicated mobile application. These two media skillfully combine data and creation since they transcribe carefully analyzed data in a didactic and sexy way!
S.F: I particularly liked the data catching device created for Kärcher with Sophie Ferjani as ambassador (Editor’s note: the Deco animator on M6). In this case, we needed to get some data. We therefore designed a data catching video offering the customer a fun, immersive and interactive experience.
C.P: Not at all! Precisely this opens up new perspectives because we are moving towards even more personalised systems based on concrete elements and above all analysed and verified. Technology makes it possible to enhance and enrich this creativity!
S.F: We talked about it at the beginning of this interview, the blanchen page is not the most interesting to create. When we as creative people have constraints, we are much fairer and more impactful because our campaigns and devices directly and emotionally affect the consumer.
S.F.: Of course they’re wrong! Working in BtoB does not mean making decisions only in a rational way by ignoring your emotions. The BtoB players are as much in the emotion as the BtoC customers, and the success of the relationship programs we develop for our B2B customers proves it every day. In fact, I recently read a study on the subject that indicated that more than 50% of B2B buyers are more likely to buy when they have an emotional connection to the brand.
C.P: The BtoB is increasingly inspired by BtoC methods and BtoB customers are looking to live customer experiences similar to the BtoC and simply similar to their daily lives. New digital players such as Amazon have set these new standards. And B2B is not spared any more with the larger number of actors included in the decision-making cycle.
S.F.: I imagine it to be benevolent and never intrusive. Indeed, targeting and instilling emotion means ensuring that we aim more accurately and eliminate irrelevant devices in the interest of the brand and its customers.
C.P: One word: omnipresent! Because it is THE answer to the new consumer requirements in terms of experience and confidence.