Creating Social-First Campaigns for Better Engagement | Muse by Clios

"Social-first marketing is really just audience-first marketing," said Lesley Parks, executive strategy director for social and content at TBWA. "It's thinking about who you're going after and what sort of mindset they're in on the platform. You have to create to the brief as well- but the audience comes first." This highlights the importance of audience understanding in crafting marketing strategies.

"You make something, you put it out to social media-whether it's TikTok or another platform-and it's gonna tell you exactly how well that piece performed," said Rob Lenois, global CCO at VaynerMedia. "That can be terrifying. When I was coming up, craft was about making things look good and sound good. Now, craft is about grabbing and holding attention, which is a very different game." This describes the shift in marketing craft towards engagement.

"We essentially spread a lie (about the nature of Cera's brand involvement) so that we could reveal a product truth," explained Charlotte Tansill, president of PR, social & influence at Ogilvy North America, which helped develop the work. This showcases the innovative strategy behind CeraVe's award-winning campaign.

"In 2020, with the onset of the pandemic, CeraVe had been one of the first brands to really embrace TikTok and creator marketing," Tansill said. "When this Super Bowl bri..." This statement points to CeraVe's early adoption of new marketing channels during a pivotal moment.

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