Content Co-Creation

CONTENT CO-CREATION The Lounge’s ethos is about submerging our clients into the worlds of their target audience to gain deeper and more truthful insights into their lives and then working with them to develop engaging and sustainable communications. We employ an iteractive, facilitated process of co-creation, which has the brand’s consumers at it’s heart, to develop the creative platform, messaging and tone of voice.
		ANT blog insight diary
This is exactly what we did recently for Anthony Nolan Trust who came to us with the challenge of engaging 18-30 year old ethnic minority males to join the national bone marrow register. We delved into their lives through a series of target audience video and blog diaries and then recruited a separate group to work with us in a workshop setting to identify and develop the potential platforms, how these might be communicated and what kind of imagery and messaging would be most likely to get them to take notice and take action. Our team of creatives took away the content from the workshops, and developed 3 creative routes which we tested with The Lounge’s network. Through this process, we also developed the communications strategy looking at not only what should be said and how, but also where and how the message should be delivered.
Co-creation requires intensive planning and strategic input but is a powerful tool to ensure you end up with a truly engaging marketing campaign.