Creative Insights is an AdNews series investigating and uncovering the secrets of the creative side of advertising.
Hoozu head of creative strategy Lara Mowforth:
How did you fall into the industry? Was it deliberate or a misstep?
Six years ago, as a traveller around Australia, armed with a marketing degree and no professional experience, I took up waitressing in Surry Hills. One day, a diner mentioned they were scouting for a new recruit in influencer marketing. Intrigued by this emerging field, I figured, "Why not?" and landed the role, and have been at Hoozu ever since. Influencer Marketing is a dynamic universe, continually evolving to what now encompasses the entire creator economy. This allowed me to accumulate a wealth of insights and expertise over the years, affirming my belief that creativity is the heartbeat of successful Influencer creatives.
What’s your secret sauce for commercial creativity?
The crux lies in the fusion of data and creativity. Data serves as the guiding compass, illuminating the preferences and proclivities of our audience. At the core of a creative strategy lies the human element. We weave narratives that resonate authentically with our audience, leveraging the personal anecdotes and journeys of influencers to forge meaningful connections. While data provides the roadmap, it's the human touch that breathes life into our campaigns. The most impactful influencer commercial creatives are those that seamlessly marry both.
What’s the biggest hurdle for creatives?
In an era inundated with content, standing out amidst the digital noise requires striking a chord with audiences on a personal level. In the realm of influencer marketing, the biggest hurdle is to find the perfect fit between creator and brand. It's imperative to leave behind personal biases and instead focus on strategic alignment. Identifying influencers who not only embody the brand ethos but also possess the creative prowess to craft compelling content and bring your vision to life.
Do you wear the black t-shirt uniform or are you a nonconformist?
Primarily operating in a remote capacity affords me the luxury of working from the comfort of my home study…in joggers. However, on the occasions when I meet with team members or meet clients in the city, I do like to spruce up for a more chic look.
Can commercial creativity only take place in a room full of people in black t-shirts?
Personally, I get some of the best ideas when working alone… call it “Lara in La La land”. I've honed a method of structuring my thoughts with prompts to encourage exploration beyond conventional boundaries. As I become inspired through research of other brands, influencers, emerging trends and personal experience, I’m able to fuse audience insight into a brand's story and objective. I love to get feedback from my team to refine the final ideas and curate a spectrum of options to present to brands, ranging from safe choices to innovative curveballs.
What was the latest campaign that you worked on and really enjoyed?
While not a recent campaign, Bref Toilet Rim Block stands out as a prime example of creative originality. It was during the ascent of TikTok and was able to elevate an otherwise mundane product into an entertaining and relatable product experience through influencer content. The information shared in the original client brief for Bref included the benefits (e.g. longer-lasting and aesthetics of the new rim block) as well as the target audience. I challenged the brief to think about more 'human' moments, often humorous, that surround cleaning, such as the dynamics between couples or what people are really thinking when cleaning the toilet. The results were epic and it gave me a tremendous amount of confidence to continue taking more innovative approaches to brands.
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