An article in Adage by highlighted the need for all marketers to wake up to the mind-set of growth hacking. The buzzword first appeared in 2013, and has been steadily growing, edging past ‘viral marketing’ in May according to Google trends.
But, it would be a mistake to dismiss the trendy term , as there is real substance to the point of view. Born out of west-coast startups, it is an approach that focuses on growth with a greater utilisation of data, software and automation. The more well-know examples and tactics seem better suited to brands trying a growing customer base, but any brand should be very interested in the techniques used to get better retention and referral.
A good primer on Growth Marketing is this Slideshare by David Arnoux – a leading evangelist for the GM approach.
Enjoyed a stay in Amsterdam, working with Tribal DDB on an exciting Philips brief as part of a selected team together with Chris Baylis, Executive Creative Director at Tribal DDB
It was a lot of fun helping build this interactive installation, Freedom Space, with Neville Brody Research Studios for the Design Museum Super Contemporary show. Walking through a room filled with life stream CCTV, 24 cameras film the visitor from various angles and play it back into a grid of 320 film clips. Freedom fighter meets Bill Viola! A place to be seen and heard – many times, small times!
At the heart of the Super Contemporary exhibition were fifteen commissions from some of London’s most dynamic creatives, as a group they demonstrate the diverse approaches to design in London. Worthwhile watching.
Live image from the exhibition:
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Ubermore is enjoying working with Pirata and Workclub on a big website. Tucked away in a secret hiding place full of ideas and other treasures. Guarded by Ziggy, Workclub’s office dog, while Pirata is considering a talking parrot as their alarm system! You can’t help it, but feeling like a real pirate taking over the online sea…
Last week, the Ubermore team had great fun working with Poke creating an online concept for an integrated campaign. The creative lead was no other but Mother. Collyn Chipperfield was the environmental expert. She gave the project the necessary green gravitas. We enjoyed her quick thinking, focused approach and Keynote collages. The task was challenging, the expectations high and the time shortâ€¦but thatâ€™s what we like the most.
Picture: Ollie (our lovely Poke producer) Collyn, Kathrin, Mike (behind camera).
Imagination invited ubermore back to work on a pitch for one of their key clients. We were asked to think up pre-launch, launch and post-launch concepts from interactive viral games to installations and ARG content. Within 3 days the ubermore team created a visual journey illustrating a multi-channel campaign.
‘This is just spot on and brilliant’Â Client feedback
“Ubermore provide an inspirational yet seamless extension to Imagination’s Digital offer resulting in great, strategically driven ideas through fluid collaboration.” Damian Ferrar, Director of Digital, Imagination
A selection of inspiring individuals from across the world met at Aladdin’s cave looking for the ‘gene in a bottle’. Ubermore was part of it. Knowledge, ideas and opinions bounced backwards and forwards for Diesel brand. Intense, original, exiting.
We will keep you posted.
View more images from the trip
We were asked to inject fresh thinking and ideas into the minds and onto the desks of Imagination, particularly under the aspect of digital integration into other disciplines and bigger concepts. We decided to invited a selected group of 10key senior players representing a range of disciplines. The Groucho Club gave us the perfect surrounding for the fun but intense one-day workshop.
We had some great feedback from Simon Chapman, Clients Services DirectorÂ “…I though it was very valuable…in my experience having an off-site with third party facilitators always generates the best ideas.”
Also Damian Ferrar, Director of Digital, said. ” It was a great day, both enjoyable and more importantly productive. Of course, all credit should go to Katie and Ubermore…”
View a selection of the stimulie we used for digital innovation.