Reilly Content Creations (2024)

02/08/2023

Your dream may not be an Oscar, Grammy, or joining the Hollywood Walk of Fame - but we can help you dominate your niche.

Your dedicated account manager will provide expert guidance and best practices.

Consult with our content creation partners about what to post, how to find success, and insights into growth strategies.

We target your preferred audience (age, demographic, location) to bring you attention and real, engaged followers for your content.

Want to learn more about our services, or are you not sure where you should start? We'd love to chat and help you discover your custom online growth solution now!

Book your 60-minute consult and find the ideal solution to your growth needs. Message us now!

31/07/2023

Retailers are jumping aboard the Barbie bandwagon to sell everything from traditional Barbie dolls to pyjamas, perfume, smartphone cases and even a pink Barbie hamburger, as the movie of the year turns into the retail sensation of the year.

For Australia’s $400 billion retail sector, the Hollywood hit is emerging as a handy sales driver just at a time when cost of living pressures, rising interest rates and skyrocketing rents are squeezing household budgets.

In fact, Barbie was a ‘retail hit’ well before it was a ‘movie hit’ thanks to the steady build-up of hype and publicity around the film months in advance of its global cinema release.

Retailers locked out of selling official Barbie merchandise are cosying up to the Barbie blitz too, with even suburban op shops decorating their store windows with pink fashion and clothing to lure in customers and movie fans.

Even hardware chain Bunnings, not really a retailer you would associate with Barbie, is playing up its ‘Barbie-core’ credentials by featuring its pink paints, pink tools and other pink items on its social media channels.

Barbie has reminded us that pink never goes out of fashion, and it's beautiful to see this colour lighting up shopfronts all over the country. From our littlest customers discovering Barbie for the first time to the big kids caught up in the Barbie nostalgia, it seems like everyone is enjoying Barbie mania.

What lessons can you take from the Barbiecore bonanza and all things pink? Comment below!

28/07/2023

Imagine a car advertisement. Or a beauty-product spot. If it’s for a luxury brand or for one that is hoping to achieve such status, there’s a good chance it uses slow motion.

Why is that? And does it work?

The answer to the second question is yes. The reason it works is that slowed-down video can make viewers feel like they are immersed in the scene, which leads them to anticipate greater pleasure when the featured product appears. The end result - they perceive the product to be high-end.

From cosmetics to food, brands can try to incorporate slow-motion video very cheaply and effectively. As everything moves to video, this is an easily accessible tool that’s already in companies’ toolboxes.

Slow motion really does help sell luxury goods!

26/07/2023

Meta-owned social media platform Threads has become the fastest growing app, clocking 100m users within the first five days since it was launched.

The platform will operate without advertising for the “foreseeable future” however brands are chasing “organic” growth by establishing accounts on the channel to communicate with their audiences. Meta wants it to be “a positive and creative space to express your ideas and are benefits for fast-moving brands establishing their presence on the channel.

Brands have time to test and learn what type of content works for their audience while Threads is in its infancy. Building a highly engaged audience on Threads now builds share of voice and brand equity, plus it’s a great time to build a strong organic audience ahead of the inevitable monetisation in the future.

By joining now, brands can capture the attention and loyalty of users who are eager for new content and experiences, helping to build a dedicated following before competition becomes fierce. Threads also gives brands the opportunity to act as users and engage in playful banter with other brands. It’s also an opportunity for brands to establish themselves as “frontrunners”, and “play a part in shaping the platform’s culture and norms”.

It’s not every day that a new social media platform comes along. Its early innings for Threads but the rapid uptake suggests that audiences are eager for new ways to engage with each other and brands.

There is an opportunity for businesses to increase their “organic” following in Thread’s current ad-free environment. But there are still some risks brands take on when signing on to new channels, nodding to the experimental nature that comes with apps that are in their infancy. As long as you have a good handle on what your brand voice is, how you take messages to market, it shouldn’t really be that complicated to get up and running on the platform.

Brands that potentially don’t know what they stand for or how they’re going to talk might have a difficult time, but they’re going to have that challenge across every social platform.

You never know which platform is going to be the one to take off… the early bird catches the algorithm!

24/07/2023

Barbie’s unmistakeable pink-clad brand has been travelling prolifically outside cinemas over the past month.

To mark the occasion, there are pink bus shelters. There are pink holiday rental properties. There are even pink hamburgers. The brand has embarked on a massive marketing push for relevance - many of which include brand collaborations - but some consumer attitudes towards brand Barbie are split, compared to other toy brands.

With all the marketing that we are seeing, Barbie is regaining relevance. They are targeting so broadly, and we‘ve never seen them do it in this way before. They’re elevating the Barbie narrative into a pop culture sensation.

Barbie’s evolving “narrative” could prove a powerful one to drive relevance with audiences, and in recent years it has made attempts to be more representative of the audience it serves.

The real power of the brand is how Barbie is leveraging its identity outside of the toy aisle to drive relevance - using this cultural moment to reach a new pool of potential customers.

What will be interesting is how legacy brand of only showing one type of woman and the storytelling around that how that then changes - and emotionally relates to a much wider pool of people.

19/07/2023

Brands must examine how they can get a slice of the direct to consumer (D2C) pie and should be eyeing more immersive product content.

From tapping influencers to digital marketing and collaborations, your marketing goals do not culminate in an all-singing and dancing TV-level budget ad campaign. Instead, the goal is to reach consumers in an impressive, inspirational way - which only happens when creativity is applied.

In such a busy, cluttered market where the consumer has so much in front of them and you have such a limited time to gain their attention, to have any sort of cut through you really need - obviously a stellar product - but really clear, super strong creative to get that message across.

17/07/2023

Tomorrow is Tuesday. Tuesdays have always struggled to find their place - they’re neither here nor there in the hierarchy of the week. But in today’s post-pandemic, inflation-powered, fuel-excise free world, Tuesdays have found new meaning.

When an inevitable interest rate bump is announced, many start doing rough maths in their head to try and calculate what it will mean for their home finances. The important question for marketers is, are you using this moment to calculate what the changes in the economy will mean for your brand and tactics?

Marketers and their agency partners must continue to understand how the whole nation is feeling and intending to behave. Falling purchasing power is quickly changing behavior and attitudes towards the products and services people buy every day.

Which brands will win? In my view, it’s the ones that read the room and then adapt their tactics accordingly. Taking the time to understand people and their reality is important, as not every all are sitting at the same table.

There are plenty of people who are wealthy and cashed up. Interest rate rises, and inflation doesn’t mean that much to them, so life goes on. Look at all the people filling the restaurants and the business-class cabins. If you’re a marketer, these people are where you can hold margin, so it should be a case of protect at all costs and steal share where you can.

But then there are the groups on tighter budgets. Tuesdays now might mean making some tough calls on purchases for the months ahead. Some people are doing it really tough. They’re feeling the weight of their house on their shoulders, and spending needs to change.

For marketers, these groups are full of people who will ditch their preferred brand at any given moment, even if they have been loyal customer their entire life. In this world, brand loyalty becomes less important, as financial prioritisation is the name of the game. Think about where your product or service sits as your target market start prioritising their home finances…

Is your value proposition right?

Is there an opportunity for you to reframe, reposition, or promote to align with real needs?

In my opinion, these are the questions we all need to be having tomorrow… because If you want to chill on Sunday, it might be time to act now.

14/07/2023

Creativity in marketing and communications effectiveness is on the decline around the world, and it’s up to the C-suite to fix it.

Yet despite client-side marketers recognising the power of creativity to drive campaign effectiveness, not enough are actually prioritising it.

Regardless of the barriers, it’s up to creative agencies to communicate to clients the true value of creativity.

As an industry, we’re allowing those circumstances to become barriers that are becoming harder and harder to shift, but they’re now barriers of our own making. A lack of tenure among senior marketers is also a driving force behind the increase in short-term, tactical thinking.

The brands which come out on top have strong CMOs with vision and drive who are willing to take risks. Yet even the risk-averse can be swayed by a C-suite who believes in creativity.

When an agency and client are aligned, all those other barriers dissipate. Shared problems and teams make for work that is more creative and effective.

We see this mindset most from those in challenging categories and competitive environments who know creativity is one of their best weapons.

12/07/2023

What if you realised the internet had slowly chipped away at your empathy after a few years?

This begs big questions about the digital world we want to create for ourselves, significantly as the likes of Facebook push forward with the Metaverse, VR, and Web 3.0.

Some of these things are in their infancy, and others may have missed their moment already. VR had considerable fanfare around the launch of Oculus Rift in 2016 and is still too overpriced and underwhelming for mass consumer adoption. Metaverse just got legs – literally, Zuckerberg showed off stamping his feet in the Metaverse at Meta Connect in 2022.

Web 3.0 is an important area to watch. It‘s one of those architectural things that could change how society uses the internet. Like what 5G did, none of us understood how much faster it would be and how that would see us consuming more video on the go.

Except for this time, Web 3.0 is set to add AI as a standard for a more “adaptive” internet and embed Blockchain technologies that decentralise data sets to give us a ”globalised consensus”.

Massive, society-changing technologies should be used with care and consideration.

We also know that regulation and legislation will come far too late to stop technology from ushering in massive societal shifts, meaning private companies and brands will sit at the fore of deciding how this all plays out.

And the reality is, using technology for the sake of it - especially tech you don't necessarily understand the full implications of - is not the road to creating an enduring brand, digital experience, or otherwise.

It‘s also resoundingly held up as one of the most creative and innovative consumer tech companies of all time, proving that a measure of consideration and thoughtfulness can still be very cool - if you design it exceptionally well.

10/07/2023

There is a growing recognition that NFTs provide a new way to engage with customers, create revenue, build relevance, and grow loyalty programs. We aren‘t talking about simple digital profile pictures; we’re talking about immutable digital objects with verifiable provenance that can serve as a unique key, membership card, or achievement badge.

For brands searching for a stronger relationship with their audience, NFTs as access tokens for exclusive and dynamic experiences and content is an attractive idea. There‘s a deeper strategy at play here; brands with successful token programs can own their fan connections in a way that has been impossible on web2 platforms.

When done well, NFTs have the potential to be a powerful tool for building brand equity, so now is not the time to slow down.

07/07/2023

Meta's new direct competitor to Twitter - Threads - is here. As Twitter continues to struggle with abrupt and unpopular changes, Threads has gained 30 million+ users in less than 24 hours. Here's how to take advantage of this new platform.

🗣 Talk to your audience!

Like Twitter, Threads provides an opportunity for brands and influencers to chat with their followers.

📈 Take advantage of trends!

See what the people in your industry are discussing, and participate in the conversation!

🤩 Promote yourself!

Threads is a social platform. Use it to promote your services and share milestones or success stories.

And that's how to take advantage of Threads! DM us for more! 📩

06/07/2023

I'm just going to leave this here for y'all...

Happy Thursday!

05/07/2023

A good marketer is a good marketer - but you don’t always get that if you come up through a more traditional, more institutionalised, sort of client environment.

No matter whether you’re client or agency side, creativity has become more essential to the role than ever.

04/07/2023

Creativity is about experimenting, looking for the X factor idea that goes far beyond the facts and data, and has to be about tapping many great minds from across an organisation – not just that one creative genius.

Every client’s going to have different priorities but there’s no problem that can’t be solved by taking a more creative approach as at the end of the day.

If what you are doing is trying to connect with people on a human level, there comes a certain point where there is a creative X factor involved - something that may endear a brand, a company or a piece of communication to people -that is much more than what the facts in front of them could have created.

Whether that’s through empathy or comedy, or just being extremely useful in a really simple way - at a certain point it does come back to humans connecting with humans and there’s only so much you can do without that added creative touch.

While much of creativity is about originality and getting to original solutions, he said bringing different elements and viewpoints to clients acted as a “catalyst into the chemistry and you wind up in different places”.

03/07/2023

More than ever, businesses must find and retain sustainable customer advantage. Yet growth will be ever more difficult to attain.

How can you improve your organisation’s growth and success?

What will differentiate your company, your products or services, and your brand to fuel your growth when your competitors have access to the same resources, when technology empowers every firm equally, when capital is freely available, and when business processes are standardised?

By inspiring, instigating, and influencing all aspects of your organisation with a sustainable, free, readily available, and deeply human capability. Creativity.

Creativity can mean many things, such as embracing new technology and automation tools, delighting customers with new experiences, or fostering an internal culture that makes the organisation resilient and agile.

Creativity is a resource that is readily available and accessible to leaders and their teams. However, to put creativity to work, organisations need to bring different perspectives to the decision-making table.

How can your organisation be a creative leader and not a laggard?

Develop structures and processes that encourage cooperative, cross-functional working that brings divergent parts of the organisation together.

Embrace curiosity and healthy tension. Foster a culture that encourages diverse thinking, gives permission to try things out, and considers failures invaluable learning opportunities for future success and growth.

As we face ever more abrupt shifts in 2023, if your organisation is desperately seeking growth, the answer is to think creatively.

28/06/2023

Failure, at pace, is good. The world’s most successful companies — Amazon, Apple, Netflix, Google — are diversified businesses that experiment constantly. They accept that developing new ideas can and will fail but chose to invest anyway. They set up an infrastructure to experiment and iterate on these failures until something great emerges. But failure doesn’t gel with most traditional businesses.

The market is extremely unforgiving of failure when it is not part of the vernacular of the brand. And the corporate world is haunted by big ideas that failed.

It is an idea that doesn’t come naturally to many companies, but one that enables them to stop chasing unicorns, and stick to the small bets and experimentation that they should get used to, and in doing so significantly increase their chances of exponential, diversified growth.

23/06/2023

Nike, Samsung, Hyundai, Coca-Cola, Gucci are just some of the big-name brands diving headfirst into the Metaverse, an embodied internet where augmented reality, virtual reality and digital spaces collide.

There’s a fundamental shift in the way creatives do work. When it comes to AR and VR content, consumers are being plopped into the middle of the thing you’ve created, and they are deciding to go in any direction they want - and you have no control over that.

Yet as the world starts to move more into these fully immersive experiences creatives need to consider how they’ll begin to create nonlinear pieces of creative work.

Knowing you need to create this 360 degree narrative - especially as we move into more social VR elements - it’s exciting. It’s a super exciting time for creativity.

The Metaverse is new and unexplored territory, companies are competing to be the first to pioneer it, whether it is through gaming, entertainment or social media.

The technology typically being referred to when talking about the Metaverse include virtual worlds that continue to exist when you’re not inhabiting them, as well as augmented reality that combines aspects from the digital and physical world.

However, for the Metaverse to become fully mainstream globally, an integrated structural framework that can support multiple Metaverse platforms and applications are necessary - and these are still being built.

Co-creation will also be big business in the Metaverse. We are in the most creative-first and creator-led environment of new technology products that we‘ve ever been and we’re seeing this huge flip - even in the way that brands on the side are collaborating with creators and all the free resource tools. It’s changed everything.

The biggest shift brands should be prepared for when the Metaverse really arrives is moving away from looking at content on a screen to actually being inside it. And that working with 360 degrees of creativity is scalable and affordable and it’s always going to link through to wherever we are in the Metaverse and beyond.

21/06/2023

Being more data driven can help marketers earn buy-in from leadership to experiment and test new, innovative strategies for increasing brand awareness and return on investment, says the role of data is also important in harnessing creativity.

There is now an urgent need to create space for creativity within the marketing industry. Having visibility into productivity levels can often indicate when people are feeling burnt out and when shifts need to be made to make more space for creativity within marketing.

Whether it’s reaching audiences through B2B or B2C strategies, engagement has to be emotive. Is your digital marketing lacking emotion? We can help! DM for more info!

19/06/2023

Creativity’s a funny thing. The whole process of coming up with ideas and refining them into something better is often messy, confusing, and hard to properly nail down.

Some of that is because creativity doesn’t seem to follow the typical rules.

Take constraints, for example. When coming up with ideas to solve problems, the usual thinking would be that the more free-flowing and open you are, the more space that fresh ideas will have to grow and thrive. It makes sense, right? But the reality is actually the opposite.

The more restrictions you put on creativity, the more innovative you’re forced to be to figure your way around them.

That’s where the two different types of thinking come into play: divergent and convergent thinking. Divergent thinking is the ability to generate lots of different ideas. Convergent thinking is sifting through all those ideas to choose the most promising ones that you could actually do.

They are both required when you come up with ideas, and in order to be effective, you need to switch between both of those ways of thinking. When you’re in the divergent thinking phase of coming up with lots of ideas, it’s easy to drown in too many choices.

Without any guardrails to keep your thinking contained, there will be simply too many paths to go down that will waste time before you come up with your ideas.

Creativity lies at the heart of every business. Without a fresh supply of new ideas, brands can become stale, businesses will lose momentum, and eventually, this will hit the bottom line. The best businesses are those that foster a spirit of openness to innovation and creativity, wherever it may come from.

We turn your great ideas into killer ideas! DM us for more information.

17/06/2023

Fresh interest in the so-called Metaverse has come courtesy of two devices released in the past week that promise to take consumers further into immersive virtual reality experiences: Apple’s Reality Pro, and Meta’s Quest 3.

Consumers are already spending time and money in virtual worlds, with some Metaverse activations in Australia clocking user numbers that range from the tens of thousands to the millions.

But the channel is still relatively nascent for marketers in Australia. The Metaverse was presented to brands much more regularly than in the Australian market.

Brands such as Callaway, Adidas, Drummond Golf and Golf NSW joined as partners, and as part of their investment received dedicated “innovation centres” within the Metaverse livestream.

Take another swing at the Metaverse…

14/06/2023

Even while some of the Metaverse’s biggest proponents are scaling back or shutting down spending on their visions for virtual worlds, many marketers are standing firm.

46%of consumer brand marketers say they will increase their Metaverse budgets this year, and only 12% say they will spend less.

Marketers’ continued interest in the Metaverse contrasts with other recent developments.

Microsoft recently shut down a social virtual-reality platform; Walt Disney closed its division for Metaverse strategy; and Mark Zuckerberg, who kicked off much of the interest in the sector when he renamed Facebook as Meta Platforms, has shifted his focus at least in part to the industry’s new obsession: artificial intelligence.

Marketers aren’t immune to the enthusiasm over AI, which the industry is eyeing for everything from developing campaign ideas to deciding where ads should run.

So it is striking that many big brands still say they will continue making long-term investments in the immersive, three-dimensional digital experiences that define the Metaverse.

The potential value of Metaverse campaigns can outweigh their modest price tags, even when they are less effective than envisaged.

Many marketers build their Metaverse campaigns largely to raise awareness or improve consumer perceptions of their brands. Few, if any, currently make a profit from the sale of virtual goods, and they will find greater short-term value in using such campaigns to collect data on consumers.

Another challenge for marketers is the uncertain value of their Metaverse investments. The reality is that a lot of these platforms and the economies within them definitely do need to mature a bit before we’re seeing.

The Metaverse was incredibly hyped up in 2022. Metaverse mania cools for many, but not for marketers.

12/06/2023

Advertising is getting better at representation, or at least we’re getting better at talking about it. But while we’re patting ourselves on the back for ticking the box, we would do well to remember one of our biggest audiences.

They’re the fastest-growing audience in Australia that isn’t defined by colour or preference but inclusive of both - and no they’re not Millennials, they’re much, much bigger than that. That audience is Australia’s working poor.

We don’t like to think of Australia as a country of classes. It’s a long-held attitude that Australia is a great egalitarian nation where social origin is far less important than other nations. All you need is hard work and a good attitude and as Scott Morrison has cheerfully reminded us, if you have a go, you get a go.

But for some people “having a go”, the reward is going backwards, not forwards. Australia’s wealthy are getting wealthier, our property market reflects this.

We’re a nation that’s been behaving like our pockets are endlessly deep and the future will never happen. It’s a carrot for now and a giant poverty stick in retirement.

Why does this matter? This matters because the advertising and marketing industry needs great human insights to connect - and that’s a challenge.

Almost every brand wants to target the picture of an aspirational Australia. We write ads to target the healthiest and wealthiest customers, creating a middle-class fable that doesn’t exist.

We know that the advertising and media sectors are still largely white and well paid. The face of poverty and financial struggles in Australia is so often represented as the sad schoolchild on a bus-side looking for donations.

Advertising and media show little recognition of what people are doing to survive. It’s not an aspirational story but for many Australians it’s closer to home. As an industry, we need to get better at bringing people into the conversation.

Value is becoming one of the most underused emotional currencies in a country where basic comforts are fast becoming out of reach.

Companies are starting to deliver communications that are far more representative, but few are tackling socio-economic diversity. To become truly inclusive, we need to look beyond the visible aspects of diversity.

Australia’s rapidly rising cost of living is pushing a new generation towards the poverty line. We have the opportunity to re-engage a largely disenfranchised group by leaning in and behaving with empathy. If we choose not to, we may find it’s us that becomes invisible.

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