Just 1%

I started discussing the value of 1% back in 2020. The theory being, if we can make our work out-perform others by even 1%, we will ultimately produce more creative and more effective films. Our role after all is to create content of substance that wins audiences’ attention. It took a bit of figuring out how to add 1% value to everything we do, but some two years in, this 1% has compounded and led to a 100% win rate. 

Back in 2020, we shifted our focus from what we thought was ‘cool’, to what we thought would add value. Value as little as 1% was all we were looking for. This may sound like a tiny value and not worth the effort, but with all departments looking for these seemingly tiny areas of growth, collectively we are adding real, noticeable and tangible value. 

This 1% approach is applied to multiple aspects of our business and production process. From casting, to art department, to approach, to cinematography. But most importantly, we apply this thinking to our creative approach at the pitch stage. 

Without giving all our secrets away, FAMILIA has formed a unique department that looks to find innovative ways to make our films work harder for our clients - using data to influence the creative choices we make.

FAMILIA are shifting their focus to a performance-based approach from our own internal-based process, to ultimately the work that we produce. 

But we don’t see this as an ‘or’, but rather an ‘and’ between creative and performance. That’s why we’re obsessed with looking at how we can add that extra 1% to how we understand our audience, and ultimately, how we complete our treatment decks. 

Our partnership with Booking.com’s recent Cricket Sponsorship film was a great example of this thinking in action: 

We used our unique social listening data to identify and track key affinities of people who followed Booking.com and the international cricket council. From there we mapped the corresponding influences that were in each scene to our consumer interest points with pinpoint detail. The result? Each scene was sharper, more accurate towards our audience and had a clearer reason for existing. Each scene no longer exists because “just vibes”, instead, it’s crafted to reflect the taste and preference of our audience, based on FAMILIA’s data-driven research. Everything from the time of day, casting and thematic approach was driven by part data, part creative, to form a perfect unison of work that works harder.

This relationship between data and creativity has never been more important than now. We see this collaboration as the next evolutionary step in the creative industry and our clients do too. 

What do you think? 

I'd seriously like to hear from you.