"Creative is the New Targeting": USM breaks new ground on social media
A traditional brand and an agency show that bold steps in agile content production can bring real success. At an event organized by Dreifive at Meta's premises in Zurich, insights from Meta, USM and Dreifive illustrate why creative is the new targeting.
The path to social media relevance: USM shows courage
"Just do it" is how Katharina Janku, CEO of USM Germany, sums up the traditional company's entry into social media. Known for its modular design furniture, it was a challenging step for USM to combine its strict corporate identity with the agile requirements of platforms such as Instagram Reels. "We started off shirtless and initially worked out a lot of things ourselves," says Janku. The company now relies on professional support from Dreifive and Meta.
Janku was particularly impressed by the speed that Dreifive was able to demonstrate with its agile content production approach: "From the initial idea to the finished campaign in just a few weeks - that proved to us that speed doesn't have to be a contradiction to quality." The focus was on testing and data analysis in order to learn from campaigns and optimize future content in a targeted manner.
Trust as the basis for successful partnerships
For Marcel Oppliger, co-founder of Dreifive, a trusting relationship between brand and agency is the basis for innovation. "Successful campaigns are created when you are allowed to take risks and make mistakes," explains Oppliger. "It's about working together in the long term, testing and growing together."
The collaboration with Meta and USM illustrates this: USM has embarked on the adventure of combining its previously rigid, design-oriented brand identity with the dynamic environment of the Reels. "It shows that even traditional brands can break new ground - if they are prepared to let go and engage with the target group," says Oppliger.
Creative is the new targeting: Insights from Meta
Durga Mahesh Pichuka, Agency Solutions Manager at Meta, summed up the central message of the event during his presentation: "Creative is the most important lever in digital marketing. 70 % of campaign success is influenced by the quality of the creative."
He particularly emphasized the role of short-form videos such as Instagram Reels: These short videos, often less than 15 seconds long, are ideal for attracting attention in a fast-paced, digitalized world. "Vertical videos in 9:16 format with active sound and a clear message are the key," said Pichuka.
He also referred to the paradigm shift in the advertising landscape: "In the past, it was all about targeting and demographics. Today, the focus is on how emotional and relevant the content is for the user." The combination of AI-supported targeting and high-quality creative can take brand communication to a new level. Pichuka particularly emphasized that brands that consistently rely on data-based decisions can increase their competitiveness in the long term.
Reels need courage and target group focus
Pascal Schumacher, Head of Digital Advertising at Dreifive, emphasized the crucial role of creative in his presentation: "Targeting and data used to be the main focus. Today, the quality of the creative determines success or failure." For Schumacher, it is essential that content is relatable, i.e. that it reflects the reality of the target group's life. "A common mistake is that companies focus on their perspective rather than that of the user."
Using USM as an example, Dreifive showed how even strictly design-oriented brands can open up to agile processes. "We implemented the entire campaign within three weeks - including concept, production and post-production," explains Schumacher. The project proved that fast and data-based approaches can also work for traditional brands.
Schumacher also emphasized the importance of a long-term approach: "It is not enough to run a one-off campaign. Brands must pursue an always-on strategy and continuously produce content to keep their target groups relevant." It is crucial to incorporate learnings from previous campaigns into new projects. "Our aim is to make campaigns more dynamic, more personal and more measurable."
Tips for successful reels
The event offered participants concrete recommendations for action:
- Format: Vertical videos (9:16) with sound on and optimized for mobile devices.
- Entertainment value: Content should be easily digestible, relevant and appealing.
- Speed: Videos under 15 seconds perform significantly better.
- Testing: A/B tests and data-based optimizations are indispensable.
- Outlook: Creativity as the key to the future
For USM and Dreifive, one thing is certain: creativity and agility are the keys to sustainable success in social media. "We want to move towards year-round production with continuous testing and data-based learning," says Schumacher. The aim is not just to set selective highlights, but to deliver consistently relevant and creative content.
