Social Content
The Power of Distinctive Voice
Social platforms are saturated with content. Brands are competing not just with other brands, but with every person's friend, family member, and favorite creator. The average user scrolls through 300 feet of content daily, giving each post less than a second to capture attention. In this environment, blending in means being invisible.
The Insight
Social Media Video - Case Study
The Power of Distinctive Voice
Here's a truth about social media: It's not just a broadcast channel—it's a conversation. The most successful content doesn't just get viewed; it gets responded to. Our April Fools post reached 2 million people and generated thousands of comments because it wasn't just distinctive content—it was content that invited people to add their voice.
“I worked with Mitch when he was the Creative Director at Red Engine. Mitch had a straight up approach I really appreciated. His work was always strategically sound and his creative direction ensured some of our work literally ‘broke the internet’. For example, his work on a simple April Fools post got over 2 million unique reach.”
— Renaud Frisé. Director Digital & Technology / Web3 & Metaverse | Speaker | The General Store
Campaign Thinking
Beyond this, distinctiveness matters more than polish. Audiences don't remember what looks like everything else, no matter how well-executed. In a world where users are trained to scroll past anything that doesn't immediately signal relevance or interest, the greatest sin is sameness. But even more powerful than being different is being participatory. The Netflix campaign below demonstrated this perfectly. By building interactive "Choose Your Story" elements and character voting into the content, we transformed passive viewers into active participants. This wasn't just content to be consumed—it was an experience to be shaped by the audience themselves.
Strategic Elements:
Platform-Native Thinking: Creating content that works with rather than against platform behaviors
Signature Visual Systems: Developing instantly recognizable visual languages unique to each brand
Tonal Consistency: Building voices that stand out even when muted (as 85% of social video is watched without sound)
Pattern Interruption: Deliberately breaking established category conventions to capture attention
Key Campaign Elements
Interactive Storytelling: Creating "Choose Your Story" elements and character voting for the Netflix campaign
Opening Hooks: Front-loading distinctive visuals and messaging to capture attention in the critical first 1.5 seconds
Visual Ownership: Developing unique color palettes, typography, and visual treatments that can be identified even in peripheral vision
Motion Language: Creating consistent, recognisable animation styles that become part of brand recognition
Cultural Framing: Positioning content within cultural conversations that matter to specific audience segments
What This Teaches Us
In social environments where everyone is fighting for attention, distinctiveness isn't just a creative preference - it's a business necessity. By developing unique visual and tonal signatures for each brand, we didn't just create content that looked different - we created content that was fundamentally more effective at stopping the scroll.
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