Co-created with your consumers
Maker Studio – co-created by GenZ, proofed by data
Our vision is to connect brands with their young consumers in an innovative way that makes a real impact in their campaigns. Specifically, we are the first agency in Romania to involve the young consumer directly in the creative process. We call these young consumers MAKERS.
How does it work? We decentralize the classic agency structure by launching a new business model that generates snackable video content campaigns co-created by a collective of young Makers for young consumers and proofed by data.
This process has 3 main components:
- Co-creation with the young generation
- Democratization of the creative process
- Video content proofed by data
Co-creation with the young generation
Maker Studio young Makers are at the same time consumers. Their co-creation process will involve real consumer insights that will be included in their creative ideas.
The co-creation process will always involve the youngest consumer. We launch Maker Studio with a GenZ Makers collective, but we’re looking forward to be the first agency to work with Generation Alpha.
Democratization of the creative process
Instead of classical creative teams, Maker Studio works with GenZ Makers (freelance-based) that function as idea generators.
Instead of a Creative Director, we have a Creative Curator that filters the Makers’ ideas. The Curator – Maker relationship will be equal and collaborative, not hierarchic (Senior – Junior style).
Content creators will have an active role as consultants for the ideas selected by the Curator. They will use their experience to help improve and fine tune the video content. Their input will result in a video demo for the campaign.
Video content proofed by data
The video demo will be tested with biometric technology (eye tracking, facial decoding, skin response – triple technology, state of the art, the only one in Romania). This way, we will analyze the emotional response to it of a young consumer panel. Following the testing process, if needed, we adjust the video content to increase its efficiency before presenting it to the client.
This process will ensure a quick approval of the campaign as the testing process is extremely fast. Data-proofed campaigns will help target the young audience with tailor-made content and make correct media investments.
