Creative Media
See how The Influence Agency’s Creative Media and Social Media Marketing teams collaborate to produce engaging campaigns that are both visually stunning and high-performing.
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The Creative Power of Collaboration in Digital Marketing
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In the fast-paced world of digital marketing, collaboration between The Influence Agency’s Social Media Marketing and Creative Media departments has proven to be a game-changer. When these two teams unite, the synergy is unmatchable. We’re talking amplified creativity, sharpened digital marketing strategy, and innovative outcomes driven by combined expertise.
The balance between social media trends and creative digital marketing strategies enables agencies to craft digital campaigns that are not only visually stunning, but also perform well on marketing channels. What more could a digital marketing creative ask for?
At TIA, our Social and Creative departments hold regular meetings to foster collaboration and ensure that every piece of content serves its purpose—whether that’s sparking engagement, encouraging shares, or effectively positioning brands across platforms. In this way, we blend the perspectives and creativity of different departments to come up with digital marketing campaigns that are fresh and on point.
The journey of impactful digital marketing campaigns starts with inspiration. Both the Social and Creative teams take a hands-on approach to gathering ideas from various industries and trends.
For the Creative team, staying inspired means immediately saving content that strikes a chord.
“I follow other creatives and jot down ideas as soon as they come,” one Creative team member shared.
“Whatever the trends are, they’re going to translate to social media in music, graphic, color choices,” shared another. “Noticing overarching trends, like a resurgence in 70s fashion, helps us tailor shoots to fit current social media aesthetics.”
The social team, on the other hand, dives deep into what’s trending organically on platforms like TikTok and Instagram when developing marketing campaigns. “We’re constantly scrolling on our For You Pages (FYPs) and meeting weekly to share observations,” a Social team member said. The goal is to gain a holistic view of what audiences are interested in. Through organic scrolling, these digital marketers can identify trending audio, formats, and creators, to help spot viral moments early on.
One recent success story is the Staples Canada Back-to-School campaign. Based on insights gathered from social media, the teams combined behind-the-scenes clips with influencer interviews to create their own viral content.
This digital marketing strategy served them well, and the campaign’s video amassed over 14 million views on Instagram. By merging creative production with trending social strategies, the teams were able to deliver an engaging and highly shareable asset.
Generating fresh ideas is a critical part of the collaborative process at TIA. In monthly meetings, the Creative and Social teams review trends and come up with new content marketing strategies for clients. The creative team brings inspiration pieces to these meetings and integrates them into upcoming content shoots.
On the Social side, the focus is on leveraging insights from social media posts. For example, video content, especially reactive content, is a growing trend. "We also rely on historical account data to identify what has worked in the past, and competitor analysis to see what’s performing industry-wide," the social team shared.
One of the innovative marketing strategies that emerged from these brainstorming sessions was a "brand takeover" for Kisko. The campaign featured Kisko’s Mr. Freezie, who appeared on the brand’s social media accounts and provided content from his POV. It was a lighthearted, creative approach to content marketing that resonated with audiences and solidified Kisko’s fun, approachable brand identity.
Analyzing what works is as important as coming up with new ideas. The collaborative workflow between social and creative media departments often focuses on dissecting previous campaign performance to shape future strategies.
For the social media team, engagement is the primary metric they look at. "Shares, especially through 'dark socials' like DMs, are one of the most telling key performance indicators for us," a social team member explained. Views, impressions, and comments further round out the performance picture.
Once these data points are gathered, the Creative team dives in to evaluate what aspects of the content drove those results. Did humor play a role? Was the content more reactive or highly produced?
By continually testing these insights, the team refines their creative approach for future campaigns. "For videos, we check how many viewers watch until the end. If there’s a drop-off, it tells us something about engagement," one team member noted.
One high-performing asset that emerged from this process was a 4th of July post for Exodus, which leveraged humor and seasonality. Snoop Dogg even shared the post, helping it gain traction and fuel follower growth.
Trends vary significantly across industries, and both teams must adjust their marketing strategies accordingly. Both teams agreed that it’s important to look at the target audience and individual brand identity for successful, impactful campaigns.
The social team also notes each platform demands different creative digital marketing strategies. Instagram calls for more polished, curated social media posts, while TikTok leans into more organic, personality-driven content. Understanding these nuances helps these digital marketing pros tailor content to fit the platform, brand, and target audience.
The creative team adapts their visual storytelling to suit each industry’s unique demands. "Researching competitors, understanding the audience, and defining the brand goals are key steps we take when shifting between verticals," a Creative team member shared. With such a variety of clients, the creative team has ample opportunities to experiment with new styles and techniques in dynamic campaigns.
Both teams emphasize the importance of staying authentic to a unique brand voice when engaging with trending social media posts. "It’s about putting your own spin on things," a social media marketing team member explained. “It’s important to test and learn! You never know what’s going to hit the algorithm sometimes.”
For the Creative team, one benefit of working closely with the social team is an expanded view. "It’s interesting to see things from other people’s perspectives. We often focus on technical aspects, but it’s a pleasant surprise to hear the social team’s insights. They often notice things that we’ve missed,” said one photographer.
The social team agrees. “We’ve gained a lot out of our collaboration with each other, because they have a unique point of view that we don’t always consider,” one team member said. “Our FYPs (For You Pages) are also completely different, so it’s cool to see what’s trending on their end.”
Sharing ideas across departments helps spark creativity and develop new ideas for marketing campaigns. Clearly, the collaborative team dynamics at a digital agency like TIA comes with numerous advantages.
As TIA’s social andcCreative teams continue to learn and grow, their collaborative workflow remains a key factor in the development of creative digital marketing strategies. With shared curiosity and innovation, the Creative and social teams are elevating our industry every day with successful, engaging campaigns.
Looking ahead, the goal is to deepen this collaboration, pushing digital marketing creative boundaries while maintaining performance and strategic focus. Ultimately, their partnership benefits clients by providing visually stunning and highly effective content, driving engagement, and building brand loyalty across digital platforms.
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