How do you beat the best ad you’ve ever done? Last year SocialPoint lucked into their best ad ever and simply could not beat it. All they could create was variations on a theme, but with increasing creative fatigue, ads increasingly brought diminished returns.

So mobile hero Danika Wilkinson built a process to systematize serendipity and become more creative on purpose. It worked, and as a result of that creative diversity, ROI increased 30% in just three months, and the team was able to increase retention by a further 25%.

In this episode of Mobile Heroes Uncensored, hosts John Koetsier and Peggy Anne Salz go behind the curtain with SocialPoint’s product marketing manager and learn what makes this former Australian rugby journalist tick … and how she’s transformed marketing and creative production at SocialPoint.

In this episode:

0:00 Well you could work for the bank

1:06 Who is Danica Wilkinson

2:24 Origin story

3:47 Journalism to game marketer

7:33 Team alignment for creativity

9:25 Escaping the creative rut

12:01 Striking advertising gold

14:10 Macaws in the office

14:56 Creative testing

16:27 Systematizing serendipity

19:12 Privacy and granularity in mobile marketing

21:52 Future of consumer behavior on mobile