12Service
Made forthe feed. Notadapted to it.
A television idea shrunk to nine by sixteen is still a television idea. Social-first means the platform's grammar, the audience's habits and the creator's voice are in the concept from the first conversation, not applied afterwards.
The idea is finished before anyone asks how it will actually be watched
A campaign is approved as a film. Then someone asks for the social version, and the work becomes an exercise in cropping and cutting down. What arrives in the feed is a smaller, faster version of something that was never designed to be scrolled past in the first place.
- 01Concepts locked before the format is chosen
- 02Creators brought in as distribution at the end, not as collaborators at the start
- 03One idea, one execution, no room for the audience to add anything
How the work actually runs.
AApproach
- 01
Start from a behaviour
What do people already do on this platform that the brand can join? Duets, reviews, tier lists, get-ready-with-me, comment debates. The idea attaches to a behaviour instead of asking for a new one.
- 02
Creators at concept stage
The people who will make it are in the room while it is being decided. It changes the idea, usually for the better, and removes the gap between what was sold and what can be made.
- 03
Design the whole system
Hero moment, creator layer, community response and paid extension planned together, so each part has a job rather than repeating the others.
- 04
Build in remix
Formats, sounds and templates the audience can use themselves. Distribution you do not pay for is the difference between a campaign and a moment.
- 05
Ship, watch, adjust
Social campaigns are not launched and left. We plan for a mid-flight change based on what the first wave actually did.
What you get.
BIncluded
- Platform-native concept
- An idea built for a specific platform behaviour, with the reason it belongs there stated.
- Creator co-creation
- Concept sessions with the creators who will make the work.
- System design
- Hero, creator, community and paid layers with distinct roles.
- Format and template kit
- Sounds, templates and formats designed to be reused by the audience.
- Launch and live management
- Sequenced rollout with active mid-flight adjustment.
- Post-campaign read
- What travelled, what did not, and what to keep for next time.
Formats this produces
- 01Platform-native series
- 02Sound and template kits
- 03Community challenges
- 04Live moments
- 05Creator collaborations
- 06Interactive Stories
- 07Comment-led content
- 08Cross-platform rollouts
What we report against.
CMeasurement
- 01Earned participationUnpaid posts using the format
- 02Save and share rateWhether the idea is worth passing on
- 03Sustained reachReach in the weeks after launch
- 04Community responseRead qualitatively, not just counted
Targets are set per brief, never quoted from past work
Questions we get asked.
DQuestions
Connected work
Ready tobrief thisin?
Tell us the outcome you need from social-first campaigns and we will come back with an approach, the creators it would take and a range.