Dave Harries: Grant, we’re talking about the five Fs, in terms of content, and we’ve come to the second one, which is fun. Tell me about fun in terms of content.
Grant Leboff: Yeah, so this is just content that’s going to make people laugh. It’s going to make them smile. Almost leisure time, coffee time type of stuff. To give an example is the gorilla that famously played drums to Phil Collins for Cadbury [a UK chocolate bar manufacturer], for that it was just fun. It’s kind of meaningless in many ways, but it was frivolous, it was fun. People shared it. It made them smile and whatever else. It’s that kind of content. I can be insightful sometimes, as well. The Dollar Shave Club, if anybody’s ever seen the introductory video that got millions of hits, but really it was the boss of Dollar Shave Club introducing the concept of it, but in a really fun way. I mean, you can’t watch the video, it’s short, and not laugh. Just stuff that might take the rise out of yourself, that make people smile. It depends on your brand. It depends on who your customers are, so not all of these five Fs are relevant for everyone. It’s another way of getting content across.
Dave Harries: I’m interested that you used the Cadbury’s example there because one thing that always struck me about the Cadbury’s thing, watchable as it was, was that it had nothing to do with chocolate. Does that matter if you come up with a fun idea, but it’s really got not much to do with your service or product?
Grant Leboff: Again, it very much depends, I think, on the company. The reason why I think that worked for Cadbury is because they are a lifestyle brand. It’s not just about the chocolate, isn’t it? Cadbury is a lifestyle thing. It’s something that I love chocolate the same as I like beer and I’m still going to the cinema. It kind of works in that kind of lifestyle compartment, if you like. Where it wouldn’t work, for example, is if you’re a law firm and you produce a gorilla playing drums, I’m not a 100% sure it works in the same way. I think it’s always about brand relevance. I think in that case, it worked because of the lifestyle thing, but it’s a very good point.
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