008: MIK MUSELETTER

We’re back with another edition of The MIK Museletter, your fortnightly must-read for industry #insights and creative #inspiration.?

Top Of Mind

We’ve all heard the expression “the medium is the message”, but just how many of us put it into practice??

Well, electrical appliance manufacturer Midea did. And boy did they do it good.?

Recognising that during heatwaves many New Yorkers sought out places like shopping malls and cinemas for a few hours of air-conditioning, they decided to take it one step further, creating “the coolest film of the summer”. Midea, in conjunction with New York-based creative agency Pereira O’Dell, created a ninety-minute long single-shot film of an air-conditioning unit cooling an apartment.

This got us thinking, with so much importance usually placed on what’s being said, maybe it’s time we start thinking more about where we’re saying it.

What’s Got Us Talking

Strategising, planning, and scheduling are all part of running great social media accounts but the best brands leave 20% capacity for reactionary posting. As consumers' demand for authenticity has given rise to spontaneous social media posting, more brands are using a mix of pop culture moments, incredible timing, and a sprinkling of pure luck to drive virality.

One of our favourite recent moments was when Netflix botched their livestream for the reunion of Love Is Blind in the US and Bravo quickly jumped onto Twitter to poke fun at Netflix in a spontaneous Tweet. When we talk about virality, and also aren't just talking about how many views it got, but how that moment can be backed by other marketing tactics. The Bravo PR team was doing the most day, as the Tweet also secured huge PR like this article.

When it comes to spontaneous posting, loosening the grip on approval processes and putting trust in your social media manager will generate epic results.

Spotlight On MIK

This week we sat down with our Social Media & Talent Producer, Lilly Moussa .

What’s the most essential part of bringing a client’s vision to life?

For me, translating the client's vision through finding and creating references are super important. In social, it can be hard to translate an idea into content, so finding inspiration and references help the client visualise the end goal.

Where do you find your inspiration?

I endlessly scroll on Tiktok not only for the weekly trend report but to find inspiration and educate myself on what's trending, what other brands are doing, and sometimes get a little side-tracked.

What’s your proudest moment at MIK?

It's hard to have one proud moment, but I feel like every time I produce the trend report or am behind the scenes of a photoshoot, I always feel super grateful for what I get to be a part of.

What’s got you excited about 2023?

2023 is a really big year for our social team! I am so excited to see what the trends for this year are and how we can implement them for clients. I am also so eager to continue working on amazing projects with the wider team, I love working collaboratively and know we have some good things on the horizon!

MIK is a creative studio providing 360° digital services. Based in Australia, working worldwide.?

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