Miss Hit

Here's No. 4 in our series of villains of charity video production (and how to defeat them):

Miss Hit is a villain without a target. She releases arrows in all directions, hoping one will hit. She represents a brief without a target audience, or an audience which is far too broad. Sometimes she gets lucky and hits the target, but mostly she misses, because it’s hard to judge the impact without a target audience in mind.

How to defeat her:

The most effective way to defeat her is to set a narrow target audience. And the good news is this is starting to become commonplace. But it’s no good defining a target audience if you don't put it into place. Which is why we recommend creating a persona, and judging the creative against it. The result is that feedback goes from ‘I don't like this because’ to ‘I don't think Sarah will like this because’. This approach forces you to judge ideas more objectively.