8 LESSONS FROM THE LOST IN FOUND PODCAST (SEASON ONE)
In the first season of Lost In Found, a podcast about Found Content from Catch+Release, our Executive Creative Director Tom Christmann talked to storytellers, marketers, strategists and creators to get insights into how Found Content can help build relationships with customers and create memorable experiences. Over the course of eight episodes, we explored how Found Content can be a powerful tool for establishing salience and embracing authenticity.
To wrap up our first season, we've summarized the key takeaways from each episode. Whether you're just getting started on your Found Content journey or looking to refresh your strategy, this is the perfect place to start.
Ready for liftoff?
FOUND CONTENT IS LIMITLESSNESS
Episode 001: Analisa Goodin, Founder, Catch+Release
Found Content is the name we have given to the hundreds of thousands of pieces of unrepped, authentic, organic content that are being posted online every single second. The purpose of this podcast is to understand this new resource in new ways. Fittingly, our first guest is Analisa Goodin, the Founder of Catch+Release.
In this episode, Analisa explains how marketers can tap into Found Content. But, as she explains, the marketers of the future will have to be willing to think about creativity in a whole new way. “Creatives are so often limiting themselves and saying, oh, we can't do that,” she says. “And I think actually Found Content helps us all embrace limitlessness. How much do we have to limit ourselves just to get to that shot at making one thing versus opening ourselves up to making lots of things and seeing where that gets us?”
FOUND CONTENT IS INSIGHTS
Episode 002: Kevin Mulroy, ECD, Mischief
The second episode of Lost In Found is all about how creatives can embrace the limitlessness of Found Content to find authentic, true human insights. Our guide on this portion of our journey is Kevin Mulroy, one of two ECDs at Adweek’s Agency of the Year, Mischief (the other is the incredible Bianca Guimaraes.) Kevin shows us how listening and asking “dumb questions” can lead to creative breakthroughs. The strategists at Mischief are culture curators. They’re always looking for ways to connect cultural touchstones with the client problem. The result of listening in on all the things your audience cares about? As Mischief client and eos CMO Soyoung Kang puts it, “it’s like a friend talking to a friend.”
FOUND CONTENT IS CO-CREATION
Episode 003: Patrick Holly of Upwork
In the third episode of Lost In Found, we chat with another creative veteran, this time on the brand side. Patrick Holly is ECD at Upwork, the job site for freelance professionals. Audiences can serve up compelling Found Content that will keep your brand relevant in the eyes of the people you serve. We talked with Patrick about some of the ways he is co-creating with audiences and making the most of every post.
FOUND CONTENT IS EMPATHY
Episode 004: Nina Kauffman, Narrative Strategist
The fourth episode brings us Nina Kauffman, a Narrative Strategist who has worked with Google, Nike and Netflix. Empathetic marketers want to know more about the people who love their brand or product. And Nina thinks Found Content is a great way to do that. “It’s all about finding the people who are passionate enough to voice what they're doing and how they're doing it with your brand,” says Nina. Nina discusses how empathy means making work that doesn’t just sell, but makes your users’ lives better. And it means starting with brand values that connect with those needs.
FOUND CONTENT IS FAMILIAR
Episode 005: David Born of Born Licensing
Found Content doesn’t just mean audience-generated. Sometimes it’s Hollywood generated. In this episode, we talk with David Born of Born Licensing. He helped Havas London make the ASDA supermarket Christmas spot featuring Buddy The Elf. We talk about the GEICO angry birds ad, the Uber Famous Rides campaign from last Halloween and a whole lot more, including the time David met He-Man and Skeletor.
FOUND CONTENT IS CURATED
Episode 006: The C+R Curators
Finding the perfect shot can feel like finding a needle in a haystack. That’s why this episode is filled with practical tips from the Catch+Release curators. These artists, filmmakers, pop-culture experts and photographers are trained in proprietary search methods to go beyond keywords and approach the search through the lens of intent. Listen in as they share their deep knowledge of Found Content and relay some stories about finding gold for our clients. Features our Head of Curation, Liz Mandeville.
FOUND CONTENT IS… GARBAGE?
Episode 007: Justin Gignac, Artist + Founder, Working Not Working
Our guest in episode seven is Justin Gignac, the artist behind NYC Garbage, an art project that had Justin curating real garbage from the streets of New York to sell in clear plastic cubes. Justin teaches us about how play and joy are contagious. And how everything - even the most throwaway things - tell a story. And, most of all, how investing in and playing along with your biggest fans can reap big rewards. “Anytime someone is professing their love for you,” says Justin. “That’s pretty cool. So if you have a brand and you find people that care about it, invest in them. Don’t try to control it. Just listen to that joy and play along. Be willing to take risks.”
FOUND CONTENT IS THE FUTURE
Episode 008: Gary Vaynerchuk, Founder, Vayner Media
Gary Vaynerchuk is never at a loss for words. That’s we were so excited to get the founder of Vayner Media (and social media creator extraordinaire) to be the guest on our final episode of 2022. From generative AI to how brands are built in social, Gary connects the dots between current trends and where they’re likely to go next, including Tik Tok, Post Creative Strategy and why you should be making WAY more content.
GET LOST IN FOUND WITH US
That’s a wrap on Season One of Lost In Found. But our journey is just beginning. We’d love to hear from you about what you got out of this season. And if you’re a Found Content creator or marketer who wants to be on a future episode, drop us a line.
We look forward to bringing you even more amazing interviews, stories and tips in LOST IN FOUND Season Two!
Thanks for listening!