Case Study: “YellaWood: Social Sharing & Content Virality”

BRUNNER SOCIAL SHARING & CONTENT VIRALITY

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

PLAY VIDEO: YellaWood Content Marketing Reel

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

PLAY VIDEO: 07_DontOversell_1080p

APPROACH Adopt a “brand as publisher”

mentality and attitude.

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

MISSION Build some downtime.

Enjoy the backyard.

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

INSPIRATION

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

MOTIVATION

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

HELPFULNESS

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

CONTENT CREATION ARCHETYPES

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

• Original

• Curated

• Co-created

• Sponsored

• User-generated

CONTENT MODES

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

Hero Hub Hygiene

content inspires through emotional storytelling, is typically higher production value, and is promoted through paid media.

content is a regularly updated destination (typically social or brand.com) with valuable and engaging content worth returning to or sharing

content delivers the most compelling answer/useful utility in response to the user’s question—most typically through search, social and brand.com

REAL- TIME

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

MOBILE

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

to equals

WHAT IS NEXT

BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y

BRUNNER SOCIAL SHARING & CONTENT VIRALITY

THANK YOU!