Content driven brand strategy

“The future is already here – it's just not very evenly distributed”William Gibson

Online video

The evolution in online advertising

The front lineThe driver

1996-2001 2003-2007 2008-

Access Broadband Experience (content)

BrandPerformanceReach

The format

Static display Rich media + search Audiovisual

Delivering superior performance

Videos, properly submitted, are 53 times more likely to generate a first page Google

ranking than traditional SEO techniquesForrester Report, 2010

Video ads are on average 4-7 times more effective than other display formats in

engaging a user. Double click & Dynamic Logic 2009

By Tom Foremski

3 questions to get us going…

Content

Audience

Media

Where in the lifecycle do I want the video to communicate to my

target audience?

How and where am I speaking to people?

Who are they and what do they care about?

Media: From ads to content

From drive to site…Traditional tools like display are expensive and not good

at engaging users.

… to distributing contentDistribution of audiovisual content to engage and be

useful. Offer a relationship.

Audience: The who, how and what

Who are they?

What to they care about?How do they speak?

The content driven consumer life-cycle

1. Awareness 2. Interest

3. Action4. Loyalty

Looking at the lifecycle

goviral is a global video content distribution network

Let the brand take the backseat

1. Awareness 2. Interest

3. Action4. Loyalty

Expanding audiences and build a connection

VW: The fun theory

Use the attention to do something with the users

Talking about the environment doesn’t have to be boring

The product is the star

1. Awareness 2. Interest

3. Action4. Loyalty

Bringing products to life and increasing engagement

Apple Ipad2

The brand, the products & the people

Information can be as valuable as entertainment

1. Awareness 2. Interest

3. Action4. Loyalty

Action

Convert browsers to buyers

If you can pursuade me I buy

Remember that people don’t have to go to your site to buy a product. Use other destinations and even the video player

itself.

Integrate video and buying in a way that makes sense

Loyalty

17

1. Awareness 2. Interest

3. Action4. Loyalty

Increase the value of your product

If you keep me happy, I will stay

The product is the whole experience, not just the material values. This is

customer service on demand.

Offer guides and tutorials to empower customers and let them get more out of your

product

Awareness

Let the brand take the backseat

Paid Media

Summary

Interest

Let the product be the star

Paid/Earned

Action

If you can pursuade me I

will buy

Earned/Owned

Loyalty

If you keep me happy I will stay

Owned

Concept

Activation

goviral is a global video content distribution network

The future is already here:Nike

Awareness: Write the future

Content: Write the futureLaunched for the world cup in South Africa, Write the future “owned”

the world cup for Nike – leading users to sign up (6,5mil) for Facebook to personalize their page and follow/join the “The Chance

Interest: The Chance

Content: “The chance”“The chance” followed almost 100,000 young hopeful players trying to get selected for an elite Nike Academy football camp. It allowed users

to build a personalized facebook page to promote themselves. 100 players were chosen and multiple videos where created during the

selection period, following the different sessions and the final selection ceremony were the 8 final members of the academy was

celebrated.

Interest: The Chance

Action: 360 CTR info videos

Content: Nike CTR 360 bootContent presenting the new CTR 360 boot and why it is especially good

for midfielders/playmakers.

Loyalty: Take control + many others

Content: Football+When you have bought your Nike football boots, you get access to

Nike Football+. It is a separate area of the Nike Football website that gives you training videos with the best players in the world. It is not just about the boot, it is the promise of becoming a better football

player.

'We're not in the business of keeping the media companies alive. We're in the

business of connecting with consumers.'’Trevor Edwards,

Vice President, Global Brand & Category Management - Nike