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