Creating branded video content for news stories. Content marketing conference, 16 April 2015

CREATING BRANDED VIDEO CONTENT FOR NEWS STORIES

Magneto Films & F-Secure

Jeremy Jeffs - [email protected]

@magnetojj

Becky Kiely – PR [email protected]

@kiely7

mailto:[email protected]


Branded content or bland content

@magnetojj www.magnetofilms.com @kiely7 www.f-secure.com

BE BOLD AND BE CLEAR


Successful brand videos share key features:• Creative • Show people who are doing things not telling us things• Subtle use of branding and brand message.

Asking people to do something for free• To share and promote your brand.

3 reasons that people will engage and share• Funny• Clever• informative

WHY USE BRANDED VIDEO CONTENT


Opportunity• Journalists expected to produce 3 times as many stories• 60% of press articles and 34% of broadcast articles come from PR sources• Corporate 3 times more successful at getting coverage than charity and NGO.

(Source: Cardiff University, Journalism and Public Trust)

Control• You decide the script• Approve the edit

Trust• Editorial content 35% • Branded content 33% (Source: Vibrant Media)• 90% of consumers find custom content useful, 78% believe the organizations behind

the content are interested in building good relationships. (Source: McMurray/TMG)

Engagement• A picture is worth a thousand words.. One minute of video is worth 1.8 million….

(Source: Forrester Research)

3 STATEGIES TO GAIN COVERAGE


CONTROVERSY – make something confrontational

GUNS WITH HISTORY


GUNS WITH HISTORY




BE UNEXPECTED

NSPCC Share Aware




BE WATCHABLE

The Great Wi-fi Experiment

Becky Kiely, F-Secure

F-Secure channels


The concept and team


Managing the process

o Be realistic with your timeline, especially if you are dealing with multiple diaries

o Use experts

© F-Secure Confidential14

Launch plansoEuropol support

oHeadline grabber

oFull package of press release, report and video placed on Safe & Savvy blog

oSeeded trailer video on YouTube

oNational and radio exclusives

oLocal radio interviews

oStaggered publication date

oGlobal teams prepared

oStaff engagement


The Great Wi-fi Experiment


The results


THE BLOG POST

Views 18,207Facebook likes 1,200Tweets 171LinkedIn shares 173


THE VIDEOViews 269,660!


We gained coverage in 22 countries


COVERAGE

Armenia

Australia

Canada

Fiji

Finland

France

Germany

India

Ireland

Italy

Malaysia

The

Netherlands

New Zealand

Oman

Poland

Qatar

Saudi Arabia

Singapore

South Africa

Sweden

United

Kingdom

United States







TAKEAWAY POINTS


How long should a film be? What’s in a name?

• Naming is vital • “Most shocking second a

day video “• Not “If London were

Syria”

Broadcast v Website

• Produce 2 versions • Offer rushes of key IVs

Shot Size

• Viewed in small screen


Magneto Films & F-Secure

Jeremy Jeffs - [email protected]

@magnetojj

Becky Kiely – PR [email protected]

@kiely7

www.magnetofilms.com/realstories



Content marketing: planning, creating and

distributing content that adds

value

Conference

16 April 2015

London

#CharityContent

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Creating branded video content for news stories. Content marketing conference, 16 April 2015