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7/28/2019 Vine - Finance Marketing Applications
http://slidepdf.com/reader/full/vine-finance-marketing-applications 1/26
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VINE
June 2013
MARKETING APPLICATIONS
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6 ½ seconds
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s the internet enters its 20s along withthe frst generation o true digital natives,suddenly consumer attention is a scarce,precious resource. According to a recentstudy, the average attention span o aninternet user is only about 6 ½ seconds.
This means that branded content needs tobecome simultaneously more compact andmore compelling. Quite the tall order.
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Connection
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How can anyone – brands andindividuals alike – expect to
make a compelling connection
with an audience i they onlyhave 6 ½ seconds to do it?
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Enter Vine
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Vine is the latest innovation rom Twitter –an app that allows smartphone users toinstantly record and share up to six secondso flm. The app was released in January2013 and has received widespread atten-tion due to its novelty and simplicity. Vine isvideo sharing in the spirit o Twitter: limitedunctionality and space invite users to becreative with each video. In the same way
that Twitter placed brands and individualson the same playing feld, Vines (as the shortflms are called) are created and shared iden-tically whether the user has 30 ollowers or30,000,000. Success on the Vine platormdepends on compelling content and a goodbit o creativity.
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SECOND SECONDS
SECONDS
SECONDS
SECONDS
SECONDS
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Is Vine the next big thing?
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ine deserves the immediate attention oany brand looking to connect with a di-gital audience. Why? Consider Twitter as
an inormal version o the traditional pressrelease; Vine is already having the same
impact on video content. The app removesthe pressure and stigma o content creationby placing some interesting constraints onthe user:
Instead o repelling users, the limitations
o the platorm are actually an invitationand challenge or flmmakers and creativesto experiment. I the prolieration o GIFsacross the Internet is any indication, thedemand or this type o content shows no
sign o dropping o any time soon. And withTwitter running the show, we can expectconstant innovation to keep the platormrelevant.
Videos must be shot live within the app; nopre-recorded or edited ootage.
They can only be six seconds long.
You can’t save the videos to post later; theyhave to go live right when you fnish them,or they’re lost orever.
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How does it work?
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Simply. To create a Vine, a user opens
the app on a smartphone and taps and
holds the screen to begin recording.
…and holds again to continue recording.
The Vine is published to the author’seed so other users o the app can
discover it, and additionally, the author
has the option to share via Twitter.
The user then releases the screen
to stop recording…
That process is repeated until up to
six seconds o flm has been captured,
at which point the video is complete.
Each six-second Vine loops in a way
that appears, at frst glance, to replicate
an animated GIF. The major dierence
rom GIFs or viewers is the option to
toggle audio on/o, allowing true video
content to embed seamlessly in a
webpage without any invasive audio.
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So how can brands use Vine?
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n a platorm that is already known or pro-ducing “trivial curiosities,” the options orbrands to innovate and deliver value areendless. Value in Vine content will dependon the brand, but could mean anything rom
entertainment to utility. Or as we’ve seen,a short brand personality piece is a typicalfrst step into Vine.
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FivePrinciples
or aHealthy
Vine
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Don’t fght simplicity.
Vines are short and simple. They can be produced easily, cheaply and in quicksuccession. Find some creative ways to compartmentalize your brand’s message
into valuable little 6-second nuggets. I you can’t describe your message in 6
seconds, then it might not belong in a single Vine.
Consider your creative in the context o the platorm.
You won’t have any problem grabbing someone’s attention or that frst 6 seconds,
but i you want people to share your Vine, it needs to provide some social currency
to the viewer and their ollowers. The most successul brand communication on Vine so ar has showcased products or provided brie how-to or advice clips. Your
content should be unny, useul, or compelling; all attributes that will be appreciated
by your potential audience.
Have un while you’re young.
When you begin creating Vines, your audience is going to be mostly early adopters
and creative experimenters. I they sense your brand shares that same experimental
approach to the platorm, early adopters will be much more willing to share andinteract with your content.
Promote your Vine to relevant targets.
Just like a tweet, your Vine isn’t going to get everyone on Twitter excited. Find the
users who you know will care what you have to say and target them. Try looking at
what type o content has already worked or your brand on social media, and think
about how to translate that value to Vine.
Relax.
It’s Just a Vine. The same way that Twitter relaxed expectations about short-orm
written communications rom brands, the ephemeral nature o a Vine video lends
itsel to experimentation. There is no penalty or testing dierent types o content to
fnd out what your audience enjoys most.
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Lowe’s Fix in Six
STUDY
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At the outset o the campaign, the press
recognized Lowe’s Fix in Six as the frstbranded eort to “crack the code” o Vine,using it as a strategic communicationsdevice rather than a novelty. Dozens oarticles and press mentions hailed Lowe’sas the frst brand to bring meaning to aplatorm so oten associated with trivialcontent.
Users showed their enjoyment by sharingthe content like crazy across Twitter,Facebook, and Vine; roughly a week romlaunch, the campaign had generated 28,000
mentions across social media.
Lowe’s is the second largest home
improvement retailer in the world. For years,they’ve used social media channels to helppeople discover new ways to improvetheir homes and their lives. When Vinelaunched its new smartphone app, wesaw an opportunity to expand the brand’scontribution in the social space.
We noticed that most users (brands andotherwise) were using Vine to produce shortcuriosities. And while entertainment is thecornerstone o success or any piece ocontent, we set out to supplement pure
entertainment value with useul advice:quick, sharable tips to solve inconveniences
around the home.
We knew that such tips, when shared inthe past as tweets or photos on Facebook,were massively popular (and shared) amongLowes’ ans and ollowers. Tapping into
this existing behavior, we set out to bringthese tips to lie as (extremely) short flmson Vine, the new mobile app that lets userscreate and share six-second video clips.We called it Lowes Fix in Six.
The Idea The Outcome
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Applying Vine in the fnance category
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aking what we know about Vine, its audienceand its platorm, how can we use 6 secondso flm to promote a fnancial brand? Applyingour Principles or a Healthy Vine, here are
a ew ideas or useul and interesting Vinesthat we think have the potential to spreadacross the web.
And since creative execution is essential on Vine,here’s how we imagine a successul Vine explaining
mobile check deposit might look.
How to use quick-pay
How to deposit checks using your phone
How to send/receive an international wire transfer
How to dispute a charge
How to transfer money to your other account
How to pay your credit card bill
How to enroll in autopay
How to enroll in e-statements
How to your change address or phone number
How to re-order checks
How to decide which credit card to get
How to use reward points
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We open on a checksitting on a table.
Cut to a fnger clicking on a
bank app on a smartphone.
Cut to a hand taking
a picture o the check.
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DEPOSIT TO:
CHECKING 2506
CHECKING 1876
SAVINGS 4430
Cut to a hand selectinga checking account.
Cut to the phone’s screen
showing that the check was
successully deposited.
We end on our hero
celebrating.
THANK YOU!
DEPOSIT
ACCEPTED!
CHECKING 2506
JOHN SMITH
CHECK NO:
XXXXXXXXX
$987.00
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WWW.BBDO.COM
WWW PROXIMITYWORLD COM
WRITTEN BY
JACK LEONARD
EDITED BY
ZACH PENTEL
DESIGNED BY
KATHLEEN HANNA
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