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© T H E B R O O K L Y N B R O T H E R S
SEPTEMBER 2016
© T H E B R O O K L Y N B R O T H E R S
The Connected
Consumer.
A marketer’s dream.
“The connected consumer is the dawn of a new era for advertising”
The Huffington Post, 2008
“Marketers should seize the opportunities of these omni-channel consumers”
Mashable, 2007
But something
funny happened
along the way…
0%
2%
4%
6%
8%
10%
2000 2002 2004 2006 2008 2010 2012 2016
The big click meltdown.
SOURCE: http://www.digitalmarketer.com/what-is-native-advertising/
0%
2%
4%
6%
8%
10%
2000 2002 2004 2006 2008 2010 2012 2016
The big click meltdown.
SOURCE: http://www.digitalmarketer.com/what-is-native-advertising/
#absurdity.
#absurdity.
#absurdity.
A nation of
Adblockers.
We forgot the first
rule of marketing.
Brand engagement is
our goal.
BRANDS PEOPLE
We need a new
brand agenda.
A new brand agenda
Blockbuster Ideas.
Blockbuster ideas.
Results.
10m+ 1bn91%
Fans tuned into NBC’s
Premier League coverageMedia impressionsIncrease in NBCSN
viewership
8486%
Increase in
Facebook fans
9m
Views of the Ted Lasso
piece alone
The 3F Model.
FOCUSCONVERT IN
OWNED
FAMEPROSPECT OUT INTO CULTURE
PROSPECT DEEP INTO CATEGORY
FUNCTION
DRIVE CONSIDERATION &
CONVERSION
BUILD RELEVANCE IN SEARCH
CONTINUE TO BUILD
AWARENESS
A new brand agenda
People Powered.
Inspired by Iceland
The thinking.
Ask Gudmundur.
PLAY
Results.
114% 12.5k £36.5m425m
Income growth in the
lesser-known regions of
Iceland
User generated
contributions throughout
the campaign period
Total value created from
the initial investment of just
£1.9m
Total media impressions
delivered throughout the
campaign
19:1 ROI
Long term return from the
initial investment
A new brand agenda
Relevance Obsessed.
Share of culture, not
category.
Emirates
The challenge.
Emirates
airOMG.
Castrol EDGE
The challenge.
Castrol EDGE
Titanium trials.
And finally.
And finally.
“We're excited for James’ talents and fearless creative instincts to
tackle American TV.”
E!News
And finally.
“We're excited for James’ talents and fearless creative instincts to
tackle American TV.”
E!News
“Stephen Colbert isone of the most inventive
and respected forces on TV.”
The Guardian
Results.
Results.
“I don’t even check the ratings, I check YouTube views at the end of the week.”
James Corden
“My major ambition is just to stay relevant, to be in the conversation.”
James Corden
Our new brand
agenda.
RELEVANCE OBSESSED
BLOCKBUSTER IDEAS
PEOPLE POWERED
Thank you.
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