Methods For Breathing Creativity Into Your Campaigns To Hook The Digital-Savvy Consumer

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Drive Innovation, Track Results

• Why The Digital Trend

• The Latest Viral Techniques

• Measuring and Quantifying ROI

• How Can It Be Applied To You?

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What We Will Cover:

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Once upon a time…

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There was only one way to market…

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Along came broadband Internet...

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And an incredible shift started to take place…

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Institutional Control

ConsumerControl

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The truth is…

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The future will only magnify this trend.

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The Lesson For Marketers?

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Go Beyond The Banner

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Multi-Platform Marketing

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How many people visited a social network

in January?

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19.2 million (58% of active UK

Internet population).

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Average visitor spent 2 hours 26 minutes

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Your most influential customers are online.

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First mover advantage

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Reach the “lost” 16-24

demographic

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It’s Still All About The Creative

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• Why The Digital Trend

• The Latest Viral Techniques

• Measuring and Quantifying ROI

• How Can It Be Applied To You?

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What We Will Cover:

• ‘How To’ Videos

• Top 10-style Lists

• Video Diaries

• Competitions and Giveaways

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Viral Techniques For Ideas That Grab Attention And

Engage Consumers Online

Why?

People like to learn new things.

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‘How To’ Videos

Examples:

• How To Fold A T-Shirt

• How To Shuffle Poker Chips

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‘How To’ Videos

Best Suited For:

Viral Video Campaigns

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‘How To’ Videos

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How To Fold A T-Shirt

http://www.youtube.com/watch?v=b5AWQ5aBjgE

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How To Shuffle Poker Chips

http://www.5min.com/Video/Shuffle-Poker-Chips-Like-a-Pro-8284

• ‘How To’ Videos

• Top 10-style Lists

• Video Diaries

• Competitions and Giveaways

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Viral Techniques For Ideas That Grab Attention And

Engage Consumers Online

Why?

Easily digestible info resource.

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Top 10-style Lists

Example:

Top 10 Ways to Sleep Smarter and Better

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Top 10-style Lists

Best Suited For:

Blog Articles

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Top 10-style Lists

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Top 10 Ways to Sleep Smarter and Better

http://lifehacker.com/software/lifehacker-top-10/top-10-ways-to-sleep-smarter-and-better-309030.php

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Lifehacker, popular tech blog

http://lifehacker.com/

• ‘How To’ Videos

• Top 10-style Lists

• Video Diaries

• Competitions and Giveaways

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Viral Techniques For Ideas That Grab Attention And

Engage Consumers Online

Why?

Deeply engaging entertainment.

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Video Diaries

Examples:

• Lonelygirl15

• Kate Modern

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Video Diaries

Best Suited For:

• Branding using story-led creative

• Video Podcasts (iTunes)

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Video Diaries

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LonelyGirl15 Video Diary

http://www.youtube.com/lonelygirl15

Over 50 million views since launch and counting.

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LonelyGirl15 Facts

Each show attracted 100s of viewer comments on YouTube.

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LonelyGirl15 Facts

Neutrogena and Hershey’s signed on as sponsors.

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LonelyGirl15 Facts

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Kate Modern Web Soap

http://www.bebo.com/abstractheart

Web’s first ‘social’ soap opera

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Kate Modern Facts

Sponsors:

Microsoft, Orange, Procter & Gamble, Warner Music, Paramount.

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Kate Modern Facts

Each paid:

£250k to ‘appear’ within show

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Kate Modern Facts

Total audience:

35m videos viewed over a 5 month period (1.5m per week).

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Kate Modern Facts

Money well spent?

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• ‘How To’ Videos

• Top 10-style Lists

• Video Diaries

• Competitions and Giveaways

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Viral Techniques For Ideas That Grab Attention And

Engage Consumers Online

Why?

Everyone loves a freebie.

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Competitions and Giveaways

Examples:

5 Day Gadget Giveaway

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Competitions and Giveaways

Best Suited For:

User Generated Content Campaigns (can be video, images or text)

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Competitions and Giveaways

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5 Day Gadget Giveaway

http://www.realfresh.tv/the-first-british-iphone-giveaway/

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That’s all well and good…

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But how do I effectively…

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integrate

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online marketing with offline marketing?

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First engage with consumers online

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Then create an authentic extension of your offline

brand.

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“The audience would rather be part of the campaign than be marketed to.” FeedCo.

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How?

www.realfresh.tv Social Media employed: Online Video

Innovative Social Media CampaignsLevi’s Behind The Fashion

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Innovative Social Media CampaignsLevi’s YouTube Channel

Social Media employed: Online Video

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Innovative Social Media CampaignsReal Fresh TV New Music Page

Social Media employed: Online Video | Blog | iTunes Podcast

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Innovative Social Media CampaignsAviva Ocean Racing

Social Media employed: Online Video | Blog

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Innovative Social Media CampaignsAviva Ocean Racing

Social Media employed: Online Video | Blog

• Why The Digital Trend

• The Latest Viral Techniques

• Measuring and Quantifying ROI

• How Can It Be Applied To You?

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What We Will Cover:

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How Do I know It Is Working?

Use tools like Google Analytics Web-based website traffic monitor

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Social Media: Inherently Measurable

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Monitor Comment and View CountsEasily track video views and comments

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Social Media: Inherently Measurable

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Google Search ‘Google’ key words before and after

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Social Media: Inherently Measurable

Social Media/Buzz MonitoringReceive personalised reports about key words

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Social Media: Inherently Measurable

• Why The Digital Trend

• The Latest Viral Techniques

• Measuring and Quantifying ROI

• How Can It Be Applied To You?

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What We Will Cover:

Integrate Social Media early on into a campaign.

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How Can It Be Applied To You?

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How Can It Be Applied To You?

First analyse your current marketing mix.

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How Can It Be Applied To You?

Then work on the creative.

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How Can It Be Applied To You?

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Finally, don’t go it alone…

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How Can It Be Applied To You?

Call in the experts.

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How Can It Be Applied To You?

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How Can It Be Applied To You?

• Why The Digital Trend

• The Latest Viral Techniques

• Measuring and Quantifying ROI

• How Can It Be Applied To You?

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What We Will Cover:

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And Now It’s Time For…

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The Interactive Workshop

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Interactive Workshop Brief:

Create a short digital campaign using one of the four viral

techniques mentioned earlier.

• ‘How To’ Videos

• Top 10-style Lists

• Video Diaries

• Competitions and Giveaways

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Viral Techniques For Ideas That Grab Attention And

Engage Consumers Online

Digital/Online Interactive Masterclass

Chi-chi EkweozorFounder & Managing Director

RealFresh.TV Ltd

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chichi@realfresh.tv

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Credits and ReferencesMan and Laptop - http://www.southwestecommerce.com/images/manlaptop.jpg

Top 6 Ideas for Incredible Viral Content –http://www.techipedia.com/2007/6-ideas-for-viral-content/

Digital Native -http://keithwillsdesign.com/wiki/tiki-view_blog_post.php?blogId=1&postId=1

Lonleygirl15 -http://mashable.com/images/lonelygirl15.png

Social Media -http://www.flickr.com/photos/somethinnew/384489940/

Speech Bubble - http://dailyreport.afa.org/AFA/Features/personnel/box0320096schwalier.htm

iTunes Logo - http://canucks.nhl.com/team/app/?service=page&page=NHLPage&id=20749

Attention Level:http://www.instablogsimages.com/images/2007/10/04/rainfall-measuring-wellington-boot_6642.jpg

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Credits and ReferencesTop 10 Ways to Sleep Smarter and Better -http://lifehacker.com/software/lifehacker-top-10/top-10-ways-to-sleep-smarter-and-better-309030.php

What Are We Doing - http://www.flickr.com/photos/deestea/198091208/

Kate Modern on Bebo – http://www.bebo.com/abstractheart

Guardian on Kate Modern – http://www.guardian.co.uk/media/2008/jan/16/bebo.television

Genie out of bottle – http://deutsch.istockphoto.com/file_closeup/?id=977005&refnum=605526

Paramount film plugs in Bebo’s Kate Modern - http://www.mad.co.uk/Main/Home/Articles/c1f55727cd9945ec8b280faca2da186a/Paramount-works-with-Bebo-to-get-film-plugs-into-Kate-Modern.html

Social Media –http://www.dallaswebservices.com/images/blog_images/social-media.jpghttp://www.popgadget.net/images/charlottetangye_footprint.jpg

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Credits and ReferencesCat watching Cat –http://www.flickr.com/photos/cloudzilla/50257242/

Measuring Social Media – http://blogoscoped.com/archive/2008-03-21-n11.htmlhttp://www.jisclegal.ac.uk/search.htm

Multi-Platform Marketing – http://gregverdino.typepad.com/greg_verdinos_blog/2007/09/yall-know-that-.html

Contagious:http://www.levidepoches.fr/

Lighthouse:http://www.flickr.com/photos/mumbleyjoe/2043508173

Obay:http://www.flickr.com/photos/thebruce0/2280382961/

Digital Native:http://keithwillsdesign.com/wiki/tiki-view_blog_post.php?blogId=1&postId=1

Open Up:http://www.dallaswebservices.com/images/blog_images/social-media.jpg

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Credits and ReferencesOnline Video Examples

Schweppes Ad: slow motion balloons adhttp://www.youtube.com/watch?v=pRFfJJjLpqwViews: 132,624

How To Fold A T-Shirt (Japanese)http://www.youtube.com/watch?v=b5AWQ5aBjgEViews: 314,711

How To Fold A T-Shirt (English)http://www.videojug.com/film/how-to-fold-a-t-shirt-in-2-seconds-explainedViews: 224,297

How To Shuffle Poker Chipshttp://www.5min.com/Video/Shuffle-Poker-Chips-Like-a-Pro-8284Views: 76,600

Dove Evolution:http://www.youtube.com/watch?v=iYhCn0jf46UViews: 6,376,542

Ronaldinho: Touch of Goldhttp://www.youtube.com/watch?v=lsO6D1rwrKcViews: 21,723,156

Beauty is a product of PhotoShophttp://www.youtube.com/watch?v=chd6FC6AAD8Views: 1,701,937