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post HBO @ Google25 June 2015
Rivers of Thinking- Edward de Bono -
VIDEO CONTENTA Better way to Build Brands through
Three things
1. 3 REASONS to care about video content
2. 3 CREATOR types for digital-led content
4. 3 CONTENT types for great content
3 REASONSto care about video content
It helps you to...
1Find the right PEOPLE 2Tell great
STORIES 3Build stronger RELATIONSHIPS
It helps you to...
1Find the right PEOPLE 2 3Build stronger
RELATIONSHIPSTell great
STORIES
More people are watching more videoMore viewers and more views1
2009 2014
[NL ONLINE VIDEO VIEWERS p/m]
+19%
6.8m8.1m
[ONLINE VIDEO VIEWS]
2009 2014
+300%1.27bn
Source: nl, ComScore
425m
More people are watching more videoAcross more screens1
Audience on YouTube1
65%Reach
per month
15,9Minutes per visit
15Visits per
visitor
It helps you to...
1Find the right PEOPLE 2Tell great
STORIES 3Build stronger RELATIONSHIPS
Video provides brands with powerful opportunities to tell stories through digital 2
Without the restrictions of time
Without the limitations of a schedule
Enabling you to structure your conversation
Great video content has huge brand impact2
77m views416k positive ratings56k comments
search interest for “volvo trucks”
search interest for “volvo trucks”
Source: Google Trends, Worldwide, Jan 2013-Jan 2014
Jan 2013 Nov 2013
Jan 2013 Nov 2013
2
search interest for “volvo trucks”
search interest for “volvo trucks”
Jan 2013 Nov 2013
Jan 2013 Nov 2013Source: Google Trends, Worldwide, Jan 2013-Jan 2014
Apr 2013 Nov 2013
For a whole month last year, “volvo trucks” was more interesting than sex!
“great sex”
“volvo trucks”
2
It helps you to...
1Find the right PEOPLE 2Tell great
STORIES 3Build stronger RELATIONSHIPS
3 Telling stories regularly to a captive audience allows brands to build stronger relationships
By using YouTube as a production tool
and encouraging fans to share the
content shot on their cameras, GoPro
was able to increase sales and
raise brand awareness.
697m views
2.7msubscribers
3 CREATOR TYPESwhich are you?
1Campaigner 2Collaborator 3Channeler
Typical brand behaviours on YouTube
1 CampaignerCreating content optimised for
digital channnels
2 Collaborator
sponsor or partner with other YouTube creators or channels, harnessing their digital footprint.
The Cereal Machine (made-by-YouTuber-for-YouTube)Krave Tweet When You Eat (TV ad on Youtube)
● 17k views since June 2013● 687 subscribers
Creator Content
vs.
● 2.3M views since August 2013● 3.7M subscribers
YouTube Creators make the most of digital to tell stories and brands are learning from/with them
Brand Advertising
3 Channeler
High volume search
Episodic Series
Trends Brand stories Campaign content
[Consistent/frequent/cross-promotional]
an original content creator, maintaining an always on’ or broadcaster presence
3 CONTENT TYPESwhich should you use, when?
Content strategy should match viewing behaviour
People browse
seek
inspiring new content
[hero]
People search
seek
relevant content
[hygiene]
1. Hero Content
Hero content doesn’t just ‘go viral’Ensure your content is discoverable
99mviews 65m
views 22mviews
Skillfully deployed paid media is a key contributor to their success
Hero content doesn’t just ‘go viral’Inspire people to share your content by being...
1. Funny 2. Sexy 3. Shocking 4. Unbelievable
5. Controversial 6. Gleeky 7. Illuminating 8. Random
9. Zeitgeist 10. Cute 11. Uplifting 12. Moving
Toyota – Swagger Wagon 9.9M views Levi’s– Rear View Girls 7.4M views Carlsberg & Mentos 2.7M views DC Shoes – Gymkhana 30M views
Leicester NHS – Teenage Kick 2M views PS3- Michael 10.3M views Samsung - HD Camera Trick 1.5M views Cadbury’s - Eyebrows .8.2M views
Nike - Write The Future 26.6M views VW - The Force 44..3M views Alphabet Photography 35.1M views John Lewis - Christmas ad 12.2M views
This will put you in good stead to enjoy earned mediaFans will share your story too
75 million views to date
3.94 million social shares
$60m earned media value
2. Hygiene Content
Serve the ‘Searchers’ with HYGIENE contentBe the most compelling answer to consumers’ questions
Great hygiene content that serves as the best answer to questions around their brand.
4mviews
Serve the ‘Searchers’ with HYGIENE contentBe the most compelling answer to consumers’ questions
Also surfaced in Google Search
Promote your HYGIENE contentStand out from similar videos and own your brand territory
Tactical paid video promotion
ensures that Knorr’s help
content is surfaced at key
moments that matter.
3. Hub Content
Things real people don’t say about advertising..
“I wonder if there are any new campaign microsites I can spend brand exposure
time on today?”
People who browse
seek
inspiring new content
People who search
seek
relevant content
Build relationships with ‘Browsers’ & ‘Searches’ using Hub Giving them a reason to return
[hub]
Regularly scheduled ‘push’ content around customer passions Episodic Content
Land Rover have collaborated with Peter Bragiel (a YouTuber known for his long distance travel series, ‘In Transit’) to create episodic content giving viewers a reason to return.
Regularly scheduled ‘push’ content around customer passion KLM Cockpit Tales
51kviews
Building a great hub has great benefits - Your content is more discoverable
This SORTED Food video
comes first in the
organic results
despite having less than
20% of the number of
views as the second
organic result.
Don’t just think of the hub...Think about the whole wheel
video in Google search promoted on other
destinations
Trueview In-Display (including engagement
ads)
Trueview In-Search
Trueview In-Stream
responses collected in
playlists
video responses
partner's social
networks
consistent end frame
Your Channel
Your website
Achieving brand marketing goals
Hero
Hygiene
Hub
Build Awareness
Influence Consideration
Build Advocates
Brand re-positioning
Reputation management
Hero + Hygiene + HubHow it all works together
Con
ten
t A
ctiv
ity
Time
Hygiene
Hub
Hero
Summary1. Video provides new ways to tell your brand story to the right people,
enabling you to build stronger relationships with your captive audience.
2. Think and act more like a YouTube creator - be a campaigner,
collaborator or channeler.
3. Use Hero, Hub, Help for a winning content strategy.
4. Create great stories!
VIDEO CONTENTA Better way to Build Brands through
GreenHousing
Exercize
Client: OpelDoelgroep: 25-55 jaarDoel: brand consideration verhogen binnen de doelgroep
Merkwaarden:"De belangrijkste merkwaarden uit onze strategie zijn innovatie, dynamiek en emotioneel design – naast een consequent milieubewustzijn en maatschappelijke verantwoordelijkheid.”
The Brainstorm Rules
Brainstorming
Related Worlds
Thank you!Fleur & Ghislaine
Artis is de dierentuin van Amsterdam, en de oudste dierentuin van Nederland, gelegen in
de Plantagebuurt
