Chris Adamkowski, Google Canada
Understanding how people are evolvingUnderstanding how evolving
technology are tools that we can use to have better more meaningful
conversations with our target audiences
Advertisements 2.0: The best ads arent ads. The best ads are
great Content
Story: Welcome to my Saturday morning! For the past couple of
months, within 15 minutes of waking up, after we make coffee for
Dad, Gemma starts looking for Dads phone and asking for
GoldieBlox
Describe the content
Why its awesome: they communicate a story that resonates. Know
Something. Do Something. Create Something.
Trade off: They give me interesting content, I watch it with my
daughter, have shared it with all of my friends who also have
daughters, and will definitely buy Gemma GoldieBlox for her
birthday.
Gen C Characteristic #1: Connectors
9 out of 10 sleeping next to their phones.
3 of 4 watch TV with another device on.
MULTI-SCREEN world
Story: My nieces are on their devices non-stop during dinner. I
thought it was because we are boring
Over 80% of Canadians are online, YouTube has 89% reach
Gen C Characteristic #2: Creators
Story: Dozens, perhaps hundreds of copies. (Miami Heat, UWO,
google/youtube)
Creating their own experience: Give them an opportunity to chose
what they want to experience
2 in 3 upload their own photos
1 in 3 upload their own videos
Gen C Characteristic #3: Community
88% of Gen C has a social profile, with 65% updating it
daily
COMMUNITY = SHARABILITY
Story: The definition of community has changed from physical to
virtual. Lets consider why this is important. For the KXL pipeline,
communities that are causing problems arent the right of way
communities, as much as how environmental groups have harnessed the
power of online communities.
Gen C Characteristic #4: Curators
Just like a museum curator
Video is the content they curate because it represents the
individuality of the person
How do you build a video that is powerful / relevant enough that
someone thinks of it as representing them?
In my opinion: Tell a story.
You might know who this is. You have an subconscious opinion.
This opinion might include indifference, or a positive or negative
association.Think of what that opinion is.This is Ryan Gosling.
Broken home
ADHD
No friends
Whats your opinion now? Has it changed with a story?
Why was this good?
1) Appeals to the 4Cs because it is in the right context
(online) and therefore discoverable and sharable2) It tells a story
(underdog)3) And its great content, not just an ad.
PS last I read this start-up was north of 15M in revenue. This
was their marketing vehicle. Therefore, video gets results.
Connected: Online, so available for the connected generation
Creators: Has the patina of being created
Community: Shareable
Curated: Has a secret sauce that people want to let represent
them
The good old fashioned funnel :
Marketing Strategy:Awareness, Education, Advocacy
Applied to Video Strategy
Awareness TrueviewEducation YouTube SearchAdvocacy Sharing via
Social
The following is an interactive site that I would like to take
the audience through for a few minutes it will have to be a live
connection for it to work.
https://nightwalk.withgoogle.com/en/home
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