Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus
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Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus

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Steve Paler from Youtube's presentation from The Future of Branded Content, brought to you by Fire Circus - conferences and events that fuel your innovation

Steve Paler from Youtube's presentation from The Future of Branded Content, brought to you by Fire Circus - conferences and events that fuel your innovation

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Steve Paler from Youtube's presentation from The Future of Branded Content, by Fire Circus Presentation Transcript

  • 1. YOUTUBE - A CREATIVE PERSPECTIVE STEVE PALER HEAD OF GOOGLE CREATIVE SERVICES
  • 2. A CREATIVE TEAM WHOSE BRANDING AND EXECUTIONAL ABILITIES HELP BRANDS EXPLOIT THE TRUE CREATIVE POTENTIAL OF GOOGLE | YOUTUBE PLATFORMS AND TECHNOLOGIES
  • 3. HOW BRANDS CAN GET INVOLVED CREATIVE MEDIA ENGAGEMENT CREATIVE USE OF YOUTUBE PARTNERS BRANDED CONTENT
  • 4. ‘HALF MY ADVERTISING ISN'T WORKING, I JUST DON'T KNOW WHICH HALF.’*(WILLIAM LEVER) WELL NOW YOU DO ……AND THE GOOD NEWS IS YOU ONLY PAY FOR THE HALF THAT WORKS! *QUITE POSSIBLY THE MOST OVER USED ADVERTISING CLICHE
  • 5. WHY? MAJORITY OF GARNIER PURE ACTIVE VISITORS ARE COMING FROM YOUTUBE – SUGGESTS THAT GARNIER ARE RUNNING A TRUEVIEW CAMPAIGN
  • 6. USE PARTNERS TO ENTERTAIN
  • 7. CREATE YOUR OWN
  • 8. TOP 25 YOUTUBE CHANNELS
  • 9. ”IN REALITY WE’RE GOING BACK TO THE EARLY DAYS OF TV WHEN THE LIKES OF PERSIL AND OMO WERE SPONSORING 30 MINUTES SOAP OPERAS” KEITH WEED
  • 10. DOLLAR SHAVE CLUB
  • 11. DSC NO. 2 ONE WIPE CHARLIE
  • 12. THINGS TO WATCH OUT FOR!!
  • 13. MARKETING LANGUAGE ’LOVE’ ’ENGAGEMENT’ ’LOYALTY’ ’COMMUNITY’ ’COMMITMENT’ ’RELATIONSHIP’ IS IT SAFE TO ASSUME CONSUMERS CARE THIS MUCH ABOUT YOUR BRAND?
  • 14. MARKETING ARE ’FANS’ REALLY YOUR LANGUAGE MOST VALUABLE CUSTOMER?
  • 15. “If you want something guaranteed to go viral, drink the water in nigeria”’ Rob Norman, CEO GroupM
  • 16. L’OREAL – CREATIVE / EDITORIAL TESTING vs ONE WEEK TRUE VIEW TESTING vs
  • 17. TO CREATIVELY SUCCEED TAILOR CREATIVE…..THINK BREADTH……MOVE / ENTERTAIN PEOPLE LISTEN……….AND ITERATE / AMEND HAVE CONFIDENCE……,… BE READY FOR PH 2 DIALOGUE EVOLVE PROCESSES (AND METRICS)………..R&D PHILOSPHY GLOBALLY COORDINATED RESOURCES (INTERNAL / AGENCIES)
  • 18. APPENDIX