Branded Content - Tripti Lochan, VML Qais at the IndiaSocial Summit 2012


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Presentation by Tripti Lochan on Power Talks: Branded Content at the IndiaSocial Summit 2012

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Branded Content - Tripti Lochan, VML Qais at the IndiaSocial Summit 2012

  1. 1. VMLCredentialsBRANDED CONTENT
  2. 2. Branded Content Turned a client request for an online coupon into a record-breaking branded content experience. Did it for about the price of an online coupon. 2
  3. 3. Branded Content ExampleQUIZNOS 3
  5. 5. What is Branded Content?DEFINITION Branded Content is the fusion of Entertainment and Brand Information delivered in a non- traditional way. 5
  6. 6. What is Branded Content?THE GREAT ADVERTISING SHIFTBranded Contentrepresents the shift frominterruption toengagement. Stop interrupting what people are interested in and become what they are interested in. 6
  7. 7. What is Branded Content?METHODS Online, On-air & Onsite IT’S ALL BRANDED CONTENT Online Films Web Series Movie Integrations TV Show Integrations Interactive Games Blogs Music Videos Live Events PR Stunts 7
  9. 9. The Value of Branded ContentSTATS Branded Content Works 74 % 68 % 78 %of consumers prefer to of consumers prefer of marketingget information about a custom content because it professionals believecompany via branded is tailored to their that branded content iscontent vs traditional interests. more effective thanadvertising. traditional advertising. 9
  10. 10. The Value of Branded ContentMARKETING TEAM SHOWCASEBranded ContentShowcases Team’sTalents Creative A successful Branded UX Content program requires many departments working Production together to create a Account Management seamless user experience: Social PR Media 10
  12. 12. Rules of EngagementTHE SWEET SPOT Find the Sweet Spot To engage and inform, you must create the right balance of Entertainment and Brand. 12
  13. 13. Rules of EngagementTHE SWEET SPOT THE SWEET SPOT { The right mixture engages as it informs. Shifts with product, target and where you are in the sales funnel. BRAND ENTERTAINMENT Pure Brand Information Pure entertainment communicates is boring doesn’t engage nothing about the brand 13
  14. 14. Why it Matters? 14 The world has changed“Weve had the Sterling Cooper model for ahalf century. With a new world in our grasp,IT’S TIME FORA NEW LOOKBob Greenberg
  15. 15. Rules of EngagementCREATING THE STORYMake the brand abelievable character,not an afterthought.Viewers accept the brand when it makessense in the story.Forcing a brand into a story is also known asproduct placement - the lowest form ofBranded Content. 15
  16. 16. Rules of EngagementSPREADING THE MESSAGEDo not post and pray“Going Viral” takes a rare combination ofbreakthrough creative and luck.Don’t rely on luck. Develop a seeding plan thatincludes social, PR, paid and partner channels.Not having a seeding plan is like producing a TVspot without a media plan. 16
  17. 17. Rules of EngagementTHINK DIFFERENTThink like a media/social/digital-ecosystemspecialistCreatives can’t just come up with theidea anymore, they have to conceptthe entire user journey.Have these specialists under one roofor have a great relationship with apartner agency.Have the entire ecosystem workedout before presenting to the CEO. 17
  18. 18. Rules of EngagementBUILD A PROGRAMGive it value CREATE A PROGRAM AROUND THE CONTENT TO INCREASE ROI AND GIVE CLIENT REASONS TO FUND IT: Create a promotion around content. Create a rich experience that includes live events, online extentions, user-generated content. Create an ecosystem that includes deeper, more product-focused content. 18
  19. 19. Rules of EngagementLEVERAGING PARTNERSHIPSFind a Partner Leverage existing relationships or create new ones with celebrities, sports leagues, bands, TV shows etc. Taps into fan base for guaranteed engagement. Ensures production access to league, celebrity, ect. Creates another level of approvals but worth it. 19
  20. 20. Rules of EngagementPRODUCTIONMake your productionhyper efficient.Make it look like $1 million. Spend $300,000.Don’t rely on old TV-spot production companiesFind a scrappy producer.If you have to, produce it yourself. 20
  22. 22. Branded Content ExampleGATORADE“Everything To Prove”Followed 14 National Football League Rookies from theSenior Bowl to their first NFL Game.Captured the drama of their journey.Organic integration of product use and brand essence.Featured Gatorade Sports Science Institute as an importanttool to give these players an edge.Positioned Gatorade as the leader in Sports Nutrition. 22
  23. 23. Branded Content ExampleGATORADE 23
  24. 24. Branded Content ExampleGATORADECAMPAIGNCOMPONENTS30 weekly episodes (5-6 minutes each).2 pieces of weekly bonus content (:30 each).Landing page within featuring episodes, bonuscontent, player bios ect.Landing page within featuring episodes, bonuscontent, player bios, ect.Huge PR push to all sports-based media and blogs.Monthly :30 promos that ran online and on-air. 24
  25. 25. Branded Content ExampleGATORADERESULTS 4million 400 million+ earned-media video views. impressions Most viewed content in the history of Gatorade. Most viewed content in the history of 25
  26. 26. Branded ContentPOINT OF CONTACTTripti LochanChief Executive Officertripti.lochan@vmlqias.comOffice Phone: +65 6438 5592 26
  27. 27. THANK YOU