Branded content:more than just showing up                            [drive:directory pathfilename.ppt 1 ]
Can you see the brand in this famous 19th Century painting?                                                  [drive:direct...
Three basic levels of Branded Content                                            Description                Product       ...
Increasingly brands are creating their own content                                             P&G’s Old Spice            ...
Success is not guaranteed                            [drive:directory pathfilename.ppt 5 ]
“Eighty percent of success is showing up."          Woody AllenSorry, Woody, butwhen it comes tomarketing you are    so wr...
Casino Royale, a prime example of brand integration
Remember this scene from Casino Royale?
Vesper: "Rolex?" James: "Omega." Vesper:" Beautiful."            But which brand do people               actually remember?
We cant assume brand integration will work as intended    Omega      Other brands    Rolex                                ...
What makes branded contentsuccessful?                             [drive:directory pathfilename.ppt 11 ]
Keys to success with Branded ContentA clear strategy, well executed, paying attention to…                   Fit           ...
Fit: What is the opportunity?                                [drive:directory pathfilename.ppt 13 ]
A good fit between the brand and content helps drive apositive impression of the brand Positive Impression of the brand   ...
Fit: At its best, placement creates a virtuous circle ofassociations….         CONSUMER                                   ...
If the show already exists you can test the likely fit in advance            69%                             63%          ...
Same show, different products and integrationsFit was perceived to be similar but…            % agreeing brand fits the sh...
Integration B evoked a far better reaction because it wasperceived to extend perceptions of the show and brand            ...
Focus: Do people notice and remember thebrand?                                   [drive:directory pathfilename.ppt 19 ]
Ranking de recall das marcas expostas doBig Brother Brasil 11                                                     Outras m...
When executed well, brand integration can have a strongimpact on brand perceptions and purchase intent                    ...
Shifts in purchase intent can be used to measure ROI                                    Pre-Wave   Post-Wave              ...
Calculating Return on Investment Likely impact Audience           First choice 20 million         12%                     ...
Fame: Assessing the wider impact                                   [drive:directory pathfilename.ppt 24 ]
Mustapha versus the MachineOld Spice’s “The Man Your Man   Coca-Cola’s “Happiness       Could Smell Like”               Ma...
The Machine was more engaging       Very             29%     48%       enjoyable       Very different   52%     64%       ...
But Mustapha got more views per week       Very               29%           48%       enjoyable       Very different     5...
The extra viewing was the result of TV support        Very               29%            48%        enjoyable        Very d...
Fame: The impact of integration can be extended through other media and promotions               DEMAND                ACT...
Blockbuster integrations do show up on tracking studies Q. In which of these places have you seen, heard or read anything ...
In Conclusion                [drive:directory pathfilename.ppt 32 ]
Common branded content pitfalls• If too subtle …   • Brand placements can be misattributed or not even noticed• If too obv...
Research can help guide branded content decisions• Identify the broad potential of the brand/programme ‘fit’  • Program im...
Continued assessment leads to improvement of execution                   1st Phase           2nd Phase     3rd Phase      ...
Thank you for listening.                           [drive:directory pathfilename.ppt 36 ]
Branded Content: More Than Just Showing Up
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Branded Content: More Than Just Showing Up

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Millward Brown's Nigel Hollis presents at the Wave Festival in Brazil.

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Branded Content: More Than Just Showing Up

  1. 1. Branded content:more than just showing up [drive:directory pathfilename.ppt 1 ]
  2. 2. Can you see the brand in this famous 19th Century painting? [drive:directory pathfilename.ppt 2 ]
  3. 3. Three basic levels of Branded Content Description Product  Brand appears as prop and Placement incidental to the action Product  The product is featured in the Testimonial program Brand Integration  The product is an element of the story [drive:directory pathfilename.ppt 3 ]
  4. 4. Increasingly brands are creating their own content P&G’s Old Spice created a series of Kraft Foods U.S. viral videos in the magazine has a U.S. circulation of 1MM Unilever’s Dove brand created the Ugly Wudi TV Show in China [drive:directory pathfilename.ppt 4 ]
  5. 5. Success is not guaranteed [drive:directory pathfilename.ppt 5 ]
  6. 6. “Eighty percent of success is showing up." Woody AllenSorry, Woody, butwhen it comes tomarketing you are so wrong!
  7. 7. Casino Royale, a prime example of brand integration
  8. 8. Remember this scene from Casino Royale?
  9. 9. Vesper: "Rolex?" James: "Omega." Vesper:" Beautiful." But which brand do people actually remember?
  10. 10. We cant assume brand integration will work as intended Omega Other brands Rolex 33% 18% 14% 13% 10% 9% UK Russia
  11. 11. What makes branded contentsuccessful? [drive:directory pathfilename.ppt 11 ]
  12. 12. Keys to success with Branded ContentA clear strategy, well executed, paying attention to… Fit Relevance and enjoyability of the content for target audience Fit between content and the brand Focus Degree to which the integration is engaging Degree to which attention is focused on the brand Fame How much publicity the integration attracts Level of additional supporting activity
  13. 13. Fit: What is the opportunity? [drive:directory pathfilename.ppt 13 ]
  14. 14. A good fit between the brand and content helps drive apositive impression of the brand Positive Impression of the brand 90 80 70 60 50 40 40 50 60 70 80 90 Appropriate to the brand
  15. 15. Fit: At its best, placement creates a virtuous circle ofassociations…. CONSUMER BRAND CONTENT
  16. 16. If the show already exists you can test the likely fit in advance 69% 63% 60% 50% Show A 47% 45% Show B For people like me Associated with More appealing latest trends
  17. 17. Same show, different products and integrationsFit was perceived to be similar but… % agreeing brand fits the show very well 42% 35% Integration A Integration B
  18. 18. Integration B evoked a far better reaction because it wasperceived to extend perceptions of the show and brand Involving 90% Nice Unique Mellow 40% Interesting Integration A Soothing -10% Irritating Integration B Boring Unpleasant Weak Disturbing Ordinary
  19. 19. Focus: Do people notice and remember thebrand? [drive:directory pathfilename.ppt 19 ]
  20. 20. Ranking de recall das marcas expostas doBig Brother Brasil 11 Outras marcas com menos de 2% de menções:Ponto Frio, Nestlé, Quaker, Garoto, Minuano, Nívea, Pantene, Bout´s, Unilever, Ambev, Super Bonder, Claro, Omo, Activia, HSBC, L´Oreal, Dove, Ipê e Duracell. [drive:directory pathfilename.ppt 20 ]
  21. 21. When executed well, brand integration can have a strongimpact on brand perceptions and purchase intent 62% 49% Pre Post 20% 8% Category User Non-User
  22. 22. Shifts in purchase intent can be used to measure ROI Pre-Wave Post-Wave (%) (%) A B 19 31 A It would be my first choice I would seriously consider it I might consider it 55 I would not consider it 50 23 17 4 2
  23. 23. Calculating Return on Investment Likely impact Audience First choice 20 million 12% = 2.4 million possible converts Return on Investment Cost Likely new purchasers* Cost per purchaser $2 Million 1.44 million $1.92 *allow for a typical conversion of 60% to actual purchase
  24. 24. Fame: Assessing the wider impact [drive:directory pathfilename.ppt 24 ]
  25. 25. Mustapha versus the MachineOld Spice’s “The Man Your Man Coca-Cola’s “Happiness Could Smell Like” Machine”
  26. 26. The Machine was more engaging Very 29% 48% enjoyable Very different 52% 64% Tell someone 38% 56% about it
  27. 27. But Mustapha got more views per week Very 29% 48% enjoyable Very different 52% 64% Tell someone 38% 56% about it Weekly 1,044,646 220,994 viewing
  28. 28. The extra viewing was the result of TV support Very 29% 48% enjoyable Very different 52% 64% Tell someone 38% 56% about it Weekly 1,044,646 220,994 viewing TV GRP wight 213 0 Seen ad 57% 1% before on TV
  29. 29. Fame: The impact of integration can be extended through other media and promotions DEMAND ACTIVATIONPLACEMENTS THEMED Triggers to PROMOTIONSSPONSORSHIPS Sustained change Temporary action or to brand image halo effect COMPETITIONSLINKED purchaseADVERTISING REWARDS
  30. 30. Blockbuster integrations do show up on tracking studies Q. In which of these places have you seen, heard or read anything about (brand) recently? UK % TV 81 Posters 57 Newspapers 57 Magazines 46 Sponsorship 44 The internet 41 In a dealership 37 Radio 28 Cinema 25Association with a film 17 On my phone 2
  31. 31. In Conclusion [drive:directory pathfilename.ppt 32 ]
  32. 32. Common branded content pitfalls• If too subtle … • Brand placements can be misattributed or not even noticed• If too obvious, or poorly integrated … • Brand placements can be irritating• If the fit between brand and program is weak … • The brand placement may not have a positive impact on the brand• If program reach ends up being low … • The placement opportunity may not be leveraged
  33. 33. Research can help guide branded content decisions• Identify the broad potential of the brand/programme ‘fit’ • Program imagery (vs. brand imagery) • Audience appeal in terms of life values/psychographics (to determine associative benefits of partnership)• Detailed fit and opportunity research • Determine which opportunity best fits the brand• Creative execution assessment • Helping to ensure that the creative treatment of branded content is optimal before airing• Pre/post evaluation • Assessment of performance of branded content against objectives – fit, value to brand, audience benefit
  34. 34. Continued assessment leads to improvement of execution 1st Phase 2nd Phase 3rd Phase 4th Phase % % % % Enjoyment (top 2 boxes) 37 55 68 85 Appropriate (top box) 29 29 38 43 Typical score in this country % Enjoyment 93 (top 2 boxes) Appropriate 22 (top box)
  35. 35. Thank you for listening. [drive:directory pathfilename.ppt 36 ]
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