2. THE NEW ROI, ‘SHAREABILITY’
“LIFE IS LIKE
Great brands are about maintaining momentum, but what do
Einstein, a chained up bicycle and ‘shareability’ have to do with it?
RIDING A BICYCLE.
Red Peak decided to create a global viral sensation so we chained
a fully loaded bicycle up against a bike post in Manhattan for 365
days and photographed it daily to record what happens if you don’t
TO KEEP YOUR
‘keep moving’.
Part urban experiment, part installation our ‘LifeCycle’ video
BALANCE,
has rampantly made appearances on influential global blogs
and media websites and within 7 days over a million people had
YOU MUST
watched the video on YouTube and the number continues to rise.
The results of ‘Lifecycle’ are nothing short of spectacular with the
huge online pick up it has garnished around the world.
So what can we learn from ‘LifeCycle’? A simple idea, told well
can beat out big budget communications in today’s world. David KEEP MOVING.”
can easily out fight Goliath in a connected world where consumers
no longer make distinctions between ‘big’ and ‘little’ brands.
RED PEAK SERIES | REDPEAKGROUP.COM
3. THE NEW ROI, ‘SHAREABILITY’
Agencies have for a long time been talking about the primacy
of the idea, but it is clear now that good ideas create their own
media. It is no longer the size of the media budget that counts;
it’s the size of the idea.
The ‘power of one’ person sharing content with one other person
is just the beginning of the content thread, and a cascade fires
up and gains traction as each share multiplies. Among the ROI:
higher rankings in search engine results pages (SERPs) for
content that is golden. Creating ‘content shareability’ means
foremost creating quality content that intrigues, assists and
incites people to act. Great ideas, inspires people to spread the
word to their circles of friends through social media to solicit
reactions, discuss disagreements, or to learn more about the
topic from friends with more experience and recommendations.
RED PEAK SERIES | REDPEAKGROUP.COM
4. LESSONS LEARNED FROM ‘LIFECYCLE’
01 02
ESTABLISH INSTANT PROVIDE IMMEDIATE
RAPPORT GRATIFICATION
Shareability is based on trust, mutual trust and instant rapport The cardinal rule of social media is speedy delivery of ‘good’
occurs when there’s a relationship of mutual trust between you ideas, especially ‘content with wings’ flies – people send it to
and your audience (e.g., ‘LifeCycle’– we all know what typically everyone they know, because they love it so much, that’s what
happens to bicycles chained to posts). Social sharing conditions happened with ‘Lifecycle’. Adding share buttons might increase
demand us to expect meaningful relationships to grow quickly your viral reach and introduce your content to a new audience,
based on what we have common e.g., likes, interests, POVs, etc. but another vital component of shareability is much harder to
tap – providing value in unexpected ways. And sometimes that
means thinking outside the box with content that might seem on
the fringe.
03 04
IGNITE SHAREABILITY ALWAYS KEEP MOVING
Sharing = Exposure = Link Equity = Higher Search Engine Red Peak created ‘LifeCycle’ without a specific client in mind, but
Rankings = WOM. Link equity is paramount: the value of inbound a goal. As an agency we create projects simply to keep our own
links (backlinks), and the importance of intentionally growing link creative momentum active. We are prepared to act first and find a
equity is critical in igniting shareability. buyer later if we believe in the power of the idea. It helps us hone
our creative skills and keeps us sharp for our growing roster of
blue chip clients such as Intel, Acer and American Express.
RED PEAK SERIES | REDPEAKGROUP.COM
5. ABOUT THE AUTHOR ABOUT RED PEAK GROUP
James Fox Red Peak is a new company but is staffed by some of the most
Chief Executive Officer senior figures in the design and marketing industry. Red Peak
was formed at the beginning of 2010 by Michael Birkin. Michael
James considers himself lucky to have helped shaped the was previously the Vice Chairman of Omnicom Group and was a
strategies for some of the world’s biggest and most famous shareholder and the first CEO of Interbrand Group, now part of
brands, including AT&T, BA, Ikea, Intel, Levi’s and United Airlines. Omnicom.
He has worked with some of the most well known agencies from
St. Luke’s and Taxi to BBH, BBDO and Fallon and extensively Michael’s goal in establishing Red Peak was to find a place where
awarded including two Gold Effie’s, a Silver Effie and an Emmy for the world’s most talented designers, strategists and experiential
Outstanding Commercial. marketers could work together in a more streamlined and
creative way. Having recognized that the old ways of marketing are
As the CEO of Red Peak, James leads across discipline to direct rapidly dying, Red Peak is a place where new ideas and new forms
strategy and manage brand coherence, uniting behaviors, of collaboration can thrive.
messages, design and communications into brands capable of
standing out in today’s agile and iterative environment.
CONTACT
Red Peak Group
James Fox
T +1 212 792 8930
560 Broadway, Suite 506
New York, NY 10012
RED PEAK SERIES | REDPEAKGROUP.COM
