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Storytelling: Approaching Branded Entertainment Strategically
 

Storytelling: Approaching Branded Entertainment Strategically

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Branded Entertainment is about marrying entertainment best practices with business needs. In a world where content has become ubiquitos, Patou explains how to stand-out and activate branded ...

Branded Entertainment is about marrying entertainment best practices with business needs. In a world where content has become ubiquitos, Patou explains how to stand-out and activate branded entertainment in a way that brings business results.

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    Storytelling: Approaching Branded Entertainment Strategically Storytelling: Approaching Branded Entertainment Strategically Presentation Transcript

    • ! " # $ % & ( ) * # ! + , !. !""#$%&()*+,#%)-.-+ /)0.#0%()1.)0+20#%0.*(&%334 !"#$%&%(#)*"+, $! - !!"##$%$!!"&# / *0123)45 0 6 & *7& ) 8 8 5 19
    • big bold brands don’t need to be boring #LTF2012 #Storytelling @OgilvyUK @patou_n
    • branded content -key to 21st CenturyCommunication
    • from tactic to strategybuilding brand wealth
    • 1000 NIKE US MARKETING BUDGET (MM$) 800 600 400 UNMEASURED MEDIA 200 TRADITIONAL MEDIA 0 2000 2005 2011
    • Mass Conversation Enduring Conversation B on on d ti in n g te At Magnetic Service Content Content Content Social that Matters Content t en m Co ge nv ga ic En ti onRelevant Conversation Regular Conversation
    • Mass Conversation Enduring Conversation B on on d ti in n g te At Magnetic Service Content Content Content Social that Matters Content t en m Co ge nv ga ic En ti onRelevant Conversation Regular Conversation
    • Magnetic contentfor massive brand conversation
    • branded entertainment for big audiences 35mm Jeopardy viewers 70% of American aware $50mm earned media 3,7mm visitors to Watson on FB pay-back 21x in revenue - 3x in profit
    • employ the magic ofentertainment profitably andeffectively
    • Making magic, using logicThe Ogilvy Branded Entertainment Assessment Model
    • BEAM - a proper planningprocess for proper measurement 1 Set Program Objective 2 Select Lead Platform 3 Determine BE Mix 4 Execute with BEAM Checklist
    • REACH Grow brand awareness by X% PREFERENCE Increase brand preference by X% ACTION select on Generate XX Leads; Increase sales by X%1 Set Program Objective 2 Select Lead Platform 3 Determine BE Mix 4 Execute with BEAM Checklist PREFERENCE select one ACTION
    • ad platform Lead platform select oneone select EVENT-LED EVENT-LED BROADCAST-LED BROADCAST-LED DIGITAL-LED DIGITAL-LED PROPERTY-LED PROPERTY-LED A digital-led program exists A digital-led program exists A property-ledproperty-led driven is driv A program is program An event-ledAn event-led program is program is A broadcast-led program is program is A broadcast-led primarily inprimarily inspace, the digital the digital space, by a centrally owned entity, such entity, su by a centrally owned driven by andriven by an experiential experiential typically narrative driven and driven and typically narrative either on a bespoke online either on a bespoke online as a mascot as a mascot oridea, brand ide or core brand coreccurrence, such as a concert as a concert occurrence, such is delivered in delivered in broadcast form, is broadcast form, content/experience hub or on hub or on content/experience and comes to lifecomes to life through a var and through a variety or sporting event or sporting event such as a television show or such as a television show or an existing an existing digital platform, digital platform, of tactics — of tactics — for example, even for example, events, radio program program radio such as Facebookas Facebook or YouTube such or YouTube digital content, newcontent, new products digital products, or even thought leadership leadership or even thought select one one select 1 Set Program Objective 2 Select Lead Platform 3 Determine BE Mix 4 Execute with BEAM Checklist DIGITAL-LED DIGITAL-LED PROPERTY-LED PROPERTY-LED
    • DEPTH AND BREADTH OF YOUR PROGRAM’S REACH CONSUMER ENGAGEMENT WITH / PERCEIVED ENTERTAINMENT VALUE OF PROGRAM BRAND ASSOCIATION WITH PROGRAM1 Set Program Objective 2 Select Lead Platform 3 Determine BE Mix 4 Execute with BEAM Checklist
    • • 80% PROGRAM AWARENESS • TOTAL VIEWS, TOTAL ATTENDEES, EARNED MEDIA IMPRESSIONS... • 80% OF CONSUMERS ENJOYED • COMPLETION RATE, TIME SPENT, PASS-ALONG RATE.... • 80% BRAND RECALL • REGISTRATIONS, CLICK-THROUGH RATE, BRAND SEARCH LIFT, FAN GROWTH...1 Set Program Objective 2 Select Lead Platform 3 Determine BE Mix 4 Execute with BEAM Checklist
    • SECONDARY OBJECTIVE: KPIs:1 Set Program Objective 2 Select Lead Platform 3 Determine BE Mix 4 Execute with BEAM Checklist
    • a structured approachkey ingredientsright recipeclear objectivesmeasurement plan !"#$ !"#$%
    • F CLIENTS ’ OPINION O OFAGENCY’S OPINION PRODUCT PRODUCT
    • F CLIENTS ’ OPINION O OFAGENCY’S OPINION PRODUCT PRODUCT
    • big bold brands don’t need to be boring #LTF2012 #Storytelling @OgilvyUK @patou_n
    • ! " # $ % & ( ) * # ! + , !. ()*+,-.(/)(01 2345&#!& $! 267)8.79,,+:* - ;)*+,-.01 / *0123)45 0 6 & *7& ) 8 8 5 19