Social Video: Keys to Success & Measuring Impact
Many Different Types of Online Video Ad Formats
Social Video: Social Media Combined With Rich Story-Telling Capabilities of Internet Video
Unlike traditional paid advertisings, viewers are in control in social video .
Unlike traditional social networking, advertisers control the message in social video.
Successful social video campaigns are distinct from other forms of online advertising.
Social Media Internet Video
Do they choose to watch content related to your brand or your competitors ? In social video, consumers have infinite choice...
Share of Choice ™ : Analogous to Share of Voice Share of Voice: The brands that spend the most Share of Choice: The brands consumers choose to watch
The Road to Capturing Consumer Choice Begins in Social Video ‘ Traditional ’ Media Consumers choose only at the point of purchase Interactive Media Consumers choose at the beginning and at the end of the marketing funnel Choice Conditioning: Allowing users to choose your brand prior to the point of purchase (Social Video) PURCHASE Preference Consideration Opinion Awareness Consumer Choice Consumer Choice Consumer Choice
“ Old Spice Guy ” character was introduced as part of prior campaign and became a celebrity... brand doubled-down with two additional campaigns
Ground-breaking approach involved shooting 180+ online-only short ads that were direct responses to audience requests via social media
Responses helped Old Spice capture nearly 75% of the beverage category in Q3 2010
Successful Social Video Campaign: Old Spice: The Man Your Man Could Smell Like
Responses Generated Over 50% of “ Old Spice Guy ” Views Source: Visible Measures (www.visiblemeasures.com) The Man Your Man Could Smell Like The Return of the Man Responses Surge Media Surge Media Memorable Content Memorable Content Surge Media Memorable Content Extend the Campaign Extend the Campaign Encourage Audience Participation
Responses Campaign Helped Old Spice Capture Nearly 75% of the Male Grooming Category Other Other Other Gillette/BSF Source: Visible Measures (www.visiblemeasures.com)
Successful Social Video Campaign: Evian: Live Young Core Creative Assets Baby Breakdance: 7.3 million views Roller Babies: 95.1 million views
Best Practices Employed:
Extend the Campaign
Began as an online-only campaign... but massive viewer response helped push it into broadcast
Compelling creative approach, strong music component
Campaign involved multiple core creative assets, including internationally localized versions
Extension video assets, including behind-the-scenes clips and ‘ interviews ’ with the babies, extended reach by 8%
Over 40% of all campaign views were viral
Follow-on Assets Additional Content: 9.7 million views Baby MoonWalk: 8.3 million views
Evian Scored Views with Memorable Content and Campaign Extensions Source: Visible Measures (www.visiblemeasures.com) Memorable Content Memorable Content Roller Babies Baby Breakdancing Baby Moonwalking Making of 2 Making Of 1 Baby Interviews Extend the Campaign Memorable Content Extend the Campaign Surge Media Extend the Campaign Extend the Campaign Extend the Campaign
*Other includes brands with less than 5% Share of Choice Evian Remains on Top of Category, But its Dominance is Fading Red Bull Red Bull Red Bull Red Bull Other Other Other Other Source: Visible Measures (www.visiblemeasures.com)