Brands as Content Creators
Introductions
•  Ignacio Gonzalez, General Manager
Shell Eco-marathon Americas
•  Divya Visentini, Executive Director
a|mu...
•  Global program produced and hosted by Shell
•  Challenges high school and college students across
the world
•  Focus is...
•  Brand differentiator for Shell
•  A core, organic Shell asset
•  Grown into a global franchise
•  Communications goal i...
•  Goals and Challenges for 2013
•  Should we go local? Is there value?
•  If yes, whom to target?
•  Amplify awareness th...
•  A Hearst Digital agency
•  Connect brands to their consumers through integrated
strategies optimized for the digital sp...
Online Video
2
Of marketers think videos are
one of the most effective types
of content their company uses.
75%
Of ad agen...
Online Video
2
The U.S. online video market attracts an
average of 75 million viewers everyday and
streams nearly 40 billi...
•  Shell Partnership
•  Shell Eco-Marathon sponsored content program (March 25 to
April 14, 2013)
•  Custom content plus c...
Banner Units
2
Summary
2
Campaign Summary
Total impressions – 3.3 million
Page views – 12,198
Media CTR – 0.25%
Content Feature pages – 1...
Key Concepts
2
Content Marketing Agile Marketing
Paid Media Publishing: Scaling Brand Marketing Into Paid Channels
Paid Me...
Key Concepts
2
Content Marketing
  Streaming content into display ads
  Leveraging APIs to extend ad functionality
  Pu...
Results
2
Driving Results for Shell Eco-marathon
Source:	
  DoubleClick	
  Rich	
  Media	
  Gallery	
  Display	
  Benchmar...
Case Study: "Using Dynamic Video to Drive Shell's Eco-Marathon"
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Case Study: "Using Dynamic Video to Drive Shell's Eco-Marathon"

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Case Study: "Using Dynamic Video to Drive Shell's Eco-Marathon"

  1. 1. Brands as Content Creators
  2. 2. Introductions •  Ignacio Gonzalez, General Manager Shell Eco-marathon Americas •  Divya Visentini, Executive Director a|muse, a Hearst Digital Agency •  Will Price, CEO FLITE
  3. 3. •  Global program produced and hosted by Shell •  Challenges high school and college students across the world •  Focus is not speed; rather highest miles-per-gallon performance •  Conceived in Europe in the 1980s; has now grown to 3 annual events in the Americas, Europe and Asia •  Last Americas competition •  110 teams from Brazil, Canada, Guatemala, Mexico and the United States participated •  Winner, Université Laval from Canada, reached 3,587 miles per gallon equivalent Shell Eco-marathon Americas
  4. 4. •  Brand differentiator for Shell •  A core, organic Shell asset •  Grown into a global franchise •  Communications goal is to develop a program of investments that returns reputational and business value from Shell Eco- marathon •  Leverage Shell’s thought leadership Shell Eco-marathon Americas
  5. 5. •  Goals and Challenges for 2013 •  Should we go local? Is there value? •  If yes, whom to target? •  Amplify awareness through live attendance •  Use content and video to build reach •  Amplify reach via social networks through effective content and audience participation •  Partnership with Houston Chronicle and a|muse Shell Eco-marathonShell Eco-marathon Americas
  6. 6. •  A Hearst Digital agency •  Connect brands to their consumers through integrated strategies optimized for the digital space •  Understand the value of serving the right content at the right time to the right people •  Content Strategies – the what is just as important as where, how and to whom – value of video •  Sponsored Content Programs – effective, strategic, timely Overview
  7. 7. Online Video 2 Of marketers think videos are one of the most effective types of content their company uses. 75% Of ad agencies believe that video is equally or more effective than TV. 25% Of Americans view videos on the web from some connected device more than once every day. 13% Watch web videos at least once per day. 39%
  8. 8. Online Video 2 The U.S. online video market attracts an average of 75 million viewers everyday and streams nearly 40 billion videos per month. Of people say they’d be more likely to seek out information about a product or service after seeing it in an online video Of B2B tech buyers watch tech-related videos Do so to learn how to use particular products To find information on products they are interested in buying To find how-to content 46% 95% 61% 58% 57%
  9. 9. •  Shell Partnership •  Shell Eco-Marathon sponsored content program (March 25 to April 14, 2013) •  Custom content plus client supplied content (video and images) •  Branded experience modules •  Interactive Experience modules leveraging FLITE The Campaign
  10. 10. Banner Units 2
  11. 11. Summary 2 Campaign Summary Total impressions – 3.3 million Page views – 12,198 Media CTR – 0.25% Content Feature pages – 1.5% CTR Interac(ons:  an  event  in  which  a  user  directly  interacts  with  an  ad  (i.e.  a  user-­‐ini4ated  event).     Some  common  examples  of  interac4ons  are  hovers,  clickthroughs,  scrolls,  shares  and  video  plays.   996,441 Total Impressions 44,019 Total Interactions 1.20 Interactions per Engagement 4.42% Interaction Rate PERFORMANCE SUMMARY
  12. 12. Key Concepts 2 Content Marketing Agile Marketing Paid Media Publishing: Scaling Brand Marketing Into Paid Channels Paid Media Publishing
  13. 13. Key Concepts 2 Content Marketing   Streaming content into display ads   Leveraging APIs to extend ad functionality   Pulling in video, social content, buy-now options, location-based info and more Agile Marketing   Bringing real-time to display advertising   Taking small bets and optimizing rapidly   Adapting ads to changes, planned or unplanned   Testing and learning throughout the life of your campaign
  14. 14. Results 2 Driving Results for Shell Eco-marathon Source:  DoubleClick  Rich  Media  Gallery  Display  Benchmarks,  US  market,  March  2013.  Data  includes  all  ver4cals,  sizes,   and  formats.  **  Interac4on  rate  defined  as  an  event  in  which  a  user  directly  interacts  with  an  ad  (i.e.  a  user-­‐ini4ated   event).  Some  common  examples  of  interac4ons  are  hovers,  clickthroughs,  scrolls,  shares  and  video  plays.  
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