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3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
3 Expert Presentations: Charity Water, Outside Line, and L2
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3 Expert Presentations: Charity Water, Outside Line, and L2

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Charity Water: Return on Inspiration …

Charity Water: Return on Inspiration
Outside Line: Video and Celebrity, How to Leverage Creativity
L2: Case Studies on Bringing Together Influencers

Published in: Entertainment & Humor, Travel
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  • 1. CLINIC:   Video & Celebrity!Module 2! Scott Galloway! L2 | NYU Stern! @profgalloway @L2_ThinkTank
  • 2. Hashtag:! #L2ThinkTank! Wireless Login:!Network: SternOnTheMove2! Username: L2guest! Password:!L2thinktank!
  • 3. Ranks the digital efforts of 87 newsstand periodicals, spanning every major category from Fashion to Sports & Recreation. Released: July 26, 2011
  • 4. UPCOMING RESEARCH: August: October: Specialty Retail! Luxury: Fashion & Leathergoods PRESTIGE 100®:! China! Luxury: Watches & Jewelry September: December: Beauty Gen Y Affluents
  • 5. China!09.09.11 Hearst Tower, New York CityThe biggest transformational opportunity forluxury brands in a generationAn invitation only event | Contact: joseph@L2ThinkTank.com 

  • 6. UPCOMING EVENTS:NYC MEMBERS-ONLY LUNCHES: DIGITAL IQ® RELEASE LUNCHES 3 Lunches to Preview Releases of L2’s core Digital IQ® Studies (October): Fashion & CLINIC: Leather GoodsChina WatchesOctober 2011 & Jewelry CLINIC: BeautyBrands AsMedia CompaniesJanuary 2012
  • 7. UPCOMING EVENTS:Shanghai CLINIC:The Social Graph CLINIC:October 2011 The Social Graph October 2011 CLINIC:Mobile CLINIC: January 2012 Mobile January 2012 Paris
  • 8. The largest gathering of prestige executives in North AmericaAn invitation only event | Contact: joseph@L2ThinkTank.com 

  • 9. CLINIC:   Video & Celebrity!Module 2! Paull Young! charity: water!
  • 10. charity: water Paull Young Director of Digital@paullyoung @charitywater
  • 11. Live Drill September 7 2010 Moale, Central African Republic
  • 12. July 20 2011Moale, Central African Republic
  • 13. ROI
  • 14. Return OnInspiration
  • 15. charity: water Paull Young Director of Digital@paullyoung @charitywater
  • 16. 2CartierCalibre de Cartier: Episode II 765,550 views
  • 17. Cartier – Calibre de Cartier: Episode II http://www.youtube.com/user/Cartier#p/u/2/ nNhArtcwVkk
  • 18. Cartier “Episodes” Generate High Views Episode I Generated 1,358,804 Views Episode II Generated 765,550 Views
  • 19. CLINIC:   Video & Celebrity!Module 2! Ant Cauchi! Outside Line!
  • 20. VIDEO & CELEBRITY Ant Cauchi
  • 21. ‘A celebrity is a person who has aprominent profile in the media and is easily recognized’ Wikipedia
  • 22. In the 80’s, brands decided that using celebrities with their brand wouldincrease their own prominent profile over their competitors
  • 23. They wanted their own slice of fame
  • 24. ...And it worked
  • 25. But things are changing...
  • 26. Celebrities used to be, well real celebrities, and there wasn’t many of them
  • 27. Social media transparency has removed the celebrity veil
  • 28. Consumers now understand marketing
  • 29. But the real change is...
  • 30. The route to fame
  • 31. So what does this mean for brands?
  • 32. Video Celebrity
  • 33. Celebrity Video
  • 34. Video Celebrity now becomesCelebrity Video which equalsCreativity
  • 35. Video Celebrity Celebrity Video
  • 36. Brands can now become their owncelebrities using creativity & social distribution
  • 37. The Superbowl is a great example of this
  • 38. In the UK more noise is generated socially by the creative campaigns brand employ in the half-time breaks than the actual game itself
  • 39. The good news is that, this isn’t just about big marketing budgets, the playing field is level
  • 40. 500,000 views +5m viewsDifferent levels of fame mean different things to different brands
  • 41. 1 live event for 200 people Viewed by over 6m others The brand fame is now not often achieved at theactual conception, video, can make it famous after...
  • 42. +100m viewsIt allows unparalleled amplification thats not capped by media spend
  • 43. So let me show some examples of what I mean...
  • 44. Turning your fame into fortune....
  • 45. Cutting through the noise
  • 46. The 3 W’s The Why? The Who?The Where?
  • 47. Useful or Fun?
  • 48. Taking your new found fame and turn it into revenue
  • 49. If you have a digital product or sales platform then there are many great tricks to convert from people from video celebrity to purchase
  • 50. But if you don’t sell digitally then you need to think a little differently
  • 51. Association to the fame is the key to getting the full use out of it
  • 52. PR can help but interrupting at the shopper point is key
  • 53. So now all you need to do is take your brand and ask yourself / team Why are you creating a video? Who is it for? Where will it live? Is it useful or fun? How can I connect it to my product?
  • 54. Then Get Creative & Celebrity Video Status Awaits You
  • 55. Thank You
  • 56. CLINIC:   Video & Celebrity!Module 2! Linz Shelton! L2 | CUFFZ by Linz!
  • 57. CLINIC:   Video & Celebrity!Module 2! Eve Pearl! Eve Pearl Cosmetics!
  • 58. Eve Pearl #5 #4 #3 #2 #1 – Views: 2.1M 0.6M 0.9M 1.5M 1.7M
  • 59. CLINIC:   Video & Celebrity!Module 2! Maureen Mullen! & Andrea Derricks! L2!
  • 60. 1Burberry Burberry Brights 1,833,587 views
  • 61. Burberry – Burberry Brights FoldableSunglasses http://www.youtube.com/user/Burberry?ob=5
  • 62. Burberry Dominates Views YouTube Total “Video Views” Per Day: Burberry (January 1, 2011 – July 19, 2011) 100000 Burberry Brights Campaign Released to Bloggers (preview of foldable glasses)90000 85,861 views 78,845 views 25,202 views80000 250,899 views7000060000 26,093 views 1,833,587 views5000040000300002000010000 0 Takeaway: Burberry creates view spikes with “big hit” videos, but maintains engagement by releasing an average of 12 videos per month
  • 63. CLINIC:   Video & Celebrity!Module 2! Leesha! xSparkage.com!
  • 64. Xsparkage #5 #4 4.5M 5.8M #1 – Views: 15.9M #3 #2 – Views: 7.6M 7.0M
  • 65. CLINIC:   Video & Celebrity!Module 2! Scott Galloway! L2 | NYU Stern! @profgalloway @L2_ThinkTank
  • 66. Dan Piech! John Eaton! Rick Silvestrini!comScore, Inc. Halogen YouTubePaull Young! Ant Cauchi! Maureen Mullen! Andrea Derricks!charity: water Outside Line L2 L2
  • 67. CLINIC:  Video & Celebrity! Objective:! To gain insight intoVIDEO & CELEBRITY PLATFORMS and their role in PRESTIGE!

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