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

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

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

  1. 1. CLINIC:   Video & Celebrity!Module 2! Scott Galloway! L2 | NYU Stern! @profgalloway @L2_ThinkTank
  2. 2. Hashtag:! #L2ThinkTank! Wireless Login:!Network: SternOnTheMove2! Username: L2guest! Password:!L2thinktank!
  3. 3. Ranks the digital efforts of 87 newsstand periodicals, spanning every major category from Fashion to Sports & Recreation. Released: July 26, 2011
  4. 4. UPCOMING RESEARCH: August: October: Specialty Retail! Luxury: Fashion & Leathergoods PRESTIGE 100®:! China! Luxury: Watches & Jewelry September: December: Beauty Gen Y Affluents
  5. 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. 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. 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. 8. The largest gathering of prestige executives in North AmericaAn invitation only event | Contact: joseph@L2ThinkTank.com 

  9. 9. CLINIC:   Video & Celebrity!Module 2! Paull Young! charity: water!
  10. 10. charity: water Paull Young Director of Digital@paullyoung @charitywater
  11. 11. Live Drill September 7 2010 Moale, Central African Republic
  12. 12. July 20 2011Moale, Central African Republic
  13. 13. ROI
  14. 14. Return OnInspiration
  15. 15. charity: water Paull Young Director of Digital@paullyoung @charitywater
  16. 16. 2CartierCalibre de Cartier: Episode II 765,550 views
  17. 17. Cartier – Calibre de Cartier: Episode II http://www.youtube.com/user/Cartier#p/u/2/ nNhArtcwVkk
  18. 18. Cartier “Episodes” Generate High Views Episode I Generated 1,358,804 Views Episode II Generated 765,550 Views
  19. 19. CLINIC:   Video & Celebrity!Module 2! Ant Cauchi! Outside Line!
  20. 20. VIDEO & CELEBRITY Ant Cauchi
  21. 21. ‘A celebrity is a person who has aprominent profile in the media and is easily recognized’ Wikipedia
  22. 22. In the 80’s, brands decided that using celebrities with their brand wouldincrease their own prominent profile over their competitors
  23. 23. They wanted their own slice of fame
  24. 24. ...And it worked
  25. 25. But things are changing...
  26. 26. Celebrities used to be, well real celebrities, and there wasn’t many of them
  27. 27. Social media transparency has removed the celebrity veil
  28. 28. Consumers now understand marketing
  29. 29. But the real change is...
  30. 30. The route to fame
  31. 31. So what does this mean for brands?
  32. 32. Video Celebrity
  33. 33. Celebrity Video
  34. 34. Video Celebrity now becomesCelebrity Video which equalsCreativity
  35. 35. Video Celebrity Celebrity Video
  36. 36. Brands can now become their owncelebrities using creativity & social distribution
  37. 37. The Superbowl is a great example of this
  38. 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. 39. The good news is that, this isn’t just about big marketing budgets, the playing field is level
  40. 40. 500,000 views +5m viewsDifferent levels of fame mean different things to different brands
  41. 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. 42. +100m viewsIt allows unparalleled amplification thats not capped by media spend
  43. 43. So let me show some examples of what I mean...
  44. 44. Turning your fame into fortune....
  45. 45. Cutting through the noise
  46. 46. The 3 W’s The Why? The Who?The Where?
  47. 47. Useful or Fun?
  48. 48. Taking your new found fame and turn it into revenue
  49. 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. 50. But if you don’t sell digitally then you need to think a little differently
  51. 51. Association to the fame is the key to getting the full use out of it
  52. 52. PR can help but interrupting at the shopper point is key
  53. 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. 54. Then Get Creative & Celebrity Video Status Awaits You
  55. 55. Thank You
  56. 56. CLINIC:   Video & Celebrity!Module 2! Linz Shelton! L2 | CUFFZ by Linz!
  57. 57. CLINIC:   Video & Celebrity!Module 2! Eve Pearl! Eve Pearl Cosmetics!
  58. 58. Eve Pearl #5 #4 #3 #2 #1 – Views: 2.1M 0.6M 0.9M 1.5M 1.7M
  59. 59. CLINIC:   Video & Celebrity!Module 2! Maureen Mullen! & Andrea Derricks! L2!
  60. 60. 1Burberry Burberry Brights 1,833,587 views
  61. 61. Burberry – Burberry Brights FoldableSunglasses http://www.youtube.com/user/Burberry?ob=5
  62. 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. 63. CLINIC:   Video & Celebrity!Module 2! Leesha! xSparkage.com!
  64. 64. Xsparkage #5 #4 4.5M 5.8M #1 – Views: 15.9M #3 #2 – Views: 7.6M 7.0M
  65. 65. CLINIC:   Video & Celebrity!Module 2! Scott Galloway! L2 | NYU Stern! @profgalloway @L2_ThinkTank
  66. 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. 67. CLINIC:  Video & Celebrity! Objective:! To gain insight intoVIDEO & CELEBRITY PLATFORMS and their role in PRESTIGE!

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