Lifecycle 012712


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Lifecycle 012712

  2. 2. RED PEAK SERIES | REDPEAKGROUP.COM Great brands are about maintaining momentum, but what do Einstein, a chained up bicycle and ‘shareability’ have to do with it? Red Peak decided to create a global viral sensation so we chained a fully loaded bicycle up against a bike post in Manhattan for 365 days and photographed it daily to record what happens if you don’t ‘keep moving’. Part urban experiment, part installation our ‘LifeCycle’ video has rampantly made appearances on influential global blogs and media websites and within 7 days over a million people had watched the video on YouTube and the number continues to rise. The results of ‘Lifecycle’ are nothing short of spectacular with the huge online pick up it has garnished around the world. So what can we learn from ‘LifeCycle’? A simple idea, told well can beat out big budget communications in today’s world. David can easily out fight Goliath in a connected world where consumers no longer make distinctions between ‘big’ and ‘little’ brands. “LIFE IS LIKE RIDING A BICYCLE. TO KEEP YOUR BALANCE, YOU MUST KEEP MOVING.” THE NEW ROI, ‘SHAREABILITY’
  3. 3. RED PEAK SERIES | REDPEAKGROUP.COM Agencies have for a long time been talking about the primacy of the idea, but it is clear now that good ideas create their own media. It is no longer the size of the media budget that counts; it’s the size of the idea. The ‘power of one’ person sharing content with one other person is just the beginning of the content thread, and a cascade fires up and gains traction as each share multiplies. Among the ROI: higher rankings in search engine results pages (SERPs) for content that is golden. Creating ‘content shareability’ means foremost creating quality content that intrigues, assists and incites people to act. Great ideas, inspires people to spread the word to their circles of friends through social media to solicit reactions, discuss disagreements, or to learn more about the topic from friends with more experience and recommendations. THE NEW ROI, ‘SHAREABILITY’
  4. 4. RED PEAK SERIES | REDPEAKGROUP.COM 01 02 ESTABLISH INSTANT RAPPORT PROVIDE IMMEDIATE GRATIFICATION Shareability is based on trust, mutual trust and instant rapport occurs when there’s a relationship of mutual trust between you and your audience (e.g., ‘LifeCycle’– we all know what typically happens to bicycles chained to posts). Social sharing conditions demand us to expect meaningful relationships to grow quickly based on what we have common e.g., likes, interests, POVs, etc. The cardinal rule of social media is speedy delivery of ‘good’ ideas, especially ‘content with wings’ flies – people send it to everyone they know, because they love it so much, that’s what happened with ‘Lifecycle’. Adding share buttons might increase your viral reach and introduce your content to a new audience, but another vital component of shareability is much harder to tap – providing value in unexpected ways. And sometimes that means thinking outside the box with content that might seem on the fringe. 03 04 IGNITE SHAREABILITY ALWAYS KEEP MOVING Sharing = Exposure = Link Equity = Higher Search Engine Rankings = WOM. Link equity is paramount: the value of inbound links (backlinks), and the importance of intentionally growing link equity is critical in igniting shareability. Red Peak created ‘LifeCycle’ without a specific client in mind, but a goal. As an agency we create projects simply to keep our own creative momentum active. We are prepared to act first and find a buyer later if we believe in the power of the idea. It helps us hone our creative skills and keeps us sharp for our growing roster of blue chip clients such as Intel, Acer and American Express. LESSONS LEARNED FROM ‘LIFECYCLE’
  5. 5. RED PEAK SERIES | REDPEAKGROUP.COM Red Peak is a new company but is staffed by some of the most senior figures in the design and marketing industry. Red Peak was formed at the beginning of 2010 by Michael Birkin. Michael was previously the Vice Chairman of Omnicom Group and was a shareholder and the first CEO of Interbrand Group, now part of Omnicom. Michael’s goal in establishing Red Peak was to find a place where the world’s most talented designers, strategists and experiential marketers could work together in a more streamlined and creative way. Having recognized that the old ways of marketing are rapidly dying, Red Peak is a place where new ideas and new forms of collaboration can thrive. ABOUT THE AUTHOR CONTACT ABOUT RED PEAK GROUP James Fox Chief Executive Officer James considers himself lucky to have helped shaped the strategies for some of the world’s biggest and most famous brands, including AT&T, BA, Ikea, Intel, Levi’s and United Airlines. He has worked with some of the most well known agencies from St. Luke’s and Taxi to BBH, BBDO and Fallon and extensively awarded including two Gold Effie’s, a Silver Effie and an Emmy for Outstanding Commercial. As the CEO of Red Peak, James leads across discipline to direct strategy and manage brand coherence, uniting behaviors, messages, design and communications into brands capable of standing out in today’s agile and iterative environment. Red Peak Group James Fox T +1 212 792 8930 560 Broadway, Suite 506 New York, NY 10012