Unruly and Warc held a joint event which analysed the videos from some of the winning campaigns at Warc's Prize For Social Strategy 2016 event.

1. Secrets of Social Video Success

2. High growth video ad tech company
Working with 91% of ad age 100 brands
Owned by News Corp – global O&O
inventory across 20+ titles
Unique data set of 3 trillion views
1:1 relationship with every UnrulyX
publisher
300 people across 20 offices worldwide
90% UnrulyX views are on Comscore
1000 sites
Our Mission
To deliver the most awesome social
video campaigns on the planet!
@socialvideosuccess

3. Our Vision
Be the team and the tech that transforms digital
advertising for the better
Emotional Intelligence
Polite Ads
Premium Media
@socialvideosuccess

4. _
The growth of video sharing
@socialvideosuccess

5. Find out why people share
@socialvideosuccess

6. Two key drivers of sharing
Social MotivationsPsychological Responses
@socialvideosuccess

7. Psychological response key
@socialvideosuccess

8. Social Motivation key
@socialvideosuccess

9. Why emotions matter
Emotions improve all key brand metrics!
Favorability Advocacy
Recall Purchase Intent
@socialvideosuccess

10. Emotional video ads drive
viewer behaviour
Intent to find out more Intent to re-watch
Intent to discuss Purchase intent
Source: Unruly EQ data 2016
TM & Copyright 2012 – 2016 Unruly Group. Unruly Trade Secrets and Proprietary Information. @socialvideosuccess

11. Emotions drive smiles,
shares and sales
Ads with above-average
EEG scores deliver
23% lift
in sales volume
Source: Nielsen Consumer Neuroscience Internal Study – FMCG Brands - 2015 @socialvideosuccess

12. _
The
Future Video
Manifesto
The age of interruption is over
@socialvideosuccess

13. Clarity of Purpose
is Key
Set your Goals
1
@socialvideosuccess

14. AWARENESS
• Views
• Viewability
• Earned views
ACTION
• Downloads
• Add to
calendar
• Locate store
• Buy now
ATTENTION
• Dwell time
• Completion
rate
ADVOCACY
• Likes
• Shares
• Comments
@socialvideosuccess

15. Title position here
Your title sit over it
Toy Testers

16. How did it make people feel?

17. Purchase

18. Authenticity
is the key
to credibility
Be Yourself
2
@socialvideosuccess

19. of Millennials and Gen Z believe that
advertising should embody the value and
behaviours of the brand
%77
of Millennials and Gen Z lose trust in
a brand when an ad feels fake%78
@socialvideosuccess

20. St. Patricks’ Day Social Campaign

21. Make an
Emotional
Connection
With Your
Audience
3
@socialvideosuccess

22. Title position here
Your title sit over it
Remove Labels

23. How did it make people feel?

24. Sociographic

25. Purchase

26. Keep it Personal
& Relatable
4
@socialvideosuccess

27. of Millennials and Gen
Z either don’t mind or
like it when they see
ads that are for
products or services
they are interested in
%81
@socialvideosuccess

28. Title position here
Your title sit over it
Making Money Extra Easy

29. Empower
Consumers
5
@socialvideosuccess

30. Title position here
Your title sit over it
How Amnesty International Took on
The UK Government and Won

31. Test & Learn
Stay Agile
as you Scale
6
@socialvideosuccess

32. Go Fast!
Source: Unruly Analytics;
2015 data sampled April 2014 to April 2015;
2014 data sampled April 2013 to April 2014;
2013 data sampled April 2012 to April 2013
@socialvideosuccess

33. Title position here
Your title sit over it
#Write Your Cinco

34. Any questions? Over to you!
@socialvideosuccess