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Digital Storytelling Through Crowdsourced Video

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By Bruno Pellegrini, Userfarm. Presented at Crowdsourcing Week Europe 2014. Join us at the next event: http://crowdsourcingweek.com/

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Digital Storytelling Through Crowdsourced Video

  1. 1. USERFARM: THE CONTENT CREATORS’ WAY
  2. 2. OUR GOAL To be the first choice for content creation by major brands, publishers, broadcasters, e-tailers.
  3. 3. OUR MISSION To galvanise the skills and creativity of our global network of filmmakers, and produce compelling and quality videos with rapidity and scale.
  4. 4. VIDEO RULES, EVERYWHERE! Video is no longer a “nice to have”. Today, any large global or local brand produces hundreds of videos every year as part of it’s communications approach: Video Advertising for OnLine, Mobile and Social channels will grow up to $20BN in 2017 (global media spending) and recent data confirm the need for local adaptation, personalized messages, real time communication. A constant stream of fresh and original Video is a must for growing and engaging Social audiences on YouTube, Facebook, Twitter, Vine, Instagram, G+, etc. Video is more and more used for product tutorial, corporate presentation, CSR activities, customer reviews, private convention or public event, top management comms, in-store information, consumer insight to name a few. “Video Contests” are frequently included in marketing campaigns as a tool to maximise engagement and visibility.
  5. 5. Production experience Video Amateur: little experience or new Videomaker: active users Filmmaker: chosen for quality and skills Pro Teams: professional production teams Skills Advertising: TV ads, virals and promo video Fiction: short movies, web series, Animation: animation, illustration and CGI Video Art: music videos and digital art Narrative: documentaries, storyteller WHO WE ARE We are a global network of 55,000+ content creators. Our creators come from 120+ countries with extensive presence in US and Europe. Our team classify each creator based on his profiles and past contributions.
  6. 6. OUR STUDIO Our studio is a state of the art digital collaborative space where content creators get info on open projects, create groups, participate, find material and tips, receive assignments, complete tasks, discuss with moderators, submit proposals, win prizes and get paid.
  7. 7. WHAT WE DO… We work with leading brands, agencies, publishers and broadcasters to produce tv commercials, on line video advertising, viral video, corporate and product video, web series, tv shows, documentaries,… Call For Videos Creativity / Visibility Pro Pitch Quality / Creativity Direct Assignment Quality / Time
  8. 8. CASE STUDY Candy Crush Saga Among 60 approved submissions King selected 5 winners. 24 hours after posting the winning video on the Candy Crush Facebook Page there were more than 41,000 shares registered. The post further generated over 48,000 likes and 5,500 comments (all organic, no paid post promotion) resulting in a total of 1.13 million views.
  9. 9. CASE STUDY Ferrero Kinder Pinguì The client wanted to produce a web series around the main character of Kinder Pinguì (ie Charlie the penguin) so we launched a pilot contest on Userfarm receiving more than 60 proposals, a dozen of very high quality. At the end of the process Ferrero acquired the rights of 2 pilots and is now publishing the first series achieving the highest results in organic views and customer engagement.
  10. 10. CASE STUDY Nokia Lumia 925 Nokia France asked for 5 viral videos to highlight 5 different features of the new Nokia Lumia 925. In less than 1 month, through a Pro Pitch, the brand selected 5 ideas and we managed the production. Each video reached high levels of views and engagement on Facebook and YouTube.
  11. 11. CASE STUDY Barilla Factory Barilla setup its own co-creation factory which soon became a key pillar of its content creation and advertising activities. On Barillafactory.com, the brand continuously engages creatives, filmmakers and customers on global as well as local projects, on a strategic brand positioning level as well as for tactical promotions.
  12. 12. OUR MAIN BENEFITS Our Smart Production Model allows to achieve significant better performance than the Traditional one in terms of: Cost: our cost are 70% less on average vs traditional model Scale: there are no limits in quantity of content we can produce Time: we can activate creators in few minutes and produce real time video Creativity: our clients can choose from a wide creativity and many point of views, Ubiquity: we can run global as well as city specific projects at the same time Under full management and total respect of code brand and values
  13. 13. ADDING A 3RD DIMENSION Participatory Storytelling Crowdsourcing / CoCreation adds a third dimension of value to the content creation, enabling the PARTICIPATORY STORYTELLING. Nowadays all brands need to engage their customers, let them become the stars of the brand communication and ambassadors of brand values .
  14. 14. PARTICIPATORY STORYTELLING Recent Case Studies
  15. 15. PARTICIPATORY STORYTELLING Recent Case Studies
  16. 16. Bruno Pellegrini - CEO brunopellegrini@userfarm.com +39 335 6191763 THANK YOU

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