A presentation by VideoGenie and Bud Light at SXSW on 3/10/2012. It focuses on how word-of-mouth marketing can be amplified by using a brand's customers on video to produce authentic, shareable, and credible brand assets.
Consumer Inﬂuence To what extent
do people trust… 80% 70% 60% 50% 40% 30% 20% 10% 0% Friend/Family Consumer Expert Ra=ngs/ Print Print Magazines Brand sites Newspaper Ads Magazine Ads Brand SEM Banner Ads Recommend Ra=ngs/Reviews Reviews Newspapers Sponsorship Consumer inﬂuence is 2x more Traditional Advertising effective than traditional advertising. Source: North American Technographics® Interac=ve Marke=ng Online Benchmark Recontact Survey, Q2 2010 (US) Forrester Research
Contests: Results Campaign Stats 980%
ROI based on ticket sales on their investment with VideoGenie. • 92 friends visit per recorder. • 20% increase in Facebook fans. • 40% of all trafﬁc came from referrals • 12x more views than YouTube
Product Reviews: Results “These videos
are awesome. They’re authentic and hit on all our key points in our customers’ own words.” — Scott Cook, Intuit Founder • 55% engagement rate • 30% conversion rate • 8.4 avg. videos viewed • 3:28 avg. engagement time
Editorial: Levi’s “We empowered fans
to connect with the Levi’s® brand to share their stories of inspiration in an authentic voice. None of this would have been possible without the VideoGenie platform.” — Gareth Hornberger, Global Digital Marketing Mgr. at Levi’s • 88% of contributor post-to-wall rate • 4% friends’ recording rate • 98,000 new Facebook fans
The Campaign OBJECTIVE Open casting
call to ﬁnd the ofﬁcial Bud Light Hotel correspondent and engage the Bud Light Facebook fan base. STRATEGY Utilize customer-generated video in the form of a contest to : • Build WOM brand awareness • Increase social sharing • Showcase passionate fans • Drive website and Facebook trafﬁc • Generate a surplus of curated video assets
The Results 480,000 engagements •
92,000 Shares • 70% organic trafﬁc • 2 minutes on average viewing time • 25 Super Inﬂuencers (1k shares) • 180,000 new fans (8% increase)
Customer Sharing The 1st interaction
with your brand will be through a trusted source. Sebastian Rusk SUPER BOWL OR BUST! We’re on the final stretch, and I need all the help I can get! Sebastian Rusk – Bud Light Hotel watch.videogenie.com MelanieSnare Melanie Snare Please RT. Help send former @Atlanta_Falcons Cheerleader to #SuperBowl for #BudLight. Like @melanieSnare’s video at bit.ly/rSOPMa 12 hours ago• Brand recall 7% higher when video is recommended • Enjoyment 14% higher when video is recommended • Likelihood to purchase 97% higher when video is enjoyed — source Unruly Media Study
Peer Inﬂuences at Work Super
Inﬂuencers • 2,300+ shares • Received local news coverage Power Inﬂuencers • 1,000+ shares • Multiple friend and organization retweets.
Display Ad Challenges • Declining
CTR: Consumers are uninspired to click on an ad. • Poor Engagement: Ads don’t motivate interaction. • People Don’t Share: No incentive for consumers. • Low Recall: What is the last ad you saw today?