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.
9. Who Are We?
VideoGenie allows brands to leverage word-of-mouth
marketing in its most impactful form, video.
•
Our streamlined platform and services make
marketing initiatives more genuine and social.
10. Our Goal
Your customers talk about you, in their own words
and share their thoughts with others.
Contests
Testimonials
Reviews
Editorial
18. 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
21. 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
23. 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
24.
25. Agenda
Context
•
Examples
•
Bud Light Case Study
•
Takeaways
•
Looking Ahead: Social Ad Unit Demo
26. Who We Are?
Based in St. Louis, Anheuser-Busch is the leading
American brewer, holding nearly 25% of the global
market and 50% of the North American market of
beer sales to retailers.
27. The Bud Light Hotel
“BEST UGC campaign that Bud Light
has ever run!” – ABInBev
28. 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
33. 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)
34. 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
35. Peer Influences at Work
Super Influencers
• 2,300+ shares
• Received local
news coverage
Power Influencers
• 1,000+ shares
• Multiple friend and
organization retweets.
37. Agenda
Context
•
Examples
•
Bud Light Case Study
•
Takeaways
•
Looking Ahead: Social Ad Unit Demo
38. Takeaways
• Authenticity is paramount
• Location, location, location
• Never underestimate peer influence
• Incentivize and gamification
• Measure
39. Agenda
Context
•
Examples
•
Bud Light Case Study
•
Takeaways
•
Looking Ahead: Social Ad Unit Demo
40. 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?
41. How It Happens
Ad Placement:
1
2
3
Watch a Video Ad
Be inspired to Record
Share Your Video
Your Own Video
Because You Care