BOBCM: Case Studies Part 1 - Best of Branded Content Marketing Volume II


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This abridged edition of the Best of Branded Content Marketing: 10th Anniversary Edition book is the first of two Special Previews that we’re releasing. It contains six of the best examples of award-winning case studies from leading brands and expert practitioners around the world.

We hope that you enjoy this excerpt from our new book and that you’re inspired to create your own best-practice branded content marketing work.

You can download the full edition of the book at practices/ebooks/ from 19 March 2014.

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BOBCM: Case Studies Part 1 - Best of Branded Content Marketing Volume II

  1. 1. CONTENTS Introduction Volvo Trucks ‘The Epic Split’, Forsman & Bodenfors Sony Xperia ‘Vs The Northern Lights’, DigitasLBi Terra ‘Penetras de Luxo’, Wanted Agency Unilever Surf TOWIE ‘Summer D’Reem’, ITV Chivas Regal ‘MASHTUN’, Somethin' Else Unilever Dove ‘Real Beauty Sketches’, Ogilvy About the book About the producers Copyright 2014. This book may not be reproduced in whole or in part without the written permission of the publishers (BCMA, DMC, New Media Works) and the relevant copyright owner. Please contact in the first instance to request such permission. All trademarks and registered trademarks acknowledged. All rights reserved.
  2. 2. INTRODUCTION 2013 was the year that branded content marketing truly came of age. We are delighted that the Danish Marketing Association (Huset Markedsføring) has agreed to partner with the BCMA to help launch the Best of Branded Content Marketing: 10th Anniversary Edition ebook in March 2014. This abridged edition of the book is the first of two Special Previews that we have released. It contains six of the best examples of award-winning case studies from leading brands and expert practitioners around the world. We hope that you enjoy this excerpt from our new book and that you’re inspired to create your own best-practice branded content marketing work. Andrew Canter CEO, BCMA ©BBPMedia/GiuseppeToppers Special Preview Edition: Case Studies Part One
  3. 3. Campaign : Live Test Series: The Epic Split Client : Volvo Trucks Agency : Forsman & Bodenfors CASESTUDY
  4. 4. The solution to both the targeting and budgeting challenges was to embrace the new media landscape. Forsman & Bodenfors’ idea adhered to Volvo Trucks’ communications strategy in which innovation plays a key role. The agency devised an online marketing campaign using branded video content presented on Volvo Trucks’ YouTube channel. Called the ‘Live Test Series’, the campaign consists of a group of online films, each showcasing a different new Volvo truck feature being put through its paces in a live test. 4 CHALLENGE The trucking industry is a traditional business-to-business environment in which it’s quite a challenge to introduce a radically new communication approach. In addition, the target group of truck purchasers is scattered and difficult to reach. There are many influencers around each buyer, ranging from drivers, family and friends to trade press journalists. Volvo Trucks and their Swedish independent agency partner Forsman & Bodenfors knew that the most obvious way to reach their core target group would be a ‘catch-all’ broadcast marketing approach. But ‘reaching’ doesn’t equate to ‘connecting’, plus there was no allowance for the huge media budget needed to conduct a global advertising campaign to launch their new truck models. SOLUTIO Live Test Series: The Epic Split
  5. 5. However, this was not going to be any ordinary product review; the live experiments had to test the chosen features in informative, astonishing and entertaining ways, designed to focus on the trucks and catch the attention of the widest possible target audience. The aim of this creative strategy was to generate viral hits and a subsequent wave of (free) media publicity, effectively driving positive word of mouth about the film content that was relevant to both trucking and non-trucking audiences. 5 'Pyramids in the Wild'
  6. 6. True to this strategy, the first five online films include one in which two trucks race towards a tunnel while a woman walks across a wire between them and another in which a truck takes part in a bull run. The former film generated nine million views. The sixth film in the Live Test Series – ‘The Epic Split’ – is an even better example of the power of this strategy, with the added twist of a celebrity participant whose existing fanbase helped drive word of mouth. The starting point for ‘The Epic Split’ came from talking to Volvo’s technicians about the film’s chosen feature: Volvo Dynamic Steering. This system combines conventional hydraulic powered steering with an electric motor fitted to the truck’s steering gear. The electric motor receives 2,000 signals per second from the truck’s sensors, allowing for more precise steering and a more relaxed and ergonomically designed experience for truck drivers. To demonstrate this stability and precision, the creative team worked closely with film director Andreas Nilsson to come up with the idea of a spectacular stunt: actor Jean-Claude Van Damme slowly performs a split while standing on the side mirrors between two Volvo FM trucks – that are driving backwards at 15 miles/25 kms per hour as they move apart! Filmed in one astounding 76-second take after three days’ practice at a Spanish airfield, the film was designed to work on two levels: most viewers are expected to think “Wow, Jean-Claude Van Damme”, but the core target audience is expected to think “Wow, two trucks are able to be driven in reverse like this”. 6
  7. 7. 7 RESULTS Within the first three months of its launch in November 2013, ‘The Epic Split’ achieved: • 70 million+ views (10 million within the first 48 hours) • 8 million+ shares • Most shared video in the world within week one • Most watched automotive ad ever on YouTube • 20,000+ editorials globally online, in print and on TV (inc. general press and all major automotive and trucking press) • 5 million+ shares • #6 in YouTube’s Top Ten Trending 2013, a list that draws from all YouTube content across all categories, including babies and music videos that tend to generate the highest engagement • Earned media value of €126 million "The media landscape is changing. We have different media consumption habits today than a couple of years ago. That’s why, starting with the Live Test Series, we’re investing in this cost-efficient way of reaching out to millions of people via online branded content marketing." Anders Vilhelmsson, PR Manager, Volvo Trucks
  8. 8. The Live Test Series has not used any traditional paid media – YouTube is its only media channel. The relevance and power of the branded content itself has kickstarted organic distribution, editorial coverage, wider interactions and an upsurge in awareness of the Volvo Trucks brand and product messages, both online and via the Volvo Trucks global dealer network. The Series has already won the Grand Prix award for Branded Content & Entertainment at Eurobest 2013. And, in the ultimate evidence that ‘The Epic Split’ film has entered a wider cultural consciousness, it has already inspired a raft of consumer-generated spoof versions, some of which have racked up 50 million views themselves. Volvo Trucks will continue to release more Live Test Series stunt films, paving the way for future advertising and sales campaigns in local markets. 8 OUTCOMES
  9. 9. Campaign : Vs the Northern Lights Client : Sony Agency : DigitasLBi CASESTUDY
  10. 10. DigitasLBi developed ‘Xperia Vs…’, an online branded content programme that aimed to extend the target audience’s awareness of the new Sony Xperia Z and to encourage them to find out more about the phone. The initiative consists of a series of online video films in which ambassadors from the creative industries put features of the new phone to the test in interesting ways. For ‘Xperia Vs the Northern Lights’, the first group of chosen ambassadors – members of the bands OK Go and Pyyramids, and the photographer Martien Mulder – 10 CHALLENGE Sony is a household name when it comes to consumer electronics, however it’s a challenger brand in the relentlessly competitive smartphone market. In order to be among the top three brands people consider when choosing a phone, it’s essential to spread the word online. This is where people research ahead of purchase, and where brands earn the right to be viewed as a credible option. Supporting the introduction of the new Sony Xperia Z smartphone, DigitasLBi was tasked with creating an initiative to keep building product awareness post-launch – specifically online among the curious-minded, technology-loving target audience. The key challenge was to stand out from the existing plethora of online branded content in a way that was true to Sony’s philosophy: inspiring wonder and emotional response through technology. And all with minimal paid media support. SOLUTIO Xperia Vs The Northern Lights
  11. 11. travelled to northern Sweden to capture the sights and sounds of the Northern Lights (Aurora Borealis). They used Sony Xperia Z smartphones and tablets to capture their inspiration, and then used the Xperia Z's one-touch connectivity feature to bring their work together, resulting in a four-minute track ‘From Under Other Stars’. DigitasLBi also created a series of in-depth, making-of films demonstrating the process and the technology involved. Designed to appeal to the motivations of consumers with an interest in what’s new and exciting, along with a love of technology and its possibilities, the full series of films from the trip was hosted on Sony Mobile's YouTube channel. 11 'Making Of (From Under Other Stars)' ‘Damian Kulash and the sound of outer space' 'Pyyramids in the Wild' 'Photographer Martien Mulder on ice'
  12. 12. 12 RESULTS Within a week of release: • #1 most shared video on Facebook and Twitter in last 24 hours - UK • #3 most viewed YouTube video in last 24 hours - UK • #1 most popular YouTube video in 'Entertainment' - UK • #1 most popular YouTube video in 'All Categories' - UK Within seven months: • 500,000+ unique views • 1,000 new Sony YouTube channel subscribers "The 'Xperia Vs' series is essentially a product demonstration on steroids. It's a chance for us to put the device to the test in truly surprising ways, and see if it survives to tell the story. Tech always forms the backbone to these stories, and in this instance we put the Xperia in the hands of musicians and photographers and sent them to the Arctic Circle.  Their mission? To create a one-of- a-kind audiovisual experience, using only the features of the phone, especially connectivity. A soundtrack to the Northern Lights was born. The result was a stunning, shareable piece of branded content and was supported by an innovation tale that spoke directly to our tech- curious audience." Simon Attwater, Group Creative Director, DigitasLBi
  13. 13. With little paid media support, the Sony Xperia Vs Northern Lights online videos spread the message of the new smartphone to a vast new audience. By understanding the audience, creating a strategy that spoke to their interests, and developing branded content that was new and innovative, DigitasLBi produced a campaign that exceeded expectations. 13 OUTCOMES
  14. 14. Campaign : Penetras de Luxo Client : Terra Agency : Wanted ASAS da Imaginação CASESTUDY
  15. 15. Wanted Agency and ASAS da Imaginação decided to create branded content that featured Generation Y and could be viewed digitally, making it possible to generate spreadability. They came up with ‘Penetras de Luxo’ (VIP Party Crashers), a series of online films that uses Planeta Terra as a backdrop to tell the story of a group of friends that gatecrashes the festival’s VIP area. To shoot the series, the festival was turned into a set where the storyline and characters were fictional but settings and surroundings were real. 15 CHALLENGE Terra is a Brazilian ISP and media network that sponsors Planeta Terra, one of the largest music festivals in Brazil. The brand challenged Wanted Agency and ASAS da Imaginação to come up with a marketing campaign that had two objectives: extend the experience of the one-day Planeta Terra festival into other territories; and connect with Generation Y to continue the conversation about the festival long after the event ends. SOLUTIO PENETRAS DE LUXO
  16. 16. Live incidents that occurred throughout the festival were used to develop the story, grabbing the attention of the public during and after the event. Launched online and on digital TV after the festival, six short episodes and one short film presented the ‘Penetras de Luxo’ characters and showed how they gatecrashed the VIP area. Just like every good work of fiction, a conflict was also added: a mysterious situation occurs and they all end up at the police station. The idea of blending real life with fiction was taken a step further with a celebrity twist that started during the festival. One of the characters was played by a famous Brazilian actor and, in a PR stunt, his character’s name reflected his real name, Sergio. So when a fictional kiss between him and another character was shown on the big screens at the festival, it generated tweets and impressions on social media instantly. 16
  17. 17. 17 RESULTS During the Planeta Terra festival weekend: • c.65,000 festival attendees were exposed to elements of the series • The kiss scene received 600,000 social media impressions • The buzz became so intense that Sergio had to publicly announce that the kiss was part of ‘Penetras de Luxo’, creating even more buzz about the series ‘Penetras de Luxo’ subsequently became one of the most watched national productions on Terra’s digital TV platform, Sunday TV Wanted Agency was founded in Brazil in the age of participation, in the midst of a culture of convergence. The Agency believes that fan culture is the new reality in which consumers participate in the production of collective intelligence about brands and products. In order to succeed, the brand story needs to connect with the broader conversation and discussion of what is happening in today's culture. Wanted Agency specialises in creating or developing brand culture. It uses a proprietary methodology to tell a consistent story throughout the brand experience and initiatives, connecting the brand to contemporary culture and creating tribes who actively participate in the life of the brand. Take a look at some more work from Wanted Agency.
  18. 18. The ‘Penetras de Luxo’ series of branded content films became such a hit for Terra that it has now evolved into a sitcom with a contract for an entire season on web and cable TV. 18 OUTCOMES "The key to the success of this branded content marketing campaign was creating intriguing narrative content that seamlessly incorporated the product (the festival) with the audience, as well as blurring the lines between fiction and reality. This created an appetite for people to discover more, to put themselves in the shoes of the characters and to talk to each other about the story unfolding before them." Patrícia Weiss, CSO, Wanted Agency; SVP Strategic Consultant for Branded Content, Branded Entertainment & Transmedia Storytelling, ASAS da Imaginaçaõ
  19. 19. Campaign : Summer D'Reem Client : Unilever Media Owner : ITV CASESTUDY
  20. 20. Today, functional differences between detergents are minimal. Personality is the extra dimension that powerfully and intimately connects brands with consumers. This insight led to a fitting solution: extending Surf's multi-platform sponsorship of The Only Way is Essex (TOWIE) – the show with some of the biggest and most influential personalities on TV. The entertainment show’s reach and the buzz it generates represented an excellent opportunity for Surf to get its key audience listening – and buying. 21 CHALLENGE In 2012, Unilever’s Surf laundry detergent found itself facing a challenge. Washing detergent is a low-interest category and Surf’s competitors were aligning themselves with the biggest event in the calendar – the 2012 Olympics. A big idea was needed for Surf to resonate in customers’ minds. SOLUTIO Summer D’Reem
  21. 21. To deepen and personify the TOWIE/Surf relationship, Unilever extended its TOWIE licence to launch a brand new Surf fragrance called Summer D’Reem, featuring cast favourite Joey Essex. The launch included: • TOWIE branding on Surf packs and across in-store design • Social media-driven discussion from TOWIE’s fiercely loyal and active fan base • Joey Essex starring in unique viral video content ‘Fresh Out of Essex’ • Additional Surf digital advertising to support the launch ‘Fresh Out Of Essex’ was an online mini- series of exclusive content that lived on the official TOWIE website, devised to feed fans’ constant demand for everything TOWIE. Bumpers on ITV mobile and ITV Player, plus roadblocks on consolidated this activity. Unilever also knew that competitions were key in engaging Surf’s target audience, and who would say no to a free, glamorous trip to ‘Marbs’ in Spain? Certainly not TOWIE fans.  22
  22. 22. 23 RESULTS • £1 million+ gross retail sales value across the summer • Talkability 51% (vs. 36% non-viewers)• Purchase intent 62% (vs. 51% non-viewers)• 1.3 million ‘Fresh Out of Essex’ video views across the year • 61,501 visits to the Marbs competition entry page (297% vs. KPI) • 19.9 million monthly total video requests and 18 million page views online during the campaign
  23. 23. 'Summer D’Reem' was a very successful branded content marketing campaign with a massive influence on viewer response. Surf’s TOWIE sponsorship awareness grew to 77% (22% above the norm) by the end of the campaign. The campaign was viewed as especially effective in terms of persuasion, with 62% of viewers likely to say it made them think differently about Surf and made them more likely to consider that Surf’s image was more positive. 24 OUTCOMES "Sponsoring TOWIE was a great chance to build brand awareness and demonstrate we are a fun brand with a point of difference. The new fragrance launch, aligned with TOWIE, further helped extend the sponsorship into retail, leading to great business results that helped meet our objectives." Katy Holder, Surf Brand Manager, Unilever
  24. 24. Campaign : MASHTUN Client : Chivas Regal Agency : Somethin’ Else CASESTUDY
  25. 25. Working with Havas, Somethin’ Else took Chivas’ overall campaign objectives and put their proven design approach to work. Somethin’ Else could have proposed a perfectly suitable game where little hosts barrel back and forth. However, creating a game that actually makes social gatherings go well was deemed a far better plan: the game should be a tool for hosts and should bring the campaign to life. Recognising that social gatherings are affected by personal digital technology, Somethin’ Else also decided to embrace that technology to turn the attention of party guests towards each other. This called for a 26 CHALLENGE Chivas Regal is a sophisticated, modern brand of Scotch whisky – with over two centuries of history. Their ‘Art of Hosting’ marketing campaign is sharply focused: Chivas makes the modern social gathering complete. Chivas asked their marketing partner Havas Worldwide London to include a smartphone app in the campaign. Havas challenged content design and creation company Somethin’ Else to come up with a game that showcased the ‘Art of Hosting’, which is all about creating an environment, a novel experience, and facilitating a good time. SOLUTIO MASHTUN
  26. 26. social game that made players look at each other rather than their devices. Those two insights framed Somethin’ Else’s mission: to reinvent the parlour game for the modern age; to make ‘real- time social games’; and ultimately to make you a better host. The starting point for developing the game was to look at the most successful parlour games from history and capture their essence. What made them popular games? What was the central mechanic that encouraged interaction? The creative team tested them out (a lot) and whittled the list down to around 20 games. The next step was to test these ideas against the central premise: the games had to make smart, entertaining and imaginative use of iPhone and iPad hardware, such as the touch screen, camera, gyroscope, accelerometer and microphone. A shortlist was then compiled and the resulting games were prototyped and tested to see if they fit the bill. Scoring was an interesting challenge. The aim was for scoring to be arbitrary, something to be set by the party host to demonstrate that s/he had the qualities that Chivas was interested in fostering. The results of several user testing sessions with a target audience of professional people aged 25-35 were fed 27
  27. 27. into the whole development process to create the final app: MASHTUN – a suite of five parlour games for the modern host: • Mashact: Inspired by Charades, this quick-fire acting game encourages wild team acting under pressure, with the words selected by the opposing team. • Mashjam: Players ‘jam’ by playing sections of a track in time. • Mashtip: Players complete physical challenges while keeping a tower of blocks balanced. • Mashrelay: A head-to-head relay race powered by your voice! • Mashseek: Hide and seek for the modern age. One team hides their device. The other team uses their device to find it. The MASHTUN app automatically suggests the number of teams and the number of players on each team, based on the guests and smartphones or tablets in the room. Launched in April 2013, the free app was made available on the iTunes app store as part of the wider ‘Art of Hosting’ campaign, and promoted via YouTube, Vimeo and Facebook. 28
  28. 28. 29 Somethin’ Else designs and creates content that millions of people watch, listen to and play with every day on their computers, radios, devices and televisions. Awarded internationally at the highest level – they are 2013’s BAFTA Production Company of the Year, for example – Somethin’ Else has an interdisciplinary team of media and technology experts who work with brands, broadcasters and content publishers across four areas: digital, radio, talent, and TV and video. Their knowledge of strategy and their obsession with audiences and users help them to achieve difficult objectives by creating content people love. Take a look at Somethin’ Else’s showreel. "This collaboration with Havas Worldwide London shows why enlightened brands and agencies are instrumental in the future of content. Together we've created a parlour game like never before – truly social and sophisticated, challenging people’s perceptions of technology and gaming." Paul Bennun, Chief Creative Officer, Somethin’ Else
  29. 29. The MASHTUN app has been nominated for a number of awards (already winning a bronze award in the Kinsale Sharks International Creative Festival 2013 – Digital category), and generated significant interest from other FMCG brands on how games can play a part in their content marketing. 30 OUTCOMES "Chivas MASHTUN combines elements that we know modern gentlemen love: games, gadgets and, above all, being a great party host. Chivas has always been about bringing people together, celebrating friendship and generosity. With this new venture, we wanted to change the rules of gaming technology, which can be insular, and make entertaining at home sociable, entertaining and memorable." James Slack, Global Brand Director, Chivas ©OliviaArthur/MagnumPhotos
  30. 30. Campaign : Real Beauty Sketches Client : Unilever Dove Agency : Ogilvy CASESTUDY
  31. 31. 33 CHALLENGE From 2005, Unilever's Dove brand of personal care products has celebrated women's natural beauty in its 'Real Beauty' marketing campaigns. Market research suggested that only 4% of women describe themselves as beautiful, so the Dove Real Beauty campaign for 2013, created by Ogilvy Brazil, was tasked with raising the self- esteem of the other 96%. No short order! Real Beauty Sketches "Unilever asked us to make women feel better about themselves. We wanted to move women, to find an idea that could actually prove to women that they're wrong about their self-image. Hats off to Unilever – they didn't approve a script, they approved a social experiment that could've gone either way." Anselmo Ramos, Creative Director, Ogilvy Brazil
  32. 32. Ogilvy came up with the idea to run a social experiment that turned on its head the tendency of women to be critical of their appearance. It involved women being filmed going through a process of self-discovery, seeing themselves through their own eyes and those of strangers. For the experiment, FBI forensic artist Gil Zamora sketches women he can't see on different days – firstly based on their own descriptions of themselves, then based on a stranger's description, without Gil ever knowing when the subject was the same person. The resulting sketches are then revealed to the subjects for comparison, with the sketches from the strangers' descriptions being the more accurate and flattering. The women reacted strongly to the sketches, some with tears, as they realised that they were doing themselves an injustice. The campaign was presented on YouTube as a branded, documentary- style film (in six-minute and three-minute versions) with the tagline 'Women: You Are More Beautiful Than You Think'. 34 SOLUTIO
  33. 33. 35 RESULTS• 170 million views on YouTube • Most-watched online branded content of 2013 • 3rd most-shared branded video of 2013
  34. 34. The Dove Real Beauty Sketches branded content marketing campaign strongly reinforced Dove's ongoing Real Beauty strategy. It was successful in tapping into women's emotions and making people think again about how they judge their own appearance. The film went viral very quickly (more than 15 million views within a week of its launch) and inspired conversations, debate and articles in media as diverse as Adweek, The Telegraph, Facebook, Bloomberg, Mashable, New York Times, Forbes, Huffington Post, and Psychology Today – as well as wider adoption of the concept, such as the 'Men: You Are Less Beautiful Than You Think' spoof video. 36 OUTCOMES
  35. 35. ABOUTTHEBOOK The Best of Branded Content Marketing: 10th Anniversary Edition is the second in a series of social media and branded content ebooks produced by the BCMA and its strategic partners DMC and New Media Works. The enhanced media ebook is an international collaboration containing 13 of the best recent branded content marketing campaigns from cutting-edge brands and award-winning agencies, as well as "what is," "how to" and "what's next" features from leading practitioners. These features include emerging market reports from Brazil and Russia, an Ipsos MORI and Oxford Brookes University research review, tips on how to create successful social video content, and predictions about the future of branded content marketing from 60+ experts around the world. You can download the full edition of the book at practices/ebooks/ from 19 March 2014.
  36. 36. ABOUTTHEPRODUCERS The BCMA Launched in 2003, the Branded Content Marketing Association (BCMA) is the global trade body for branded content, with members throughout Europe, Australia, Asia/Pacific, Scandinavia, South America, Russia and North America. It brings together and benefits a broad spectrum of content creators and owners, including organisations from the advertising, brand development, sponsorship, media, broadcasting, digital, social media, programming and entertainment industries. The BCMA strives to promote best practice, shared learning and grow the branded content market to a wider audience. Digital Media Communications Ltd (DMC) Founded in 1994, when the Internet was just emerging into the mainstream, DMC is a highly experienced digital marketing communications consultancy that specialises in using collaborative and social marketing approaches. Co-founders Justin Kirby and Greta MacFarlane are responsible for the strategic planning, project management, editing, publishing and promotion of this series of ebooks. New Media Works Former AKQA creative head and co- founder Mark Welland established New Media Works in 1998. He has over 20 years of interactive design experience, including the creation of ebooks and apps for local and global brands and e-learning organisations. Mark is responsible for the creative development, design and production of this series of ebooks.