2. 2
Content can be defined as…
... any material that a brand, third party, or consumer creates that
influences the consumer through the path to purchase flowing freely across
screens, technology, and the world.
Whether we participate or not, content created about our brand is helping
to shape our brand story.
3. 33
…on what we can control.
Brand generated and/or distributed Content.
9. 9
But what to talk about…
stuff the brand
wants to talk
about…
stuff consumers
want to talk
about…
stuff we
both want
to talk
about…
10. 11
Great content demands planning…
Brand Plans Creative
Development
Idea
Development
Content Brief
Campaign Brief
Brand Strategies
11. 11
Great content demands resources…
50%
70%
25%
20%
25%
10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Time Invested
% of Content Created
Content we understand Innovating off what works Truly new to the system
13. 11
Tell rich, powerful, emotive stories
Ground the stories in Brand Purpose
Tell the stories in a way that they can be retold
Inform and optimize over time with big data
Four tenets for success…
15. Content Brief and Role of Channels:
Shared Value
Role of Brand in
tension /
opportunity
Target tension /
opportunity
Brand Objective
Brand Purpose Brand Personality
Shared Value
Role of Brand in
tension /
opportunity
Target tension /
opportunity
Shared Value
Role of Brand in
tension /
opportunity
Target tension /
opportunity
Channel Role
Approach
Content Pillar 1 Content Pillar 2 Content Pillar 3
Facebook
What role does
this channel
play?
Yes / No Yes / No Yes / No
Twitter
What role does
this channel
play?
Yes / No Yes / No Yes / No
Instagram
What role does
this channel
play?
Yes / No Yes / No Yes / No
OLM
What role does
this channel
play?
Yes / No Yes / No Yes / No
OLV
What role does
this channel
play?
Yes / No Yes / No Yes / No
16. Program
Cheez-It partnered with Twitter to spread the word
and publish College Game Day materials throughout
the week for the entire season.
Results
The Twitter activation provided an 8pt lift in HH
penetration, a $5.90 ROAS and a 5.5% Sales lift.
The Future
Many of these opportunities was discovered and led by the client-side teams. In the future, the commoditization of Content will continue to erode classic brand/agency models, forcing a new
approach to procuring and distributing our content
Combined Brand and UGC Content to
promote College Game Day
Syndicated Content in Social to drive
association between MSF and RTBs
Program
Partner with a syndicated content provider
(NewsCred) to generate content from external
sources paying off the brand’s reasons to believe.
Results
Tbc – Program is in its infancy
YouTube Influencers to drive Pringles
sales at Walmart
Program
Walmart Shopper Marketing team partnered with
YouTube influencer Dude Perfect to promote ping
pong trick shots with Pringles cans and backboards
available only at Walmart
Results
2014 - > 14MM views; ~$8.50 CPM
2015 - > 50MM views; ~$3.75 CPM
Content Marketing Examples
Editor's Notes
Situation -- Social media plays a crucial role in connecting and building relationships between consumers and brands. As social media matures, it’s converging with mobile to create a more holistic and dynamic landscape. Special K wanted leverage mobile and Twitter to create awareness for the new Simple 5 Plan and drive sales of Special K RTEC products.
Insight -- Consumers are passionate for the brands they love and they want to interact and share their thoughts and stories. Special K’s audience is on Twitter connecting with the things they love. And, there are thousands of moments to connect with them everyday – approximately 315K tweets per day! 78% of the activity is happening via a mobile device.
Solution -- Use promoted tweets to drive awareness of the Simple 5 plan and drive sales of Special K among the Special K target audience through keyword, interest and TV ad targeting.
Interest Targeting: Reach people with specific interests or who are like followers of specific accounts – e.g. @Sephora
Keyword Targeting: Reach people that search, tweet about, or engage with specific keywords – e.g Special K, weight loss
TV Targeting: Reach people on Twitter who have recently viewed your TV spot offline. Enables brand to extend the conversation and reinforce messaging.
Twitter campaign drove sales lift for both Special K (RTEC) and Special K Brand
One of the highest returns on ad spends Twitter has ever seen (94th percentile)
• Special K RTEC: 7.94% lift, resulting in $1.5M in incremental sales
• Special K Brand: 4.62% lift, resulting in $2.9M in incremental sales
• Return on ad spend was $5.00 for Special K RTEC and $9.52 for Special K Brand
• 46% of incremental RTEC sales were to new buyers & 54% were from existing buyers
