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Raw London - A strategic approach to video content.

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A strategic approach to video content - Thursday 21 March 2019

Ryan Wilkins & Amber Parsons
Raw London

Published in: Marketing
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Raw London - A strategic approach to video content.

  1. 1. A strategic approach to video content. Ryan Wilkins & Amber Parsons Raw London Thursday 21 March 2019 #CXCharityComms
  2. 2. Ryan Wilkins Founder & CEO Raw London Amber Parsons Creative Content Director Raw London
  3. 3. 1. Why video? 2. Customer journey 3. Video strategy 4. Examples 5. Key takeaways We’ll cover:
  4. 4. We are a creative agency. We work with charities to change perceptions, build trust, and drive action.
  5. 5. 1. Why use video?
  6. 6. 80% of consumers believe videos are helpful when making purchases. Blue Corona
  7. 7. 63% of charities cite engagement as the primary objective of their video content. Raw London benchmark report 2019
  8. 8. 2. Customer journey
  9. 9. Unaware Content mapping against user journey > > > > > > > > > > Legacy
  10. 10. Unaware Aware Content mapping against user journey Legacy Awareness/ brand promo
  11. 11. Unaware Aware Research Content mapping against user journey ‘About us’ content Legacy Awareness/ brand promo
  12. 12. Unaware Aware Follow Research Content mapping against user journey Awareness/ brand promo ‘About us’ content Social content Legacy
  13. 13. Unaware Aware Follow Research Content mapping against user journey Engage ‘About us’ content Social content Legacy Befriending & How-to content Awareness/ brand promo
  14. 14. Unaware Aware Follow Research Content mapping against user journey Engage Donate ‘About us’ content Social content Campaign films Legacy Befriending & How-to content Awareness/ brand promo
  15. 15. Unaware Aware Follow Research Content mapping against user journey Engage Donate Advocacy ‘About us’ content Social content Campaign films Impact films Legacy Befriending & How-to content Awareness/ brand promo
  16. 16. Unaware Aware Follow Research Content mapping against user journey Engage Donate Advocacy Loyalty ‘About us’ content Social content Campaign films Practical advice and support Impact films Legacy Befriending & How-to content Awareness/ brand promo
  17. 17. Unaware Aware Follow Research Content mapping against user journey Engage Donate Advocacy Loyalty ‘About us’ content Social content Campaign films Impact films Practical advice and support Legacy content Legacy Befriending & How-to content Awareness/ brand promo
  18. 18. Your audience’s needs change as they move closer to your brand.
  19. 19. You can’t achieve everything with one film.
  20. 20. 3. Video Strategy
  21. 21. Hero, Hub, Help. A content framework.
  22. 22. HELP Unaware Aware Follow Research Engage Donate Advocacy Loyalty ‘About us’ content Social content Campaign films Impact films Thank-you films Legacy content Legacy Awareness/ hero films Befriending & How-to content HERO HUB Awareness Consideration Purchase
  23. 23. Higher budget Lower budget • Awareness • Big picture • Entertaining / Inspirational • Minimal messaging • Focus on reach, impressions and views Hero Hub • Engagement • Storytelling and features • Emotional • Often people-led • Focus on engagement Help • Retention + conversion • Practical • Help, advice & news • Matter of fact • Focus on action and viewer retention
  24. 24. Google Digital Garage
  25. 25. 4. Examples
  26. 26. Unaware Aware Awareness/ hero films Legacy HERO
  27. 27. Scope #DisabilityGameChangers
  28. 28. Results
  29. 29. Unaware Aware Follow Research Awareness/ hero films ‘About us’ content Social content Legacy HUB
  30. 30. International Rescue Committee Friendship
  31. 31. MOCK UP OF VERTICAL VIDEO IN PHONE
  32. 32. Unaware Aware Follow Research Engage Donate Advocacy Loyalty Awareness/ hero films ‘About us’ content Social content Campaign films Practical advice and support Impact films Legacy Befriending & How-to content HELP
  33. 33. Marie Curie Information & Support
  34. 34. Key takeaways
  35. 35. Be audience-aware.
  36. 36. Content should work together to achieve clear objectives.
  37. 37. Be helpful.
  38. 38. Use our handout to help you prioritise and plan your content.
  39. 39. Thank you. @rawlondonuk

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