The document discusses different levels of branded content from product placement to brand integration. It explains that brands are increasingly creating their own content and that success is not guaranteed. The keys to successful branded content are having a clear strategy with good fit between the content and brand, focus on engagement and attention on the brand, and generating publicity and fame around the integration. Metrics like recall, purchase intent, ROI, and social media engagement can measure the success of branded content.

1. Branded content:
more than just showing up
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2. Can you see the brand in this famous 19th Century painting?
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3. Three basic levels of Branded Content
Description
Product  Brand appears as prop and
Placement incidental to the action
Product  The product is featured in the
Testimonial program
Brand
Integration  The product is an element of the
story
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4. Increasingly brands are creating their own content
P&G’s Old Spice
created a series of
Kraft Foods U.S. viral videos in the
magazine has a U.S.
circulation of 1MM
Unilever’s Dove
brand created the
Ugly Wudi TV Show
in China
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5. Success is not guaranteed
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6. “Eighty percent
of success is
showing up."
Woody Allen
Sorry, Woody, but
when it comes to
marketing you are
so wrong!

7. Casino Royale, a prime example of brand integration

8. Remember this scene from Casino Royale?

9. Vesper: "Rolex?" James: "Omega." Vesper:" Beautiful."
But which brand do people
actually remember?

10. We can't assume brand integration will work as intended
Omega Other brands Rolex
33%
18%
14% 13%
10% 9%
UK Russia

11. What makes branded content
successful?
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12. Keys to success with Branded Content
A clear strategy, well executed, paying attention to…
Fit
Relevance and enjoyability of the content
for target audience
Fit between content and the brand
Focus
Degree to which the integration is engaging
Degree to which attention is focused on the
brand
Fame
How much publicity the integration attracts
Level of additional supporting activity

13. Fit: What is the opportunity?
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14. A good fit between the brand and content helps drive a
positive impression of the brand
Positive Impression of the brand
90
80
70
60
50
40
40 50 60 70 80 90
Appropriate to the brand

15. Fit: At its best, placement creates a virtuous circle of
associations….
CONSUMER
BRAND
CONTENT

16. If the show already exists you can test the likely fit in advance
69%
63%
60%
50% Show A
47% 45%
Show B
For people like me Associated with More appealing
latest trends

17. Same show, different products and integrations
Fit was perceived to be similar but…
% agreeing brand fits the show very well
42%
35%
Integration A Integration B

18. Integration B evoked a far better reaction because it was
perceived to extend perceptions of the show and brand
Involving
90%
Nice Unique
Mellow 40% Interesting
Integration A
Soothing -10% Irritating
Integration B
Boring Unpleasant
Weak Disturbing
Ordinary

19. Focus: Do people notice and remember the
brand?
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20. Ranking de recall das marcas expostas do
Big Brother Brasil 11
Outras marcas com menos de 2% de menções:
Ponto Frio, Nestlé, Quaker, Garoto, Minuano, Nívea, Pantene, Bout´s, Unilever, Ambev, Super Bonder, Claro, Omo, Activia, HSBC, L´Oreal, Dove, Ipê e Duracell.
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21. When executed well, brand integration can have a strong
impact on brand perceptions and purchase intent
62%
49% Pre
Post
20%
8%
Category User Non-User

22. Shifts in purchase intent can be used to measure ROI
Pre-Wave Post-Wave
(%) (%)
A B
19
31 A
It would be my first choice
I would seriously consider it
I might consider it 55
I would not consider it 50
23
17
4 2

23. Calculating Return on Investment
Likely impact
Audience First choice
20 million 12% = 2.4 million possible converts
Return on Investment
Cost Likely new purchasers* Cost per purchaser
$2 Million 1.44 million $1.92
*allow for a typical conversion of 60% to actual purchase

24. Fame: Assessing the wider impact
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25. Mustapha versus the Machine
Old Spice’s “The Man Your Man Coca-Cola’s “Happiness
Could Smell Like” Machine”

26. The Machine was more engaging
Very 29% 48%
enjoyable
Very different 52% 64%
Tell someone 38% 56%
about it

27. But Mustapha got more views per week
Very 29% 48%
enjoyable
Very different 52% 64%
Tell someone 38% 56%
about it
Weekly 1,044,646 220,994
viewing

28. The extra viewing was the result of TV support
Very 29% 48%
enjoyable
Very different 52% 64%
Tell someone 38% 56%
about it
Weekly 1,044,646 220,994
viewing
TV GRP wight 213 0
Seen ad 57% 1%
before on TV

30. Fame: The impact of integration can be extended through
other media and promotions
DEMAND ACTIVATION
PLACEMENTS THEMED
Triggers to PROMOTIONS
SPONSORSHIPS Sustained change Temporary
action or
to brand image halo effect COMPETITIONS
LINKED purchase
ADVERTISING REWARDS

31. Blockbuster integrations do show up on tracking studies
Q. In which of these places have you seen, heard or read anything about (brand) recently?
UK
%
TV 81
Posters 57
Newspapers 57
Magazines 46
Sponsorship 44
The internet 41
In a dealership 37
Radio 28
Cinema 25
Association with a film 17
On my phone 2

32. In Conclusion
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33. Common branded content pitfalls
• If too subtle …
• Brand placements can be misattributed or not even noticed
• If too obvious, or poorly integrated …
• Brand placements can be irritating
• If the fit between brand and program is weak …
• The brand placement may not have a positive impact on the brand
• If program reach ends up being low …
• The placement opportunity may not be leveraged

34. Research can help guide branded content decisions
• Identify the broad potential of the brand/programme ‘fit’
• Program imagery (vs. brand imagery)
• Audience appeal in terms of life values/psychographics (to determine
associative benefits of partnership)
• Detailed fit and opportunity research
• Determine which opportunity best fits the brand
• Creative execution assessment
• Helping to ensure that the creative treatment of branded content is
optimal before airing
• Pre/post evaluation
• Assessment of performance of branded content
against objectives – fit, value to brand, audience benefit

35. Continued assessment leads to improvement of execution
1st Phase 2nd Phase 3rd Phase 4th Phase
% % % %
Enjoyment
(top 2 boxes) 37 55 68 85
Appropriate
(top box) 29 29 38 43
Typical score in this country
%
Enjoyment 93
(top 2 boxes)
Appropriate
22
(top box)

36. Thank you for listening.
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