1. Nike used a global video content distribution network to engage consumers across the product lifecycle from awareness to loyalty. 2. They launched the "Write the Future" campaign for the World Cup to generate awareness and interest through a participatory video platform. 3. Videos demonstrating products like the Nike CTR 360 boot helped drive action by showcasing features to target audiences. 4. Nike Football+ content kept consumers loyal by providing video tutorials and training from athletes to continuously improve their skills.

1. Content driven brand strategy

2. Online video“The future is already here – it's just not very evenly distributed”William Gibson

3. The evolution in online advertisingThe driverThe formatAccessBroadbandRich media + searchStatic displayAudiovisualExperience (content)The front lineReachPerformanceBrand1996-20012008-2003-2007

4. Delivering superior performanceVideos, properly submitted, are 53 times more likely to generate a first page Google ranking than traditional SEO techniquesForrester Report, 2010Video ads are on average 4-7 times more effective than other display formats in engaging a user. Double click & Dynamic Logic 2009

5. By Tom Foremski

6. 3 questions to getusgoing…How and where am I speaking to people?MediaAudienceWho are they and what do they care about?Where in the lifecycle do I want the video to communicate to my target audience?Content

7. Media: From ads to contentFrom drive to site…Traditional tools like display are expensive and not good at engaging users.… to distributing contentDistribution of audiovisual content to engage and be useful. Offer a relationship.

8. Audience: The who, how and whatWho are they?What to they care about?How do they speak?

9. The content driven consumer life-cycle1. Awareness2. Interest3. Action4. Loyalty

10. goviral is a global video content distribution networkLooking at the lifecycle

11. Let the brand take the backseat1. Awareness2. InterestExpanding audiences and build a connection3. Action4. Loyalty

12. VW: The fun theoryTalkingabout the environmentdoesn’t have to be boringUse the attention to do somethingwith the users

13. The product is the star1. Awareness2. InterestBringing products to life and increasing engagement3. Action4. Loyalty13

14. Apple Ipad2Information canbe as valuable as entertainmentThe brand, the products & the people

15. 1. Awareness2. Interest3. Action4. LoyaltyActionConvert browsers to buyers15

16. If you can pursuade me I buyIntegrate video and buying in a waythatmakessenseRememberthatpeopledon’t have to go to your site to buy a product. Useother destinations and even the video playeritself.

17. Loyalty1. Awareness2. InterestIncrease the value of your product3. Action4. Loyalty17

18. If you keep me happy, I will stayOffer guides and tutorials to empowercustomers and let themget more out of your productThe product is the wholeexperience, not just the materialvalues. This is customer service on demand.

19. SummaryConceptActivation

20. goviral is a global video content distribution networkThe future is already here:Nike

21. Awareness: Write the futureContent: Write the futureLaunched for the world cup in South Africa, Write the future “owned” the world cup for Nike – leading users to sign up (6,5mil) for Facebook to personalize their page and follow/join the “The Chance

22. Interest: The ChanceContent: “The chance”“The chance” followed almost 100,000 young hopeful players trying to get selected for an elite Nike Academy football camp. It allowed users to build a personalized facebook page to promote themselves. 100 players were chosen and multiple videos where created during the selection period, following the different sessions and the final selection ceremony were the 8 final members of the academy was celebrated.

23. Interest: The Chance

24. Action: 360 CTR info videos Content: Nike CTR 360 bootContent presenting the new CTR 360 boot and why it is especially good for midfielders/playmakers.

25. Loyalty: Take control + many othersContent: Football+When you have bought your Nike football boots, you get access to Nike Football+. It is a separate area of the Nike Football website that gives you training videos with the best players in the world. It is not just about the boot, it is the promise of becoming a better football player.

26. 'We're not in the business of keeping the media companies alive. We're in the business of connecting with consumers.'’Trevor Edwards, Vice President, Global Brand & Category Management - Nike