This document discusses how legacy brands can embrace digital disruption by remodeling for a content-driven world. It provides examples of how Guinness World Records partnered with various brands like Volvo, Jaguar, Panasonic, and Reebok to create viral video campaigns. These campaigns achieved millions of online views and engagements, global press coverage, and significant lifts in brand mentions. It concludes that brands should know their audience, be willing to experiment, collaborate on curating engaging content, and enjoy the results of such digital marketing strategies.

1. Embracing Disruption
How to remodel a legacy
brand for a content and
digital-first world

3. In the
Beginning…

5. • Book publishing
• Digital
• TV
• Live Events
• Marketing Services
Multichannel Platforms

6. Global
Audience

7. The Power of
Record-Breaking

8. •First YouTube Video
•Guinness World Records Day 2006 Highlights
•23 Nov 2006
•56,077 views
First Facebook Video post
Guinness World Records Gamer’s Edition TV Advert
2 May 2008
TBC Views
Digital Evolution

9. Digital Evolution

10. •YouTube
•Most consecutive cars jumped over on a pogo stick
•Nissan and Dalton Smith (USA)
•80,075 views
•95 comments
Facebook
Facebook LIVE broadcast – Most cans crushed with a
unicycle in one minute
113,000 views and 58 shares
1,200 reactions 164 comments
Digital Evolution

12. Which
Channels?

13. What Content?

14. Most costume
change illusions
in one minute

15. Curation & Distribution

17. Volvo Trucks (USA)
Largest object unboxed
Case Study
Volvo

19. The
Results
25 million views and 740,000
engagements in two weeks
Volvo Trucks North America’s
most-watched film of all time
No. 3 spot on Ad Age’s
July 25th Viral Video chart

20. Case Study
Jaguar

22. The
Results
Global press coverage:
The Telegraph, Forbes,
MSN, Top Gear, CNET
Over 5.5m views in first week
460 broadcast news segments

23. Panasonic
Case Study
Panasonic Evolta Challenge 2016

25. The
Results

26. Case Study
Reebok

28. The
Results
140 Million
impressions
in US alone
+115% lift
in Reebok
mentions online
921,595 Facebook
views on GWR
channels alone
60,000 additional
consumer engagement
through GWR platforms
200,000 video
views on Reebok
platforms

29. In Summary
• Know your audience and
their viewing habits
• Don’t be afraid to experiment
• Curation through collaboration
• Enjoy the results!