Too many brands exist on social but don’t make the most of it. Over the course of this presentation, I will delve into the principles to making successful branded content that will allow you to fit into feeds around the world, allowing your brand to stand out.

1. MASTER
CLASS
Tommy Wigley
HEAD OF SOCIAL
OGILVY AMSTERDAM
AMSTERDAM, NETHERLANDS ~ SEPTEMBER 14 - 15, 2023
DIGIMARCONEUROPE.COM | #DigiMarConEurope
DIGIMARCONNETHERLANDS.NL | #DigiMarConNetherlands
Master Class:
How To Fit In, To Stand Out

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FINDING
YOUR
VALUE
HOW TO
FIT IN,
TO STAND
OUT

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HI

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I’M TOMMY.
HI

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SOCIAL
MEDIA
IS A PARTY…

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WE PLACE OURSELVES INTO
SOMEONES LIVING ROOM,
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OUR COMPETITION?
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9. 9
9 DOGS.

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10 BABIES.

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11 MEMES.

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12 FRIENDS.

13. 13
13 CREATORS.

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AND
THERE’S US…
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BRANDS DON’T REALIZE
THAT THEY NEED TO
IN ORDER TO STAND OUT
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WHEN
WAS THE
LAST
TIME
YOU HEARD A REAL
PERSON SELL YOU
AN RTB?

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THEY SELL
YOU A STORY.
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UNDERSTAND
THE MEDIUM. PRINCIPLE 1

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EXPERIMENT,
WITH PURPOSE PRINCIPLE 2

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YOU NEED TO HAVE AN
OVERLAP OF WHAT YOU
WANT OUT OF THE
PLATFORM AND WHAT
PEOPLE ARE LOOKING
TO GET FROM YOUR
ACCOUNT.

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MAKE FRIENDS
WITH DATA PRINCIPLE 3

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SOCIAL WITHOUT
DATA, IS LIKE
BREAD WITHOUT
GLUTEN…
POSTS THAT INCLUDE THE
COLOUR ORANGE:
EXPRESSION RATE
OVER REACH PILLAR
AVERAGE: 10%
CHANNEL AVERAGE: 5.4%

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SOCIAL WITHOUT
DATA, IS LIKE A
PLANE WITHOUT
WINGS
POSTS THAT INCLUDE A
HUMAN VOICEOVER:
EXPRESSION RATE
OVER REACH PILLAR
AVERAGE: 7%
CHANNEL AVERAGE: 2.4%

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REMEMBER,
NO ONE
CARES
PRINCIPLE 4

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NARRATIVE
TIME
Setting the scene
Building
momentum
Climax of the
story
Resolution
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NARRATIVE
TIME
Setting the scene
Building
momentum
Climax of the
story
Resolution by the
brand
PEOPLE SPEND AN AVERAGE OF
1.7 SECONDS
WITH A PIECE OF CONTENT
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NARRATIVE
TIME
Setting the scene
Building
momentum
Climax of the
story
Resolution by the
brand
OH NO.
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PEOPLE SPEND AN AVERAGE OF
1.7 SECONDS
WITH A PIECE OF CONTENT

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HOOK,
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ENGAGE,
CLOSE.

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HOOK,
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HOOK,
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HOOK,
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ENGAGE,

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CLOSE.

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CLOSE.

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SMILE. PRINCIPLE 5

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WHAT
NOW?
ALRIGHT TOMMY,
THAT WAS FUN.
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SOCIAL
AUDIT
V V
Analyse your social profile and your
competitors. What content is
performing good? What doesn’t? How
can you position yourself?
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SOCIAL
AUDIT
V V
CREATING
CONTENT
Analyse your social profile and your
competitors. What content is
performing good? What doesn’t? How
can you position yourself?
Create content with a "Test and
Learn” -Mentality. Be brave and try
new platforms, content types, etc.
How will you know that works if
you’ve never tried it?
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SOCIAL
AUDIT
V V
CREATING
CONTENT
Analyse your social profile and your
competitors. What content is
performing good? What doesn’t? How
can you position yourself?
Create content with a "Test and
Learn” -Mentality. Be brave and try
new platforms, content types, etc.
How will you know that works if
you’ve never tried it?
Just post it and understand
how your audience reacts on
your content formats/ types.
GET IT
ALL OUT
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SOCIAL
AUDIT
V V
CREATING
CONTENT
GET IT
ALL OUT
ADAPTING
TO AUDIENCE
Analyse your social profile and your
competitors. What content is
performing good? What doesn’t? How
can you position yourself?
Create content with a "Test and
Learn” -Mentality. Be brave and try
new platforms, content types, etc.
How will you know that works if
you’ve never tried it?
Just post it and understand
how your audience reacts on
your content formats/ types.
Use the free data available to
you and adapt to your
audiences behaviour and
preferences.
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FOR
BRANDS,
SOCIAL
NEEDS
TO BE
THE SPACE…

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WHERE
DATA
BECOMES
THEIR
ASSET OF
SUCCESS.

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WHERE
ADVERTS
ARE TURNED
INTO STORIES.

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WHERE
BRANDS
BECOME
CREATORS.

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BUT
PLEASE
DON’T
DANCE

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CHEERS.
TOMMY.WIGLEY@OGILVY.COM