The document outlines Jon Mowat's presentation on creating winning video campaigns. It discusses a three step process: 1) Plan your video strategy based on awareness, consideration, or action stages of the sales funnel. 2) Create different types of video content for each stage. 3) Activate your videos across owned, earned, and paid channels and measure key performance indicators. The presentation emphasizes using emotional storytelling to drive behavior change and growth over the long term. It also provides examples of video content for different funnel stages and discusses how to measure success.

1. © Hurricane Media UK Ltd
How to create winning video campaigns
Marketing Week Live
7 / 8 March 2018
Sixteenth November 2017
Brand Engagement and Innovation Stage
3pm 7th March
12pm 8th March

2. The inspiring bit at the start
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3. We are here to ..
… change consumer behaviour
… persuade, to cajole, to convince
… increase awareness, engagement and sales
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4. But how to we
DO IT BETTER?
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5. Effective, results focused campaigns
With video at their core
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6. The bit about me
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7. Jon Mowat
Managing Director
Hurricane
www.hurricanemedia.co.uk

8. “A fantastically easy to read, practical and hands-on book”
Daniel Rowles
CEO
Targetinternet.com
“An exceptionally comprehensive study on the power of a varied content strategy”
Ben Wiggins
Brand & Communications Manager
INFINITI Motor Company
“Very engaging and insightful. Great insights, useful diagrams and important learnings
that will help to increase market penetration and increase return on investment.”
Linda Brewer
Head of Communications
Atlas Copco, Vacuum Technique
“Mowat has produced a fascinating and eye opening look at the latest generation of
content marketing.
Henry Stuart
CEO and Cofounder at Visualise

9. “A fantastically easy to read, practical and hands-on book”
Daniel Rowles
CEO
Targetinternet.com
“An exceptionally comprehensive study on the power of a varied content strategy”
Ben Wiggins
Brand & Communications Manager
INFINITI Motor Company
“Very engaging and insightful. Great insights, useful diagrams and important learnings
that will help to increase market penetration and increase return on investment.”
Linda Brewer
Head of Communications
Atlas Copco, Vacuum Technique
“Mowat has produced a fascinating and eye opening look at the latest generation of
content marketing.
Henry Stuart
CEO and Cofounder at Visualise
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10. The big statistics bit
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11. Some big numbers showing video is a big deal
In 2021 a million minutes of video content will cross the Internet every second.
More than 60% of marketers and small business owners plan to increase
investment in video marketing in 2017.
62% of B2B marketers rated videos as an effective content marketing tactic in
2016.
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12. Why is video so effective?
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13. Why is video so effective?
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14. Why is video so effective?
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15. Why is video so effective?
60% of net traffic is now on
mobile and touch devices
and what was the “normal”
way to watch content is no
longer the norm.
Dopamine from touch
feedback
Compulsion loops
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16. Why is video so effective?
We are tuned into small sudden
movements, like that of a
predator: Snake Detection theory
Ganglion cells, signal the brain to
be aware that an object is
moving.
If the whole scene moves, the
cells remain silent.
If only part of the scene moves,
they signal the brain that there is
movement.
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17. Why is video so effective?
We pay more attention to our mobile
devices as they are “part of us
“Extension of personal mind”
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Clark and Chalmers 1998

18. Why is video so effective?
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Video allows for powerful
storytelling and emotional
engagement
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19. © Hurricane Media UK Ltd
How to create winning video campaigns
Marketing Week Live
Sixteenth November 2017

20. THE THREE STEP PLAN BIT
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21. STEP 1 : PLAN
STEP 2: CREATE
STEP 3 : ACTIVATE

22. STEP 1 : PLAN
STEP 2: CREATE
STEP 3 : ACTIVATE

23. Powerful video campaigns
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24. Powerful video campaigns
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WHAT STAGE OF THE FUNNEL ARE YOU IN?
From this you can decide what kind of
content and key metrics to use
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25. Classic sales funnel
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26. Digital sales funnel
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27. Marketing Week Live
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Digital sales funnel

28. Awareness content
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“Advertiser”

29. Big “Hero” content
TV ads
Paid ads
Personalised video outreach
Searchable organic (EG “How to films”)
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Awareness content
“Advertiser”

30. Marketing Week Live
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Views
Impressions
Unique users
Brand Awareness uplift
Ad recall lift
Focus Groups
Pr inch’age
Social chatter via listening tools
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Awareness KPIs

31. Consideration : Content
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“Publisher”

32. Marketing Week Live
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“Hub” content
Detail videos
Explainers
Interviews
Testimonials
Personalised
Searchable organic (EG How to films)
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Consideration : Content
“Publisher”

33. Consideration : KPIs
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View through rates
Total view time on channel
Social feedback
Engagement (Watch time, sharing )
Focus Grouping
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34. Action : Content
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“Salesman”
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35. Action : Content
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Videos next to sales listing
Interactive and stoppable
Direct response to purchase
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“Salesman”

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Action : KPIs
Increase in sales
On site purchase data
Shoppable video data
Interactive video usage

37. A POWERFUL VIDEO STRATEGY WILL USE
DIFFERENT PIECES OF CONTENT AT
DIFFERENT STAGES OF THE FUNNEL

38. Planning multiple pieces of content
MAA Masterclass
Hurricane

39. Planning multiple pieces of content
MAA Masterclass
Hurricane
Content Tree

40. Planning multiple pieces of content
MAA Masterclass
Hurricane
Awareness Consideration Action Retention
Profile 1
Profile 2
Profile 3
Etc
Content Tree Content Map

41. STEP 1 : PLAN
STEP 2: CREATE
STEP 3 : ACTIVATE

42. STEP 1 : PLAN
STEP 2: CREATE
STEP 3 : ACTIVATE

43. Move your audience build your brand.

44. How do you feel now?
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45. How do you feel now?
Take a mindful moment
Buzzed? Excited? Happy? Low? Bored? Indifferent?
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46. https://www.youtube.com/watch?v=wfbi3CxE3Lw&t=4s

47. How do you feel now?
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48. How do you feel now?
92 Seconds to change a room
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49. What just happened to you?
It was an emotional response … Distress and empathy
… but what is that anyway?
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50. You got a hit of two chemicals:
What just happened to you?
It was an emotional response … Distress and empathy
… but what is that anyway?
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51. You got a hit of two chemicals:
What just happened to you?
It was an emotional response … Distress and empathy
… but what is that anyway?
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Cortosol (that causes us to pay more attention to a stimulus)
Oxytocin (connected with care, connection and empathy)
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52. How do you feel now?
The more oxytocin released, the more empathetic viewers feel towards the subject of the
video.
Shown in studies that rhe amount of money people donate to a charity is directly linked
to how much oxytocin is released.
The higher the levels of oxytocin, the more people were willing to donate to charity.
Empathy, neurochemistry, and the dramatic arc:
Paul Zak at the future of storytelling 2012
3 October 2012, Future of StoryTelling YouTube Channel
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53. Emotional videos directly impact behaviour
Emotional drivers are the key to unlocking behaviour change
If we have the goal of long-term brand growth we should be
connecting emotionally with viewers.

54. ‘Emotional campaigns, and in particular those that
are highly creative produce considerably more
powerful longterm business effects than rational
persuasion campaigns’
The Long and the Short of it
Les Binet and Peter Field

55. Marketing Week Live
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56. © Hurricane Media UK Ltd
How to create winning video campaigns
Marketing Week Live
Sixteenth November 2017

57. STEP 1 : PLAN
STEP 2: CREATE
STEP 3 : ACTIVATE

58. STEP 1 : PLAN
STEP 2: CREATE
STEP 3 : ACTIVATE

60. AWARENESS
Your brand will not grow if you do not tell new
people about it. Spend as much as you can. Use
owned, earned and paid channels.

61. AWARENESS
Your brand will not grow if you do not tell new
people about it. Spend as much as you can. Use
owned, earned and paid channels.
CONSIDERATION
Growing conversations with people you already
know needs less budget and will increase
conversions … but it will not grow market share.

62. AWARENESS
Your brand will not grow if you do not tell new
people about it. Spend as much as you can. Use
owned, earned and paid channels.
CONSIDERATION
Growing conversations with people you already
know needs less budget and will increase
conversions … but it will not grow market share.
ACTION
Use Onsite placements, interactive players,
and track onsite clicks

63. Measure results against you KPI
And do it again !!!

64. THE SUMMARY BIT
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65. STEP 1 : PLAN
STEP 2: CREATE
STEP 3 : ACTIVATE
How to create winning video campaigns

66. 20% DISCOUNT CODE : CMK20
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Video marketing masterclass and Q&A
3:30. Wed 7th March
12:30 Thurs 8th March.
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67. THE BIT WHERE PEOPLE ASK QUESTIONS
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68. © Hurricane Media UK Ltd
Jon Mowat
THANKYOU
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Sixteenth November 2017
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