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Oi conference - chemical reactions for brand growth
- 1. © Hurricane Media UK Ltd Understanding chemical reaction to grow brand equity Online Influence Conference
- 2. Why we’re here Change customer behaviour Persuade, to cajole and to convince Increase awareness, engagement, sales
- 3. But how do we Do it better?
- 4. Effective, personalised, results-focused campaigns - With video at their core
- 6. “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
- 7. The big stats 1,000,000 per second 81% uptake 86% conversion rate
- 8. Why is video so effective?
- 9. Why is video so effective? Haptics Moving image Sense of ownership Emotional storytelling
- 10. Why is video so effective? Haptics Communication through gesture. 74% 53% 37% HO HO NH ₂
- 11. Why is video so effective? Movement signals opportunity Moving image Reptilian brain Ganglion cells Big & small movement
- 12. Why is video so effective? Sense of ownership Personal devices have become part of us Extensions of mind
- 13. Why is video so effective? Emotional storytelling Since the dawn of man/ woman Balance
- 14. How to create winning video campaigns
- 15. The three step plan
- 16. Step 1 Step 2 Step 3 Plan Create Activate
- 17. Step 2 Step 3 Plan Create Activate Step 1
- 19. Plan Identify funnel stage Informs correct content type + key evaluation metrics
- 24. Sales funnel Contemporary Awareness Consideration Action Retention “Advertiser” Big “Hero” content Linear / TV ads Paid placements Personalised video outreach Searchable organic; “How to films”
- 25. Sales funnel Contemporary Awareness Consideration Action Retention KPI’s Views Impressions Reach & frequency Unique users Brand Awareness uplift Ad recall lift Focus Groups Buzz metrics
- 27. Sales funnel Contemporary Awareness Consideration Action Retention KPI’s Playlisted views (sequential) Engagement rates Shares and buzz metrics
- 28. Sales funnel Contemporary Awareness Consideration Action Retention BRTV Direct response Companion ads Unique messaging Pausable interactive / hot spot “Sales”
- 29. Sales funnel Contemporary Awareness Consideration Action Retention Ambient dales uplift Discoverability through brand terms eCommerce attribution Interaction / engagement rate KPI’s
- 30. Powerful video strategy will use a mix of different content types, and deliver them at the right time
- 31. Content planning Awareness Consideration Action Retention Persona 1 Persona 2 Persona 3 Etc
- 32. Step 1 Step 2 Step 3 Plan Create Activate
- 33. Step 2 Step 3 Plan Create Activate Step 1
- 34. Move your audience, build your brand
- 35. How do you currently feel?
- 36. Take a mindful moment…
- 37. Link to view the film: https://www.youtube.com/watch?v=wfbi3CxE3Lw
- 38. How do you feel now?
- 39. 92” to change a room
- 40. What just happened to you?
- 41. It was an emotional response … Distress and empathy
- 44. Cortisol Oxytocin 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.
- 45. Cortisol Oxytocin ‘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
- 47. Step 1 Step 2 Step 3 Plan Create Activate
- 48. Step 2 Step 3 Plan Create Activate Step 1
- 49. Activation Planning Arguably the most important part… Even the most successful content has paid activation
- 51. Activation Planning 1. Define your audience(s) 2. Define your budget - 60/40 3. Appropriate copy 4. Test 5. Learn 6. Optimise Linear & Digital TV Social media VOD and Network Programatic
- 52. Measure results against you KPI’s And do it again !!!
- 53. “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
- 54. Thank you!