Download as PDF, PPTX
Oi conference - chemical reactions for brand growth
- 1. © Hurricane MediaUK Ltd Understanding chemical reaction to grow brand equity Online Influence Conference
- 2. Why we’re here Changecustomer behaviour Persuade, to cajole and to convince Increase awareness, engagement, sales
- 3. But how dowe Do it better?
- 4. Effective, personalised, results-focusedcampaigns - With video at their core
- 5.
- 6. “A fantastically easyto 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 1,000,000per second 81% uptake 86% conversion rate
- 8. Why is videoso effective?
- 9. Why is videoso effective? Haptics Moving image Sense of ownership Emotional storytelling
- 10. Why is videoso effective? Haptics Communication through gesture. 74% 53% 37% HO HO NH ₂
- 11. Why is videoso effective? Movement signals opportunity Moving image Reptilian brain Ganglion cells Big & small movement
- 12. Why is videoso effective? Sense of ownership Personal devices have become part of us Extensions of mind
- 13. Why is videoso effective? Emotional storytelling Since the dawn of man/ woman Balance
- 14. How to createwinning video campaigns
- 15. The three stepplan
- 16. Step 1 Step2 Step 3 Plan Create Activate
- 17. Step 2 Step3 Plan Create Activate Step 1
- 18.
- 19. Plan Identify funnel stage Informscorrect content type + key evaluation metrics
- 20.
- 21.
- 22.
- 23.
- 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
- 26.
- 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 Companionads Unique messaging Pausable interactive / hot spot “Sales”
- 29. Sales funnel Contemporary Awareness Consideration Action Retention Ambient dalesuplift Discoverability through brand terms eCommerce attribution Interaction / engagement rate KPI’s
- 30. Powerful video strategywill use a mix of different content types, and deliver them at the right time
- 31. Content planning Awareness ConsiderationAction Retention Persona 1 Persona 2 Persona 3 Etc
- 32. Step 1 Step2 Step 3 Plan Create Activate
- 33. Step 2 Step3 Plan Create Activate Step 1
- 34. Move your audience,build your brand
- 35. How do youcurrently feel?
- 36. Take a mindfulmoment…
- 37. Link to viewthe film: https://www.youtube.com/watch?v=wfbi3CxE3Lw
- 38. How do youfeel now?
- 39. 92” to changea room
- 40. What just happenedto you?
- 41. It was anemotional response … Distress and empathy
- 42.
- 43.
- 44. Cortisol Oxytocin Emotional videosdirectly 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 Step2 Step 3 Plan Create Activate
- 48. Step 2 Step3 Plan Create Activate Step 1
- 49. Activation Planning Arguably themost important part… Even the most successful content has paid activation
- 50.
- 51. Activation Planning 1. Defineyour 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 againstyou KPI’s And do it again !!!
- 53. “A fantastically easyto 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.