Raw London - A strategic approach to video content.

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Raw London

A strategic approach to video content - Thursday 21 March 2019 Ryan Wilkins & Amber Parsons Raw London

Marketing

A strategic approach to
video content.
Ryan Wilkins & Amber Parsons
Raw London
Thursday 21 March 2019
#CXCharityComms

Ryan Wilkins
Founder & CEO
Raw London
Amber Parsons
Creative Content Director
Raw London

1. Why video?
2. Customer journey
3. Video strategy
4. Examples
5. Key takeaways
We’ll cover:

We are a creative agency. We
work with charities to change
perceptions, build trust, and drive
action.

80% of consumers believe
videos are helpful when
making purchases.
Blue Corona

63% of charities cite
engagement as the primary
objective of their video
content.
Raw London benchmark report 2019

Unaware

Content mapping against user journey

> > > > > > > > > > Legacy

You can’t achieve
everything with one film.

HELP
Unaware

Aware

Follow

Research

Engage

Donate

Advocacy

Loyalty

‘About us’
content

Social
content

Campaign
films

Impact
films

Thank-you
films

Legacy
content

Legacy
Awareness/
hero films

Befriending
& How-to
content

HERO HUB
Awareness Consideration Purchase

Higher budget Lower budget
• Awareness

• Big picture

• Entertaining /
Inspirational

• Minimal messaging

• Focus on reach,
impressions and views
Hero Hub
• Engagement

• Storytelling and
features

• Emotional

• Often people-led

• Focus on engagement
Help
• Retention + conversion

• Practical

• Help, advice & news

• Matter of fact

• Focus on action and
viewer retention

Unaware

Aware

Awareness/
hero films

Legacy
HERO

Unaware

Aware

Follow

Research

Awareness/
hero films

‘About us’
content

Social
content

Legacy
HUB

International Rescue Committee
Friendship

Unaware

Aware

Follow

Research

Engage

Donate

Advocacy

Loyalty

Awareness/
hero films

‘About us’
content

Social
content

Campaign
films

Practical
advice and
support

Impact
films

Legacy
Befriending
& How-to
content

HELP

Content should work
together to achieve clear
objectives.

Use our handout to help you
prioritise and plan your
content.

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Raw London - A strategic approach to video content.

1. A strategic approach to video content. Ryan Wilkins & Amber Parsons Raw London Thursday 21 March 2019 #CXCharityComms

2. Ryan Wilkins Founder & CEO Raw London Amber Parsons Creative Content Director Raw London

3. 1. Why video? 2. Customer journey 3. Video strategy 4. Examples 5. Key takeaways We’ll cover:

5. We are a creative agency. We work with charities to change perceptions, build trust, and drive action.

8. 1. Why use video?

9. 80% of consumers believe videos are helpful when making purchases. Blue Corona

10. 63% of charities cite engagement as the primary objective of their video content. Raw London benchmark report 2019

11. 2. Customer journey

12. Unaware Content mapping against user journey > > > > > > > > > > Legacy

13. Unaware Aware Content mapping against user journey Legacy Awareness/ brand promo

14. Unaware Aware Research Content mapping against user journey ‘About us’ content Legacy Awareness/ brand promo

15. Unaware Aware Follow Research Content mapping against user journey Awareness/ brand promo ‘About us’ content Social content Legacy

16. Unaware Aware Follow Research Content mapping against user journey Engage ‘About us’ content Social content Legacy Befriending & How-to content Awareness/ brand promo

17. Unaware Aware Follow Research Content mapping against user journey Engage Donate ‘About us’ content Social content Campaign films Legacy Befriending & How-to content Awareness/ brand promo

18. Unaware Aware Follow Research Content mapping against user journey Engage Donate Advocacy ‘About us’ content Social content Campaign films Impact films Legacy Befriending & How-to content Awareness/ brand promo

19. Unaware Aware Follow Research Content mapping against user journey Engage Donate Advocacy Loyalty ‘About us’ content Social content Campaign films Practical advice and support Impact films Legacy Befriending & How-to content Awareness/ brand promo

20. Unaware Aware Follow Research Content mapping against user journey Engage Donate Advocacy Loyalty ‘About us’ content Social content Campaign films Impact films Practical advice and support Legacy content Legacy Befriending & How-to content Awareness/ brand promo

21. Your audience’s needs change as they move closer to your brand.

22. You can’t achieve everything with one film.

23. 3. Video Strategy

24. Hero, Hub, Help. A content framework.

25. HELP Unaware Aware Follow Research Engage Donate Advocacy Loyalty ‘About us’ content Social content Campaign films Impact films Thank-you films Legacy content Legacy Awareness/ hero films Befriending & How-to content HERO HUB Awareness Consideration Purchase

26. Higher budget Lower budget • Awareness • Big picture • Entertaining / Inspirational • Minimal messaging • Focus on reach, impressions and views Hero Hub • Engagement • Storytelling and features • Emotional • Often people-led • Focus on engagement Help • Retention + conversion • Practical • Help, advice & news • Matter of fact • Focus on action and viewer retention

27. Google Digital Garage

28. 4. Examples

29. Unaware Aware Awareness/ hero films Legacy HERO

30. Scope #DisabilityGameChangers

31.

32. Results

33. Unaware Aware Follow Research Awareness/ hero films ‘About us’ content Social content Legacy HUB

34. International Rescue Committee Friendship

35. MOCK UP OF VERTICAL VIDEO IN PHONE

36.

37. Unaware Aware Follow Research Engage Donate Advocacy Loyalty Awareness/ hero films ‘About us’ content Social content Campaign films Practical advice and support Impact films Legacy Befriending & How-to content HELP

38. Marie Curie Information & Support

39.

40. Key takeaways

41. Be audience-aware.

42. Content should work together to achieve clear objectives.

43. Be helpful.

44. Use our handout to help you prioritise and plan your content.

45. Thank you. @rawlondonuk