The document discusses a targeted branding campaign called #DroneWeek2017 that was watched for over 68 million minutes across devices. It achieved over 109 million social media impressions and 4.8 million video views. The campaign included shadow stencils, billboards, ferry takeovers, videos on Viceland and other outlets. It reached over 2 million TV viewers and grew viewing 11% day over day. Lessons from the campaign were that beautiful stories can sell products, the importance of following privacy and quality standards, and that programmatic strategies don't always need to be applied programmatically to succeed.

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Targeted Branding:
Driving Leads With Big Stories

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approval.
Section Title
June 7, 2018Presentation Title 3

5. 5
A COLLABORATION BETWEEN LEAN IN
CONSUMPTION AND LEAD GEN TACTICS
ON OVER A DOZEN PLATFORMS
#DRONEWEEK 2017 WAS...

6. 7
#DRONEWEEK 2017 WAS...
WATCHED FOR
68,400,000+ MINUTES
ACROSS DEVICES

7. 8
COPIED BY THE
COMPETITION...
#DRONEWEEK 2017 WAS...

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approval.
DRONEWEEK 2017BY THE
NUMBERS
VICELAND
GE SOCIAL
YOUTUBE
CUSTOMER
MEDIA
BONUS
SOCIAL
OOH
● Shadow stencils and billboards in
Chicago, Atlanta, San Diego, NYC
● Ferry takeover in NYC: videos + stencils +
vinyl wraps
● 109MM impressions
● 70.1MM Impressions on FB/IG/TW/LI
● 8.7 MM Episode Views on FB/TW/LI
● 10 episodes, 15 pieces of supporting
content, 13 Instagram & Snapchat stories
● Axios Generate eNL +Energy Stream +
Science Stream +CRM targeting on Fb
● 49 units in 9 trade eNLs +trade print
● 10k clicks from eNLs + 195k views in Streams
● Lead gen units drove 5 qualified leads
● MIT Tech Review conference panel &dinner
● Reached 2m+TVviewers
● 11% growth in TV tune in Day over Day
● 15.1msocial impressions -FB,IG,TW
● 4.8m social video views -FB, IG,YT
● 162k social clicks
● 4x vertical cut crossposts on Futurism,
Mythbusters, & IFLS Fb+ 15x on MITTR Fb,
Tw, Li + 5x full videos darkposted on Axios
● 4.8MM views (+ comments driving to YT)
● 21k reactions, 7k shares, 2k comments
● 6 videos (including trailer) launched daily
● 2.4MM views, 50k engagements, 2m
minutes watched, 15k new subs
● Earned view rate of 140%, resulting in an
eCPV of $0.028

9. • Social targeting: Matched ~50% of marketing’s 11k CRM list contacts for TM2500
& solar inverters with Facebook profiles and used this targeting to serve
DRONEWEEK content to this valuable audience.
• Top of funnel metrics (brand/reputation)
o DRONEWEEK TM2500 videos received 535k views on YouTube, 700k
views on Facebook and 185k views on Axios
• Lower-funnel metrics (product microsite page views & form completes)
o Included link to TM2500 product microsite in social content; drove 1.2K
microsite page views and 5 form completes.
DRONEWEEK TM2500 Campaign
Highlights

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approval.
Lessons in Targeted Branding
1. Beautifulstorieshave the potential to sellproducts.
2. Mind yours (and your media partners) P’s and Q’s
3. Programmatic strategies don’t always have to be applied programmatically to win.