ACTIVATING CONSUMERS to
FILL YOUR PRODUCT STORY
© 2013 EXPO Communications | Proprietary & Confidential
3,000:1
Ratio of
Text vs. Video
CROWDSOURCING
IT’S TOUGH, BUT IT CAN BE DONE
CAPTURING VALUABLE CONTENT
WHEREVER THEY ARE.
© 2013 EXPO Communications | Proprietary & Confidential
There are a few important, yet
overlooked steps when looking to
generate quality video content
from consumers:
 Target th...
SOCIAL ACTIVATION
LEVERAGING FACEBOOK FANS
Swiffer activated its Facebook fans to ignite momentum for product launch
by cr...
comScore April 2012 study comparing “Lift in Share” sourced by professionally scripted video and user product review. 2.7%...
• ars.zipline is the culmination of over 30 years of research on the use of strategic
and executional content within adver...
• ars.zipline is regularly used to evaluate
the strengths and weaknesses of both
television and digital display advertisin...
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ACTIVATING CONSUMERS to TELL YOUR STORY

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ACTIVATING CONSUMERS to TELL YOUR STORY

  1. 1. ACTIVATING CONSUMERS to FILL YOUR PRODUCT STORY © 2013 EXPO Communications | Proprietary & Confidential
  2. 2. 3,000:1 Ratio of Text vs. Video CROWDSOURCING IT’S TOUGH, BUT IT CAN BE DONE
  3. 3. CAPTURING VALUABLE CONTENT WHEREVER THEY ARE. © 2013 EXPO Communications | Proprietary & Confidential
  4. 4. There are a few important, yet overlooked steps when looking to generate quality video content from consumers:  Target the right consumers  Provide proper incentives  Model desired behavior  Give instructions Crowdsourcing Activating Brand Communities © 2013 EXPO Communications | Proprietary & Confidential
  5. 5. SOCIAL ACTIVATION LEVERAGING FACEBOOK FANS Swiffer activated its Facebook fans to ignite momentum for product launch by creating buzz and generating review content. With close to 2 million social impressions the brand had over 60,000 consumers applying for the program, providing the ability to market to a list of verified brand enthusiasts/product owners/in-market consumers. On message, targeted content was generated for launch and placed on key retailer and brand owned properties to drive sales. © 2013 EXPO Communications | Proprietary & Confidential
  6. 6. comScore April 2012 study comparing “Lift in Share” sourced by professionally scripted video and user product review. 2.7% overlap in respondents persuaded by each video. PROVIDING A FULL PRODUCT STORY Consumers persuaded by Professional video Consumers persuaded by User video User-Gen Reviews Competitive Comparison Product Quality Product Convenience New Feature Information © 2013 EXPO Communications | Proprietary & Confidential TV Commercials Emotional Elements Brand Differences Superiority Claims
  7. 7. • ars.zipline is the culmination of over 30 years of research on the use of strategic and executional content within advertising - with over 150 different content elements thought to influence an ad's potential selling power across four key dimensions: emotional connection, rational connection, brand linkage ability, and advertising structure • Research on thousands of TV ads revealed that several of these content elements have a significant relationship to advertising driven sales as measured by ARS Persuasion and Related Recall • These became "rules of thumb" used by advertisers and agencies to help guide creative development. More recently, they have become the basis of a system that quickly and inexpensively provides an indication if individual executions are potentially persuasive MSW.ARS © 2013 EXPO Communications | Proprietary & Confidential
  8. 8. • ars.zipline is regularly used to evaluate the strengths and weaknesses of both television and digital display advertising prior to running media • EXPO product review videos have been proven to greatly complement existing media formats by providing communications that are more product and convenience focused • Higher technical scoring has been proven to correlate directly to sales impact • 30-50 deemed TV-worthy • >50 considered strong MSW.ARS © 2013 EXPO Communications | Proprietary & Confidential

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