The document discusses strategies for generating quality video content from consumers to tell a product's story. It recommends targeting the right consumers, providing incentives, modeling desired behavior, and giving clear instructions. An example is given of how Swiffer activated Facebook fans for a product launch by generating buzz and reviews from over 60,000 consumers. Research shows that user-generated video reviews can be nearly as effective at persuading consumers as professionally produced videos. The ARS scoring system is introduced as a way to evaluate advertising strengths and weaknesses and correlate technical scores to sales impact.

1. ACTIVATING CONSUMERS to
FILL YOUR PRODUCT STORY
© 2013 EXPO Communications | Proprietary & Confidential

2. 3,000:1
Ratio of
Text vs. Video
CROWDSOURCING
IT’S TOUGH, BUT IT CAN BE DONE

3. CAPTURING VALUABLE CONTENT
WHEREVER THEY ARE.
© 2013 EXPO Communications | Proprietary & Confidential

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. 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. 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. • 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. • 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