Social Video:Keys to Success & Measuring Impact
@mcutlerMatt Cutler
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Many Different Types of Online Video Ad Formats
Social Video: Social Media Combined WithRich Story-Telling Capabilities of Internet Video
Social Media Internet Video
– Unlike traditional paid advertisings, viewers are in control in social video.
– Unlike traditional social networking, advertisers control the message in social video.– Successful social video campaigns are distinct from other forms of online advertising.
Do they choose to watch content related to your brand or your competitors?
In social video, consumers have infinite choice...
Share of Choice™: Analogous to Share of Voice
Share of Voice: The brands that spend the most
Share of Choice: The brands consumers choose to watch
The Road to Capturing Consumer Choice Begins in Social Video
PURCHASE
Preference
Consideration
Opinion
Awareness
Consumer Choice Consumer Choice
‘Traditional’ MediaConsumers choose only at the point of purchase
Interactive MediaConsumers choose at the beginning and at the end of the marketing funnel
Choice Conditioning: Allowing users to choose your brand prior to the point of purchase
Consumer Choice(Social Video)
Develop memorable content
Employ surge media
Extend the campaign
Encourage audience participation
4 Best Practices
Best Practices Employed: Memorable Content Encourage Audience Participation Extend the Campaign Surge Media
“Old Spice Guy” character was introduced as part of prior campaign and became a celebrity... brand doubled-down with two additional campaigns
Ground-breaking approach involved shooting 180+ online-only short ads that were direct responses to audience requests via social media
Responses helped Old Spice capture nearly 75% of the beverage category in Q3 2010
Successful Social Video Campaign: Old Spice: The Man Your Man Could Smell Like
Responses Generated Over 50% of “Old Spice Guy” Views
Source: Visible Measures (www.visiblemeasures.com)
The Man Your Man Could Smell Like
The Return of the Man
Responses
Surge Media
Surge MediaMemorable Content
Memorable Content
Surge MediaMemorable Content
Extend the Campaign
Extend the Campaign
Encourage Audience Participation
10
Responses Campaign Helped Old Spice Capture Nearly 75% of the Male Grooming Category
OtherOther OtherOther OtherOtherGillette/BSFGillette/BSF
Source: Visible Measures (www.visiblemeasures.com)
Successful Social Video Campaign: Evian: Live Young
Core Creative Assets
Baby Breakdance: 7.3 million views
Roller Babies: 95.1 million views
Best Practices Employed: Memorable Content Surge Media Extend the Campaign
Began as an online-only campaign... but massive viewer response helped push it into broadcast
Compelling creative approach, strong music component
Campaign involved multiple core creative assets, including internationally localized versions
Extension video assets, including behind-the-scenes clips and ‘interviews’ with the babies, extended reach by 8%
Over 40% of all campaign views were viral
Follow-on Assets
Additional Content: 9.7 million views
Baby MoonWalk: 8.3 million views
Evian Scored Views with Memorable Content and Campaign Extensions
Source: Visible Measures (www.visiblemeasures.com)
Memorable Content
Memorable Content
Roller Babies
Baby BreakdancingBaby Moonwalking
Making of 2Making Of 1
Baby Interviews
Extend the Campaign Memorable
Content
Extend the Campaign
Surge Media
Extend the Campaign
Extend the Campaign
Extend the Campaign
*Other includes brands with less than 5% Share of Choice
Evian Remains on Top of Category, But its Dominance is Fading
Red BullRed BullRed BullRed Bull
Red BullRed Bull
Red BullRed Bull
OtherOtherOtherOther OtherOther OtherOther
Source: Visible Measures (www.visiblemeasures.com)
Thanks! For more, check out• The Visible Measures Blog:
–http://blog.visiblemeasures.com• Ad Age Top 10 Viral Video Ad Chart:
–http://www.adage.com/digital• Variety Top 10 Film Trailers Chart:
–http://www.variety.com/index.asp?layout=chart_trailers
@mcutler