post HBO @ Google25 June 2015

Rivers of Thinking- Edward de Bono -

VIDEO CONTENTA Better way to Build Brands through

Three things

1. 3 REASONS to care about video content

2. 3 CREATOR types for digital-led content

4. 3 CONTENT types for great content

3 REASONSto care about video content

It helps you to...

1Find the right PEOPLE 2Tell great

STORIES 3Build stronger RELATIONSHIPS

It helps you to...

1Find the right PEOPLE 2 3Build stronger

RELATIONSHIPSTell great

STORIES

More people are watching more videoMore viewers and more views1

2009 2014

[NL ONLINE VIDEO VIEWERS p/m]

+19%

6.8m8.1m

[ONLINE VIDEO VIEWS]

2009 2014

+300%1.27bn

Source: nl, ComScore

425m

More people are watching more videoAcross more screens1

Audience on YouTube1

65%Reach

per month

15,9Minutes per visit

15Visits per

visitor

It helps you to...

1Find the right PEOPLE 2Tell great

STORIES 3Build stronger RELATIONSHIPS

2

Video provides brands with powerful opportunities to tell stories through digital 2

Without the restrictions of time

Without the limitations of a schedule

Enabling you to structure your conversation

Great video content has huge brand impact2

77m views416k positive ratings56k comments

search interest for “volvo trucks”

search interest for “volvo trucks”

Source: Google Trends, Worldwide, Jan 2013-Jan 2014

Jan 2013 Nov 2013

Jan 2013 Nov 2013

2

search interest for “volvo trucks”

search interest for “volvo trucks”

Jan 2013 Nov 2013

Jan 2013 Nov 2013Source: Google Trends, Worldwide, Jan 2013-Jan 2014

Apr 2013 Nov 2013

For a whole month last year, “volvo trucks” was more interesting than sex!

“great sex”

“volvo trucks”

2

It helps you to...

1Find the right PEOPLE 2Tell great

STORIES 3Build stronger RELATIONSHIPS

3 Telling stories regularly to a captive audience allows brands to build stronger relationships

By using YouTube as a production tool

and encouraging fans to share the

content shot on their cameras, GoPro

was able to increase sales and

raise brand awareness.

697m views

2.7msubscribers

3 CREATOR TYPESwhich are you?

1Campaigner 2Collaborator 3Channeler

Typical brand behaviours on YouTube

1 CampaignerCreating content optimised for

digital channnels

2 Collaborator

sponsor or partner with other YouTube creators or channels, harnessing their digital footprint.

The Cereal Machine (made-by-YouTuber-for-YouTube)Krave Tweet When You Eat (TV ad on Youtube)

● 17k views since June 2013● 687 subscribers

Creator Content

vs.

● 2.3M views since August 2013● 3.7M subscribers

YouTube Creators make the most of digital to tell stories and brands are learning from/with them

Brand Advertising

3 Channeler

High volume search

Episodic Series

Trends Brand stories Campaign content

[Consistent/frequent/cross-promotional]

an original content creator, maintaining an always on’ or broadcaster presence

3 CONTENT TYPESwhich should you use, when?

Content strategy should match viewing behaviour

People browse

seek

inspiring new content

[hero]

People search

seek

relevant content

[hygiene]

1. Hero Content

Hero content doesn’t just ‘go viral’Ensure your content is discoverable

99mviews 65m

views 22mviews

Skillfully deployed paid media is a key contributor to their success

Hero content doesn’t just ‘go viral’Inspire people to share your content by being...

1. Funny 2. Sexy 3. Shocking 4. Unbelievable

5. Controversial 6. Gleeky 7. Illuminating 8. Random

9. Zeitgeist 10. Cute 11. Uplifting 12. Moving

Toyota – Swagger Wagon 9.9M views Levi’s– Rear View Girls 7.4M views Carlsberg & Mentos 2.7M views DC Shoes – Gymkhana 30M views

Leicester NHS – Teenage Kick 2M views PS3- Michael 10.3M views Samsung - HD Camera Trick 1.5M views Cadbury’s - Eyebrows .8.2M views

Nike - Write The Future 26.6M views VW - The Force 44..3M views Alphabet Photography 35.1M views John Lewis - Christmas ad 12.2M views

This will put you in good stead to enjoy earned mediaFans will share your story too

75 million views to date

3.94 million social shares

$60m earned media value

2. Hygiene Content

Serve the ‘Searchers’ with HYGIENE contentBe the most compelling answer to consumers’ questions

Great hygiene content that serves as the best answer to questions around their brand.

4mviews

Serve the ‘Searchers’ with HYGIENE contentBe the most compelling answer to consumers’ questions

Also surfaced in Google Search

Promote your HYGIENE contentStand out from similar videos and own your brand territory

Tactical paid video promotion

ensures that Knorr’s help

content is surfaced at key

moments that matter.

3. Hub Content

Things real people don’t say about advertising..

“I wonder if there are any new campaign microsites I can spend brand exposure

time on today?”

People who browse

seek

inspiring new content

People who search

seek

relevant content

Build relationships with ‘Browsers’ & ‘Searches’ using Hub Giving them a reason to return

[hub]

Regularly scheduled ‘push’ content around customer passions Episodic Content

Land Rover have collaborated with Peter Bragiel (a YouTuber known for his long distance travel series, ‘In Transit’) to create episodic content giving viewers a reason to return.

Regularly scheduled ‘push’ content around customer passion KLM Cockpit Tales

51kviews

Building a great hub has great benefits - Your content is more discoverable

This SORTED Food video

comes first in the

organic results

despite having less than

20% of the number of

views as the second

organic result.

Don’t just think of the hub...Think about the whole wheel

video in Google search promoted on other

destinations

Trueview In-Display (including engagement

ads)

Trueview In-Search

Trueview In-Stream

responses collected in

playlists

video responses

partner's social

networks

consistent end frame

Your Channel

Your website

Achieving brand marketing goals

Hero

Hygiene

Hub

Build Awareness

Influence Consideration

Build Advocates

Brand re-positioning

Reputation management

Hero + Hygiene + HubHow it all works together

Con

ten

t A

ctiv

ity

Time

Hygiene

Hub

Hero

Summary1. Video provides new ways to tell your brand story to the right people,

enabling you to build stronger relationships with your captive audience.

2. Think and act more like a YouTube creator - be a campaigner,

collaborator or channeler.

3. Use Hero, Hub, Help for a winning content strategy.

4. Create great stories!

VIDEO CONTENTA Better way to Build Brands through

GreenHousing

Exercize

Client: OpelDoelgroep: 25-55 jaarDoel: brand consideration verhogen binnen de doelgroep

Merkwaarden:"De belangrijkste merkwaarden uit onze strategie zijn innovatie, dynamiek en emotioneel design – naast een consequent milieubewustzijn en maatschappelijke verantwoordelijkheid.”

The Brainstorm Rules

Brainstorming

Related Worlds

Thank you!Fleur & Ghislaine

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