7 trends in leading-edge communications 7 - Civil …...leading-edge communications April 2015...

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Government Communication Service

7 trends in leading-edge communicationsApril 2015


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�Introduction

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�The context for communications in 2015

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� ��Shareable & snackable content

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� ��Emotional connection

� ��Brand purpose

Contents

Innovation and creativity have always been at the heart of the UK communications industry and the 2015 landscape is DV�LQVSLULQJ�DQG�H[FLWLQJ�DV�HYHU��7KHUH�LV�QR�VKRUWDJH�RI�ELJ�QHZ�LGHDV�DQG�UDSLG�HYROXWLRQ�RI�H[LVWLQJ�SUDFWLFH��

7KH�FKDOOHQJH�IRU�PHPEHUV�of the Government Communication Service is to keep pace with new opportunities, learn from the best of our own and others’ FDPSDLJQV�DQG�WR�ZRUN�with our industry to initiate and support world-class innovation.

7KLV�SDSHU�LV�GHVLJQHG�to support those aims by RXWOLQLQJ�VRPH�RI�WKH�PRVW�LQWHUHVWLQJ�WUHQGV�LQ�8.�communications today – ERWK�FXUUHQW�DQG�HPHUJLQJ�²�that we think are particularly UHOHYDQW�WR�JRYHUQPHQW�communicators.

It has been developed E\�WKH�*&6�,QVLJKW�Team in partnership with *RRJOH�DQG�,SVRV�025,��ERWK�RUJDQLVDWLRQV�WKDW�SOD\�D�VLJQLÀFDQW�UROH�LQ�GHYHORSLQJ�DQG�GHOLYHULQJ�communications for the public sector.

It provides an overview of VHYHQ�VLJQLÀFDQW�WUHQGV�DQG�how they are relevant to our work, plus case studies from across Government and the private sector.

7KH�UHSRUW�KLJKOLJKWV�D�FRPPRQ�WKUHDG�RI�HYROYLQJ�GLJLWDO�WHFKQRORJ\��ZKLFK�continues to affect the way that we communicate and how audiences expect to be communicated to. But GLJLWDO�LVQ·W�WKH�RQO\�QHZ�idea or driver of innovation in communications and we also cover other issues and WKLQNLQJ��

Some of the trends interrelate and are not all are brand new. They have been chosen because of their VLJQLÀFDQFH�DQG�SRWHQWLDO�IRU�Government. And we have looked at these issues in WKH�FRQWH[W�RI�RXU�H[LVWLQJ�approach to behaviour FKDQJH�

Introduction

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Accelerating fragmentation of the media landscape

0HGLD�SODWIRUPV�DQG�FKDQQHOV�DUH�HYROYLQJ�UDSLGO\��ZLWK�GLJLWDO�WHFKQRORJ\�GULYLQJ�ERWK�LQQRYDWLRQ�DQG�LQÁXHQFLQJ�consumer expectations. 'LJLWDO�PHGLD�DQG�WHFKQRORJ\�have put audiences more in control of when and how they interact with news, RSLQLRQV�DQG�RUJDQLVDWLRQV��This is not new, but the SDFH�RI�FKDQJH�VHHPV�WR�EH�DFFHOHUDWLQJ��:H�FDQ�see a shift in media use and interactions that is not just

FRQÀQHG�WR�WKH�WHFK�VDYY\�RU�\RXQJ�DXGLHQFHV��EXW�ZKLFK�QRZ�LV�ÀUPO\�EHGGHG�LQWR�WKH�mainstream of society.

:KHUH�RQFH�RUJDQLVDWLRQV�FRXOG�FRQÀGHQWO\�SXVK�RXW�D�PHVVDJH�DFURVV�a small number of mass reach media, they must LQFUHDVLQJO\�HQJDJH�with audiences across WKLV�IUDJPHQWHG�PHGLD�landscape. Consumer expectations and preferences are also FKDQJLQJ��SHRSOH�DUH�DGDSWLQJ�WKH�ZD\�WKH\�access content and consume it.

&KDQJHV�WR�WKH�PHGLD�and tech landscape have DOVR�GULYHQ�FKDQJHV�LQ�the nature and style of communications. Content LV�EHFRPLQJ�LQFUHDVLQJO\�FRPSOH[�DQG�IUDJPHQWHG�too.

45% of YouTube video views are now on a mobile device1, so video needs to be mobile optimised and also needs to catch the user’s attention LQ�WKH�ÀUVW�IHZ�VHFRQGV��especially as people tend to be more impatient when on a mobile device.

The context for communications in 2015

1 6RXUFH��*RRJOH�8.��1RY��

More people are watching more videoMore viewers and more views

Source: UK ComScore Aug. 2009 and Nov. 2013

Online video viewers Average monthly reach | 15-34 year olds

36m29m +19%

+300%

20142009

Online video views

12bn4bn

20142009Sources: TV data: BARB Jan-Jun 2013, UK YOUTUBE BRANDING RESEARCHYouTube: ComScore VideoMetrix (Home & Work PC only), Jan-Jun 2013. Base Total Individuals



0RELOH�GHYLFHV�DUH�H[WUHPHO\�personal, so well created content can feel more like a one-to-one conversation with the potential to be extremely powerful.

Audiences and use of devices

0DQ\�RI�WKH�WHFKQLTXHV�DQG�approaches we outline in this SDSHU�DUH�LQÁXHQFHG�E\�WKH�GLJLWDO�PHGLD�ODQGVFDSH��:H�know that in the early phases of its development that adoption and consumption RI�GLJLWDO�ZDV�FRQFHQWUDWHG�DPRQJVW�\RXQJHU�DQG�PRUH�

DIÁXHQW�audiences. The reality today is that all audiences are represented LQ�WKH�JURZWK�RI�GLJLWDO�DQG�online video. So these approaches FDQ�ZRUN�ZHOO�IRU�DOO�DJHV�

68% of the UK population now use a smartphone and 64% a laptop2��8VDJH�LV�FXUUHQWO\�KLJKHU�DPRQJ�the ABC1 audience, but if the current trend of uptake of smart devices continues, there will be 46.4 million smartphones used in the UK by 20183. $OWKRXJK�XVDJH�FXUUHQWO\�IDYRXUV�\RXQJHU�XVHUV��RYHU��V�DUH�WKH�JURXS�ZKHUH�smartphone ownership is JURZLQJ�IDVWHVW��+RZHYHU��LW�is important to consider that not everyone is online or has DFFHVV�WR�GLJLWDO�GHYLFHV��especially those in older GHPRJUDSKLFV��7KLV�PHDQV�that there is still a role for traditional communications channels and approaches DORQJVLGH�QHZ�DSSURDFKHV��

New opportunities and new challenges

1HZ�GHYHORSPHQWV�LQ�WHFKQRORJ\�KDYH�JLYHQ�communicators the opportunity to provide UHOHYDQW��FRPSHOOLQJ�FRQWHQW�to their audiences across a ZLGHU�UDQJH�RI�PHGLD��ZLWK�WKH�SRWHQWLDO�WR�JHQHUDWH�JUHDWHU�HQJDJHPHQW�DQG�impact.

7KH�FKDOOHQJH�LV�WKDW�LQ�DQ�LQFUHDVLQJO\�FOXWWHUHG�PHGLD�HQYLURQPHQW�JRYHUQPHQW�communicators are FRPSHWLQJ�IRU�DXGLHQFHV�who have limited time and DWWHQWLRQ��:H�QHHG�WR�HQVXUH�content is relevant and that ZH�UHDFK�WKH�ULJKW�SHRSOH�DW�WKH�ULJKW�WLPH��WHOO�JUHDW�VWRULHV�DQG�EXLOG�VWURQJHU�relationships.

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Over 50% of the YouTube audience are over 35

YouTube.com | Feb 2014

35-54 55+25-3415-24<15

34%

15%

21%22%54%Male

46%Female

65%ABC1

8%

2 6RXUFH��*RRJOH��7KH�&RQQHFWHG�&RQVXPHU�8.��716�*RRJOH�*OREDO�&RQQHFWHG�&RQVXPHU�6WXG\��3 6RXUFH��´'LJLWDO�8VDJH�LQ�WKH�8.µ�0LG\HDU��H0DUNHWHU�)RUHFDVW��6HSW��

57% of people now access the internet via their smartphones

44% now own a tablet device

Over 8 hours 41 minutes LV�VSHQW�E\�WKH�DYHUDJH�DGXOW�LQ�WKH�8.�XVLQJ�PHGLD�RU�communications devices, ZKLFK�LV�ORQJHU�WKDQ�WKH\�spend asleep

99% of adults multi-media task RU�GXDO�VFUHHQ��XVLQJ�WZR�media concurrently at some SRLQW�GXULQJ�WKH�DYHUDJH�week

Sources Offcom Report 2014


:LWK�WKH�VLJQLÀFDQW�LQFUHDVH�in the use of devices such as mobiles and tablets over recent years, more and more RUJDQLVDWLRQV�DUH�GHYHORSLQJ�FURVV�SODWIRUP�LQWHJUDWLRQ�across channels.

,QWHJUDWLRQ�LV�ERWK�D�FRQVHTXHQFH�DQG�GULYHU�RI�GXDO�PXOWL�VFUHHQLQJ��XVLQJ�an online device such as a laptop, mobile or tablet at the same WLPH�DV�FRQVXPLQJ�another media. This most commonly happens when 79�YLHZLQJ�DQG�GLJLWDO�FKDQQHOV�DUH�combined. It also works with radio, print and outdoor DGYHUWLVLQJ��GULYLQJ�people online or on to social media platforms.

$V�D�QDWLRQ�ZH�DUH�OHDGLQJ�WKH�ZRUOG�LQ�PXOWL�VFUHHQLQJ�EHKDYLRXU��VR�WKLV�LV�JRLQJ�to be a trend that becomes LQFUHDVLQJO\�LPSRUWDQW�WR�JRYHUQPHQW�FRPPXQLFDWRUV�

So we need to think about KRZ�WR�HQJDJH�DQG�SURPSW�actions seamlessly across PHGLD�WKURXJKRXW�WKH�ZKROH�FDPSDLJQ��PDNLQJ�VXUH�HDFK�

channel plays to its own VWUHQJWKV�DQG�WKDW�PHVVDJHV�and creative are consistent.

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Using integration

2IÁLQH�DQG�RQOLQH�LQWHJUDWLRQ�can be used to drive deeper engagement and understanding of PHVVDJHV�DQG�FDPSDLJQV��,W�FDQ�HQFRXUDJH�participation and interaction as it provides the ability to unpack and explain more complex

LQIRUPDWLRQ�WKURXJK�GLIIHUHQW�media formats.

)RU�PRUH�FRPSOH[�RU�LQYROYHG�DFWLRQV��WKH�KLJKHU�OHYHOV�RI�HQJDJHPHQW�IURP�LQWHJUDWHG�FRQWHQW�DQG�PHVVDJLQJ�FDQ�KHOS�GULYH�behaviour change. It can DOVR�ZRUN�E\�EUHDNLQJ�XS�RU�FKXQNLQJ�XS�EHKDYLRXUV�LQWR�VPDOOHU�VWHSV��XVLQJ�

tools such as mobile apps. %\�GULYLQJ�XVHUV�RQWR�FRQQHFWHG�RQOLQH�GHYLFHV�(computers, mobiles and tablets) we can access powerful data on what DXGLHQFHV�DUH�YLHZLQJ�DQG�HQJDJLQJ�ZLWK��$QG�WKDW�GDWD�can be used to optimise FDPSDLJQV�


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CASE STUDY&KDQJH�/LIH�6PDUW�6ZDSV

7KH�&KDQJH�/LIH�6PDUW�6ZDSV�FDPSDLJQ�IURP�3XEOLF�+HDOWK�(QJODQG��3+(��DLPHG�WR�JHW�IDPLOLHV�WR�PDNH�VLPSOH�\HW�KHDOWK\�swaps to everyday foods, for example UHSODFLQJ�VXJDU\�GULQNV�ZLWK�VXJDU free versions.

3+(�XVHG�79�DQG�UDGLR�DGYHUWV�WR�GULYH�DXGLHQFHV�RQOLQH��7KHLU�PHVVDJHV�KDG�WR�LQWHJUDWH�VHDPOHVVO\�IURP�WKH�RIÁLQH�DFURVV�PXOWLSOH�VRFLDO�GLJLWDO�RQOLQH�IRUPDWV��6RFLDO�media was used for inspirational bite sized KHDOWK\�VPDUW�VZDS�WLSV��RU�IRU�VKDULQJ�content. The website had handy smart tools with personalised plans which could be used online or mobile. A Smart Swaps mobile DSS�PHDQW�WKDW�SHRSOH�KDG�WKH�FDPSDLJQ�WRROV�LQ�WKHLU�SRFNHW�ZKHQ�RXW�VKRSSLQJ��7KH�WHDP�DOVR�VHQW�VXSHUPDUNHW�YRXFKHUV��IULGJH�PDJQHWV�DQG�UHFLSHV�WR�SHRSOH�ZKR VLJQHG�XS��

7KH�&KDQJH�/LIH�IULHQGO\��VXSSRUWLYH�DQG�LQIRUPDO�WRQH�DQG�VWURQJ�LPDJHU\�ZDV�XVHG�WKURXJKRXW�WKH�FKDQQHOV�WR�EXLOG�WKH�EUDQG�and maintain consistency.

7KH�ZHEVLWH�KDG�RYHU��PLOOLRQ�YLVLWV�GXULQJ�WKH�FDPSDLJQ�DQG�WKH�DSS�KDG��GRZQORDGV��&UXFLDOO\��WKH�FDPSDLJQ�FKDQJHG�EHKDYLRXU�DV�VDOHV�RI�VXJDU\�GULQNV�decreased 8.6% year on year as people VZDSSHG�WR�VXJDU�IUHH�GULQNV��

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Other case studies/reading

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KWWSV��ZZZ�WKLQNZLWKJRRJOH�FRP�LQWO�HQ�JE�FDVH�VWXG\�PRWRUVFRXN�UHDFKHV�GXDO�VFUHHQLQJ�FRQVXPHUV�



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�7HOOLQJ�D�VWRU\�DFURVV�PXOWLSOH�¶FKXQNV·�RI�D�FDPSDLJQ�KDV�been done for many years, but the increase in media platforms and the trend of PXOWL�VFUHHQLQJ�KDV�DGGHG�D�new dimension.

8VLQJ�GLIIHUHQW�PHGLD��SDUWLFXODUO\�GLJLWDO��RIIHUV�the chance to create more content that people can explore or interact with and EULQJ�D�VWRU\�WR�OLIH��$Q�DGYHUW�or headline content can be used to drive people online to continue the conversation, extend the narrative and SURYLGH�JUHDWHU�GHWDLO��

VRPHWLPHV�XVLQJ�UHDO�OLIH�VWRULHV��$�OD\HUHG�FDPSDLJQ�can also split up a complex PHVVDJH�LQWR�VWHSV�DQG�RYHU�time to help drive behaviour FKDQJH�

'LJLWDO�FKDQQHOV�SURYLGH�opportunities to connect with audiences in a much richer way – a third of YouTube videos watched in the UK DUH�RYHU��PLQV�ORQJ4 – without the restrictions of a media schedule. This can EXLOG�VWURQJHU�LQWHUDFWLRQV�and a two-way conversation with audiences.

$�VWXG\�E\�,SVRV�025,�VKRZV�WKDW�EXLOGLQJ�D�VWRU\�DQG�XVLQJ�FUHDWLYH�FRQWLQXLW\�- whether across time or WKURXJK�DERYH�DQG�EHORZ�the line communications - can help to build more HQJDJHPHQW�ZLWK�WKH�DGYHUWLVLQJ�DQG�FUHDWH�VWURQJHU�QRWLFHDELOLW\�DQG�PHVVDJH�UHFDOO��

6WRU\WHOOLQJ�DQG� OD\HUHG�PHVVDJLQJ

&DPSDLJQV�RU�communications that use continuous and consistent creative DFURVV�WLPH�DQG�or different channels are likely to have KLJKHU�UHFDOO�RI�WKH�communications. (Source:

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Advertising campaigns that use a distinctive memory structuretend to have better ad success...

...they act as a tool to get the brand name as part of the ad memory.

Continuing creative campaign

140

120

100

80

60

40

20

0Character in ad

represents brandTV ad has familiar

jingle or themeNo continuity

property

Reception Index

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CASE STUDY 7HHQDJH�5HODWLRQVKLS�$EXVH�

6HTXHQWLDO�PHVVDJLQJ�and content can lead to the development of DQ�¶DOZD\V�RQ·�VWUDWHJ\�ZKHUH��UDWKHU�WKDQ�KDYLQJ�‘bursts’, refreshed content is continually made available over time to keep audiences HQJDJHG��7KLV�DSSURDFK�therefore has resource implications to deliver a continuous supply of relevant DQG�HQJDJLQJ�FRQWHQW�

Promotion of content also needs to be considered. It needs to be pushed out and promoted in most cases, unless there is considerable RUJDQLF�WUDIÀF�DOUHDG\��7KLV�FRXOG�LQFOXGH�SD\LQJ�for views on YouTube and VHHGLQJ�WR�KHOS�JHW�FRQWHQW�shared by users.

Using storytelling and layered messaging

/D\HUHG�PHVVDJLQJ�DQG�VWRU\WHOOLQJ�FDQ�EH�XVHG�HIIHFWLYHO\�WR�JHQHUDWH�action. )RU�H[DPSOH�LW�FDQ�drive people to interact with other content and then to PDNH�D�GHFLVLRQ��FKDQJH�behaviour or to obtain buy-in to a concept or PHVVDJH��

6WRU\WHOOLQJ�ZLWK�VHTXHQWLDO�PHVVDJLQJ�FDQ�DOVR�KHOS�WR�build understanding and explanation of a particular LVVXH�DQG�WKH�FRQVHTXHQFHV�RI�WDNLQJ�QRW�WDNLQJ�DQ�action, or to explain policy. It can attract interest and FKDQJH�WKLQNLQJ��

6WRU\WHOOLQJ�LV�DOVR�H[FHOOHQW�DW�EXLOGLQJ�empathy�XVLQJ�personal or real life stories. 8VLQJ�GLIIHUHQW�PHGLD�WR�SXOO�different levers provides a hook to draw people in – JHWWLQJ�WKHP�WR�SDUWLFLSDWH�RU�to think differently.

:LWK�VKRFNLQJ�OHYHOV�RI�abusive behaviour in WHHQDJH�UHODWLRQVKLSV��WKH�+RPH�2IÀFH�ZDQWHG�WR�SUHYHQW�WHHQV�EHFRPLQJ�victims of abuse in their relationships now and in the future.

7KH�FDPSDLJQ�ZRUNHG�ZLWK�+ROO\RDNV�WR�KDUQHVV�a relationship abuse VWRU\OLQH�UXQQLQJ�RQ�WKH�soap. It used the TV ads WR�GULYH�\RXQJ�YLHZHUV�online where bespoke extra scenes from

CASE STUDY .HQFR�&RIIHH�YV�*DQJV

.HQFR·V�&RIIHH�YV�*DQJV�is a social cause and EUDQG�EXLOGLQJ�FDPSDLJQ�WKDW�DLPV�WR�FKDQJH�WKH�IXWXUHV�RI�\RXQJVWHUV�JURZLQJ�XS�LQ�WKH�WURXEOHG�UHJLRQV�ZKHUH�FRIIHH�LV�JURZQ��\RXQJ�UHFUXLWV�KDYH�EHHQ�JLYHQ�WUDLQLQJ�DQG�VXSSRUW�IURP�Kenco to build a better life for themselves as



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CASE STUDY 7HHQDJH�5HODWLRQVKLS�$EXVH�

+ROO\RDNV�ZHUH�FUHDWHG��KHOSLQJ�to expand the story from each characters’ perspective and GHOLYHU�XQLTXH�FRQWHQW��7KH�+ROO\RDNV�)DFHERRN�SDJH�included an innovative timeline of the characters abusive UHODWLRQVKLS��HQDEOLQJ�WHHQV�to spot behaviours from the storyline that they may not have UHFRJQLVHG�DV�DEXVH��

7KH�FDPSDLJQ�ZHEVLWH�KDG��XQLTXH�visits. 30% of teens said they took immediate DFWLRQ�DV�D�UHVXOW�RI�VHHLQJ�WKH�DGYHUWV�DQG��RI�WHHQV�VXUYH\HG�DJUHHG�WKDW�WKH�FDPSDLJQ�PDNH�WKHP�WKLQN�GLIIHUHQWO\�DERXW�

what an abusive relationship is �,SVRV�025,��

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CASE STUDY .HQFR�&RIIHH�YV�*DQJV

FRIIHH�IDUPHUV�DQG�GLYHUW�WKHP�IURP�JDQJ�membership.

7KH�FDPSDLJQ�VWDUWHG�ZLWK�D�QDWLRQDO�79�DGYHUW�IHDWXULQJ�D�\RXQJ�PDQ�RQ�WKH�EULQN�RI�EHLQJ�LQYROYHG�LQ�D�JDQJ�EHIRUH�EHFRPLQJ�D�FRIIHH�JURZHU��.HQFR·V�VWUDWHJ\�PRYHV�WKH�audience online to their website to follow WKH�SURJUHVV�RI�WKH��\RXQJ�UHFUXLWV�DV�WKH\�HPEDUN�RQ�WKHLU�HGXFDWLRQ�DQG�WUDLQLQJ�SURJUDP��ZLWK�FDVH�VWXGLHV�DQG�GD\�LQ�WKH�OLIH�YLGHRV�FUHDWHG�E\�WKH�\RXQJ�SHRSOH��7KLV�EXLOGV�QRW�RQO\�PRUH�HQJDJHPHQW�EXW�DOVR��empathy with the recruits.

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Further reading and case studies

Comparethemarket.com’s Meerkats:�,Q�D�FDWHJRU\�that used to be bland, comparethemarket.com GHYLVHG�D�ZD\�WR�HQJDJH�millions of people every year ZLWK�LWV�PHHUNDW�FDPSDLJQ��7KLV�JRHV�EH\RQG�MXVW�79�WR�every medium and also to the website. KWWSV��ZZZ�\RXWXEH�FRP�XVHU�&RPSDUH7KH0HHUNDW

Dulux: Colourless Future Campaign is an example RI�DQ�RQJRLQJ�VWRU\�WKURXJK�multiple executions and also includes an interactive website to explore the colours used in the ads KWWS��ZZZ�FUHDWLYHUHYLHZ�FR�XN�FU�EORJ��PDUFK�GXOX[�JRHV�VFL�À�LQ�QHZ�DG


:LWK�FRQVXPSWLRQ�FRQWLQXLQJ�WR�JURZ��PDQ\�EUDQGV�DUH�SULRULWLVLQJ�RQOLQH�YLGHR�DV�D�ZD\�WR�ERWK�VDWLVI\�FRQVXPHU�DSSHWLWH�IRU�HQJDJLQJ�FRQWHQW�DQG�WR�GHOLYHU�PDUNHWLQJ�PHVVDJHV�LQ�D�ULFK��LPPHUVLYH�ZD\��*RRJOH�KDV�FUHDWHG�ÀYH�NH\�FRQVLGHUDWLRQV�ZLOO�KHOS�JXLGH�WKH�ZD\��7KHVH�ÀYH�considerations are:

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2. Put mobile up front and centre in your plans

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5. Be honest and transparent

Visit KWWSV��ZZZ�WKLQNZLWKJRRJOH�FRP�LQWO�HQ�JE�ZHELQDU�ÀYH�WDFWLFV�WR�EXLOG�EHWWHU�EUDQGV�ZLWK�RQOLQH�YLGHR�


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�/LQNLQJ�D�PHVVDJH�WR�D�particular context or time DGGV�JUHDWHU�UHOHYDQFH�WR�D�FDPSDLJQ��7KLV�type of approach is now commonplace and many EUDQGV�DQG�RUJDQLVDWLRQV�HQJDJH�LQ�D�WRSLF�WKDW�people are already interested LQ�DQG�WDONLQJ�DERXW��,I�GRQH�well, the brand or subject matter becomes the content WKDW�SHRSOH�DUH�GLVFXVVLQJ��

2UJDQLVDWLRQV�DOVR�QHHG�WR�IRFXV�RQ�JHWWLQJ�WKH�FRQWHQW�RI�WKHLU�PHVVDJH�ULJKW��UDWKHU�WKDQ�VLPSO\�JHWWLQJ�LW�RXW�WKHUH�TXLFNO\��6R�¶ULJKW�WLPH·�PD\�EH�D�more appropriate term than ‘real-time’. An emphasis on SODFLQJ�PHVVDJHV�LQ�WKH�ULJKW�FRQWH[W�²�DOLJQHG�WR�the subject matter at hand, need state or behaviour ZH�DUH�WU\LQJ�WR�FKDQJH�²�RIWHQ�FUHDWHV�ORQJ�WHUP�associations for action and EHKDYLRXUDO�FKDQJH��

Using relevance

Social media, particularly Twitter is particularly ZHOO�VXLWHG�WR�KHOSLQJ�FDPSDLJQV�OLQN�WR�QHZV�or cultural and social HYHQWV��6RFLDO�OLVWHQLQJ�DOVR�IDFLOLWDWHV�WKH�DELOLW\�WR�ÀQG�RXW�DERXW�HPHUJLQJ�WUHQGV�before they break.

$�JRRG�H[DPSOH�RI�UHDO�WLPH�communications from 2014 was Kit Kat’s response to $SSOH·V�L3KRQH��¶EHQGJDWH·�SUREOHPV��.LW�.DW·V�´:H�GRQ·W�EHQG��ZH��EUHDNµ�tweet offered a humorous twist on a current story.

As many brands and RUJDQLVDWLRQV�DUH�GRLQJ�WKLV�DQG�LQ�DQ�LQFUHDVLQJO\�cluttered landscape, DXGLHQFHV�PD\�LJQRUH��PLVV�or dismiss such content as opportunism, so care needs to be taken.

Personalisation is commonly DFKLHYHG�E\�WDUJHWLQJ�JURXSV�RI�SHRSOH��VR�D�PHVVDJH�reaches an audience for whom it is more relevant. ,Q�WKH�GLJLWDO�ZRUOG��XVLQJ�behavioural and personal data means it is easier to deliver more appropriate and UHOHYDQW�DGYHUWLVLQJ�XVLQJ�UH�WDUJHWLQJ�RU�UH�PDUNHWLQJ�

Relevance: ULJKW�WLPH�UHDO�WLPH


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Using re-marketing

7KH�XVH�RI�UH�PDUNHWLQJ�WDJV��RU�VHDUFK�WHUPV�DOORZ�DGYHUWLVHUV�WR�WDUJHW�YHU\�VSHFLÀF�DXGLHQFHV�NQRZQ�WR�EH�LQWHUHVWHG�LQ�VSHFLÀF�advice or a transactional service.

,Q�DQ�DJH�ZKHUH�RYHU��RI�XVHUV�don’t complete the action desired by FRPPXQLFDWRUV�XSRQ�WKHLU�ÀUVW�ZHEVLWH�YLVLW��WKH�RSSRUWXQLW\�WR�FRQWLQXH�WR�HQJDJH�LV�KXJH�ZLWK�UHPDUNHWLQJ�DQG�LW�KDV�EHFRPH�a commonplace tactic to continue a conversation with an audience or drive the desired behaviour.

)RU�PRUH�LQIRUPDWLRQ�RQ�UH�PDUNHWLQJ�YLVLW�KWWSV��ZZZ�WKLQNZLWKJRRJOH�FRP�SURGXFWV�UHPDUNHWLQJ�KWPO

Using available data

,Q�DOO�WKHVH�FDVHV�RI�WDUJHWLQJ�GHVFULEHG��WKH�FRPPRQ�IDFWRU�IRU�PDNLQJ�FRQWHQW�PRUH�personalised is the clever use of data. This LQFOXGHV�LGHQWLI\LQJ�WUHQGLQJ�WRSLFV�DQG�HYHQWV��VHDUFK�TXHULHV��VRFLDO�PHGLD�OLVWHQLQJ��web analytics, behavioural feedback and XVHU�RU�FXVWRPHU�GHPRJUDSKLFV�DQG�DOO�RWKHU�VRXUFHV�RI�GDWD�DYDLODEOH�WR�JRYHUQPHQW�communicators that can be used to make communications more relevant.

)RU�PRUH�LQIRUPDWLRQ�RQ�XVLQJ�GDWD�YLVLW KWWSV��ZZZ�WKLQNZLWKJRRJOH�FRP�LQWO�HQ�JE�UHVHDUFK�VWXG\�GLJLWDO�FDPSDLJQ�performance-increases-30-50-with-data-GULYHQ�DSSURDFKHV�

CASE STUDYBirdseye

Birds Eye recently ran a FDPSDLJQ�ZLWK�D�VLPSOH�K\SRWKHVLV�WKDW�UHDFKLQJ�SHRSOH�LQ�WKH�ULJKW�QHHG�state is more likely to lead WR�EHKDYLRXUDO�FKDQJH�DQG�drive sales.

So they served online ads to SHRSOH�VSHFLÀFDOO\�EHWZHHQ�



Using relevance0DNLQJ�FRQWHQW�UHOHYDQW�and tailored to audiences can be used to drive engagement as it is more likely to be considered of interest. It can also be used

to raise awareness and understanding.

8VH�RI�ULJKW�WLPH�PHVVDJLQJ�can also be used to prompt SHRSOH�DW�D�VSHFLÀF�WLPH��

which can help to change behaviour.

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CASE STUDY)LUH�.LOOV

:LWKRXW�D�UHJXODU�UHPLQGHU��VPRNH�DODUP�WHVWLQJ�TXLFNO\�IDOOV�RII�SHRSOH·V�¶WR�GR·�OLVW��,Q��WKH�'HSDUWPHQW�IRU�&RPPXQLWLHV�DQG�/RFDO�*RYHUQPHQW�DGRSWHG�D�QHZ�VWUDWHJ\��HQFRXUDJLQJ�SHRSOH�WR�WHVW�WKHLU�VPRNH�DODUPV�ZKHQ�WKH\�FKDQJH�WKHLU�FORFNV�DW�the start and end of British Summer Time.

It not only serves as a timely prompt and reminder RI�VRPHWKLQJ�YLWDO�WKDW�SHRSOH�PLJKW�HDVLO\�RWKHUZLVH�IRUJHW��EXW�HQDEOHV�WKHP�WR�WHVW�WKHLU�DODUPV�DV�WKH\�FKDQJH�WKHLU�FORFNV��VR�EULQJLQJ�WZR�EHKDYLRXUV�WRJHWKHU�WR�VLPSOLI\�WKH�DFWLRQ�RI�WHVWLQJ��

7KH�EXUVWV�RI�WKH�FDPSDLJQ�KDYH�UHVXOWHG�LQ�EHWZHHQ��DQG��RI�KRXVHKROGV�WHVWLQJ�WKHLU�VPRNH�DODUPV�ZKHQ�WKH\�FKDQJH�WKHLU�FORFNV��'HDWKV�DQG�LQMXULHV�LQ�DFFLGHQWDO�ÀUHV�LQ�WKH�KRPH�DUH��ORZHU�WKDQ�ZKHQ�WKH�FDPSDLJQ�VWDUWHG�LQ�October 2011.

KWWSV��ZZZ�\RXWXEH�FRP�XVHU�)LUH.LOOV&DPSDLJQ

5pm-11pm, when they were PRVW�OLNHO\�WR�EH�KXQJU\�DQG�LQ�WKH�PRRG�IRU�D�ÀVK�ÀQJHU�sandwich, whether at home or still at work.

��RI�KXQJU\�SHRSOH�ZKR�were exposed to the ad VDLG�WKH\�ZDQWHG�WR�´HDW�ÀVK�ÀQJHUV�ULJKW�QRZµ�FRPSDUHG�

with just 12% of those ZKR�ZHUH�QRW�KXQJU\��7KH�FDPSDLJQ�DOVR�GURYH�ORQJHU�term behaviour: 43% of KXQJU\�SHRSOH�ZKR�VDZ�WKH�ad said they’d buy Birds Eye ÀVK�ÀQJHUV�QH[W�WLPH�WKH\�shopped, compared with ��RI�KXQJU\�SHRSOH�ZKR�didn’t see it.


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2IÁLQH�VKDULQJ��HSLWRPLVHG�as ‘the water-cooler moment’ has always existed and word of mouth is still considered D�YHU\�VWURQJ�IDFWRU�LQ�HQJDJHPHQW��$�VWXG\�RI�WKH�86�6XSHU%RZO��DUJXDEO\�RQH�RI�WKH�ELJJHVW�DGYHUWLVLQJ�events) found that for every online share, there were at OHDVW�WZLFH�DV�PDQ\�RIÁLQH�conversations.

%XW�WKH�GLJLWDO�HQYLURQPHQW�DQG�VSHFLÀFDOO\�RQOLQH�communities, social media and online video channels KDYH�HQDEOHG�VKDULQJ�WR�reach wider networks faster and have facilitated the WUDQVPLVVLRQ�RI�PHVVDJHV��Social media and online FRPPXQLWLHV�EULQJ�SHRSOH�LQWR�PRUH�UHJXODU�FRQWDFW�ZLWK�D�ELJJHU�QHWZRUN�and also widen their LQÁXHQFH�EH\RQG�FDVXDO�DFTXDLQWDQFHV��

These factors combine to create the rapid scale of viral FDPSDLJQV��

$VLGH�IURP�H[WHQGLQJ�the reach of a particular PHVVDJH��WKLV re-transmission drives earned media, the social value that comes with ¶VKDUHV·��VXJJHVWLRQV�WR�friends, ‘likes’, comments DQG�SKRWR�YLGHR�XSORDGV�by others. This can translate into increased advocacy because:

1. People value social proof – response increases when consumers think others have been motivated already.

��6KDULQJ�IHHGV�LWVHOI�²�WKH�more people talk about VRPHWKLQJ��WKH�PRUH�OLNHO\�WKDW�¶WDON·�ZLOO�JURZ�exponentially.

Shareable & snackable content


7KH�,FHEXFNHW�FKDOOHQJH�LV�DQ�H[FHOOHQW�H[DPSOH�RI�shareable content.


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Factors that can help make content shareable

In the world of shareable FRQWHQW��VXFFHVV�LV�GLIÀFXOW�WR�SUHGLFW��0DQ\�YLHZ�YLUDO�PDUNHWLQJ�DV�DQ�DUW��QRW�D�VFLHQFH�DQG�GLIÀFXOW�WR�

FRQWURO��6RFLDO#2JLOY\�KDYH�VXJJHVWHG�VHYHQ�SULQFLSOHV�that make content shareable.


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C – Gen C Always aim your shareable content at D�VOLJKWO\�\RXQJHU�DXGLHQFH�WKDQ�\RXU�WDUJHW��$LP�LW�DW�DQG�XVH�*HQ�&��ZKR�DUH�connected millennials, they will share content on sites such as Reddit, which RIWHQ�NLFN�VWDUWV�YLUDO�FDPSDLJQV��7KHVH�WKHQ�JHW�VKDUHG�RQ�VLWHV�VXFK�DV�%X]]IHHG�DQG�WKHQ�JHW�SLFNHG�XS�E\�QHZV�VLWHV�VXFK�DV�WKH�'DLO\�0DLO��

$�²�$PSOLÀFDWLRQ 8VH�H[LVWLQJ�RZQHG�FKDQQHOV�VXFK�DV�\RXU�websites, YouTube and social media to UHDFK�H[LVWLQJ�VXSSRUWHUV��%XW�HYHQ�JUHDW�content will often need an initial paid for SXVK�LQ�WKH�ULJKW�SODFHV��VXFK�DV�SURPRWHG�VRFLDO�PHGLD�DQG�<RX7XEH�DGYHUWLVLQJ�

R – Reasons to share $OO�JRRG�VKDUHDEOH�FRQWHQW�KDV�D�UHDVRQ�WR�VKDUH�DQG�D�YDOXH�WR�VKDULQJ��,W�PLJKW�tap into current cultural references, trends RU�QHZV��LW�PLJKW�EH�IXQQ\��WRXFKLQJ�RU�VKRFNLQJ��7KH�EHVW�FRQWHQW�KDV�PDQ\�OD\HUV��PHDQLQJ�LW�KDV�PXOWLSOH�KRRNV�DQG�works for multiple audiences to ensure PD[LPXP�ORQJHYLW\�

E – Emotion :KHWKHU�LW�LV�IXQQ\��WRXFKLQJ�RU�VKRFNLQJ��JRRG�VKDUHDEOH�FRQWHQW�LV�DOZD\V�HPRWLYH��LW�QHHGV�WR�WHOO�D�JRRG�VWRU\�DQG�SXOO�DW�WKH�KHDUWVWULQJV��%XW�EHZDUH�EHFDXVH�LW�FDQ·W�EH�DOO�WKLQJV�WR�DOO�SHRSOH�VR�IRFXV�LV�needed.

$�VOLGH�SDFN�RQ�VKDUHDEOH�FRQWHQW�KDV�EHHQ�FUHDWHG�E\�'RQ·W�3DQLF�ZLWK�VRPH�JUHDW�examples of viral videos. KWWSV��ZZZ�GURSER[�FRP�V�LJN�U�FOEX�JVYD�'RQ·W��3DQLF��&DELQHW��2IÀFH��Creds%2015_04_15.pdf?oref=e


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Snackable content

Snackable content describes HDV\�WR�UHDG�DQG�GLJHVW� bite-sized pieces of FRQWHQW��7KLV�LV�EHFRPLQJ�LQFUHDVLQJO\�LPSRUWDQW�DV�attention spans decrease DQG�LV�H[HPSOLÀHG�E\�ULVLQJ�PHGLD�EUDQGV�VLWHV�VXFK�DV�%X]]IHHG��:LWK�PRUH�FRQWHQW�EHLQJ�FRQVXPHG��DQG�VKDUHG�RQ�WKH�JR�DFURVV�different devices, snackable FRQWHQW�KHOSV�JUDE�LQWHUHVW�DQG�PDNH�VKDULQJ�HDVLHU��

There are no rules for snackable content, but it can be used for both VHULRXV�QHZV�DQG�OLJKWZHLJKW�HQWHUWDLQPHQW��:KDW�LV�important is an approach that seeks to consistently edit down so content is pithy, LQWHUHVWLQJ�RU�YLVXDO��

9LVXDOV��LQFOXGLQJ�infographics are a IUHTXHQWO\�XVHG�WHFKQLTXH�as is short-form video and LPDJHU\�RQ�SODWIRUPV�VXFK�DV�,QVWDJUDP��9LQH��DQG�

Snapchat. They’re easily viewable on any device (desktop or mobile), and can motivate people to share if there’s an element of surprise, entertainment or interest.

Using shareable content

Shareable content is an HIIHFWLYH�ZD\�WR�HQFRXUDJH�JUHDWHU�HQJDJHPHQW�DQG�build awareness rapidly and at low cost. The reach DQG�HQJDJHPHQW�DFKLHYHG�FDQ�EH�KLJK��HYHQ�ZLWK�RQO\�modest investment and can help to extend the value RI�SDLG�IRU�FDPSDLJQV��Shareable content can also be useful for building trust with the help of advocacy IURP�DXGLHQFHV�GRLQJ�WKH�VKDULQJ�

Snackable content can be useful to help people start WR�JHW�WR�JULSV�ZLWK�D�QHZ�LGHD�RU�SURJUDPPHV��PDNLQJ�it easier to understand or visualise.

0RVW�RIWHQ��VKDUHDEOH�content is intended to reach an online audience. The rapid facilitation and distribution of social networks and online video, coupled with the ability WR�GHOLYHU�ORQJHU�FUHDWLYH��favours this audience. Online shares seem to happen most

DPRQJVW�WKH�XQGHU��V��EXW��ZLWK�WKH�VLPSOLFLW\�RI�VKDULQJ�YLGHR�WKURXJK�PDQ\�GLIIHUHQW�platforms, is not limited to WKLV�DJH�JURXS��

+RZHYHU��WKLV�VKRXOG�QRW�be seen as limited to the GLJLWDO�ZRUOG��$V�QRWHG�HDUOLHU��YLUDO�FDPSDLJQV�DUH�in essence a form of word of mouth. The impact of word RI�PRXWK��DOWKRXJK�GLIÀFXOW�to measure, should not be underestimated as it is a VLJQLÀFDQW�IDFWRU�LQ�EXLOGLQJ�DXGLHQFH�HQJDJHPHQW�


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CASE STUDY7+,1.�

The Department for 7UDQVSRUW·V�7+,1.��URDG�VDIHW\�FDPSDLJQ�FUHDWHG�D�VKRUW�ÀOP�FDOOHG�¶SXE�ORR�VKRFNHU·�WR�ZDUQ�\RXQJ�PHQ�RI�WKH�GDQJHUV�RI�GULQNLQJ�DQG�GULYLQJ��,W�IHDWXUHG�WKUHH�XQVXVSHFWLQJ�\RXQJ�PDOH�drinkers in a pub bathroom, ORRNLQJ�LQWR�WKH�PLUURU�ZKLOH�they wash their hands. They DUH�WKHQ�VXGGHQO\�EURXJKW�face-to-face with the bloody KHDG�RI�D�PDQQHTXLQ�VPDVKLQJ�WKURXJK�WKH�PLUURU�²�PXFK�OLNH�D�car crash with realistic sound effects.

7KH�ÀOP�ZDV�GHVLJQHG�WR�EH�VKDUHDEOH��EHLQJ�VKRFNLQJ�DQG�JUXHVRPH�EXW�DOVR�WKRXJKW�SURYRNLQJ�DQG�GLVUXSWLYH��WR�

HQFRXUDJH�SHRSOH�WR�YLHZ�LW�RQOLQH�DQG�VKDUH�LW��7KH�ÀOP�UHFHLYHG��PLOOLRQ�YLHZV�DQG�ZDV�shared over 17 thousand times.

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Other case studies/reading

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�:KLOVW�SDUWQHUVKLSV�ZLWK�brands or media owners DUH�QRW�QHZ��LQFUHDVLQJO\�SDUWQHUVKLSV�ZLWK�LQÁXHQFHUV�such as video YouTube YORJJHUV�DUH�JDLQLQJ�LQ�popularity. This is due to the relationships they DUH�GHYHORSLQJ�ZLWK�IDQV��HVSHFLDOO\�\RXQJHU�DXGLHQFHV��PDNLQJ�WKHP�powerful and credible PHVVHQJHUV��

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There are a few key SULQFLSOHV�WR�FUHDWLQJ�authentic branded content in partnership with YouTube creators:

1. Partner with the right YouTube creator for your brand: )RU�EUDQGV�and YouTube creators to have successful, symbiotic relationships, they have to share more than an audience. Ideally, WKHUH·V�DQ�RUJDQLF�OLQN�RU�V\QHUJ\�EHWZHHQ�WKHLU�PHVVDJLQJ�DQG�VW\OH�DQG�WKH�PHVVDJHV�\RX�ZDQW�WR�convey.

2. Work together to help them do what they do best: :KHQ�WKH�YORJJHUV�as creators leave their mark on branded content, it feels more authentic WR�WKHLU�IDQV��LQFUHDVLQJ�the likelihood that their audience will share and HQJDJH�ZLWK�LW�DQG�LW�LV�less likely to be rejected.

3. Be exclusive, have a secret to tell: Try to create authentic excitement around a PHVVDJH�

4. Keep the cameras rolling: If it is relevant and appropriate don’t be afraid to make use of authentic behind the VFHQHV�IRRWDJH��,W·V�WKLV�real added value content that fans love.

5. Ask questions and invite audience participation: Online audiences love to feel involved. Invite participation in the FDPSDLJQ��VXFK�DV�HQDEOLQJ�WKHP�WR�FUHDWH�and share their own content, or help them to FRQWLQXH�WKH�PHVVDJH�on other social media SODWIRUPV�WR�JHQHUDWH�more ‘earned’ media.

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7KH�VXFFHVV�RI�YORJJHUV�KDV�FRPH�IURP�EXLOGLQJ�personal and authentic relationships with their IDQV��:LWK�WKHLU�SHUVRQDO�connection, credibility and trust, they can reach and activate millions. This SURYLGHV�D�ELJ�RSSRUWXQLW\�for communicators who are ZLOOLQJ�WR�ZRUN�FROODERUDWLYHO\�with them.

&ROODERUDWLQJ�ZLWK�RQOLQH�WDOHQW�LV�DOO�DERXW�OHYHUDJLQJ�their relationship with their fans to drive understanding RI�\RXU�PHVVDJH�DQG�engagement with the FDPSDLJQ��%HFDXVH�RI�their credibility, the use of LQÁXHQFHUV�FDQ�DOVR�build trust which can help to change behaviour.

This opportunity is best XVHG�WR�UHDFK�D�\RXQJHU�audience, especially 18-��V�ZKR�DUH�LQFUHDVLQJO\�GLIÀFXOW�WR�UHDFK�WKURXJK�WUDGLWLRQDO�PHGLD��+RZHYHU��VRPH�GLJLWDO�H[SHUWV�SUHGLFW�that the trend towards video EORJJHUV�WKDW�UHDFK�ROGHU�people and parents is set to expand considerably.

There are a small number of YouTube channels and YORJJHUV�WKDW�DSSHDO�WR�DQ�ROGHU�GHPRJUDSKLF��Examples of these would EH�*OREDO�&\FOLQJ�1HWZRUN�(KWWSV��ZZZ�\RXWXEH�FRP�XVHU�JOREDOF\FOLQJQHWZRUN) ZKLFK�LV�WKH�ODUJHVW�RQOLQH�YLGHR�FRPPXQLW\�IRU�F\FOLQJ��and Jamie Oliver (KWWSV��ZZZ�\RXWXEH�FRP�XVHU�JamieOliver) who has collaborated with brands VXFK�DV�((��+HOOPDQV�DQG�/9 �



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CASE STUDYAwkward Conversations

Research showed that VWDWLQJ�WKH�IDFWV�DORQH�ZDVQ·W�HQRXJK�WR�GHOD\�or prevent uptake of risky EHKDYLRXUV�DPRQJVW�WHHQDJHUV��%XW�KDYLQJ�positive conversations DQG�HQFRXUDJLQJ�\RXQJ�people to discuss how they felt about the topics could help them cement their DWWLWXGHV�DQG�JLYH�WKHP�WKH�FRQÀGHQFH�DQG�VNLOOV�to make better decisions.

0RVW�WHHQV�DYRLG�WDONLQJ�to their parents about these issues and would HYHQ�ÀQG�LW�KDUG�WR�WDON�to their friends. So Public +HDOWK�(QJODQG�VHOHFWHG�ten popular and trusted YORJJHUV�DQG�DVNHG�WKHP�

to create relevant videos that ZRXOG�HQJDJH�WHHQDJHUV�DQG�start conversations to help WKHP�EXLOG�VHOI�FRQÀGHQFH�and resilience.

,Q�WKH�ÀUVW�FRXSOH�RI�PRQWKV��the videos received over 5 million views, over 130,000 likes, around 50,000

comments and all 10 videos were featured in the ‘Top ��0RVW�/LNHG�9LGHRV�RQ�YouTube’ on the day of upload.


KWWS��ZZZ�EUDQGUHSXEOLF�FRP�DUWLFOH��SXEOLF�KHDOWK�HQJODQG�awkward-conversations

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�Successful communication needs to be current, relevant, DQG�PHPRUDEOH��&UHDWLQJ�an emotional connection VXSSRUWV�DOO�WKUHH��)HZ�SHRSOH�HQJDJH�DFWLYHO\�ZLWK�RUJDQLVDWLRQV�RU�HYHQ�brands5, but successful emotionally-focused communication connects PHVVDJHV�ZLWK�LVVXHV�people care about.

An emotional journey provides both a reason to HQJDJH�ZLWK�D�FDPSDLJQ�DW�a time when we are exposed to more media clutter and competition for our attention WKDQ�HYHU�EHIRUH��(QMR\LQJ�FRQWHQW�RU�IHHOLQJ�DQ�emotional connection with it builds a more positive and developed impression of the RUJDQLVDWLRQ�RU�FDPSDLJQ��ZKLFK�LQ�WXUQ�EXLOGV�PHVVDJH�recall. This means it is more likely to be considered at the point of need.

:H�NQRZ�IURP�EHKDYLRXUDO�economics studies that UDWLRQDO�GHFLVLRQ�PDNLQJ�JRYHUQV�RQO\�D�PLQRULW\�RI�GDLO\�GHFLVLRQV��ZH�continually rely on instinct, based on learned behaviour and emotive associations. )RUPLQJ�DQ�HPRWLRQDO�connection with an audience taps into the power of this WKLQNLQJ��EXLOGLQJ�SRVLWLYH�associations that continually LQÁXHQFH�VQDS�GHFLVLRQV�and consideration.

,GHDOO\��D�EUDQG�RU�PHVVDJH�becomes a heuristic – an immediate solution that shortcuts more rational �DQG�OHQJWK\��FRQVLGHUDWLRQ��Research by Binet and )LHOG6�DUJXHV�WKDW�UDWLRQDO�DGYHUWLVLQJ�KDV�DQ�immediate but short-lived impact, whereas emotional PHVVDJLQJ�FDQ�EXLOG�distinctive and positive brand LPSUHVVLRQV�ZLWK�JUHDWHU�SRWHQWLDO�LPSDFW�LQ�WKH�ORQJHU�term.

Using emotion

7KHUH�LV�D�VWURQJ�OLQN�EHWZHHQ�VWRU\�WHOOLQJ�DQG�emotion. Emotion-led FDPSDLJQV�FDQ�VSHDN�DERXW�issues we care about and relate to, which are often more important to people than rational considerations. 0RVW�SHRSOH�DUH�QDWXUDOO\�PRUH�HQJDJHG�ZLWK�stories and experiences WKDQ�RUJDQLVDWLRQV�RU�DVVRFLDWHG�PHVVDJHV��:HDYLQJ�PHVVDJHV�LQWR�D�story, so that it becomes a fundamental part of the journey, is a successful ZD\�WR�JHQHUDWH�VWURQJ�HQJDJHPHQW�

(PRWLRQDO�PHVVDJLQJ�FDQ�also help people to take DFWLRQ��%\�HVWDEOLVKLQJ�D�positive position for the PHVVDJH��LGHDOO\�DV�D�heuristic, in people’s minds, the content is better able to change behaviour.

Emotional connection

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a positive identity, which people can recall and relate positively and can help to

build understanding and increase trust.


CASE STUDY)LUH�.LOOV

The Department for &RPPXQLWLHV�DQG�/RFDO�*RYHUQPHQW��'&/*��UXQV�D�FDPSDLJQ�WZLFH�D�\HDU�HQFRXUDJLQJ�SHRSOH�WR�WHVW�their smoke alarms.

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have focussed on the aftermath of preventable ÀUHV�XVLQJ�EXUQW�FORFNV�ZLWK�DQ�HPRWLRQDO�OLQN�WR�D�JURXS�SDUWLFXODUO\�YXOQHUDEOH�WR�ÀUH�LQ�WKH�KRPH��H�J��FKLOGUHQ�and older people), or show SHRSOH��IURP�WKHVH�JURXSV�asleep as smoke swirls DURXQG�WKHP��7KLV�WULJJHUV�an emotional and protective UHVSRQVH�DV�ZHOO�DV�WDSSLQJ�LQWR�JXLOW�UHVSRQVHV��LW�also emphasises the need IRU�WDQJLEOH�DFWLRQ�DQG�plants concern in people’s minds about the potential UHSHUFXVVLRQV�RI�QRW�WHVWLQJ�immediately.

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The John Lewis Christmas 2014 advert is an excellent example of emotional advertising.

Interest is maintained�WKURXJKRXW�WKH�WZR�PLQXWH�DG��,W�EHJLQV�VWURQJO\��ZLWK�D�QRVWDOJLF�hit of Pingu). It is consistently funny, with VRPH�VWDQG�RXW�VFHQHV��ÀVK�ÀQJHUV�DQG�ODNH�VZLPPLQJ��9LHZHUV�DUH�LQWULJXHG��LQLWLDOO\�E\�the set-up and later to know how the story will HQG��7KH�HQG�RI�WKH�DGYHUW�LV�DOVR�VDWLVI\LQJ�DQG�UHZDUGLQJ��UHPLQGLQJ�SHRSOH�RI�WKH�WKLQJV�WKH\�UHDOO\�FDUH�DERXW�DW�&KULVWPDV��(QJDJHPHQW�SHDNV�LQ�WKH�ÀQDO�VWDJHV�RI�WKH�

DG��ÀUVW�DW�WKH�UHYHDO�RI�0RQW\·V�FRPSDQLRQ��and then at the realisation that the scene is in D�FKLOG·V�LPDJLQDWLRQ�

The journey inspires a range of emotions. Viewers of Monty�DUH�LQWULJXHG�IURP�WKH�ÀUVW�second, and experience happiness, sadness, DQG�FRQFHUQ�DORQJ�WKH�MRXUQH\��EHIRUH�ÀQLVKLQJ�ZLWK�D�FRFNWDLO�RI�IHHO�JRRG�HPRWLRQV��7KH�ÀQDO�VFHQH�LV�PXOWL�OD\HUHG��WKH�KDSS\�HQGLQJ�IRU�0RQW\�JLYHV�WKH�LQLWLDO�HPRWLRQDO�WXJ�RQ�WKH�KHDUW�VWULQJV��DQG�LW�LV�WKHQ�WRSSHG�by the realisation that it is all in the child’s mind and that Christmas is really all about



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Empathy is crucial to engagement. 0RQW\·V�VDGQHVV�LV�WKH�HPRWLRQDO�KHDUW�RI�WKH�DG�DQG�SURYRNHV�HPSDWK\��KHOSLQJ�WR�EXLOG�OLJKW�DQG�VKDGH�LQWR�WKH�VWRU\�DQG�ultimately leads to content which the viewer IHHOV�LQYROYHG�LQ��7KH�PXVLF�LV�XVHG�WR�JLYH�D�resonance to the more melancholy moments and the emotive revelation at the end.

7KH�EUDQG�PHVVDJH�LV�LQWURGXFHG�ZKHQ�SHRSOH�DUH�PRVW�HQJDJHG�LQ�WKH�VWRU\��VKRUWO\�after the emotive second reveal, and is simple and understated.

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�&RPPXQLFDWLQJ�D�EUDQG�SXUSRVH�LV�DERXW�VHWWLQJ�out values and a reason for ¶H[LVWLQJ·��VXFK�DV�D�UROH�LQ�people’s lives, communities DQG�LQ�WKH�ZRUOG�DW�ODUJH��,W�JRHV�EH\RQG�SURGXFW�VHUYLFH�EHQHÀWV��EUDQG�SRVLWLRQLQJ�and business objectives. Purpose is the intersection

EHWZHHQ�DQ�RUJDQLVDWLRQ·V�values and beliefs and those of the people it reaches.

A purpose can focus and unite employees in SXUVXLQJ�D�FRPPRQ�JRDO��so can also be useful for internal communications. At the same time it allows

companies to think beyond product and innovate in PRUH�PHDQLQJIXO�ZD\V��If Apple’s purpose had been to make better home computers, instead of ´HPSRZHULQJ�FUHDWLYLW\�DQG�VHOI�H[SUHVVLRQµ��LW�ZRXOG�never have developed the iPod, iPhone or iPad.

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Government communicators RIWHQ�KDYH�VRFLDO�FKDQJH�at the heart of what they GR��6R�KDYLQJ�D�SXUSRVH�LV�VRPHWKLQJ�WKDW�ZH�FDQ�build into communications, to mobilise people or communities to come WRJHWKHU�IRU�D�FRPPRQ�cause.

&DPSDLJQV�WKDW�communicate a brand purpose can help to inspire both employees and

audiences alike. They can be used to drive engagement as well as to improve understanding. If used on D�ORQJ�WHUP�EDVLV��RU�XVHG�LQ�FRPPXQLW\�RU�JUDVVURRWV�communications they can also help to change behaviour.

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information means they know more about the products and services they buy (and the companies behind them) than any previous JHQHUDWLRQ��$V�D�UHVXOW�WKH\�KDYH�KLJK�H[SHFWDWLRQV�RI�RUJDQLVDWLRQV�



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In July 2014 the Department for International Development �'),'��UDQ�WKH�ÀUVW�HYHU�*LUO�6XPPLW��DLPHG�DW�PRELOLVLQJ�domestic and international HIIRUWV�WR�HQG�IHPDOH�JHQLWDO�PXWLODWLRQ��)*0��DQG�FKLOG��HDUO\�DQG�IRUFHG�PDUULDJH��&()0��ZLWKLQ�D�JHQHUDWLRQ��81,&()�FR�KRVWHG�WKH�HYHQW�

In July more than 600 people DQG�8.�PHGLD�JDWKHUHG�LQ�/RQGRQ�IRU�WKH�HYHQW��ZKLFK�EURXJKW�WRJHWKHU�JUDVVURRWV�FDPSDLJQHUV��IDLWK�OHDGHUV��VXUYLYRUV�DQG�\RXQJ�FDPSDLJQHUV�WR�GLVFXVV�WKH�issues and make commitments to take action. Social media with visual and emotive LQIRJUDSKLFV�ZHUH�DOVR�XVHG�WR�ZLGHQ�WKH�HQJDJHPHQW�DQG�KHOS�PRELOLVH�WKRVH�ZKR�FRXOG�QRW�DWWHQG�WKH�HYHQW�WR�JHW�LQYROYHG��7KLV�LQFOXGHG�D�YLUWXDO�SOHGJH�WR�HQG�)*0�DQG�&()0�RQ�,QVWDJUDP��)DFHERRN�DQG�7ZLWWHU��

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Further reading/case studies

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You may re-use this information (excluding logos) free of charge in any format or medium, under the terms of the Open Government Licence v.2. To view this licence visit www.nationalarchives.gov.uk/ doc/open-Government-OLFHQFH�YHUVLRQ��RU�HPDLO�36,#QDWLRQDODUFKLYHV�JVL�JRY�XN�:KHUH�WKLUG�SDUW\�PDWHULDO�KDV�EHHQ�LGHQWLÀHG��permission from the respective copyright holder must be sought.

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