Harness the power of video strategy to increase sales and grow your brand

2017 ©Hurricane Media UK Ltd

Oi Conf Harness the power of video to increase sales and grow your brand. Hurricane

HOW TO CREATE A WINNING

VIDEO MARKETING STRATEGY

OiConf Hurricane

Short term sales uplift Long term brand growth

OiConf Hurricane

FAME FEELING FLUENCY

OiConf Hurricane

Effective video strategies for brands tactical insight, a relentless pursuit of outstanding creativity and the use of latest technology.

We plan effective campaigns and make beautiful films, delivering results across social media, digital, TV and e-commerce. Put simply we harness the power of video and the strategy behind it, to make a huge difference to your business.

We are a video marketing and production agency in one, producing engaging video content guaranteed to hit your business objectives.

Showreel: https://www.hurricanemedia.co.uk/portfolio/hurricane-showreel/

Multi award winning video marketing agency

OiConf Hurricane

https://www.hurricanemedia.co.uk/portfolio/hurricane-showreel/

Some of our clients

OiConf Hurricane

VideoMarketingStrategy

Harness the power of online video to build your brand



JON MOWAT

VideoMarketingStrategyHarness the power of onlinevideo to build your brand JON MOWAT



JON MOWAT Jan 2017 www.koganpage.com

http://www.koganpage.com

The changing landscape of marketing

OiConf Hurricane


CLASSIC

OiConf Hurricane


CLASSICuser reviews … people do not rely solely on brand communications to make their decisions.

Ad blockers

Subscription sites

Rise of content creators

Being the biggest advertiser no longer means biggest brand growth.

OiConf Hurricane


CLASSICuser reviews … people do not rely solely on brand communications to make their decisions.

Ad blockers

Subscription sites

Rise of content creators

Being the biggest advertiser no longer means biggest brand growth.

Scott Galoway Death of the Industrial Advertising Complex

https://www.youtube.com/watch?v=yOpSpQAxCHU

OiConf Hurricane

https://www.youtube.com/watch?v=yOpSpQAxCHU


DIGITALCLASSIC

OiConf Hurricane


CLASSIC

Action

Consideration

Awareness

DIGITAL

OiConf Hurricane


AWARENESS

CONSIDERATION

ACTION

OiConf Hurricane


AWARENESSHERO HUB HELP

ACTION

CONSIDERATION

ACTION

OiConf Hurricane

Why is video taking over?

OiConf Hurricane

1: Zuckerberg and Google say so


OiConf Hurricane

https://www.youtube.com/watch?v=fxDAyUiXphg

https://www.youtube.com/watch?v=fxDAyUiXphg

1: Zuckerberg and Google say so

2: It actually works


OiConf Hurricane

The power of the medium

System 1

System 2

OiConf Hurricane

The power of the medium

System 1

System 2

Stories

Moving image

Haptic

Extension of personal self

OiConf Hurricane

Unlocking the power of mobile video

OiConf Hurricane



ACTION

CONSIDERATION

ACTION

OiConf Hurricane



ACTION

OiConf Hurricane



ACTION

Paid, earned, viral

OiConf Hurricane

Making brands famousAWARENESS

OiConf Hurricane

This film, created for lead agency The Real Adventure, follows the nutrition journey of mother and baby during pregnancy and toddlerhood.

Hurricane sourced 5 children that looked similar enough to be the same child, arranged all filming and post and delivered a highly emotive film that connects with parents. Hurricane also provided alternative cut downs and edits for a range of activities across social.

The video scored exceptionally high rankings in focus grouping and it now sits on Facebook, YouTube and the Aptamil website.

Link: https://www.youtube.com/watch?v=aSRdEi3xN9k

386,000 views

OiConf Hurricane

https://www.youtube.com/watch?v=aSRdEi3xN9k

The aim of this paid campaign for Sykes was to drive brand awareness, leading to uplift in sales and owner sign ups.

The consumer video campaign achieved great results against the Media Plan. Thanks to a 47% higher than expected engagement with the creative, the films achieved: 43% lower Cost Per View 220K extra Views 6% lift in Sykes Brand Awareness. 20% lift in Brand Interest. (Increase in Sykes searches during the campaign)

Link: https://www.youtube.com/watch?time_continue=3&v=9nEl3guGinU

588,679 views

OiConf Hurricane

https://www.youtube.com/watch?time_continue=3&v=9nEl3guGinU


AwarenessHHH

HHH

OiConf Hurricane


Consideration

AwarenessHHH

HHH

OiConf Hurricane

Maintaining Feeling : Building Fluency

CONSIDERATION

OiConf Hurricane

What is a Costa Barrista’s favourite coffee?

This series of films drives Hub engagement on the Costa YouTube channel and has been recommissioned 3 times.

Link: https://www.youtube.com/user/forcoffeelovers/videos

119,497 views

OiConf Hurricane

https://www.youtube.com/user/forcoffeelovers/videos


Consideration

AwarenessHHH

HHH

A

OiConf Hurricane


Action

Consideration

AwarenessHHH

HHH

A

OiConf Hurricane

Driving point of sale

ACTION

OiConf Hurricane

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ut velit eu justo tincidunt tristique. Proin libero quam, maximus sed rhoncus eu, dictum in eros. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Sed et sapien arcu. Suspendisse eget purus nec est luctus suscipit vel ac augue. Sed bibendum sed mi a hendrerit. Donec quis efficitur risus.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ut velit eu justo tincidunt tristique. Proin libero quam, maximus sed rhoncus eu, dictum in eros. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Sed et sapien arcu. Suspendisse eget purus nec est luctus suscipit vel ac augue. Sed bibendum sed mi a hendrerit. Donec quis efficitur risus.

OiConf Hurricane

PROBLEMS TO SOLVE Drive sales from video to store Make the shoppable video experience look, feel and act like Ted Baker

THE RESULT? In just 1 week, the holiday video sent more than $75,000 in sales straight to TedBaker.com More than 2 interactions for every engaged view with over 1 minute spent, on average, engaged with the product in the overlay 60% of viewers interacting mobile devices, including the iPhone in browser (no apps needed)

Interactive: Ted Baker

http://creative.wirewax.com/commercial/tedbaker/

OiConf Hurricane

http://creative.wirewax.com/commercial/tedbaker/

VIDEO IS GREAT BUT!!!

OiConf Hurricane

EVERY MINUTE!!300 hours of video uploaded to YouTube !1400 new blog posts!2,460,000 pieces of Facebook content !277,000 tweets!347,222 photos on Whats App!216,000 new instagrams!

The content soup

EVERY MINUTE!!300 hours of video uploaded to YouTube !1400 new blog posts!2,460,000 pieces of Facebook content !277,000 tweets!347,222 photos on Whats App!216,000 new instagrams!

The content soup

Perceived effectiveness of marketers’ content has dropped from 42% to 34%.

So only 3 out of 10 marketers feel that their own content is effective.

Content Marketing Institute’s annual survey

HOW TO CREATE A WINNING

VIDEO MARKETING STRATEGY

OiConf Hurricane

= Great Content

OiConf Hurricane

E I

OiConf Hurricane

P X Activation = Great Content

(Emotion x Identity)

Planning X Activation = Great Content

OiConf Hurricane

Emotional Motivators

OiConf Hurricane

Emotional Motivators for brands

Fear Shyness Confidence Aspiration Personal growth Key events FOMO

OiConf Hurricane

https://www.youtube.com/watch?v=xFhnivaE_FI

FOMO motivator

(Emotion x Identity)

Planning X Activation = Great Content

OiConf Hurricane

KPI’s

It’s about getting the most views right?

OiConf Hurricane

KPI’s

Wrong

OiConf Hurricane

KPI’s

Awareness goals

Views Impressions Unique users Shares Brand Awareness uplift Ad recall lift Pr inches Customer surveys

Consideration goals

View through rate Channel subscriptions Engagement (Watch time, sharing ) Send out to companies like brain juicer Pr inches Customer surveys

Action goals

Click to brand page Measurable links Uplift in sales during campaign periord Signups Send out to companies like brain juicer

OiConf Hurricane

Mass communication doesn’t work as well as it did. The sales funnel has changed.

Content is on the rise but there is just too much of it

Well planned video can help your brand cut through

Consider Hero, Hub, Help and Action videos to drive growth at various points of the funnel.

The magic formula will help you make effective content

The key to successful video is capturing emotional drivers.

Set the right KPI’s

Summary

Jon Mowat Managing Director

email: [email protected] tel: 07970 977049

John Lanyon Creative Director

email: [email protected] tel: 07967 805384

Harness the power of video strategy to increase sales and grow your brand

Marketing

Transcript of Harness the power of video strategy to increase sales and grow your brand