STEVE PALER

HEAD OF GOOGLE CREATIVE SERVICES

YOUTUBE - A CREATIVE PERSPECTIVE

A CREATIVE TEAM WHOSE BRANDING AND EXECUTIONAL

ABILITIES HELP BRANDS EXPLOIT THE TRUE CREATIVE POTENTIAL

OF GOOGLE | YOUTUBE PLATFORMS AND TECHNOLOGIES

HOW BRANDS CAN GET INVOLVED

CREATIVE MEDIA ENGAGEMENT

CREATIVE USE OF YOUTUBE PARTNERS

BRANDED CONTENT

‘HALF MY ADVERTISING ISN'T WORKING, I

JUST DON'T KNOW WHICH HALF.’*(WILLIAM LEVER)

*QUITE POSSIBLY THE MOST OVER USED ADVERTISING CLICHE

WELL NOW YOU DO……AND THE GOOD NEWS IS YOU ONLY PAY FOR THE HALF THAT WORKS!

WHY?

MAJORITY OF GARNIER PURE ACTIVE VISITORS ARE COMING FROM YOUTUBE

– SUGGESTS THAT GARNIER ARE RUNNING A TRUEVIEW CAMPAIGN

USE PARTNERS TO ENTERTAIN

CREATE YOUR OWN

TOP 25

YOUTUBE

CHANNELS

”IN REALITY WE’RE GOING

BACK TO THE EARLY DAYS

OF TV WHEN THE LIKES OF

PERSIL AND OMO WERE

SPONSORING 30 MINUTES

SOAP OPERAS”

KEITH WEED

DOLLAR

SHAVE

CLUB

DSC NO. 2

ONE

WIPE

CHARLIE

THINGS TO WATCH OUT FOR!!

MARKETING LANGUAGE

’LOVE’

’ENGAGEMENT’

’LOYALTY’

’COMMUNITY’

’COMMITMENT’

’RELATIONSHIP’

IS IT SAFE TO

ASSUME

CONSUMERS

CARE THIS MUCH

ABOUT YOUR

BRAND?

MARKETING LANGUAGEARE ’FANS’

REALLY YOUR

MOST VALUABLE

CUSTOMER?

“If you want something

guaranteed to go viral,

drink the water in nigeria”’

Rob Norman, CEO GroupM

vs vs

L’OREAL – CREATIVE / EDITORIAL TESTING

ONE WEEK TRUE VIEW TESTING

TO CREATIVELY SUCCEED

TAILOR CREATIVE…..THINK BREADTH……MOVE / ENTERTAIN PEOPLE

LISTEN……….AND ITERATE / AMEND

HAVE CONFIDENCE……,… BE READY FOR PH 2 DIALOGUE

EVOLVE PROCESSES (AND METRICS)………..R&D PHILOSPHY

GLOBALLY COORDINATED RESOURCES (INTERNAL / AGENCIES)

APPENDIX