activating consumers to tell your story

ACTIVATING CONSUMERS to FILL YOUR PRODUCT STORY

© 2013 EXPO Communications | Proprietary & Confidential

3,000:1Ratio of Text vs. Video

CROWDSOURCINGIT’S TOUGH, BUT IT CAN BE DONE

CAPTURING VALUABLE CONTENTWHEREVER THEY ARE.


There are a few important, yet overlooked steps when looking to generate quality video content from consumers:

Target the right consumers Provide proper incentives Model desired behavior Give instructions

CrowdsourcingActivating Brand Communities


SOCIAL ACTIVATION LEVERAGING FACEBOOK FANS

Swiffer activated its Facebook fans to ignite momentum for product launch by creating buzz and generating review content.

With close to 2 million social impressions the brand had over 60,000 consumers applying for the program, providing the ability to market to a list of verified brand enthusiasts/product owners/in-market consumers.

On message, targeted content was generated for launch and placed on key retailer and brand owned properties to drive sales.


comScore April 2012 study comparing “Lift in Share” sourced by professionally scripted video and user product review. 2.7% overlap in respondentspersuaded by each video.

PROVIDING A FULL PRODUCT STORY

Consumers persuaded by Professional video

Consumers persuaded by User video

User-Gen Reviews

Competitive ComparisonProduct Quality

Product ConvenienceNew Feature Information


TV Commercials

Emotional ElementsBrand DifferencesSuperiority Claims

• ars.zipline is the culmination of over 30 years of research on the use of strategic and executional content within advertising - with over 150 different content elements thought to influence an ad's potential selling power across four key dimensions: emotional connection, rational connection, brand linkage ability, and advertising structure

• Research on thousands of TV ads revealed that several of these content elements have a significant relationship to advertising driven sales as measured by ARS Persuasion and Related Recall

• These became "rules of thumb" used by advertisers and agencies to help guide creative development. More recently, they have become the basis of a system that quickly and inexpensively provides an indication if individual executions are potentially persuasive

MSW.ARS


• ars.zipline is regularly used to evaluate the strengths and weaknesses of both television and digital display advertising prior to running media

• EXPO product review videos have been proven to greatly complement existing media formats by providing communications that are more product and convenience focused

• Higher technical scoring has been proven to correlate directly to sales impact

• 30-50 deemed TV-worthy• >50 considered strong

MSW.ARS


activating consumers to tell your story

Business

product story consumers

product launch

quality video content

review content

user product review

professional video consumers

activating consumers

right consumers