Social Video:Keys to Success & Measuring Impact

@mcutlerMatt Cutler

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Many Different Types of Online Video Ad Formats

Social Video: Social Media Combined WithRich Story-Telling Capabilities of Internet Video

Social Media Internet Video

– Unlike traditional paid advertisings, viewers are in control in social video.

– Unlike traditional social networking, advertisers control the message in social video.– Successful social video campaigns are distinct from other forms of online advertising.

Do they choose to watch content related to your brand or your competitors?

In social video, consumers have infinite choice...

Share of Choice™: Analogous to Share of Voice

Share of Voice: The brands that spend the most

Share of Choice: The brands consumers choose to watch

The Road to Capturing Consumer Choice Begins in Social Video

PURCHASE

Preference

Consideration

Opinion

Awareness

Consumer Choice Consumer Choice

‘Traditional’ MediaConsumers choose only at the point of purchase

Interactive MediaConsumers choose at the beginning and at the end of the marketing funnel

Choice Conditioning: Allowing users to choose your brand prior to the point of purchase

Consumer Choice(Social Video)

Develop memorable content

Employ surge media

Extend the campaign

Encourage audience participation

4 Best Practices

Best Practices Employed: Memorable Content Encourage Audience Participation Extend the Campaign Surge Media

“Old Spice Guy” character was introduced as part of prior campaign and became a celebrity... brand doubled-down with two additional campaigns

Ground-breaking approach involved shooting 180+ online-only short ads that were direct responses to audience requests via social media

Responses helped Old Spice capture nearly 75% of the beverage category in Q3 2010

Successful Social Video Campaign: Old Spice: The Man Your Man Could Smell Like

Responses Generated Over 50% of “Old Spice Guy” Views

Source: Visible Measures (www.visiblemeasures.com)

The Man Your Man Could Smell Like

The Return of the Man

Responses

Surge Media

Surge MediaMemorable Content

Memorable Content

Surge MediaMemorable Content

Extend the Campaign

Extend the Campaign

Encourage Audience Participation

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Responses Campaign Helped Old Spice Capture Nearly 75% of the Male Grooming Category

OtherOther OtherOther OtherOtherGillette/BSFGillette/BSF

Source: Visible Measures (www.visiblemeasures.com)

Successful Social Video Campaign: Evian: Live Young

Core Creative Assets

Baby Breakdance: 7.3 million views

Roller Babies: 95.1 million views

Best Practices Employed: Memorable Content Surge Media Extend the Campaign

Began as an online-only campaign... but massive viewer response helped push it into broadcast

Compelling creative approach, strong music component

Campaign involved multiple core creative assets, including internationally localized versions

Extension video assets, including behind-the-scenes clips and ‘interviews’ with the babies, extended reach by 8%

Over 40% of all campaign views were viral

Follow-on Assets

Additional Content: 9.7 million views

Baby MoonWalk: 8.3 million views

Evian Scored Views with Memorable Content and Campaign Extensions

Source: Visible Measures (www.visiblemeasures.com)

Memorable Content

Memorable Content

Roller Babies

Baby BreakdancingBaby Moonwalking

Making of 2Making Of 1

Baby Interviews

Extend the Campaign Memorable

Content

Extend the Campaign

Surge Media

Extend the Campaign

Extend the Campaign

Extend the Campaign

*Other includes brands with less than 5% Share of Choice

Evian Remains on Top of Category, But its Dominance is Fading

Red BullRed BullRed BullRed Bull

Red BullRed Bull

Red BullRed Bull

OtherOtherOtherOther OtherOther OtherOther

Source: Visible Measures (www.visiblemeasures.com)

Thanks! For more, check out• The Visible Measures Blog:

–http://blog.visiblemeasures.com• Ad Age Top 10 Viral Video Ad Chart:

–http://www.adage.com/digital• Variety Top 10 Film Trailers Chart:

–http://www.variety.com/index.asp?layout=chart_trailers

@mcutler