case study: "how to create & distribute meaningful content that connects with your target...
TRANSCRIPT
Intel Confidential — Do Not Forward
How to Create and Distribute Meaningful Content
Neda Stoll, Sr. Marketing Manager, Intel
Chris Schreiber, VP of Marketing and Communications, Sharethrough
Key Modern Media Trends
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Feed-based Media
Meaningful Content
The Meaningful Content Movement
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The Feed is the New Design Standard
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Intel IQ
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The Rise of the Feed
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In-Feed Advertising Requires Content
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RecoWidgets
Paid Search
PromotedListings Custom
In-FeedIAB
“Native”
STX: Sharethrough In-Feed Exchange
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Brand Content Distribution 227 Million Total US Reach
Intel and Sharethrough’s Visions Interrelate
• Intel: To connect & enrich the lives of everyone on earth.
• Sharethrough: To build a modern Internet that is monetized with meaningful brand content.
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Meaningful Content: Intel For Change
• 66 Million girls not in school
• 33 Million fewer girls in school than boys
• 50% of sexual assaults happen to girls under age of 15
• Country GDP increases with more girls in school
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Intel & Education
• Intel believes education is a fundamental right for everyone, and that educating girls and women and providing them the opportunities to succeed will break the cycle of generational poverty.
• Intel Foundation invests $100 M a year in education
• 3 million volunteer hours around the globe
• 60 countries
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Marketing Campaign - Intel for Change
Campaign focused on supporting passionate young people in spreading awareness of the critical barriers to girls’ education
around the globe and driving action to address these gaps.
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Intel for Change Program Education – Inspiration - Action
• In-Country Learning Journeys:
• Intel for Change Community:
• Opportunities to Take Action:
• Calls to Action:
• Join the Community: www.IntelforChange.com
• Spread the Word: #IntelforChange
• Stay Connected: @Intelinvolved
ECUADOR
INDIA
KENYA
Intel Confidential – Do Not Forward
Target Audience & Marketing Objectives
Target Audience:
Student millennial in the US; opportunities to engage broader millennial audience globally as we scale
Marketing Objectives:
Increase emotional bond with target by driving awareness of Intel’s commitment to girls’ education
Increase “Likeability” of Intel
Build awareness of Intel’s commitment to changing the world for the better
Raise awareness for issues impacting girls’ and women’s education & inspire action to address the gaps
Intel Confidential – Do Not Forward
Intel For Change: Content Overview
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Powerful content that seeks to empower women from every corner of the globe to gain education and take action.
Video Highlight
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Intel For Change: Campaign Performance
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Strong Mobile Engagement • Mobile engagement rate >13%
above high end of STR benchmark (1.23%)
• 18% higher engagement rate
than campaigns with similar content and objectives
Headline Optimization • Optimized toward best performing headlines to increase
engagement • Headlines that mentioned the name of the country showed
superior performance (237% higher on desktop, 80% Mobile)
Content Strategy
Strategy
• Follow IFC Ambassadors (IFCA) as focal point through a 4-part journey:
• Document the journey
• Leverage coverage of social influencers
• Use the Intel Mentors as spokespeople
• Cross promote
Tone & Branding
• Real-to-life
• Authentic
• Culturally reflective
• A little bit edgy
Intel Confidential — Do Not Forward