how to create a winning video marketing strategy
TRANSCRIPT
2017 ©Hurricane Media UK Ltd
B2B Expo How to create a winning video marketing strategy Hurricane
HOW TO CREATE A WINNING
VIDEO MARKETING STRATEGY
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Short term sales uplift Long term brand growth
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FAME FEELING FLUENCY
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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
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Some of our clients
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VideoMarketingStrategy
Harness the power of online video to build your brand
VideoMarketingStrategy
Harness the power of online video to build your brand
JON MOWAT
VideoMarketingStrategyHarness the power of onlinevideo to build your brand JON MOWAT
VideoMarketingStrategy
Harness the power of online video to build your brand
JON MOWAT Jan 2017 www.koganpage.com
The changing landscape of marketing
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The changing landscape of marketing
CLASSIC
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The changing landscape of marketing
CLASSIC
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user 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.
The changing landscape of marketing
CLASSIC
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user 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
The changing landscape of marketing
DIGITALCLASSIC
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The changing landscape of marketing
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Action
Consideration
Awareness
DIGITAL
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The changing landscape of marketing
AWARENESS
CONSIDERATION
ACTION
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AWARENESSHERO HUB HELP
ACTION
CONSIDERATION
ACTION
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Why is video taking over?
1: Zuckerberg and Google say so
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Why is video taking over?
1: Zuckerberg and Google say so
2: It actually works
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Why is video taking over?
The power of the medium
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System 1
System 2
The power of the medium
System 1
System 2
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Stories
Moving image
Haptic
Extension of personal self
Unlocking the power of mobile video
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The changing landscape of marketing
AWARENESSHERO HUB HELP
ACTION
CONSIDERATION
ACTION
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The changing landscape of marketing
AWARENESSHERO HUB HELP
ACTION
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The changing landscape of marketing
AWARENESSHERO HUB HELP
ACTION
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Paid, earned, viral
Making brands famous
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AWARENESS
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
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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
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AwarenessHHH
HHH
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Consideration
AwarenessHHH
HHH
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Maintaining Feeling : Building Fluency
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CONSIDERATION
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
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Consideration
AwarenessHHH
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A
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Action
Consideration
AwarenessHHH
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A
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Driving point of sale
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ACTION
Point of purchase video
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/
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VIDEO IS GREAT BUT!!!
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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
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= Great Content
E I
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P X Activation = Great Content
(Emotion x Identity)
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Planning X Activation = Great Content
Emotional Motivators
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Emotional Motivators for brands
Fear Shyness Confidence Aspiration Personal growth Key events FOMO
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https://www.youtube.com/watch?v=xFhnivaE_FI
FOMO motivator
(Emotion x Identity)
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Planning X Activation = Great Content
KPI’s
It’s about getting the most views right?
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KPI’s
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Wrong
KPI’s
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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
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