steve paler from youtube's presentation from the future of branded content, by fire circus
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Steve Paler from Youtube's presentation from The Future of Branded Content, brought to you by Fire Circus - conferences and events that fuel your innovationTRANSCRIPT
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STEVE PALER
HEAD OF GOOGLE CREATIVE SERVICES
YOUTUBE - A CREATIVE PERSPECTIVE
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A CREATIVE TEAM WHOSE BRANDING AND EXECUTIONAL
ABILITIES HELP BRANDS EXPLOIT THE TRUE CREATIVE POTENTIAL
OF GOOGLE | YOUTUBE PLATFORMS AND TECHNOLOGIES
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HOW BRANDS CAN GET INVOLVED
CREATIVE MEDIA ENGAGEMENT
CREATIVE USE OF YOUTUBE PARTNERS
BRANDED CONTENT
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‘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!
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WHY?
MAJORITY OF GARNIER PURE ACTIVE VISITORS ARE COMING FROM YOUTUBE
– SUGGESTS THAT GARNIER ARE RUNNING A TRUEVIEW CAMPAIGN
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USE PARTNERS TO ENTERTAIN
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CREATE YOUR OWN
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TOP 25
YOUTUBE
CHANNELS
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”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
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DOLLAR
SHAVE
CLUB
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DSC NO. 2
ONE
WIPE
CHARLIE
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THINGS TO WATCH OUT FOR!!
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MARKETING LANGUAGE
’LOVE’
’ENGAGEMENT’
’LOYALTY’
’COMMUNITY’
’COMMITMENT’
’RELATIONSHIP’
IS IT SAFE TO
ASSUME
CONSUMERS
CARE THIS MUCH
ABOUT YOUR
BRAND?
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MARKETING LANGUAGEARE ’FANS’
REALLY YOUR
MOST VALUABLE
CUSTOMER?
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“If you want something
guaranteed to go viral,
drink the water in nigeria”’
Rob Norman, CEO GroupM
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vs vs
L’OREAL – CREATIVE / EDITORIAL TESTING
ONE WEEK TRUE VIEW TESTING
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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)
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APPENDIX