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The document discusses successful social video campaigns and how to measure their impact on brands. It provides examples of Old Spice and Evian campaigns that employed best practices like memorable creative content, audience participation, extending the campaign, and surge media. These practices helped Old Spice capture 75% of the male grooming category and Evian gain views through memorable content and extensions. The document advocates for using Share of Choice metric to measure true brand performance compared to competitors in the social video space.
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- 1. Deconstructing Successful Social Video Campaigns & How to Measure Their Ultimate Impact on Your Brand Brian Shin Founder & CEO Copyright 2010, Visible Measures Corp. - COMPANY & CLIENT CONFIDENTIAL - DO NOT DISTRIBUTE www.visiblemeasures.com @visiblemeasures / @BrianShin www.visiblemeasures.com @BrianShin @visiblemeasures
- 2. Video Analytics for Publishers & Campaign Measurement for Brands Serving 100+ Leading Pubs And 100+ Major Brands The Visible Measures Database
- 3. We Know What Audiences Watch & Which Ads Work in Online Video Over 200 million monthly uniques Over 300 video destinations Over 250 million video clips Over 1.5 trillion total video views Years of historical data What Audiences Watch Which Ads Work Industry Defining Video Ads Charts: Top Viral Ads (w/ Ad Age) , Top Film Trailers (w/ Variety ), Top Auto Ads (w/ Motor Trend ) Trends: 1000+ social video campaigns weekly Share of Choice: Industry-level view of the brands audiences choose to watch in social video The Visible Measures Database
- 4. Social Video Combines Social Media With the Rich Story-Telling Capabilities of 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. Social Media Internet Video
- 5. Social Video Embraces Audiences at the Center of the Dialogue Choice Emotion Interaction Sharing Expression Social Video is your content in the hands of consumers Social Video puts Social Video can spawn copies, remixes, & derivatives be the center of social dialogue Social Video can
- 6. Your Target Audiences Are Increasingly Watching Social Video Advertising Views for Social Video Advertising Increased 3.3X in 2010 2010: 2.7+ billion views 2009: 870+ million views Source: Visible Measures (www.visiblemeasures.com)
- 7. Brands from Nearly Every Category Are Investing in Social Video The Most-Watched Categories in Social Video in 2010 Old Spice Nike Pepsi Apple Doritos Toyota Blendtec Geico
- 8. Competition Among Brands is Exploding in Social Video Q3 2009 Q3 2010 50% increase Q3 2009 Q3 2010 230% increase We measure ALL social video We power industry-wide Top 10 Charts for Advertising Age and Variety Thresholds to make charts have increased dramatically
- 9. In social video, consumers have infinite choice...
- 10. Do they choose to watch content related to your brand or your competitors ? In social video, consumers have infinite choice...
- 11. Traditionally, There Were Three Ways to Measure Consumer Choice in Social Video Campaign views Brand views Competitor views But they dont tell the complete story.
- 12. Campaign View Counts Dont Show Brand Performance in Social Video Views for Your Social Video Campaign 2.5 million Your Campaign
- 13. Brand View Counts Dont Show Competitor Performance in Social Video Total Brand Views in Social Video 5 million Your Brand
- 14. Competitor Views Alone Dont Show Industry Dynamics Social Video Views in Your Industry 5 million 3 million 1 million 7 million 9 million Your Brand Competitor 2 Competitor 1 Competitor 3 Competitor 4
- 15. Share of Choice Reveals True Brand Performance in Social Video Quarter by Quarter Performance in Social Video Q2 10 Q1 10 Q3 10 Q4 10 4 4 3 1 2 1 3 2 Your Brand Your Brand Your Brand
- 16. Share of Choice is Built from the Ground Up in Social Video 1. Clip-Level Data Hundreds of millions of clips from hundreds of video destinations 2. Campaign-Level Data Thousands of video campaigns 3. Brand-Level Data Hundreds of brands 4. Industry-Level Data Dozens of industries Mobile Tech Top 10 Charts
- 17. Share of Choice is Analogous to Share of Voice, a Measure of Media Weight and Influence in Broadcast Share of Voice: The brands that spend the most Share of Choice: The brands consumers choose to watch
- 18. The Road to Capturing Consumer Choice Begins in Social Video Traditional Media Consumers choose only at the point of purchase Interactive Media Consumers 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 (Social Video) PURCHASE Preference Consideration Opinion Awareness Consumer Choice Consumer Choice Consumer Choice
- 19. Deconstructing Successful Social Video Campaigns Develop memorable content Employ surge media Extend the campaign Encourage audience participation 4 Core Best Practices
- 20. 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 male grooming category in Q3 2010 Successful Social Video Campaign: Old Spice: The Man Your Man Could Smell Like
- 21. 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 Media Memorable Content Memorable Content Surge Media Memorable Content Extend the Campaign Extend the Campaign Encourage Audience Participation
- 22. Responses Campaign Helped Old Spice Capture Nearly 75% of the Male Grooming Category Other Other Other Gillette/BSF Source: Visible Measures (www.visiblemeasures.com)
- 23. 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
- 24. Evian Scored Views with Memorable Content and Campaign Extensions Source: Visible Measures (www.visiblemeasures.com) Memorable Content Memorable Content Roller Babies Baby Breakdancing Baby Moonwalking Making of 2 Making Of 1 Baby Interviews Extend the Campaign Memorable Content Extend the Campaign Surge Media Extend the Campaign Extend the Campaign Extend the Campaign
- 25. *Other includes brands with less than 5% Share of Choice Evian Remains on Top of the Beverage Category, But its Dominance is Fading Red Bull Red Bull Red Bull Red Bull Other Other Other Other Source: Visible Measures (www.visiblemeasures.com)
- 26. Thank you! Brian Shin @brianshin @visiblemeasures www.visiblemeasures.com