harness the power of video for a winning marketing strategy

2017 ©Hurricane Media UK Ltd

Oi Conf and B2B Marketing Expo 2017 Harness the power of video to increase sales and grow your brand. Hurricane

www.hurricanemedia.co.uk

http://www.hurricanemedia.co.uk

HOW TO CREATE A WINNING

VIDEO MARKETING STRATEGY

Short term sales uplift Long term brand growth

FAME FEELING FLUENCY

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

https://www.hurricanemedia.co.uk/portfolio/hurricane-showreel/

Some of our clients

VideoMarketingStrategy

Harness the power of online video to build your brand



JON MOWAT

VideoMarketingStrategyHarness the power of onlinevideo to build your brand JON MOWAT



JON MOWAT Jan 2018 www.koganpage.com

http://www.koganpage.com

The changing landscape of marketing


CLASSIC


CLASSIC consumers rely on user reviews … not solely on brand communications.

Ad blockers

Subscription sites

Rise of content creators


CLASSIC

Scott Galoway Death of the Industrial Advertising Complex

https://www.youtube.com/watch?v=yOpSpQAxCHU

Being the biggest advertiser no longer means biggest brand growth.

https://www.youtube.com/watch?v=yOpSpQAxCHU


DIGITALCLASSIC


CLASSIC

Action

Consideration

Awareness

DIGITAL


AWARENESS

CONSIDERATION

ACTION


AWARENESSHERO HUB HELP

ACTION

CONSIDERATION

ACTION

Why is video taking over?

1: Zuckerberg and Google say so



EG, ALS Icebucket Challange



2: It actually works


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STORIES THAT MOVE, HELD IN OUR HANDS

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Stories that move, held in our hands

Narrative is central to human communication

We explain and understand through story

System 1 / System 2

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System 1 / System 2

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“picture motion significantly increases arousal, particularly when the images are already arousing.

Picture motion prompts heart-rate deceleration, reflecting a greater allocation of attention to moving images.”

Detenber, Simons & Bennett, at the University of Delaware

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Touching an object on a screen is a direct metaphor for the act of touching the content itself.

Merely imagining touching an object activates imagery centres in the mind

A direct touch interface increases the numbers of alternatives searched on tangible assets such as décor and furniture over intangible benefits such as wifi”.

60% of net traffic is now on mobile and touch devices and what was the “normal” way to watch content is no longer the norm.

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Extension of personal self

We believe more when it it comes from part of our connected, personal lives

People holding an object will “value” it higher than those not holding it. Viewers holding a picture of something are willing to pay more for it than those watching on a screen they are not holding

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Carl Rogers (Founding father of Humanist Psychology )

Unlocking the power of mobile video

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AWARENESS

CONSIDERATION

ACTION

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ACTION

CONSIDERATION

ACTION

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ACTION

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ACTION

Paid, earned, viral

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Making brands famousAWARENESS

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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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https://www.youtube.com/watch?v=aSRdEi3xN9k

Title Text

Client Name Hurricane

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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https://www.youtube.com/watch?time_continue=3&v=9nEl3guGinU


AwarenessHHH

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Consideration

AwarenessHHH

HHH

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Maintaining Feeling : Building Fluency

CONSIDERATION

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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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https://www.youtube.com/user/forcoffeelovers/videos


Consideration

AwarenessHHH

HHH

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Action

Consideration

AwarenessHHH

HHH

A

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ACTION

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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed ut velit eu justo tincidunt tristique. Proin libero quam, maximus sed rhoncus eu, dictum in eros. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Sed et sapien arcu. Suspendisse eget purus nec est luctus suscipit vel ac augue. Sed bibendum sed mi a hendrerit. Donec quis efficitur risus.

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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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http://creative.wirewax.com/commercial/tedbaker/

VIDEO IS GREAT

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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

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S I

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P X Activation = Great Content

(Storyx Identity)

Planning X Activation = Great Content

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(Storyx Identity)

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(Storyx Identity)

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EMOTION FACT

EMOTION

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

https://www.youtube.com/watch?v=xFhnivaE_FI

(Storyx Identity)


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X Activation = Great Content

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(Storyx Identity)

https://www.youtube.com/watch?v=K4R_WWeTFHQ

https://www.youtube.com/watch?v=K4R_WWeTFHQ


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(Storyx Identity)


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(Storyx Identity)

Goals Strategy (pipeline stage)

Differentiation / Distinctiveness Psychological Drivers

Conditions KPI’s

KPI’s

It’s about getting the most views right?

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KPI’s

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

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SO WHAT ?!


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(Storyx Identity)

X Activation

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PAID EARNED

VIRAL

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REVIEW refresh renew

reiterate

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(Storyx Identity)

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

Hero, Hub, Help and Action videos 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