tag:econsultancy.com,2008:/topics/video Latest Video content from Econsultancy 2016-09-27T14:43:00+01:00 tag:econsultancy.com,2008:BlogPost/68332 2016-09-27T14:43:00+01:00 2016-09-27T14:43:00+01:00 Should marketers be more concerned about Facebook's video metrics faux pas? Patricio Robles <p>By some estimates, Facebook and its arch rival Google now account for upwards of 80% of every dollar spent on digital ads. </p> <p>On Friday, David Fischer, Facebook's VP of Business and Marketing Partnerships, acknowledged the existence of a "discrepancy" and <a href="https://www.facebook.com/business/news/facebook-video-metrics-update">explained</a>...</p> <blockquote> <p>About a month ago, we found an error in the way we calculate one of the video metrics on our dashboard – average duration of video viewed.</p> <p>The metric should have reflected the total time spent watching a video divided by the total number of people who played the video.</p> <p>But it didn’t – it reflected the total time spent watching a video divided by only the number of “views” of a video (that is, when the video was watched for three or more seconds). And so the miscalculation overstated this metric. </p> </blockquote> <p>According to Fischer, this issue has been addressed, and he was clear to reassure marketers that "this miscalculation has not and will not going forward have an impact on billing or how media mix models value their Facebook video investments."</p> <h3>Marketers respond</h3> <p>Despite the fact that Facebook's mistake didn't have negative billing implications, there is no doubt that it looks bad for Facebook and has led some to question whether it will dent the social network's relationship with marketers.</p> <p>Not surprisingly, Facebook quickly found itself the subject of sharp criticism. </p> <p>WPP CEO Sir Martin Sorrell used "Overstategate" <a href="http://www.adweek.com/agencyspy/sir-martin-sorrell-has-harsh-words-for-facebooks-fake-data-in-overstategate/117517">to call on Facebook</a> to provide its data for independent verification, and an unnamed Publicis executive reportedly told clients "two years of reporting inflated performance numbers is unacceptable" in a memo.</p> <p>But as TechCrunch's Josh Constine <a href="https://techcrunch.com/2016/09/23/which-social-media-metrics-matter/">points out</a>, some marketers have stepped up to defend Facebook, arguing that the mistake wasn't all that consequential and suggesting that marketers are a fairly sophisticated bunch when it comes to keeping tabs on their social efforts.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/jasonwstein">@jasonwstein</a> whole thing is silly. Full data by sec has always been available. We always look at 30 for comp 2 YT &amp; 10 for Nielsen benchmark</p> — Azania Andrews (@jewelazania) <a href="https://twitter.com/jewelazania/status/779159828480528385">September 23, 2016</a> </blockquote> <h3>Reasons marketers should care</h3> <p>Are those downplaying Facebook's mistake justified in doing so, or is the concern legitimate?</p> <p>Here are a few reasons why marketers should care about Overstategate.</p> <h4>1. Apparently, nobody noticed</h4> <p>Despite the fact that Facebook's errant calculation of the Average Duration of Video Viewed may have overestimated this metric by a whopping 60% to 80%, it went unnoticed for two years.</p> <p>Which begs the question: why, apparently, didn't marketers notice?</p> <p>Given the magnitude of Facebook's miscalculation, one might have expected observant marketers to have caught on to major differences between the average durations reported on Facebook versus other platforms, unless other platforms perform significantly better than Facebook in this area, which seems unlikely.</p> <p>Was nobody looking at this metric? Were marketers asleep at the wheel?</p> <p>Did they not care as long as the metrics looked good and they kept getting budget? Did marketers fail to read the manual, as Kalev Leetaru <a href="http://www.forbes.com/sites/kalevleetaru/2016/09/24/the-media-got-it-wrong-what-facebooks-video-ads-issue-tells-us-about-big-data-metrics/">argued</a>? Or something else?</p> <h4>2. It's not without potential consequence</h4> <p>Even though Facebook's mistake didn't have billing implications, as The Wall Street Journal notes, it could have made Facebook look like a more attractive channel and influenced spending decisions.</p> <p>This is particularly true for less sophisticated marketers who rely on the vanity metrics Facebook highlights to them.</p> <p>This in and of itself is cause for concern.</p> <h4>3. Facebook isn't direct response only</h4> <p>Many marketers downplaying the Facebook error point out that metrics like Average Duration of Video Viewed are often not the primary metrics they focus on.</p> <p>One told TechCrunch...</p> <blockquote> <p>...most advertisers see reach and view time as secondary or even tertiary metrics.</p> <p>When determining whether something is working, we typically focus on actions like clicks or conversions.</p> </blockquote> <p>The problem with this is that not all marketers using Facebook are using it as a channel for direct response, so determining the efficacy of campaigns isn't always as easy as drawing a straight line between dollars spent and clicks or conversions.</p> <p>Video in particular is being widely used by major brands in social channels to drive brand awareness, so metrics like reach and Average Duration of Video Viewed are far more important than some seem to believe.</p> <h3>Other miscalculations could be lurking</h3> <p>The biggest reason that marketers should be concerned about Facebook's faux pas is that they don't know what other miscalculations could be lurking behind the metrics that they're using.</p> <p>Marketers "own" fewer and fewer of the channels and platforms they rely on, and rarely have access to the raw data that goes into the metrics third parties report to them.</p> <p>Furthermore, in many cases, their efforts on third-party services are aimed at driving engagement on those third-party services, as opposed to driving action on properties they own, so it's increasingly difficult to close the loop.</p> <p>While programs like <a href="https://www.facebook.com/business/news/new-ad-viewability-partners">Facebook's ad viewability verification</a> help, not all marketers work for companies that have the resources to take advantage of these, and clearly those that do don't feel that they should be paying extra for them.</p> <p>That means large numbers of marketers, particularly those working for SMBs, are looking at and in many cases making important decisions based on metrics that come out of black boxes.</p> <p>Black boxes that may very well not be working properly 100% of the time.</p> <p>That, no matter what, is a big problem.</p> tag:econsultancy.com,2008:BlogPost/68333 2016-09-26T14:52:38+01:00 2016-09-26T14:52:38+01:00 What brands need to know about Snapchat Spectacles Patricio Robles <p>These snaps can be uploaded to Memories, Snapchat's recently-launched feature that allows users to store photos and videos for posterity.</p> <p>The concept behind Spectacles is simple – "Specs make memories, from your perspective" – but the implications could be significant, especially for marketers active on Snapchat, which now has more daily users than Twitter.</p> <p>Here's what brands need to know.</p> <h3>Nobody knows if Spectacles will take off, but don't underestimate them</h3> <p>Snapchat isn't the first tech company to set its sight on eyewear. For instance, many are comparing Spectacles to <a href="https://econsultancy.com/blog/63292-what-we-learned-from-trying-google-glass/">Google Glass</a>, which didn't exactly take over the world.</p> <p>But that doesn't mean that Spectacles won't be a success.</p> <p>At $130, Spectacles will be a lot cheaper than Google Glass, and they serve a much simpler purpose.</p> <p>Their appearance, which some are criticising, might not appeal to those in the tech media or above the age of 30, but that's the point: Spectacles haven't been designed for them.</p> <p>They have been designed for Snapchat's users, over half of whom are 24 years-old or younger.</p> <p>For these reasons, brands shouldn't assume that Spectacles will go the way of past connected eyewear.</p> <h3>They could change the nature of content on Snapchat</h3> <p>Snapchat CEO Evan Spiegel <a href="http://www.wsj.com/articles/snapchat-releases-first-hardware-product-spectacles-1474682719">says</a> he tested one of the prototypes for Spectacles in early 2015 when he went hiking with his fiancée...</p> <blockquote> <p>It was our first vacation, and we went to Big Sur for a day or two. We were walking through the woods, stepping over logs, looking up at the beautiful trees. And when I got the footage back and watched it, I could see my own memory, through my own eyes—it was unbelievable.</p> <p>It’s one thing to see images of an experience you had, but it’s another thing to have an experience of the experience. It was the closest I’d ever come to feeling like I was there again.</p> </blockquote> <p>While video recorded by Spectacles will ostensibly be similar to that taken by helmet-mounted GoPro cameras as opposed to smartphones, if Spectacles catches on, first-person video could come to be a prominent part of the Snapchat content experience.</p> <p>Brands active on the service will need to monitor this, as it could impact the type of creative they need to produce to ensure that their Snapchat efforts meet user expectations and are successful.</p> <h3>The future possibilities are endless, but...</h3> <p>The Wall Street Journal notes that devices like Spectacles could pave the way for numerous commercial possibilities...</p> <blockquote> <p>Beyond the images it produces, a wearable camera also knows a lot about what you’re doing in any given moment: which person you’re looking at, which product you’re browsing in a store window, whether the sky is blue or gray.</p> <p>It might guess what you need before you ask for it. In a tech scrum where fighting for a share of people’s daily video consumption is a zero-sum game, using the camera like this opens up fresh commercial possibilities.</p> </blockquote> <p>For those possibilities to materialize, Spectacles or its successors would need to become a lot more like Google Glass.</p> <p>That seems unlikely to happen any time soon, but it's worth considering that a product like Spectacles could be the trojan horse that allows individuals to become comfortable with connected eyewear before all of the functionality connected eyewear makes possible is seen as acceptable.</p> <h3>They could be a source of controversy</h3> <p>Perhaps the biggest threat to Spectacles' success is how society will react to it.</p> <p>Despite the fact that consumers are using smartphones to capture photos and videos in public places, a pair of glasses with a camera is different than a smartphone and Google Glass sparked a lot of privacy concerns.</p> <p>In fact, Google Glass wearers found themselves being labeled "glassholes" and were banned from businesses that feared their patrons would object to the possibility of being recorded so easily without their knowledge.</p> <p>For brands and local businesses, Spectacles could be a double-edged sword.</p> <p>On one hand, they will offer a new way to connect with young consumers and encourage them to produce content around their brands and businesses.</p> <p>But they could also potentially alienate and even drive away more privacy-conscious customers, so brands and business owners will want to tread carefully.</p> tag:econsultancy.com,2008:BlogPost/68306 2016-09-21T09:45:00+01:00 2016-09-21T09:45:00+01:00 What is ASMR and why are brands like KFC getting involved? Nikki Gilliland <p>For some, ASMR (or autonomous sensory meridian response) provides far more pleasure than a chicken thigh.</p> <p>If you’re unaware of the phenomenon or exactly how brands are getting in on the act - here’s a run-down of all you need to know.</p> <h3>What is ASMR?</h3> <p>If you’ve ever been sent into a state of pure relaxation from hearing someone turn the pages of a newspaper or speaking particularly softly – you might be tuned into the effects of ASMR. </p> <p>Essentially, it is the response some people have to specific sounds, triggering a tingling sensation that extends over the scalp and body. </p> <p>Thanks to its calming and almost sedative-like effect, it is increasingly being used as a way of soothing anxiety and relieving insomnia.</p> <p>There are now over 5.2m videos relating to ASMR on YouTube, with the most popular garnering over 16m views.</p> <h3>Who is creating it?</h3> <p>While some of the most popular ASMR content consists of old videos, like the dulcet tones of American painter, Bob Ross, an entirely new generation of ASMR practitioners (or ASMRtists as they’re also known) are popping up.</p> <p><iframe src="https://www.youtube.com/embed/MghiBW3r65M?wmode=transparent" width="854" height="480"></iframe></p> <p>You’re probably aware of Zoella or Jenna Marbles – but what about Heather Feather or GentleWhispering? </p> <p>Combined, the latter has over 116,000 subscribers. </p> <p>While it might not come close to the millions watching other mainstream channels - it certainly shows the growing number of people discovering this rather niche community. </p> <p><iframe src="https://www.youtube.com/embed/Kb27NHO_ubg?wmode=transparent" width="520" height="293"></iframe></p> <h3>How are brands getting involved?</h3> <p>Just like a <a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/" target="_blank">beauty brand</a> might be mentioned by an influencer such as Fleur De Force, many companies are realising the potential of being featured in an ASMR video.</p> <p>As well as speaking and whispering, there’s a whole host of videos featuring wrappers being crinkled or opening cans - prime advertising potential for many household names.</p> <p>The ultimate proof that this trend has selling power is KFC’s recent foray into the genre.</p> <p>Starring George Hamilton as the legendary Colonel Sanders, its ASMR ad depicts the ‘Extra Crispy Colonel’ talking about pocket squares and eating fried chicken. </p> <p>And yes, it <em>is</em> as odd as it sounds.</p> <p><iframe src="https://www.youtube.com/embed/LuuSGq3o1uI?wmode=transparent" width="854" height="480"></iframe></p> <p>So odd in fact that it’s hard not to see it as a parody of the genre. </p> <p>And yet, KFC does appear to be taking it seriously.</p> <p>Speaking about the ad, the brand’s Chief Marketing Officer, Kevin Hochman said: “This is a community that is absolutely infatuated and enthusiastic about the sensorial experience of sound... To me it makes a lot of sense why we would at least try to enter this space in a small way. There’s a lot of comfort that’s associated with ASMR, and that’s what our food delivers.”</p> <p>It's not the only brand to get involved.</p> <p>Dove Chocolate released two ASMR ads in China last year, both including specific ASMR triggers like unwrapping paper and soft chewing sounds. </p> <p>Likewise, <a href="https://econsultancy.com/blog/63062-how-pepsi-uses-facebook-twitter-pinterest-and-google/">Pepsi</a> gave a nod to the trend in a recent Instagram of its famous carbonated beverage. </p> <p><iframe src="https://www.youtube.com/embed/LU8zTccNzjc?wmode=transparent" width="854" height="480"></iframe></p> <h3>What is the potential of ASMR?</h3> <p>With influencer marketing <a href="http://mediakix.com/2015/12/influencer-marketing-5-10-billion-dollar-market/#gs.WzHUm1A" target="_blank">reported to become a $10bn industry</a> within the next five years, we’re used to seeing <a href="https://econsultancy.com/blog/66155-11-examples-of-marketing-campaigns-starring-youtubers/" target="_blank">brands capitalising on the YouTube generation</a>.</p> <p>So will ASMR become another money-making opportunity – or is it just a passing fad?</p> <p>It’s hard to see how such a niche genre can gain any real traction.</p> <p>For viewers that don’t feel any relaxing effects, most of the videos will probably seem boring (and downright bonkers).</p> <p>Similarly, for dedicated fans - those who use it to help serious issues like depression, PTSD or insomnia - the exposure and brand involvement is likely to feel unwelcome. </p> <p>However, with earning potential for ASMRtists and the undeniable search interest, it is certainly a fascinating new avenue for brands to explore. </p> tag:econsultancy.com,2008:BlogPost/68229 2016-09-08T10:52:00+01:00 2016-09-08T10:52:00+01:00 How Casper uses clever marketing & content to sell mattresses Nikki Gilliland <p><a href="http://www.huffingtonpost.co.uk/2016/01/26/half-of-women-in-uk-sleep-deprived_n_9076030.html" target="_blank">46% of women</a> and 36% of men suffer from lack of sleep, so it’s a huge problem for many.</p> <p>Tapping into the selling power of a solid eight hours, mattress startup Casper has built a reputation for capturing consumer interest through its quirky <a href="https://econsultancy.com/training/courses/topics/content-marketing-and-strategy">content marketing</a> and unique business model.</p> <p>Having recently launched its ecommerce site in the UK, here’s a look at why it’s one company worth keeping an eye on.</p> <h3>The Goldilocks of mattress brands</h3> <p>Do you want a bed that’s soft, firm or somewhere in between?</p> <p>Buying a mattress is traditionally a try-it-and-see shopping experience, but Casper disrupts this by selling just a single ‘universally comfortable’ model. </p> <p>With studies showing that <a href="https://www.theguardian.com/lifeandstyle/2015/oct/21/choice-stressing-us-out-dating-partners-monopolies" target="_blank">too much choice leads to more stress</a> and less satisfaction, this might prove to be preferable for consumers.</p> <p>Casper also draws in its audience with a focus on convenience and value for money.</p> <p>As well as shipping and delivering its mattress in a special vacuum-packed box, it offers a tempting 100-day trial and free returns. </p> <p><img src="https://assets.econsultancy.com/images/0007/8450/Caspar_dream_team.JPG" alt="" width="750" height="709"></p> <p>By recognising the fact that purchasing a bed is a rare and drawn-out experience, and deliberately disrupting it, Casper’s business model could prove to be a game-changer.</p> <p>Of course, the question is - will consumers be willing to take a leap of faith over the boring but fail-safe in-store experience?</p> <h3>Dedicated to the subject of sleep</h3> <p>Both the copy and design on Casper's website is beautifully engaging.  </p> <p><img src="https://assets.econsultancy.com/images/0007/8445/Caspar_customers.JPG" alt="" width="750" height="728"></p> <p>It attracts consumers with a friendly, conversational and reassuring <a href="https://econsultancy.com/blog/67434-four-brands-with-a-brilliantly-funny-tone-of-voice/" target="_blank">tone of voice</a> – but it’s not the only way Casper utilises copy. </p> <p>It has two blogs – both designed to entertain and retain customers.</p> <p>The first, <a href="http://blog.casper.com/" target="_blank">Pillow Talk</a>, is a tongue-in-cheek take on everything bed-related.</p> <p>From ‘The cutest Casper sleepers’ to ‘Eight reasons why this blog post is trying to sell you a mattress’, it is a reflection of the brand’s fun and offbeat personality.</p> <p><img src="https://assets.econsultancy.com/images/0007/8451/Casper_blog.JPG" alt="" width="750" height="691"></p> <p>The second, <a href="http://vanwinkles.com/" target="_blank">Van Winkle’s</a>, is an independent publication that’s dedicated to all things sleep-related.</p> <p>Using sleep as a vertical much like health or lifestyle, Casper's content team writes about the subject in a more informative and authoritative fashion. </p> <p><img src="https://assets.econsultancy.com/images/0007/8447/van_winkles.JPG" alt="" width="780" height="554"></p> <p>The aim of Van Winkle does not appear to directly promote or sell Casper mattresses (the brand is absent apart from a couple of links at the bottom of the homepage) - instead, it looks to be an extension of the brand as a lifestyle.</p> <p>With syndication on the likes of Huffington Post, articles have previously garnered huge traffic.</p> <p>By adding to the conversation about sleep and getting consumers interested in the topic in general, it could still be a way to increase awareness.</p> <h3>Your mate on social media</h3> <p>Alongside its editorial offering, Casper also wins the hearts of its millennial audience on social. </p> <p>Often tweeting customers using GIFs and emojis, it is unafraid to take the informal style of its main ecommerce site and ramp it up a notch.  </p> <blockquote class="twitter-tweet"> <p lang="und" dir="ltr"><a href="https://twitter.com/yohugogo">@yohugogo</a> <a href="https://t.co/l5IXivIbep">pic.twitter.com/l5IXivIbep</a></p> — Casper (@Casper) <a href="https://twitter.com/Casper/status/768458011048312833">August 24, 2016</a> </blockquote> <p>Its subject matter is often samey – with jokes about breakfast, naps and the daily struggle of first world problems.</p> <p>Yet, it is chatty and consistent, which also gives the impression that it’s actually there to help.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Everyone should be asking the important questions.</p> <p>Why isn't today Friday?</p> — Casper (@Casper) <a href="https://twitter.com/Casper/status/768825307860180992">August 25, 2016</a> </blockquote> <h3>Taps into trends</h3> <p>Unboxing videos are a <a href="https://econsultancy.com/blog/66678-how-the-top-five-uk-ecommerce-brands-use-youtube/" target="_blank">YouTube genre</a> usually reserved for high-tech gadgets and luxury beauty items.</p> <p>Thanks to Casper, there’s been a new trend of people filming themselves opening their packaged mattresses.</p> <p>There are countless videos online, and yes, it is as baffling as it sounds. While it’s probably quite satisfying to see a mattress spring into shape in real life, watching others do it is less thrilling.</p> <p>For Casper however, each video serves as brilliant advertising, and reinforced the vacuum-packed convenience of its USP.</p> <p><iframe src="https://www.youtube.com/embed/AD9lg11Yyv8?wmode=transparent" width="854" height="480"></iframe></p> <h3>Innovative but consistent</h3> <p><a href="http://www.forbes.com/sites/stevenbertoni/2016/04/04/how-start-up-casper-plans-to-wake-up-the-sleepy-mattress-market/#751a2cb12892" target="_blank">Describing its aim to be Nike of the sleep world,</a> Casper is unashamed in its desire to ramp up its product offering.</p> <p>With its ranges for pillows and sheets, it’s already selling more than just mattresses.</p> <p>In hopes of targeting an entirely new market, it’s also just released a dog-bed in the US.</p> <p><img src="https://assets.econsultancy.com/images/0007/8448/casper_dog.JPG" alt="" width="615" height="691"></p> <p>It remains to be seen whether these extra lines will be as successful as its main product, however it shows that Casper isn’t afraid to experiment.</p> <p>What's more, it also reflects the brand’s consistent dedication to sleep – regardless of the species.</p> <p><img src="https://assets.econsultancy.com/images/0007/8449/casper_insta.JPG" alt="" width="750" height="509"></p> <p>Across the board, consistency is one thing that Casper does really well.</p> <p>From Twitter to email, it manages to convey a consistent identity across all consumer touchpoints.</p> <p>Whether you’re in the market for a new mattress or not – there’s a lot to appreciate here.</p> tag:econsultancy.com,2008:BlogPost/68275 2016-09-07T15:10:00+01:00 2016-09-07T15:10:00+01:00 Ted Baker unveils shoppable video & Google voice search stunt for AW16 campaign David Moth <p>UK customers can also view the shoppable video on Selfridges’ site, while Nordstrom is the US partner for the ‘Mission Impeccable' campaign.</p> <p>The film portrays T.E.D. as the leader of a spy agency that is out to thwart a ‘couture catastrophe’. </p> <p>Here's the video, without the shoppable element.</p> <p><iframe src="https://www.youtube.com/embed/8FrB663mBns?wmode=transparent" width="640" height="360"></iframe></p> <p>Ted Baker has also partnered with Google’s <a href="https://econsultancy.com/blog/67213-google-voice-search-update-in-pictures/">voice search</a> to bring a further interactive element to the retail experience.</p> <p>If users ask Google one of the slogans written on Ted Baker’s shop windows around the UK they will be entered into a prize draw and can access extra information about the film’s characters.</p> <p>So, in the grand tradition of Econsultancy blog posts, we must ask... is it any good?</p> <h3>The shoppable video</h3> <p>I’ve never been entirely sold on the idea of shoppable video, and unfortunately this campaign hasn’t won me over.</p> <p>In my opinion the creative idea in the video is quickly lost as the viewer gets distracted trying to identify things they can click on. It becomes a bit like a game of whack-a-mole.</p> <p><a href="http://www.tedbaker.com/uk/Mens/c/category_mens">The Mission Impeccable video</a> begins with instructions on how to add items to your ‘vault’.</p> <p><img src="https://assets.econsultancy.com/images/0007/8880/Ted_Baker_video.png" alt="" width="800" height="428"></p> <p>Initially I thought this meant I had to press the '+' button on my keyboard to add items to my basket, but in fact you just click the icon with your mouse.</p> <p>The total number of items you’ve clicked is totted up in the top right hand corner, and the products also appear lower down the screen below the video.</p> <p>It’s an interesting concept and the video is very slick, but I’m not convinced by the execution.</p> <p>Take this shot for example. It’s dimly lit, and there are too many options on screen. </p> <p><img src="https://assets.econsultancy.com/images/0007/8881/Ted_Baker_video_2.png" alt="" width="800" height="429"></p> <p>The viewer has to pause the video to get a decent look at the items, and it’s not entirely clear what I’m adding to my basket.</p> <p>Equally, by having to regularly pause the film to browse the items on screen, you lose track of the storyline.</p> <p>That said, Ted Baker previously tested shoppable video technology last Christmas and sales of the featured products increased by 30%.</p> <h3>Voice search</h3> <p>After spotting this tweet I skulked off into the office stairwell so nobody would hear me tell my Samsung that ‘The gatekeeper’s Paisley is loud and crude.’</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Head to Ted’s Regent St store and play with the interactive windows - there’s £1000 up for grabs <a href="https://twitter.com/hashtag/MissionImpeccable?src=hash">#MissionImpeccable</a> <a href="https://t.co/yDYpaGfY13">pic.twitter.com/yDYpaGfY13</a></p> — Ted Baker (@ted_baker) <a href="https://twitter.com/ted_baker/status/773468356351520768">September 7, 2016</a> </blockquote> <p>The secret website was then presented as a <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> result. In hindsight this delivery method is quite obvious, but I was pleasantly surprised and think it’s a good creative idea.</p> <p>I doubt there are many people bidding on that keyphrase either (see more <a href="https://econsultancy.com/blog/62270-six-examples-of-effective-ppc-and-seo-campaigns/">creative uses of PPC</a>)</p> <p><img src="https://assets.econsultancy.com/images/0007/8874/ted_baker_ppc.png" alt="" width="300">  <img src="https://assets.econsultancy.com/images/0007/8875/ted_baker_passcode.png" alt="" width="300"></p> <p>The landing page displays an animated Gif of my password being accepted, before giving me a code that can be shown in-store to claim a prize.</p> <p>My curiosity piqued, I wandered the short distance to Regents Street where the friendly staff were ready and waiting for customers to walk in demanding freebies.</p> <p>The process of claiming a prize will likely become a bit slicker once the staff have had some practice, but after the briefest of waits I was eventually given the choice of a shave at a Ted Baker salon or a branded backgammon set.</p> <p>I opted for the latter.</p> <p>Upon exiting the shop I noticed several people outside speaking the code words into their phones, so the campaign already seems to be attracting some interest.</p> <h3>In conclusion...</h3> <p>While I like the concept behind this multichannel campaign, I'm still not convinced by the shoppable video.</p> <p>Personally I like to take a bit of time when shopping rather than trying to quickly click on random products before they disappear off screen.</p> <p>That said, the previous shoppable video campaign yielded good results for Ted Baker and it provides some good PR value.</p> <p>The voice search element is also very clever and I really like the execution. It's quick, simple and will help to entice people in-store.</p> <p>Overall I like the Mission Impeccable creative, but I think shoppable video is a technology I'll never get on board with.</p> tag:econsultancy.com,2008:BlogPost/68271 2016-09-07T13:44:00+01:00 2016-09-07T13:44:00+01:00 10 useful takeaways from #BrightonSEO: Local search, AMP, content & more Ben Davis <h3>1. How to get started with AMP</h3> <p style="font-weight: normal;">Branded3's Stephen Kenwright suggests using <a href="https://en-gb.wordpress.org/plugins/pagefrog/">PageFrog</a>.</p> <p style="font-weight: normal;">The plugin converts HTML so it complies with both Facebook Instant Articles and AMP, allows for layout customization, as well as monetization.</p> <h3>2. YouTube keyword strategy</h3> <p>Phil Nottingham advised us to use playlists to rank for key phrases you don't have specific videos for.</p> <p>Here's a neat example from Jamie Oliver.</p> <p><img src="https://assets.econsultancy.com/images/0007/8841/Screen_Shot_2016-09-06_at_15.53.26.png" alt="youtube playlist" width="615" height="344"></p> <h3>3. SEO tools</h3> <p>Berian Reed, MD of Pure Optimisation, shared his favoured tools for SEO.</p> <ul> <li> <a href="https://www.deepcrawl.com/">DeepCrawl</a> for SEO project management.</li> <li> <a href="http://www.seomonitor.com/">SEOMonitor</a> to get more keyword data and revenue projections.</li> <li> <a href="https://www.distilledodn.com/">distilledODN</a> for split testing SEO.</li> <li>Your CEO for link building (yes, your actual CEO is your best tool to earn links, through interviews, outreach etc.).</li> <li> <a href="http://pureoptimisation.co.uk/keyword-expander/">Keyword Expander</a> for keyword research.</li> </ul> <h3>4. Content marketing guidelines</h3> <p style="font-weight: normal;">Martijn Scheijbeler of The Next Web <a href="http://pt.slideshare.net/MartijnScheijbeler/brighton-seo-september-2016">shared some insights</a> into how brands can approach content marketing like a publisher.</p> <p style="font-weight: normal;">Here are his six steps to content creation:</p> <ul> <li>Know your sources.</li> <li>Know your tone of voice.</li> <li>Come up with ideas; don't think too long.</li> <li>Measure what is important to you.</li> <li>Strategy depends on resources and scale.</li> <li>Think off platform.</li> </ul> <h3>5. Prioritising useful content</h3> <p>Stephen Kenwright also gave a lovely example of the power of useful content, which is most important, irrespective of word count or links to page.</p> <p>Searching for 'When do the clocks go back?', compare some of the newspapers' top returned pages with that of GOV.uk.</p> <p><em>GOV.uk's page is supremely functional, including dates, related content and add-to-calendar button.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8847/Screen_Shot_2016-09-07_at_09.02.19.png" alt="gov.uk page" width="615" height="426"></p> <p>Newspapers <a href="http://www.telegraph.co.uk/news/0/when-do-the-clocks-go-back-what-is-daylight-saving-time-and-why/">such as The Telegraph</a> offer longer waffly content designed to rank (and with plenty of internal links) but not suiting the user need as beautifully as above.</p> <p>Stephen gives a good comparison of GOV.uk with The Mirror's top returned page.</p> <p>The Mirror may have 8,500 more links, but its page for this term is pretty useless and the simple GOV.uk version ranks comfortably above it.</p> <p>A lesson for all there.</p> <p><img src="https://assets.econsultancy.com/images/0007/8828/Screen_Shot_2016-09-06_at_14.06.39.png" alt="when do the clocks go back" width="500"></p> <h3>6. Avoiding a site migration disaster</h3> <p>Jon Earnshaw, Pi Datametrics, spoke about <a href="https://econsultancy.com/blog/68116-five-key-points-to-consider-for-a-smooth-site-migration/">site migration</a>.</p> <p>Aside from the sensible entreaty to get SEO involved from the start, the following advice on preventing the staging site from 'getting out' caught my eye. </p> <ul> <li>Remember that robots.txt only blocks crawling not indexing.</li> <li>Use IP whitelisting.</li> <li>Require a login.</li> <li>Use a 'no index' meta tag.</li> </ul> <h3>7. Local search management</h3> <p>There has been 146% year-on-year growth in location searches on mobile (March 2016, <a href="https://www.thinkwithgoogle.com/articles/build-your-mobile-centric-search-strategy.html">Think With Google</a>).</p> <p>50% of local searchers end up in-store within a day (<a href="http://searchengineland.com/6-local-seo-stats-every-online-marketer-needs-know-226562">via Search Engine Land</a>).</p> <p>Using a location management platform like <a href="http://www.yext.com/">Yext</a> will update store data simultaneously across locations, post content to Facebook Locations and Google My Business pages and create store locator pages on site/in app with minimal dev effort.</p> <h3>8. Google Shopping tips</h3> <p>Rob Watson of Supplyant offered some great tips for optimising Google Shopping campaigns.</p> <p>My favourites were tests showing the effectiveness of longer 150-character product titles and the use of the URL redirect attribute to send users to a category page rather than the product page (which increased conversion by capturing browse-stage shoppers on broader terms).</p> <p><a href="https://econsultancy.com/blog/68264-six-clever-ways-to-optimise-google-shopping-campaigns/">Here's all the detail from Rob's talk</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/8807/Screen_Shot_2016-09-06_at_09.29.22.png" alt="google shopping" width="615" height="506"></p> <h3>9. Emerging forms of search</h3> <p>Tom Anthony gave us a nice roundup of three emerging forms of search.</p> <p><strong>Ambient search</strong></p> <p>This is the trend that Google Now started a while back.</p> <p>Google's <a href="https://backchannel.com/googles-secret-study-to-find-out-our-needs-eba8700263bf#.nfd2tlw73">own studies</a> show that a third of potential searches go unfulfilled for any one user.</p> <p>Ubiquitous personalisation is one way to address this, providing more relevant information through an increasing variety of devices.</p> <p><strong>Faceted search</strong></p> <p>This is how Tom termed the phenomenon of the results pages capturing more of the funnel.</p> <p>Direct answers are now available in search through the Knowledge Graph, essentially negating clickthrough to a website proper.</p> <p>Conversational search is also one part of faceted search, with answers provided directly without a website visited. Microsoft’s Purna Virji predicted at BrightonSEO that by 2020, 50% of searches will come from voice.</p> <p>The natural progression of faceted search is an experience that will capture more of the funnel - i.e. the filter and sort phase of ecommerce.</p> <p><strong>Transactional search</strong></p> <p>Sticking with ecommerce, search is set to collapse the funnel. Tom referred to this as transactional search.</p> <p>Checking out within the SERPs will negate web search altogether, and will be a large part of conversational search.</p> <p>Combining all three (ambient, faceted and transactional search), Tom imagined the scenario of talking to a personal assistant.</p> <p>Saying, "Okay Alexa, buy the cheapest five star washing powder that will arrive before Friday," requires Alexa to know information about billing and delivery, to find the best product and to complete a purchase (after understanding the language of the query, of course).</p> <h3>10. User-generated content</h3> <p>How can you get your audience to create content for you?</p> <p>Sophie Turton gave some excellent examples for inspiration, including <a href="http://www.modcloth.com/style-gallery/users/1791277">Mod Cloth's community of reviewers</a> and Nintendo's Super Mario Maker (a game based on letting gamers create their own levels).</p> <p><a href="https://econsultancy.com/blog/68263-three-ways-brands-can-let-their-audience-create-their-content/">Here's a rundown of Sophie's talk</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/8784/Screen_Shot_2016-09-05_at_14.12.27.png" alt="mod cloth" width="615" height="412"></p> tag:econsultancy.com,2008:BlogPost/68246 2016-09-06T11:01:34+01:00 2016-09-06T11:01:34+01:00 Facebook Live, YouTube & Sumatran tigers: A Look inside London Zoo’s video strategy Nikki Gilliland <p>Here's what he had to say...</p> <h3>Could you start by describing your job – what are you responsible for?</h3> <p>I am responsible for overseeing the video and image production within the Zoological Society of London (ZSL), sitting within the Digital Communications team.</p> <p>This means I not only work for ZSL London Zoo, but also ZSL Whipsnade Zoo and for ZSL as a scientific and conservation organisation. </p> <p>So I could be filming tiger cubs one moment, and being stood in a river doing a Facebook Live from a conservation survey monitoring European eels the next.</p> <p>I manage the ZSL YouTube channel and work with our social media team to co-ordinate video content across all our communication channels.</p> <p>This involves the entire production process from conception to filming, post production to distribution. I also work very closely with our press and marketing teams within ZSL. </p> <h3>What is the overarching strategy for <a href="https://econsultancy.com/blog/67007-10-big-trends-happening-in-social-video/" target="_blank">social video</a> at ZSL?</h3> <p>We focus on three things at the core of our most engaging content – <strong>the cute, the wondrous and the weird</strong>.</p> <p>When it comes to wildlife, we find that what people love the most are cute fluffy animals, things that highlight the wonder and amazement of the natural world, and anything that is particularly unique.</p> <p>So we look to use these elements to help us focus the way we communicate the work being done not only by our zoos, but also by our conservation scientists out in the wild.</p> <p>In terms of our video output and distribution strategy more specifically, we have moved away from producing one video to put across all channels and instead we’re tailoring videos to work best for specific platforms.</p> <p>This obviously takes more time, but we have found that it has improved engagement. </p> <p><iframe src="https://www.youtube.com/embed/6pU1jwKPIWg?wmode=transparent" width="640" height="360"></iframe></p> <p>We also prioritise growth on platforms like YouTube and Facebook where engagement is high. This is in comparison to Vine where we place less emphasis on follower growth, instead seeing it as a tool to help increase our Twitter engagement.</p> <p>I’m also keen to keep on top of the latest video trends and to try new and innovative approaches, like 360-degree video for example. </p> <p>It’s all about finding the most effective and interesting ways to communicate all the different work the organisation does, as well as educating people about the wonders of wildlife and how they can help to preserve it.</p> <h3>What KPIs do you use to measure impact and engagement from your social videos?</h3> <p>We are still really looking to grow our followings for our main focus channels, such as YouTube and Facebook, so we keep an eye on what video content seems to be directly driving this growth.</p> <p>For example, a recent video featuring our tiger cubs directly led to our YouTube subscribers growing by over 10% - our biggest monthly increase ever. </p> <p>Outside of followers, we try to look at all engagement indicators such as views, reach, shares, likes and comments in balance rather than individually; sometimes a video may get less views, but actually the number of shares and comments on the video are much higher than expected.</p> <p>The more people are moved to click and engage with video content in a number of ways, the more likely this is to lead to click throughs to our website, which is why engagement indicators need to be viewed as a whole, not just individually. </p> <h3>What are the key considerations when producing videos for different platforms (e.g. Facebook vs. Twitter vs. YouTube)?</h3> <p>The key considerations are the types of videos and how people are consuming them.</p> <p>This differs quite a lot between our main platforms, which is why we have moved to tailoring video content for each one. </p> <p>For example, YouTube is where we prioritise our longer content, such as mini-programmes like the Curious Creatures or Wild Science features, as well as more in-depth coverage of ZSL’s conservation and science work. </p> <p>On Facebook we now use video for everything, as this gets a much better reach and the auto-play function and integration within people’s newsfeeds seems to work better.</p> <p>View duration tends to be much shorter, more around the 30-60 second mark, so we tend to make these videos shorter and punchier.</p> <p><iframe src="https://www.youtube.com/embed/G1MFaMSbCis?wmode=transparent" width="640" height="360"></iframe></p> <p>Stats also show that a huge percentage of video is watched without sound on mobile devices, so we have started to add text to the majority of our video content and this seems to be improving engagement.</p> <p>Interestingly, last year the majority of people were consuming our YouTube content on desktop, compared to greater use of mobile for Facebook.</p> <p>But so far this year we have seen a shift to mobile for consuming YouTube content too, which may mean we start altering how we present this content.</p> <p>On Twitter we find attention spans to be even shorter.</p> <p>YouTube videos hardly get any engagement through Twitter, we find instead that some of our most engaged with tweets use very short form content, either through the native player or more regularly Vine posts.</p> <p>We really see Vine as a strong tool for increasing our Twitter engagement and is something I am looking to use more and more. </p> <h3>How do you measure success for Facebook video? What works on this platform vs. what doesn't?</h3> <p>We look at all the main engagement markers in balance to decide on the success of a video.</p> <p>It can’t be just about viewer numbers, particularly as these can be a less reliable indicator on Facebook than on YouTube, or just the number of likes.</p> <p>We are really trying to get as big a reach for our messaging as possible, so shares and reach figures are particularly important to us.</p> <p>As mentioned above, we find shorter form content tends to get more shares, particularly now we are assuming each video will be watched without sound.</p> <p>We also find animated infographics work well and that is something we will look to do more of, especially when trying to communicate our more scientific messaging.</p> <p>Longer form content tends to struggle, so we are more likely to use a cut down version on Facebook, encouraging people to go to our YouTube channel to watch the full version.</p> <h3>You’ve recently made the move from streaming on Periscope to Facebook Live – what was the motivation behind this?</h3> <p>We started off on <a href="https://econsultancy.com/blog/66561-periscope-and-meerkat-what-do-marketers-need-to-know/">Periscope</a> and really enjoyed the experience, finding it a great way for people to directly interact with our content and experience the work undertaken at our zoos.</p> <p>However, since the launch of <a href="https://econsultancy.com/blog/67808-10-pioneering-examples-of-brands-using-facebook-live/">Facebook Live</a> we found that initially we were getting far greater engagement through this medium.</p> <p>We already had a much bigger and more established audience through our Facebook channel, about twice the size of Twitter, and we found the level of engagement with questions and comments to be much higher.</p> <p><iframe src="https://www.youtube.com/embed/rQTNd8zQ8f8?wmode=transparent" width="640" height="360"></iframe></p> <p>Also a major factor was the catch-up element to Facebook Live – while Periscope videos disappear within 24 hours, Facebook Live videos can be watched as regular content, so we get a lot of interaction after the event.</p> <p>Interestingly we’ve recently noticed initial reach on Facebook Live has been considerably restricted compared to when it first launched, so we are monitoring this and keeping our hand in Periscope.</p> <p>Ultimately we will use whatever our audience interacts with the most. </p> <h3>Finally, what’s the best thing about your role?</h3> <p>There are so many great things about my job - there’s something new every day that makes me realise how lucky I am.</p> <p>I love the incredible access I get to film the animals at our zoos, and to use that to show people how incredible wildlife can be and give them an insight into things, such as the birth of a critically endangered Sumatran tiger, that they may never have seen before.</p> <p>I also love the freedom to experiment and try new things, however I think the best thing about working for ZSL has been the few opportunities I have had to travel out to some of our conservation projects around the world.</p> <p>I have seen first-hand the incredible work being done to save such a wide variety of wildlife and how the knowledge gained from our zoos, conservationists and scientists works together to achieve this.</p> <p>Getting to film and communicate this to people in new and innovative ways is very fulfilling and makes me feel like I can play a part in making a real difference.   </p> tag:econsultancy.com,2008:BlogPost/68217 2016-08-26T10:27:45+01:00 2016-08-26T10:27:45+01:00 Pret a Manger teams up with Bosh to create recipe video Nikki Gilliland <h3>Reflection of veggie pop-up success</h3> <p>Bosh is a cooking channel that focuses on plant-based recipes. </p> <p>While it’s nowhere near as big as Buzzfeed Food (or Tasty in the US), its short and stylish videos have garnered a steady stream of fans – both veggie and otherwise.</p> <p>With its focus on fast and freshly-made food, the collaboration makes sense for Pret, and helps to cement the success of its summer veggie pop-up. </p> <p>As my colleague Ben <a href="https://econsultancy.com/blog/67960-eight-ways-veggie-pret-innovated-pop-up-retail-strategy/" target="_blank">recently explained</a>, the innovative and customer-centric approach of its experiment turned out to be a hit with both loyal and new visitors.</p> <p>Choosing a vegetarian Chef’s Special and a veggie cooking channel as its first real foray into recipe videos – there’s no denying Pret’s celebration of this meat-free trend.</p> <p><a href="https://www.facebook.com/boshtv/?fref=ts" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8336/bosh.JPG" alt="" width="449" height="604"></a></p> <h3>Value exchange for consumers</h3> <p>Video is one platform that offers a direct <a href="https://econsultancy.com/blog/68044-millennials-don-t-hate-advertising-it-s-all-about-the-value-exchange/" target="_blank">value exchange</a>. </p> <p>By releasing a video on a plant-based channel, it is clearly a nod to customers who have supported Pret’s pop-up, but more than that, it’s a chance for the brand to enter into a new domain.</p> <p>With its on-the-go nature, Pret is a brand that starts and stops outside of the home.</p> <p>So, a recipe video is a chance to reach consumers in their own kitchens, enabling them to engage on a more intimate level. </p> <p>Although Pret has released videos of ‘smoothie recipes’ in the past, they merely pointed viewers to a list of ingredients on the Pret website.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2Fpretamanger%2Fvideos%2F1163733670308442%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>This time, as well as being in collaboration with another channel, the videos are longer and do not require the viewer to leave the platform.</p> <p>It is interesting to note that there is minimal branding, with the only sign being a Pret green juice placed in the background.</p> <p>This was a clever move by both Pret and Bosh, as it means that even naysayers of the brand are likely to watch and enjoy. </p> <h3>Other brands creating recipe videos</h3> <p>Garnering over a million views, the Pret video has been the biggest success for Bosh so far. </p> <p>However, it’s not the only brand to appear on the channel – London restaurant Mildred’s also teamed up with the site for a video on peanut butter brownies.</p> <p><a href="https://www.facebook.com/boshtv/videos/1044861408925692/" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8337/Bosh_2.JPG" alt="" width="451" height="576"></a></p> <p>In terms of the industry, Bosh is a relatively new player in the world of recipe video sites.</p> <p>From Buzzfeed Tasty to Tastemade, there is an expanding collection out there following a very similar formula.</p> <p>Typically using stop-motion footage shot from overhead, and including fast and simple recipes - they are perfectly aligned to <a href="https://econsultancy.com/blog/67442-how-to-create-facebook-video-ads-that-cater-for-silent-autoplay/" target="_blank">how people consumer content on social media</a>.</p> <p>Unsurprisingly, sites like Buzzfeed Tasty feature brands on a regular basis, such as the below recipe which includes US brand Triscuit as a main ingredient. </p> <p><a href="https://www.facebook.com/buzzfeedtasty/videos/1714102505509058/" target="_blank"><img src="https://assets.econsultancy.com/images/0007/8338/Tasty.JPG" alt="" width="451" height="598"></a></p> <p>With this video garnering an incredible 23m views, there’s no denying the popularity of Buzzfeed’s formula (with or without brand inclusion). </p> <p>As the likes of Pret experiment with this trend, we could see even more UK brands jump on the recipe video bandwagon.  </p> <p><em>For more on this topic, see:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/video-marketing-strategies"><em>Video Marketing Strategy Training</em></a></li> <li><a href="https://econsultancy.com/blog/67638-seven-tips-for-driving-an-emotional-response-to-video-marketing/"><em>Seven tips for driving an emotional response to video marketing</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68201 2016-08-18T11:07:58+01:00 2016-08-18T11:07:58+01:00 How HostelWorld uses video to connect with target audience of young travellers Nikki Gilliland <p>While the brand’s eager use of the ‘M’ word might put off some, it’s certainly succeeded in engaging an adventure-seeking generation. </p> <p>Using humour and creativity to great effect, it’s a fine example of a business using video to promote its brand position and strengthen loyalty. Here’s why.</p> <h3>Breaking down stereotypes</h3> <p>Most <a href="https://econsultancy.com/blog/67766-10-examples-of-great-travel-marketing-campaigns/" target="_blank">travel brands</a>, and hostel sites in particular, focus on the low price and convenient locations of budget properties. </p> <p>With the likes of Airbnb promoting an affordable yet still somewhat luxurious offering, HostelWorld has decided to take a different tack, instead choosing to highlight how far modern hostels have come.</p> <p>The brand uses its ad campaigns to show that hostels are no longer the ultimate way to slum it. </p> <p>In its latest video campaign, ‘In Da Hostel with 50 Cent’, HostelWorld parodies MTV Cribs to show that even famous rappers don’t have to sacrifice luxury to enjoy beautiful locations around the world.</p> <p><iframe src="https://www.youtube.com/embed/espJ7oIHezk?wmode=transparent" width="492" height="277"></iframe></p> <p>Cleverly promoting the ‘community vibes’ and ‘mad tight security’ of hostels, it uses tongue-in-cheek humour to break down the stereotypes of old and communicate the appeal of modern hostels. </p> <h3>Tapping into pop culture</h3> <p>With such a distinct target audience, it's no surprise that HostelWorld uses pop culture to connect with consumers.</p> <p>One of its most innovative (and irreverent) campaigns to date is the ‘Youth Hostelling with Chris Eubank’ video, which saw the dreams of many an Alan Partridge fan come true.</p> <p>Based on an episode from nearly 20 years ago, it depicts former boxer Eubank checking into a hostel in all his grandiose glory.</p> <p>With such a niche reference, the video could have tanked, but having garnered nearly 300,000 views to date on YouTube, it seems to have connected with its audience.</p> <p><iframe src="https://www.youtube.com/embed/iGG5OhEcpOQ?wmode=transparent" width="854" height="480"></iframe>  </p> <p><iframe src="https://vine.co/v/ea1r2dj1mDE/embed/simple" width="600" height="600"></iframe></p> <h3>Storytelling &amp; travel culture</h3> <p>HostelWorld’s digital content isn't only made up of viral ads. </p> <p>Filmed by the very same people it aims to target, the brand’s ‘Meet the World’ video series highlights how travel can be a fulfilling and transformative experience.</p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FHostelworld%2Fvideos%2F10152709453041404%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p>From the world’s biggest tomato fight to London’s hidden gems, it documents its own team’s travel adventures as well as those from the online travel blog and vlog community. </p> <p>Reflecting the notion that young people want to bring back memories rather than souvenirs, it uses personal storytelling to inspire its audience.  </p> <p><iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FHostelworld%2Fvideos%2F10152933108766404%2F&amp;show_text=0&amp;width=560" width="560" height="315"></iframe></p> <p><em><strong>Travel &amp; Tourism is just one of the sectors covered at Econsultancy’s <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></em></p> tag:econsultancy.com,2008:BlogPost/68194 2016-08-17T11:55:00+01:00 2016-08-17T11:55:00+01:00 How the NSPCC is putting a positive spin on its marketing with Pantosaurus Nikki Gilliland <p>Combining clever creatives with strategic targeting, it marks the charity’s continued efforts to put a positive spin on its branding.</p> <p>Here’s three things that elevate its latest campaign. And for more on this topic, check out these posts:</p> <ul> <li><a href="https://econsultancy.com/blog/68014-how-charities-can-win-at-the-zero-moment-of-truth/">How charities can win at the Zero Moment of Truth</a></li> <li><a href="https://econsultancy.com/blog/66508-are-charities-failing-on-online-donations/">Are charities failing on online donations?</a></li> <li><a href="https://econsultancy.com/blog/66620-10-inspiring-content-marketing-examples-from-charities/">10 inspiring content marketing examples from charities</a></li> </ul> <h3>Using video in creative ways</h3> <p>The NSPCC worked with Aardman to create its new animation – best known for being the team behind the famous Wallace and Gromit films.</p> <p>All about a pants-wearing dinosaur named Pantosaurus, the two-minute video teaches children that their bodies belong only to them and to talk to a trusted adult if they are worried. </p> <p><iframe src="https://www.youtube.com/embed/fn6AVSZk008?wmode=transparent" width="854" height="480"></iframe></p> <p>The reason the video works is that it is an effective conversation-starter, enabling parents to raise the subject to their children in a sensitive way.</p> <p>The happy-sounding song and catchy lyrics means that it is also likely to be remembered, providing children with the tools they need to protect themselves.</p> <p>Reminiscent of Melbourne Metro Trains’ viral video campaign, ‘Dumb Ways to Die’, it aims to trigger positive emotions while talking about a sensitive subject. </p> <p>In doing so, it succeeds in empowering its audience instead of scaring them.</p> <p><iframe src="https://www.youtube.com/embed/IJNR2EpS0jw?wmode=transparent" width="854" height="480"></iframe></p> <h3>Spot-on targeting</h3> <p>Alongside a clever creative, the NSPCC has been smart with the distribution of its campaign. </p> <p>Released just in time for the summer holidays, the animation has been showing in cinemas across the country – a place where children and their parents are likely to be exposed to it.</p> <p>What’s more, social media ads on Facebook and YouTube have been targeting parents online, with the hashtag #talkpants encouraging viewers to share. </p> <p>With its attached quiz, the campaign involves an interactive element to engage children, which simultaneously serves as a way for parents to understand how they are responding.</p> <p><img src="https://assets.econsultancy.com/images/0007/8073/Pants_Quiz.JPG" alt="" width="702" height="275"></p> <p>Finally, if parents are struggling to know how to broach the subject, the NSPCC website also has a video guide with tips and advice from others.</p> <p>By targeting both parents and children with an array of multichannel content, the campaign covers all bases. </p> <p><iframe src="https://www.youtube.com/embed/I-pm0oDXeZU?wmode=transparent" width="900" height="507"></iframe></p> <h3>Re-positioning its brand</h3> <p>In 2014, the NSPCC discontinued its long-running Full Stop campaign in a bid to focus on how the charity is working to prevent child abuse, rather than simply raising awareness about the problem.</p> <p>Implementing a new strapline, ‘Every child is worth fighting for’, it aimed to change the preconception that the charity only dealt with extreme cases of child abuse. </p> <p>As well as being relatable, the NSPCC sought to occupy a much more family-friendly space within the sector, working with high-street brands and getting involved in high-profile fundraising opportunities to enhance awareness.</p> <p>This shows that even the most established and recognisable charities are capable of change.</p> <p>By helping parents to be pro-active, the NSPCC (and Pantosaurus) is a great example of how to spread a serious message in a positive way.  </p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Get together and singalong with Pantosaurus and start to <a href="https://twitter.com/hashtag/TalkPANTS?src=hash">#TalkPANTS</a><a href="https://t.co/abtEZuXPU0">https://t.co/abtEZuXPU0</a></p> — NSPCC (@NSPCC) <a href="https://twitter.com/NSPCC/status/758997011941068801">July 29, 2016</a> </blockquote> <p><em><strong>The Charity &amp; Non-Profit Sector is just one of the topics covered at Econsultancy’s <a href="http://www.festivalofmarketing.com/welcome?utm_source=econsultancy&amp;utm_medium=blog&amp;utm_campaign=econ%20blog">Festival of Marketing 2016</a>, which takes place in London on October 5-6.</strong></em></p>