Post on 08-Sep-2014
description
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big bold brands don’t need to be boring
#LTF2012 #Storytelling @OgilvyUK @patou_n
branded content - key to 21st Century Communication
from tactic to strategybuilding brand wealth
2000 2005 20110
200
400
600
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UNMEASURED MEDIA
TRADITIONAL MEDIA
NIKE US MARKETING BUDGET (MM$)
MagneticContent
Contentthat Matters
ServiceContent
SocialContent
Attentio
n Bonding
Conviction Engage
ment
Mass Conversation Enduring Conversation
Relevant Conversation Regular Conversation
MagneticContent
Contentthat Matters
ServiceContent
SocialContent
Attentio
n Bonding
Conviction Engage
ment
Mass Conversation Enduring Conversation
Relevant Conversation Regular Conversation
Magnetic contentfor massive brand conversation
branded entertainmentfor big audiences
35mm Jeopardy viewers 70% of American aware $50mm earned media 3,7mm visitors to Watson on FBpay-back 21x in revenue - 3x in profit
employ the magic of entertainment profitably and effectively
Making magic,using logic
The Ogilvy Branded Entertainment Assessment Model
BEAM - a proper planning process for proper measurement
1 Set Program Objective 2 Select Lead Platform 3 Determine BE Mix 4 Execute with BEAM Checklist
Set Program Objective Select Lead Platform Determine BE Mix Execute with BEAM Checklist
REACHGrow brand awareness
by X%
PREFERENCEIncrease brand preference
by X%
ACTIONGenerate XX Leads;Increase sales by X%
select one
Program objective
Set Program Objective Select Lead Platform Determine BE Mix Execute with BEAM Checklist
REACHGrow brand awareness
by X%
PREFERENCEIncrease brand preference
by X%
ACTIONGenerate XX Leads;Increase sales by X%
select one
Program objective
Set Program Objective Select Lead Platform Determine BE Mix Execute with BEAM Checklist
REACHGrow brand awareness
by X%
PREFERENCEIncrease brand preference
by X%
ACTIONGenerate XX Leads;Increase sales by X%
select one
Program objective
1 Set Program Objective 2 Select Lead Platform 3 Determine BE Mix 4 Execute with BEAM Checklist
Set Program Objective Select Lead Platform Determine BE Mix Execute with BEAM Checklist
EVENT-LEDAn event-led program is driven by an experiential
occurrence, such as a concert or sporting event
BROADCAST-LEDA broadcast-led program is
typically narrative driven and is delivered in broadcast form,
such as a television show or radio program
DIGITAL-LEDA digital-led program exists
primarily in the digital space, either on a bespoke online
content/experience hub or on an existing digital platform, such as Facebook or YouTube
PROPERTY-LEDA property-led program is driven by a centrally owned entity, such as a mascot or core brand idea,
and comes to life through a variety of tactics — for example, events, digital content, new products,
or even thought leadership
select one
Lead platform
Set Program Objective Select Lead Platform Determine BE Mix Execute with BEAM Checklist
EVENT-LEDAn event-led program is driven by an experiential
occurrence, such as a concert or sporting event
BROADCAST-LEDA broadcast-led program is
typically narrative driven and is delivered in broadcast form,
such as a television show or radio program
DIGITAL-LEDA digital-led program exists
primarily in the digital space, either on a bespoke online
content/experience hub or on an existing digital platform, such as Facebook or YouTube
PROPERTY-LEDA property-led program is driven by a centrally owned entity, such as a mascot or core brand idea,
and comes to life through a variety of tactics — for example, events, digital content, new products,
or even thought leadership
select one
Lead platform
Set Program Objective Select Lead Platform Determine BE Mix Execute with BEAM Checklist
EVENT-LEDAn event-led program is driven by an experiential
occurrence, such as a concert or sporting event
BROADCAST-LEDA broadcast-led program is
typically narrative driven and is delivered in broadcast form,
such as a television show or radio program
DIGITAL-LEDA digital-led program exists
primarily in the digital space, either on a bespoke online
content/experience hub or on an existing digital platform, such as Facebook or YouTube
PROPERTY-LEDA property-led program is driven by a centrally owned entity, such as a mascot or core brand idea,
and comes to life through a variety of tactics — for example, events, digital content, new products,
or even thought leadership
select one
Lead platform
Set Program Objective Select Lead Platform Determine BE Mix Execute with BEAM Checklist
EVENT-LEDAn event-led program is driven by an experiential
occurrence, such as a concert or sporting event
BROADCAST-LEDA broadcast-led program is
typically narrative driven and is delivered in broadcast form,
such as a television show or radio program
DIGITAL-LEDA digital-led program exists
primarily in the digital space, either on a bespoke online
content/experience hub or on an existing digital platform, such as Facebook or YouTube
PROPERTY-LEDA property-led program is driven by a centrally owned entity, such as a mascot or core brand idea,
and comes to life through a variety of tactics — for example, events, digital content, new products,
or even thought leadership
select one
Lead platform
1 Set Program Objective 2 Select Lead Platform 3 Determine BE Mix 4 Execute with BEAM Checklist
1 Set Program Objective 2 Select Lead Platform 3 Determine BE Mix 4 Execute with BEAM Checklist
DEPTH AND BREADTH OF YOUR PROGRAM’S REACH
CONSUMER ENGAGEMENT WITH / PERCEIVED ENTERTAINMENT VALUE OF PROGRAM
BRAND ASSOCIATION WITH PROGRAM
1 Set Program Objective 2 Select Lead Platform 3 Determine BE Mix 4 Execute with BEAM Checklist
• 80% PROGRAM AWARENESS• TOTAL VIEWS, TOTAL ATTENDEES, EARNED MEDIA IMPRESSIONS...
• 80% OF CONSUMERS ENJOYED• COMPLETION RATE, TIME SPENT, PASS-ALONG RATE....
• 80% BRAND RECALL• REGISTRATIONS, CLICK-THROUGH RATE, BRAND SEARCH LIFT, FAN GROWTH...
1 Set Program Objective 2 Select Lead Platform 3 Determine BE Mix 4 Execute with BEAM Checklist
Set Program Objective Select Lead Platform Determine BE Mix Execute with BEAM Checklist
TARGET AUDIENCE:BRANDED ENTERTAINMENT TYPE:
KPIs:PROGRAM OBJECTIVE:
KPIs:SECONDARY OBJECTIVE:
CLIENT: BUDGET:TIME FRAME:
Program checklist
a structured approachkey ingredientsright recipeclear objectivesmeasurement plan
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AGENCY’S OPINION OF
PRODUCT
CLIENTS’ OPINION OF
PRODUCT
AGENCY’S OPINION OF
PRODUCT
CLIENTS’ OPINION OF
PRODUCT
big bold brands don’t need to be boring
#LTF2012 #Storytelling @OgilvyUK @patou_n
! " #$%&'()*#!+,!
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