Branded Content: More Than Just Showing Up

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[drive:directory path\filename.ppt 1 ] Branded content: more than just showing up

description

Millward Brown's Nigel Hollis presents at the Wave Festival in Brazil.

Transcript of Branded Content: More Than Just Showing Up

Page 1: Branded Content: More Than Just Showing Up

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Branded content:more than just showing up

Presenter
Presentation Notes
Branded content is a growing area for advertisers seeking to engage consumers disenchanted with traditional forms of advertising. As a result many of our clients around the world have asked Millward Brown to assess the effectiveness of their investment in this area. My presentation today provides a summary of our learning to date based on studies conducted here in Brazil and around the world. The whole idea of branded content is to place brands into a context that highlights the brand to good advantage. Today we do that deliberately but brands have appeared in all sorts of content for a long time.
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Can you see the brand in this famous 19th Century painting?

Presenter
Presentation Notes
This painting is Edouard Manet’s “A Bar at the Folies-Bergeres,” painted in 1881-82. Manet believed that an artist should reflect the ideas and ideals of modern culture, and sought to depict a contemporary realism. So is it any wonder that this picture includes one of the first registered trademark brands? Alongside the champagne and absinthe, we find two bottles of Bass Ale with their distinctive red triangle. Bass & Co Brewery used a Red Triangle logo for their pale ale, and in 1876 this logo went on the become Britain's first registered trademark. While the placement of these two bottles was probably inadvertent, their presence in the painting still benefits the brand. Someone seeing the painting exhibited in a Paris salon, may have concluded that Bass Ale was fashionable or popular and perhaps even ubiquitous.�
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Three basic levels of Branded Content

Description

Product Placement

Brand appears as prop and incidental to the action

Product Testimonial

The product is featured in the program

Brand Integration The product is an element of the

story

Presenter
Presentation Notes
This is precisely the effect that many brands are seeking today across a wide range of content. From traditional product placement branded content has now evolved into a multitude of paid and owned forms. All these different forms break down into one of three basic types of branded content. Traditional product placement is low-key and often not worth trying to measure. However, when significant sums of money start to exchange hands or significant time is invested, it is well worth measuring your potential return. This is true of product testimonials and brand integration, and where my presentation is going to focus today.
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Increasingly brands are creating their own content

Kraft Foods U.S. magazine has a

circulation of 1MM

P&G’s Old Spice created a series of viral videos in the U.S.

Unilever’s Dove brand created the

Ugly Wudi TV Show in China

Presenter
Presentation Notes
The need to measure the return on your investment is particularly important when the brand creates content directly, and assumes part of the risk for the content as well as the integration. Today, brands are increasingly seeking to own the content and control how their brand is featured in it. Here are some recent examples from Kraft, P&G and Unilever.
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Success is not guaranteed

Presenter
Presentation Notes
So branded content is a growing aspect of marketing, but unfortunately it shares a common failing with other forms of advertising: success is not guaranteed.
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“Eighty percent of success is showing up."

Sorry, Woody, but when it comes to

marketing you are so wrong!

Woody Allen

Presenter
Presentation Notes
In 1983, Woody Allen was quoted in a New York Times interview as saying: "80 percent of success is showing up." Apparently he was offering advice to young writers. He was proposing that if you have already written something, you are far more likely to be published than those that are still thinking about writing something. Well that may be true, but in my opinion, it is a rule that does not apply to any form of advertising, particularly branded content. Showing up is the easy bit. There are plenty of willing partners eager to spend your money. The hard part is to make sure that the investment pays off. Millward Brown’s learning from research studies suggests that branded content demands the same attention (or more) than the traditional 30-second TV commercial, if it is to benefit the brand and drive sales.
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Casino Royale, a prime example of brand integration

Presenter
Presentation Notes
Throughout my presentation, I am going to use examples of brands featured in the James Bond movie Casino Royale to illustrate various points highlighted by our research. I have little doubt that most of you not only watched Casino Royale, but were very aware of some of the brand integration. In fact, it was tough to miss many of them. To confirm why research is just as necessary for branded content as it is for any other form of brand communication, let's look at one simple example from the movie.
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Remember this scene from Casino Royale?

Presenter
Presentation Notes
Do you remember this little exchange between Vesper Lynd and James Bond? Hands up. Who remembers that scene? And which brand was being featured?
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Vesper: "Rolex?" James: "Omega." Vesper:" Beautiful."

But which brand do people actually remember?

Presenter
Presentation Notes
Sounds like a dumb question, right? It must be Omega. He says so. In a February 2007 Point of View on branded content, I stated: "Though fleeting, Omega’s time in the spotlight in Casino Royale was effective in identifying the brand." Later I got to see some research we had done for one of the other brands featured in the movie. Unfortunately, it told a different story.
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We can't assume brand integration will work as intended

14% 10%13% 9%18%

33%

UK Russia

Omega Other brands Rolex

Presenter
Presentation Notes
66 percent of people claimed to have seen the movie in the UK and 41 percent in Russia. One in five people remembered that Omega was associated with the movie. Not bad compared to the other brands featured. But more people assumed Rolex was associated with the movie than Omega – even though Omega supported its presence with TV and print advertising. Note that in status-conscious Russia, where people may be less familiar with the Bond franchise, the incorrect association is even higher. The key problem was that only 18 percent of people thought Omega fit very well with the movie. Omega might have built prestige from its placement, but by comparing itself to Rolex it overplayed its hand and lost. It seems pretty obvious, with data providing 20:20 hindsight. Luckily in the POV, I did suggest that "brand recognition should not be taken for granted."
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What makes branded content successful?

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Keys to success with Branded ContentA clear strategy, well executed, paying attention to…

FitRelevance and enjoyability of the content for target audienceFit between content and the brand

FocusDegree to which the integration is engagingDegree to which attention is focused on the brand

FameHow much publicity the integration attractsLevel of additional supporting activity

Presenter
Presentation Notes
In the remainder of the presentation, I am going to examine what we perceive to be the three keys to branded-content success: fit, focus and fame.
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Fit: What is the opportunity?

Presenter
Presentation Notes
Before committing significant time and money to a branded content opportunity, you want to have some idea of whether it is going to work for the brand or not.
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A good fit between the brand and content helps drive a positive impression of the brand

40

50

60

70

80

90

40 50 60 70 80 90

Po

siti

ve I

mp

ress

ion

of

the b

ran

d

Appropriate to the brand

Presenter
Presentation Notes
This is data from research conducted here in Brazil. While we cannot reveal the brands involved, you will see that there is a very strong relationship between the proportion of people who believe the sponsorship is appropriate to the brand, and the proportion who reported that the sponsorship gave them a positive impression of the brand. So ideally, you want some idea ahead of committing to the integration that it is likely to be worthwhile.
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CONSUMER

CONTENT

BRAND

Fit: At its best, placement creates a virtuous circle of associations….

Presenter
Presentation Notes
Ideally there should be a virtuous circle connecting the content, consumer and brand. Does the brand have a fit with the property? Is there sufficient overlap of imagery and values to justify the brand's presence and be credible? Does the brand add to the plot? Does it enhance the program or is it seen as gratuitous? Does the integration stretch brand perceptions? Does the integration have the ability to surprise the consumer and stretch the brand? Is the fit too close and easy? Does the content appeal to a relevant target audience? And we need to realistic. What can the integration really achieve? How far can it be really taken? If research is conducted at this stage, it is usually as a qualitative concept test, but can be done quantitatively with the right stimulus material.
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If the show already exists you can test the likely fit in advance

69%63% 60%

50% 47% 45%

For people like me Associated withlatest trends

More appealing

Show AShow B

Presenter
Presentation Notes
If a property already exists, then testing the likely fit with a specific brand is straightforward. The results you see here were done in post-testing (after the show had aired). We showed separate samples of people 3.5 minute clips from the two shows and asked their opinions. There were clear differences in terms of both perceived fit and the impact on relevant brand imagery. In the case of a proposed integration the we can test storyboards.
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Same show, different products and integrationsFit was perceived to be similar but…

35%42%

Integration A Integration B

% agreeing brand fits the show very well

Presenter
Presentation Notes
Here we tested two different integrations within the same show. To link back to our Casino Royale example, we could look at the perceived fit and impact on imagery of Sony Viao or Dell resulting from inclusion in the movie.
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Integration B evoked a far better reaction because it was perceived to extend perceptions of the show and brand

-10%

40%

90%Involving

Unique

Interesting

Irritating

Unpleasant

Disturbing

Ordinary

Weak

Boring

Soothing

Mellow

Nice

Integration AIntegration B

Presenter
Presentation Notes
In our actual project, Integration B was more compelling, stretched the brand and caused the content to be perceived differently. In spite of a slightly higher perceived fit with the program content, Integration A was not seen to be as challenging and as a result was more likely to be perceived as "ordinary" and "boring." By contrast, Integration B stretched existing perceptions just far enough for the idea to be thought "involving," "unique" and "interesting" by more people.
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Focus: Do people notice and remember the brand?

Presenter
Presentation Notes
Now let's move on to examine a key issue. Does the integration focus people's attention on the brand and what impact does it have? This is typically done through in-market testing. Unfortunately, due to the relatively low reach of many branded integrations, it is unusual to be able to measure the impact of a specific placement through a normal tracking study (although this is not always the case). Instead we set-up a research program specific to the opportunity. One note of caution, however—there are real research pitfalls to be avoided. You can't just compare people who remember seeing the integration with those who do not in order to judge effectiveness.
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Ranking de recall das marcas expostas doBig Brother Brasil 11

Outras marcas com menos de 2% de menções: Ponto Frio, Nestlé, Quaker, Garoto, Minuano, Nívea, Pantene, Bout´s, Unilever, Ambev, Super Bonder, Claro, Omo, Activia, HSBC, L´Oreal, Dove, Ipê e Duracell.

Presenter
Presentation Notes
Here is some more data from Brazil. This time we are looking at how many people remembered each of the brands featured in the program. Nearly seven out of 10 people who watched Big Brother Brazil 11 claimed to remember seeing a brand advertised. These are the ones they remember. As you can see, there is a very wide variation in recall of the different brands featured. Some of the variation is to do with the number of times the brand appears, and some of it is to do with how well the content focused attention on the brand. Brands like Fiat that bought the master sponsorship of this edition and showed up throughout the show do well. But with more and more brands appearing in the show it is becoming more difficult to stand out unless your brand is central to a key event. It helps if the integration is relevant. When Gillette shaved the beard of Bell Marques the lead singer of Chiclete com Banana, it gained a 5 pecent recall compared to brands that were more present but less well integrated.
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When executed well, brand integration can have a strong impact on brand perceptions and purchase intent

49%

8%

62%

20%

Category User Non-User

PrePost

Presenter
Presentation Notes
But recall is one thing. What about ROI? The data you see here is actually an example of a brand integration which took place on The Apprentice in the United States, and as you can see, there was a significant shift in purchase intent from pre-exposure to post.
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Shifts in purchase intent can be used to measure ROI

(%)A

(%)B

Post-WavePre-Wave

2317

55

50

19

4 2

31 A

It would be my first choice

I might consider it

I would not consider it

I would seriously consider it

Presenter
Presentation Notes
Here is another example of a brand which appeared in a TV program, this time in Canada. As you can see, consideration rose among those people who saw the program, compared to people who said they wanted to see it. This information allows us to calculate a rough ROI using our brand-equity model. The model is calibrated to predict market share from consideration data just like this.
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Calculating Return on Investment

Likely impact

Audience First choice

20 million 12% = 2.4 million possible converts

Return on Investment

Cost Likely new purchasers* Cost per purchaser

$2 Million 1.44 million $1.92

*allow for a typical conversion of 60% to actual purchase

Presenter
Presentation Notes
So if we know how many people saw the program, and we know the incremental increase in consideration, we can project the potential impact. Not all of these potential converts will follow through on their stated intent, but if we know the cost of the integration, we can calculate the cost of generating each new purchase.
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Fame: Assessing the wider impact

Presenter
Presentation Notes
Last but not least, we need to think about the impact of other communication channels designed to support the brand integration. As the following case study shows, we cannot assume people are going to notice our branded content.
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Mustapha versus the Machine

Old Spice’s “The Man Your Man Could Smell Like”

Coca-Cola’s “Happiness Machine”

Presenter
Presentation Notes
I just want to show you two viral videos and then we will compare how well people responded to them. The first is probably the most famous example of viral advertising in the U.S. It features Isaiah Mustapha in the first of a series of quirky viral ads for P&G’s Old Spice that were hugely successful. The second you may recognize for Coca-Cola is called “The Happiness Machine.” So which of those videos do you think is most likely to be watched?
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Veryenjoyable

29% 48%

Very different 52% 64%

Tell someone about it

38% 56%

The Machine was more engaging

Presenter
Presentation Notes
Testing the ads with consumers suggests that the Coca-Cola ad is more engaging. Mustapha is very enjoyable but the Machine is even more so.
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Veryenjoyable

29% 48%

Very different 52% 64%

Tell someone about it

38% 56%

Weekly viewing

1,044,646 220,994

But Mustapha got more views per week

Presenter
Presentation Notes
But in reality the weekly viewing for Mustapha was five times that of the Machine. How come? Bad research or what?
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Veryenjoyable

29% 48%

Very different 52% 64%

Tell someone about it

38% 56%

Weekly viewing

1,044,646 220,994

TV GRP wight 213 0

Seen ad before on TV

57% 1%

The extra viewing was the result of TV support

Presenter
Presentation Notes
Well it turns out the big difference is that Mustapha had been on TV before he appeared on the Internet. The spot aired in the Superbowl and a large proportion of people saw it first on TV. That meant that the ad did not have to build fame virally through the Internet (something that rarely happens). At the time of our research the Coca-Cola ad had never appeared anywhere except the Internet. So the moral of the story is make sure that whatever you do, whether it is viral ads or other forms of branded content, is as famous as possible.
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Presenter
Presentation Notes
Take the example of the Ford Mondeo featured in Casino Royale. It did not get that much airtime in the context of the whole movie, but those few minutes were extended across a complete 360 marketing program.
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THEMED PROMOTIONS

COMPETITIONS

REWARDS

ACTIVATION

Triggers to action or purchase

Temporary halo effect

Fame: The impact of integration can be extended through other media and promotions

PLACEMENTS

SPONSORSHIPS

LINKED ADVERTISING

DEMAND

Sustained change to brand image

Presenter
Presentation Notes
Due to the "localized" nature of branded content – whether a TV program or event – brands need to spread the footprint to consolidate gains and leverage short-term demand. Measuring the impact across channels carries its own challenges. For instance, in the case of the Ford Mondeo, we had accompanying print ads, which drove people to a web site. We had specials which traded on the buzz surrounding the placement and we had promotions and rewards designed to trigger action. The campaign was extended across 18 European markets and six Asian markets.
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Q. In which of these places have you seen, heard or read anything about (brand) recently?

81

57

57

46

44

41

37

28

25

17

2

TV

Posters

Newspapers

Magazines

Sponsorship

The internet

In a dealership

Radio

Cinema

Association with a film

On my phone

UK%

Blockbuster integrations do show up on tracking studies

Presenter
Presentation Notes
With a blockbuster placement like this, we would expect to be able to measure the overall impact on a regular tracking study. This chart shows that while people's awareness is dominated by traditional media, a sizeable proportion did remember its tie-in with a film (not Casino Royale).
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In Conclusion

Presenter
Presentation Notes
So in conclusion …
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Common branded content pitfalls

• If too subtle …• Brand placements can be misattributed or not even noticed

• If too obvious, or poorly integrated …• Brand placements can be irritating

• If the fit between brand and program is weak …• The brand placement may not have a positive impact on the brand

• If program reach ends up being low …• The placement opportunity may not be leveraged

Presenter
Presentation Notes
Common pitfalls are… When conducted early in the process, research can help you avoid these pitfalls.
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Research can help guide branded content decisions

• Identify the broad potential of the brand/programme ‘fit’ • Program imagery (vs. brand imagery)• Audience appeal in terms of life values/psychographics (to determine

associative benefits of partnership)

• Detailed fit and opportunity research• Determine which opportunity best fits the brand

• Creative execution assessment• Helping to ensure that the creative treatment of branded content is

optimal before airing

• Pre/post evaluation• Assessment of performance of branded content

against objectives – fit, value to brand, audience benefit

Presenter
Presentation Notes
So there are four basic areas where research can help with branded content decisions. Identify broad potential brand/programme ‘fit’ Programme imagery (vs. brand imagery) Audience appeal in terms of life values/psychographics (to determine associative benefits of partnership) Detailed fit and opportunity research Determine which opportunity best fits brand/is concept compelling/appropriate/fit with the broader strategy and positioning Creative execution assessment Helping to ensure branded content creative treatment is optimal �before airing Pre/post evaluation Assessment of performance of branded content �against objectives – fit, value to brand, audience benefit
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Continued assessment leads to improvement of execution

% %

%

Typical score in this country

% %

Enjoyment (top 2 boxes)

Appropriate (top box)

37

29

55

29

68

38

85

43

22

93Enjoyment (top 2 boxes)

Appropriate (top box)

2nd Phase 3rd Phase 4th Phase1st Phase

Presenter
Presentation Notes
Even when conducted after the fact, research can help improve execution over time. In this case, the impact of integration into a series of programs improved the overall impact on both enjoyment of the integration and its perceived fit with the brand. The likelihood that the last phase paid off is far higher than it was at the beginning of the program. So when it comes to making your branded content a success, hopefully this presentation will give some useful guidelines but if you want to maximize your success, don’t forget that a little research can go a long way.
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Thank you for listening.

Presenter
Presentation Notes
Thank you for listening.