Industry Presentation: Valuable Virality & Emotional Targeting
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@UNRULYCO OUR MISSION: TO DELIVER THE MOST AWESOME SOCIAL VIDEO CAMPAIGNS ON THE PLANET
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Transcript of Industry Presentation: Valuable Virality & Emotional Targeting
@UNRULYCO
OUR MISSION: TO DELIVER THE MOST AWESOME SOCIAL VIDEO CAMPAIGNS ON THE PLANET
Title position here Your title sit over it WHERE IT ALL BEGAN
• 1.3 trillion video streams tracked to
date.
• Runs 24/7 using a web crawler to data
finger print videos.
• Ranks videos by Shares as well as
Views.
• Syndicated across 20+ media
publication's including the following:
TEASER - WHAT DO THESE ‘VIDEO HITS’ HAVE IN COMMON?
WE MADE THEM FAMOUS!
Title position here Your title sit over it SOFT SELL ADS DRVE SHARES
STORIES
EMOTIONS
LITTLE PRODUCT INFO
Title position here Your title sit over it HARD SELL ADS DON’T GO VIRAL
SALES FOCUSED
PRODUCT LEAD
PRE ROLLS
Title position here Your title sit over it THE GROWTH OF SHARING
50x INCREASE IN CONSUMER SHARING OF BRANDED VIDEOS FROM 2006 TO 2014 38% OF VIDEO SHARES COMES FROM BRANDED CONTENT
Source: Unruly Viral Video Chart
Title position here Your title sit over it CONTENT SHOCK
4.75B CONTENT SHARED DAILY ON FACEBOOK
25M CONTENT MARKETING POSTS DAILY
>1M YT VIDEO URLS TWEETED DAILY
100 HOURS UPLOADED TO YT EVERY MINUTE
SO HOW DO I CREATE A VIRAL HIT?
UNRULY WORKING WITH LEADING GLOBAL ACADEMICS TO CRACK
THE CODE OF BRANDED VIDEO SHARING
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UNDERSTAND WHAT DRIVES SHARES
CONCIOUS
SOCIAL MOTIVATIONS
TWO MAIN DRIVERS FOR VIDEO SHARING
SUB-CONCIOUS
EMOTIONS
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1. FIND YOUR BRAND’S VOICE
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2. PERSONAL TRIUMPH AND HUMAN STORIES ARE THE
CREATIVE DEVICES WHICH DRIVE SHARING
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WHO IS GETTING IT RIGHT IN THAILAND?
Thai Life: Unsung Hero
Shares: 1.328m
Views: 25m
Share Rate: 5.3%
“Tear-jerkingly brilliant….”
……..mUmBRELLA Asia
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WHO IS GETTING IT RIGHT?
DOVE: Real Beauty Sketches
Shares: 4.6m
Views: 137m
Share Rate: 3.3%
Title position here Your title sit over it 3. BE PROUD OF YOUR BRAND
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AVERAGE ONLINE CONTENT HAS LESS THAN 1/3 OF BRANDING OF TV SPOT AND TAKES 30 SECONDS TO REVEAL THE BRAND
NO CONNECTION BETWEEN BRANDING AND
SHARING
NO correlation between shareability and level of branding
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THE KEY IS MAKING THE BRAND INTEGRAL TO THE
PLOT
• Nestle appears 15
times through out
this video.
• Branding appears at
key moments in the
story line.
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4. UNDERSTAND WHAT MAKES YOUR TARGET
AUDIENCE TICK
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MILLENNIAL MALES MOMS GEN X
Source: Unruly ShareRank; >150,000 data points; February 2013 to September 2014
EVERY PIECE OF CONTENT / AUDIENCE HAS A UNIQUE
EMOTIONAL DNA/ PREFERENCE
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5. USE SMART DISTRIBUTION
THINK ABOUT THE OPEN WEB DON’T OVER INVEST IN CONTENT AND UNDER INVEST IN DISTRIBUTION
Source: comScore Video Metrix, January 2014
25.9%
views 74.1%
views
25.9% YouTube
10.2% Facebook
2.5% AOL
1.2% NDN
0.8% Yahoo
0.4% Amazon
0.4% Microsoft
55.7% Others
987 million sites make up
the open web!!
THE INTERNET IS VAST
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SUCCESS ON SOCIAL HAPPENS FASTER
Days following launch
10%
20%
% o
f sh
are
s
5%
15%
0%
2014
2013
42% of shares occur in the first three days
25% of shares occur in the first three days
Source: Viral Video Chart. 2014 data sampled April 2013 to March 2014, 2013 data sampled April 2012 to March 2013
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WHAT DAY SHALL I LAUNCH?
Source: Viral Video Chart – Sharing activity of the 1,000 most shared branded videos 52 weeks to 7th June 2013;
MEME play data for all campaigns in US, UK, DE and FR - 52 weeks to 7th June 2013
3 D
ays
Cum
ula
tive S
hare
s Follow
ing L
aunch o
n a
Giv
en D
ay
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BRANDS TAKING ADVANTAGE OF HUMP DAY
Source: Unruly Analytics - Top 10 Super Bowl videos – Feb 29th to Feb 5th 2014;
Viral Video Chart – Sharing activity of the 1,000 most shared branded videos 52 weeks to 7th June 2013
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DO VIRAL VIDEOS DRIVE ROI?
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Source: WARC Seriously Social trends study 2014
SOCIAL STORYTELLING AND EMOTIONS ALSO DRIVE
HARD BUSINESS EFFECTS
(McKinsey)
SHARED VIDEO INCREASES PURCHASE INTENT
UP TO 50x via WOM MCKINSEY
Not only does social video drive endorsement but also delivers high reach against hard to
reach consumers who are not viewing other channels
Source: Nielson trust in media channels research 2009 to 2012, Decipher Unruly research into travel and tourism
WORD OF MOUTH MOST TRUSTED FORM OF
ADVERTISING
Exclusive
social video
reach
Exposed to
campaign on
other media
channels
36%
64%
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THE GOAL IS ‘VALUABLE
VIRALITY’
Social Sweet Spot
Shareable
Content
Relevant to
Audience
Integral to
Brand
Title position here Your title sit over it HOW WE CAN HELP
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COMING TO APAC IN 2015!
EMOTIONAL TARGETING BECOMES A
REALITY
UNENGAGED
CONSUMER
ENGAGED
CUSTOM AUDIENCE
Title position here Your title sit over it RESEARCH AND INSIGHTS
For further reading please visit: http://unruly.co/insight/#whitepapers
THANK YOU!
JUSTIN LIM
SENIOR SALES MANAGER
UNRULY APAC
M: +65 8518 8966
