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BOBCM: Case Studies Part 2 - Best of Branded Content Marketing Volume II
CONTENTS
Introduction
Duck Tape ‘Race of Gentlemen’
Tenthwave
Carphone Warehouse ‘Smarter World’
Adjust Your Set
Intel+Toshiba ‘The Beauty Inside’
Pereira & O’Dell
Barclays ‘Your Bank’
Red Bee Media
Metro Trains Melbourne ‘Dumb Ways to Die’
McCann
PepsiCo Lyubimy ‘Natural Love’
Fuse Russia
Unilever Hellmann’s ‘In Search of Real Food’
Ogilvy
About the book
About the producers
Copyright 2014. This book may not be reproduced in whole or in
part without the written permission of the publishers (BCMA, DMC,
New Media Works) and the relevant copyright owner. Please
contact online@dmc.co.uk in the first instance to request such
permission. All trademarks and registered trademarks
acknowledged. All rights reserved.
INTRODUCTION
2013 was the year that branded content marketing truly came of age, and
this is celebrated with the launch of the Best of Branded Content
Marketing: 10th Anniversary Edition ebook in March 2014.
This Special Preview of the book is the second one that we have released
prior to full publication. It contains seven of the best examples of award-
winning case studies from leading brands and expert practitioners around
the world.
We hope that you enjoy this excerpt from our new book and that you’re
inspired to create your own best-practice branded content marketing work.
Andrew Canter
CEO,
BCMA
©BBPMedia/GiuseppeToppers
Special Preview Edition:
Case Studies Part Two
Campaign : The Race of Gentlemen
Client : ShurTech Duck Tape
Agency : Tenthwave Digital
CASESTUDY
4
First run over an Autumn weekend in 2012, the Race of
Gentlemen is an invitation-only series of races in which hand-
built, modified pre-World War II cars and motorcycles roar along
a 1/8-mile sandy straight on the beach at Wildwood, New Jersey.
The Race was conceived by a group of hot-rod enthusiasts from
the Oilers Car Club, which was established in the 1940s. The
Race invokes the bygone era when people built cars to push
their skills and their love of speed, using parts pulled from other
cars or fabricated by hand in their backyards and home garages.
“My vision was for a race much like you would have seen in 1910
or ’20: people dressed up, with picnic baskets and good booze,
waiting to see a machine at its top speed pass before them on a
wide open beach,” said Mel Stultz of the Oilers Car Club and
founder of the Race of Gentlemen.
One of the spectators at the 2012 event was Brendan Kennedy –
now a Tenthwave Creative Director. Brendan went to Tenthwave
in summer 2013 and pitched the idea of partnering with a brand
to help raise the profile of the Race.
The agency loved the idea, but had just three weeks to find a
partner, conceive and produce a campaign that would be ready
to go live at the second annual Race in October 2013.
5
CHALLENGE
When looking to engage a brand with a
cultural event, Tenthwave aims to satisfy
two important factors:
1. The event should be something that
people care about and are already talking
about, but there is an opportunity to
expand the conversation in some way.
2. The involvement of the brand must
be relevant and authentic to the event – a
brand can’t stomp all over an event and
take it over, they have to be genuine
participants with a right to be there, and
they have to participate in a way that’s
not only on-brand but also feels natural
to the consumers involved.
For their first challenge – finding a willing
and suitable brand partner – the agency
realised that a cult race series with a
niche target audience required the
support of a cult brand that’s relevant to
that niche and interested in building its
own profile within the same community.
One of Tenthwave’s clients, ShurTech’s
Duck Tape®, was an obvious and natural
fit.
Duck Tape was first used during World
War II, when US troops needed a strong,
flexible, durable, waterproof tape that
could seal canisters, secure cracked
windows, repair trucks and more. The
tape has been a staple in garages and
toolkits across America ever since.
Not surprisingly, drivers in the Race of
Gentlemen were already using Duck Tape
to build and patch up their cars, make
pre-race modifications and running
repairs – it was literally holding together
vital car parts.
6
SOLUTIO
So both culturally and from a product
angle, Duck Tape was a perfect match for
the Race. The brand agreed to get
involved at short notice, trusting
Tenthwave to come up with a branded
content marketing idea that would
expand on Duck Tape’s existing goodwill
and authenticity among race-goers.
The agency had several other
considerations to take into account for
the conception and production of a
campaign.
First, they had to do something highly
effective for the Race and the brand with
a very short lead-time and without
spending a lot of money. In fact, there
was less than US$10,000 allocated for
media.
Hurricane Sandy had hit the beach the
year earlier, destroying some of the
historic beach huts and infrastructure. In
order to support the event, Tenthwave
would have to bring their own technical
communications equipment, such as
power and Internet connectivity, and get
Duck Tape involved from the ground up.
From a creative viewpoint, the energy
and passion of the historic motoring
event was matched by the amazing
natural beauty of the backdrop itself – the
beach with its sand and sea spray, the
crazy characters, the old jalopies and the
heritage buildings would all enable the
creation of great visual content.
7
Tenthwave decided to create an
experiential, branded content marketing
pilot campaign, consisting of a mix of live
activities during the Race from 4-6
October 2013:
Live online broadcast
of races
Tenthwave created a campaign website
that included live streaming of race
footage from the beach, so that anyone
anywhere in the world could view the
races and the surrounding activity. Social
media, including Facebook, Instagram
and Twitter, was used to help drive traffic
to the live feed site before and during the
Race.
Live photographic
contest
Spectators were encouraged to take
photos during the Race weekend and
hashtag their photos with
#raceofgentlemen and #ducktape for a
chance to win US$500. Instagram was
the main social media platform for the
photos, however photos also appeared
on Duck Tape’s Facebook page where
the brand has more than 5.5 million fans.
The contest was promoted on the
campaign website via a live feed of the
Instagram shots, and it was promoted
live at the Race, where Duck Tape and
Tenthwave staff walked around chatting
with attendees and handing out cards
with directions on how to enter the
contest.
8
"This campaign worked
because it was cool and fun
and relevant for hotrod
enthusiasts. Whatever it is
that’s culturally relevant, we
want to bring that authenticity
and relevance to all the brands
we work with. This campaign is
just one excellent example of
facilitating the meeting of a
brand’s product with cultural
and social currency."
Drew Rayman,
Managing Partner,
Tenthwave
Duck Tape giveaways
‘stand’
Duck Tape gave away free branded T-
shirts, rolls of Duck Tape and cards
promoting the photo competition from
the back of a suitably modified
stationwagon on the beach.
Archival video footage
A production crew filmed thousands of
hours of footage during the Race
weekend, with the aim to use this
collection of stories and social content in
future Duck Tape social and digital
marketing initiatives.
9
"What was so great about this
branded content campaign is
that it was just an off-the-cuff
idea from a guy in a garage:
“Hey this is going on, wouldn’t
it be cool if…” Duck Tape was
literally invited in to the event
and they took a chance that it
would generate some benefits
for them as well as for the Race
of Gentlemen. And boy did it!
It’s all about finding the right
idea and the right brand and
bringing them together."
Kate Daggett,
Executive Creative Director,
Tenthwave
"Duck Tape is the most versatile tool in my bag. I keep a roll
in every car I own and I use a ton of it when I'm prop-making
for the Race of Gentlemen"
Meldon Van Riper Stultz III, Oilers Car Club, and his 1939
Indian Chief
10
Founded in 2010, Tenthwave is the
customer-obsessed digital, social
and mobile marketing agency.
Its passion is to inspire customers
through insight and understanding,
creating share-worthy social content
for brands that resonates with – and
between – people.
As a more personal, full-service
digital agency, its core service
offerings lie in strategy, research,
digital design, development, branded
content development, user
experience, social media
management, online media,
analytics, promotions and online
marketing.
Tenthwave has about 100 employees
globally, with offices in New York
City, Long Island, Chicago, Detroit,
San Francisco, Washington DC and
London.
See more of Tenthwave's work here.
RESULTS• c.30,000 people accessed the live
event online broadcast
• Online viewers from 60+ countries
• Average 15+ minutes spent on site
per visitor
• c.1 million pieces of branded
content consumed in a week
"My first truck, a 1969 Toyota Hi-lux, had a floor entirely
made of Duck Tape"
John Illenye and his 1928 German-built Triumph and
Hindenberg metal werks sidecar
"I've used Duck Tape to make a fan belt – and a
belt to hold up my pants!"
David Stein and his 1930 Ford Model A
Speedster
The Duck Tape 'Race of Gentlemen' branded content marketing initiative matched
the right brand with a relevant, relatively unheard-of, cool cultural event. It was the
perfect opportunity to tell a story about Duck Tape in an authentic way – a story
that people could help create and share in real time from a live event via earned
media.
The brand was welcomed into the event, rather than having to buy its way in, and
all the Tenthwave and Duck Tape staff rolled up their sleeves to help build the
event infrastructure. This translated into a feel-good, morale-boosting story that
brought kudos to Duck Tape for its support of the event and the traumatised
Jersey Shore, and in turn helped the live, socially activated campaign to take off
under its own steam.
The Duck Tape partnership also raised the Race of Gentlemen’s profile, connecting
this niche subculture with other enthusiasts who create – and break! – things.
Looking at the impact of the individual Duck Tape campaign activities, the stand at
the Race was mobbed by race-goers and the free samples ran out within minutes,
tens of thousands of people from around the world tuned into the live event on the
campaign website, and over a million social impressions flooded the Internet over
a couple of days.
11
OUTCOMES
"Our goal with the Race of
Gentlemen is to give car buffs
some pure, event-driven
content that stirs passion and
makes them the marketing
engine. When a brand delivers
content so cool that people
want to share it with their
friends, there’s a credibility you
can’t buy."
David Rodgers,
Senior Digital Marketing Manager,
ShurTech Brands
There were several
useful outcomes from
the photographic
contest:
When Duck Tape and Tenthwave staff
walked down the beach to hand out
cards about the contest, the reaction was
extremely positive and they were treated
as part of the family. Duck Tape wasn’t
borrowing the equity of the Race; it was
dedicated to helping build it – a
difference that was apparently obvious to
event attendees and social media
viewers alike.
As a result, Duck Tape saw its largest
spike in conversation across its social
media channels. Through its presence at
the Race and the inherent awareness this
created, the brand also appeared in
vastly more attendee photographs as an
integral part of the cars, motorbikes, and
general race experience.
The photographic contest also proved
vital to the live broadcast activity. When
there were breaks between races, the
footage from the beach wasn’t constantly
riveting. However, the accompanying
Instagram feed always featured shots
that captured breathtaking moments in
time and covered stories that were going
on all over the beach, such as performer
stunts that were pulled – a racer standing
on a motorbike, the passion and energy
of the event.
The archive film footage of the event is
being curated, along with all the fan
content, and it will be distributed
throughout the coming year.
Building on 2013’s campaign experience,
Duck Tape and Tenthwave are now
looking to scale up the reach and
amplification of the pilot project’s
success.
For 2014, Tenthwave plans to involve
additional strategically aligned brand
collaborators to augment the campaign
activities, create more rich content to
share, and use it to build a larger cultural
story for the Race of Gentlemen and its
associated partner brands.
12
"I X out my headlights and seal my floor with
Duck Tape when I'm racing"
TJ O'Grady and his 1931 Model A Ford
roadster pick-up
"We use Duck Tape on the seams between the hood
and grill and the hood and body to help cheat the wind"
Ken Schmidt and his 1932 Ford 3-window Coupe
Campaign : Smarter World
Client : Carphone Warehouse
Agency : Adjust Your Set
CASESTUDY
14
15
CHALLENGE
In 2012, Carphone Warehouse decided to return to its roots – a new ‘back-to-
basics’ approach, with a focus on becoming the specialist smartphone retailer.
With every network represented (7million+ purchase combinations), Carphone
Warehouse’s unique sales proposition is to offer more choice than any rival retailer,
and to be the only place for truly independent expert advice.
To fulfil this aspiration the brand needed to inspire people about what smartphones
can do: the mini-computer in the pocket that can make people laugh, cry, keep
close to loved ones, educate, provide the soundtrack to a commute, help run a new
business – even spark revolutions and regime change.
Video has an important role to play in this activity. Video consumption is becoming
increasingly critical in the consumer research and purchase journey – 39% of all
smartphone shoppers now use video at some point in their buying process.
Carphone Warehouse appointed Adjust
Your Set as its video agency following a
competitive pitch, then challenged the
agency to create a campaign with two
objectives:
1.	 Develop an ongoing programme
of entertaining and engaging video
content that inspires people about
smartphone possibilities.
2.	 Support the brand’s desire to
become the number one destination for
smartphone research and browsing.
The results benchmark for the
campaign was to generate 6 million
aggregated views and a 5% click-
through rate within a year.
Adjust Your Set came up with the
‘Smarter World’ branded video campaign,
creating a content strategy split into
three phases; awareness, engagement
and interaction.
For the launch of the campaign, Adjust
Your Set produced an introductory film to
a ‘Smarter World’, unveiling ‘Cliff’ as a
humorous salesman in a Carphone
Warehouse store, fed up with customers
not using their phones to their full
potential. Cliff takes customers on a
journey through the ‘Smarter World’ lab
where dogs can communicate, a DJ can
spin tunes and you can work up a sweat
with a personal trainer, all from your
smartphone or tablet.
Adjust Your Set has now started creating
a series of six ‘Smarter World’
documentaries focussing on different
inspirational stories. The first looks at an
amateur photographer’s rise to fame
through smartphone photography. The
film crew took Dilshad Corleone to
Barcelona to shoot the city with its
stunning architecture and beauty, simply
via his smartphone and the variety of
apps now available to photographers.
16
SOLUTIO
The next documentary features the
achievements of blind runner Simon
Wheatcroft who is using his smartphone
to help him train for an ultra-marathon in
the desert.
The documentaries are complemented by
how-to content created by Carphone
Warehouse and Geek Squad,
showing viewers how they can use apps
to achieve similar style photos, videos
and challenges. The audience is then
encouraged to create and submit their
own photos and videos.
To host this content and enable it to be
shared with other people, Adjust Your Set
designed and built a dedicated video
player system that presents both the
professionally produced content and
user-generated content integrated across
multiple channels
(carphonewarehouse.com, YouTube,
Facebook) and devices (desktop, mobile
and tablet).
When people upload their own
smartphone content, as well as sharing
via social media the ways in which
smartphones have affected their lives
they get the chance to win smartphone-
related prizes. The winning entries are
then used to populate the ‘Smarter
World’ player to provide an immersive
visual experience to the user.
17
18
Adjust Your Set™ is a full-service
digital content agency.
Their approach is to fuse content
strategy, creativity and technology to
enable brands to become always-on
publishers in a customer-centric
digital world.
As the most visible and powerful
content format available to brands
on digital and mobile channels, and
the fastest growing advertising
medium ever, video is the agency’s
focal point. Adjust Your Set have
been pioneers and distributors of
video in a multi-screen world since
2008.
Take a look at some more work from
Adjust Your Set.
RESULTSLaunched in 2013, the ‘Smarter
World’ campaign has achieved:
• 1 million+ aggregated views
within six weeks of launch,
backed by media spend
• 36,000+ page impressions
• 4,000+ user-generated
content uploads
The 'Smarter World' branded video
campaign achieved its core aims.
The device that generated the most
engagement, not surprisingly, was the
smartphone. It drove 68% of the page
impressions, followed by the tablet at 55%
19
OUTCOMES
"Our customers want to
connect with us in new and
smarter ways, and video is the
ideal content format to share
our brand stories with them. We
were really impressed by the
strategic thinking from Adjust
Your Set, and their expertise in
retail video-commerce. The
‘Smarter World’ branded
content marketing campaign
combines creative and
technical innovation to deliver
strong brand engagement."
Gareth Jones,
Head of Online Marketing,
Carphone Warehouse
Campaign : The Beauty Inside
Client : Intel & Toshiba
Agency : Pereira & O'Dell
CASESTUDY
Pereira & O'Dell realised that all
young people go through a journey of
self-discovery and use technology as
a key tool for this exploration and
expression.
The agency came up with the idea of
co-creating a film about the universal
search for self-knowledge and
acceptance, using contemporary
Hollywood stars (Topher Grace, Mary
Elizabeth Winstead and Matthew Gray
Gubler) and social media to involve as
many people in the target audience
as possible.
They devised a love story with the
intriguing premise that the main
character, Alex, wakes up every day
21
CHALLENGE
Following the success of the 2011 thriller 'The
Inside Experience', award-winning agency
Pereira & O'Dell was asked to create a second
branded content film for Intel and Toshiba. This
film needed to feature the Toshiba Ultrabook
laptop and refresh the 'Intel Inside' branding,
introducing both Intel and Toshiba as
innovative technology brands to a new
generation of 18- to 34-year-old millennial
consumers. SOLUTIO
as a different person on the outside but
the same person on the inside – and s/he
has fallen in love with someone who can
never see him/her as the same person.
Alex makes a daily video diary of this
experience on a Toshiba Ultrabook that
goes everywhere with the character as a
vital and natural accessory.
The 45-minute film included gaps for
consumer-generated content. Facebook
was then used to invite people to
audition to be an Alex by submitting their
own video diary, putting themselves in
Alex's shoes to share the experience.
From over 4,000 auditions on Facebook,
26 Alexes were cast in the film. They
included fans from all over the world,
including Japan, France, German, Italy,
Philippines, Canada and Spain. An
additional 50+ Alexes were featured on
the Facebook timeline.
The final film was divided into six weekly
episodes and presented on Facebook
and YouTube running over an eight-week
period.
22
23
RESULTS70 million views in eight weeks
26 million social interactions
97% YouTube approval rating66% and 40% brand perception lift for Intel and
Toshiba respectively among Facebook users
300% sales increase
"Branded content is becoming
an increasingly important
part of Intel and Toshiba's
strategy to reach out to a
younger audience. They can
see that people enjoy making
branded content part of their
lives – it draws people in
naturally with a deeper
message they can identify with
on an emotional level"
PJ Pereira,
Chief Creative Officer,
Pereira & O'Dell
"We are all Alex in one way or another, andhe is all of us" - Larissa B
"This is beautiful, poetic and powerful...."
- Pamela V
"I can’t wait for next Thursday!" - Leah M
'The Beauty Inside' was the most-shared branded video during the campaign
period. It won an Emmy for Outstanding New Approach to A Daytime Series,
and three Grand Prix awards – including one for Branded Content – at Cannes
Lions 2013.
The campaign inspired hundreds of thousands of fans to give and request love
advice and discuss their own sense of identity, while celebrating the principle
that - with humans and computers alike - it's what's inside that matters most.
The campaign also started to create a relationship between the client brands
and the audience that will grow over time. In fact, Pereira & O'Dell has already
created the next social film instalment for Intel and Toshiba, a horror story
called 'The Power Inside'.
24
OUTCOMES
Campaign : Your Bank
Client : Barclays
Agency : Red Bee Media
CASESTUDY
Video content held the key to
answering those particular
challenges. Its power to move, amuse
and persuade people was used by
Red Bee to tell real stories about the
changes Barclays had made and is
still making now.
Working with Barclays, Red Bee
identified the stories with the most
tangible and demonstrable human
impact – the ones that would lend
themselves best to video. Wherever
possible, these stories were told from
the customers' perspective, not that
of the Bank. This was important for
two reasons. Firstly, it placed
customers and their needs at the
heart of the story, demonstrating
26
CHALLENGE
After a period when high street banks haven’t been top of the
general public’s Christmas card list, Barclays wanted to
demonstrate a change of approach, one born of a very real desire
to regain the public’s trust and preference.
Barclays asked Red Bee Media to produce branded content for a
new marketing initiative called 'Your Bank'. This initiative invites
consumers to help influence changes to everyday banking. Your
Bank includes an online platform to gather and share ideas to
improve Barclays products, services and overall banking
experience.
The development of Your Bank presented as much of a challenge
as an opportunity. Namely, how do you make people stick around
voluntarily to explore a website dedicated to everyday banking
issues – not normally a high interest category? And how could
Barclays show that it was and is acting on the ideas suggested?
The branded content on the Your Bank website therefore needed
to both enthrall and inform.
SOLUTIO
Your Bank
Barclays' determination to put customers
first in all of its thinking. And secondly, it
made the stories more instantly relatable
to the audience.
Your Bank launched with a series of
these stories in the format of online films,
some showcasing initiatives that
Barclays had already implemented to
make everyday banking better as a result
of its customers’ feedback, others
demonstrating Barclays’ commitment to
listening to and understanding its
customers. The first batch of films
included:
• Blind stand-up comedian Chris
McCausland introducing Barclays’ new
audio cash machines for blind and
partially sighted people. Chris gives us
some insight of his previous difficulties
with talking machines.
• An animated story of how a
customer and a Barclays Personal
Banker created a new type of high
visibility debit card for visually impaired
customers.
• The experiences of Barney, a
Barclays Branch Manager, who spends
an uncomfortable day in an “age suit”
that simulates the physical restrictions
and difficulties of being elderly or infirm,
to research branch accessibility for older
customers.
• The story of Ken Bellringer, injured
in Afghanistan, now on placement with
27
Barclays as part of its AFTER programme
for ex-military personnel.
• John Dennerly, a country park
manager in Scotland who is deaf,
introducing Barclays’ new sign video
service.
• The story of Sam, an older
customer empowered to get online
through a joint initiative between Age UK
and Barclays.
• And a series of films featuring
Barclays “Ideation” workshops with
customers to generate ideas for making
everyday banking better.
The online videos were placed within the
integrated Your Bank online platform
(customised and managed by Dare) and
on the Barclays YouTube channel. The
launch was supported by print, outdoor
and digital advertising driving consumers
to the Your Bank website.
28
29
RESULTSWithin the first three months of launch:
•	 449,000 interactions
•	 283,000 video views
•	 26,900 poll votes•	 3,693 ideas submitted by consumers
"The Your Bank branded
video content is playing a
key role in persuading the
public that their ideas count
and that it's worthwhile to
submit them. The high level
of interaction and idea
submission is an indicative
measure of audience
engagement for Barclays,
which can only help them
improve customer service
for the future."
Michael Reeves,
Business Development Director,
Red Bee Media
Thanks to Your Bank and its branded
video content, Barclays is now able to
have an ongoing conversation with
customers – learning from them, listening
to them and demonstrating the changes
it’s making for them.
30
OUTCOMES
"The 'Your Bank'
platform and its content
represents a very public
commitment to listening
to our customers and
showing how we are
going to act on change,
big and small, which can
make their lives easier."
Sara Bennison,
Managing Director,
Marketing Communications,
Barclays UK Retail Bank
"Offset savings account to current accountwhen going overdrawn" - ellievin89
"Show the interest rate of all savings accounts
in online banking." - simonjones12345
"Enable Skype meetings with branch advisors."- Telegraph reader
"Create a Barclay's programme for schools to educate
children about money matters." - Mumsnetter
"Be able to withdraw different currencies from an ATM."
- Parliament Street, York branch customer
Campaign : Dumb Ways to Die
Client : Metro Trains Melbourne
Agency : McCann
CASESTUDY
Images and data © Metro Trains Melbourne, Dumb Ways To Die™, all rights reserved.
Two insights propelled McCann’s
solution for the campaign: that young
people hate being told what to do;
and that if you get hit by a train,
you’ve probably done something
pretty dumb.
So the campaign strategy focussed
on turning a message about rail
safety that nobody wants to listen to
into a piece of entertainment people
actively seek out and share, that tells
the truth about rail accidents.
McCann created ‘Dumb Ways to Die’,
a branded content marketing
campaign consisting of a three-
minute song and video featuring 21
cartoon characters dying in really
32
CHALLENGE
Every year there are needless deaths or accidents around
trains in Melbourne, Australia. And while rail accidents are
tragic, they are in most cases completely avoidable. This is
particularly true for young adults.
Metro Trains Melbourne challenged McCann Melbourne with
three primary objectives for a new marketing campaign:
1.	 Reduce train-related accidents in key accident areas by
10% over 12 months
2.	 Generate a stated commitment to be safe around trains
(40,000 pledges)
3.	 Generate campaign awareness of 25% among the core
target audience of young adults
SOLUTIO
dumb ways – three of them in train-
related accidents.
McCann launched the song in the usual
way on iTunes, YouTube, radio and more.
The agency used both traditional media
(radio, TV, cinema, posters, press) and
social media (Soundcloud, Tumblr,
Instagram and Facebook) to drive traffic
to the music video on YouTube.
To extend the reach of the campaign
through social media and PR, they also
created dedicated forms of shareable
content across multiple channels,
including a karaoke version of the song,
limited-edition posters of the characters,
the ‘Little Book of Dumb Ways to Die’ for
schools and the Dumb Ways to Die
smartphone game app.
33
34
RESULTS74 million+ video views on YouTubeWorldwide #1 app downloaded over 35 million timesSong charted on iTunes in 28 countries; sold over
100,000 copies1 million+ pledges to be safe around trains on the
campaign websiteAU$60 million of earned media impressions
"We’ve got a campaign that’s
relied on content and with the
app we’re starting the move to
merchandising. I think the way
forward … is to steer away
from the advertising model
and create content and create
merchandising … We need to
keep creating shareable pieces
that people can seek out and
[that] have a worth beyond just
the marketing message."
John Mescall,
Executive Creative Director,
McCann Melbourne
From interview in AdAge
24/6/2103
Most awarded campaign ever in D&AD history.
Most awarded agency in the history of the
Cannes Lions Festival of Creativity.
Most awarded agency in the history of the
Spikes Asia Festival of Creativity.
London International Awards Agency
of the Year 2013.
Most awarded campaign at the Webby
Awards 2013.
3rd ranked global agency at One Show 2013.Selected among TED’s top 10 Ads Worth Spreading
2013. (The only Australian advertisement ever to
have been so recognised.)
Clio Awards 2013 top ranked Australian Agency.
Second ranked Australian agency
at Adfest 2013.
The ‘Dumb Ways To Die’ campaign became a global phenomenon and quickly
demonstrated a real impact on social behaviour. Far exceeding its objectives, it’s
one of Australia’s most successful public service campaigns.
As well as the results listed previously, there were hundreds of cover versions and
parodies viewed more than 20 million times themselves, campaign awareness
among the core target audience of 46% after only one month, and most importantly
a 10% reduction in near misses and accidents at level crossings and station
platforms over 12 months.
35
OUTCOMES
Campaign : Natural Love
Client : PepsiCo Lyubimy
Agency : Fuse Russia
CASESTUDY
Fuse Russia decided to bring ‘Natural
Love’ from real life to the TV screen.
The agency created a cross-media
marketing campaign that used social
media to invite people to tell their
real-life love stories by writing in to
campaign pages on two Russian
social networks (vk.com and ok.ru)
and on STS TV channel’s website.
37
CHALLENGE
PepsiCo’s Lyubimy (meaning ‘beloved’) is one of the biggest fruit juice
brands in Russia. Its marketing activity focuses on the message
“beloved because it’s natural”, and stories about love lie at the heart
of every communication.
The most popular content among the brand’s target market – women
aged 25-45 with average income – are TV shows and series about love.
However, these portrayals of love are perceived by the audience to be
artificial, not real.
PepsiCo challenged its agency partner Fuse Russia to find a way to
link Lyubimy juice with unquestionably real, natural love stories.
SOLUTIO
Natural Love
The 50 stories that received the most
‘likes’ online were turned into
professionally shot video clips. Edited
versions then appeared on STS, the
biggest family TV channel in Russia,
while the full versions were made
available to view online.
The people who submitted the best
three love stories – one happy couple
and two sad single people – won a
romantic trip to France.
38
'Pyramids in the Wild'
39
RESULTS
The campaign became the talk of Russia:
• 2,000+ story submissions• 4.6 million active users on the campaign web pages (twice
the previous biggest national Internet campaign)
• 6.5 million online views• 200,000+ ‘likes’
• 3-4 times above market average conversion indices for
online registration and subsequent actions
“Thanks to Natural Love and STS channel.”
“Thanks Lyubimy.”
“So cute!”
The ‘Natural Love’ branded
content marketing campaign
provided cut-through of the
Lyubimy brand’s key message
to the target audience, and
converted online love into
consumer love: the number of
people who stated that their
most often bought juice brand is
Lyubimy rose by 20% during the
campaign period.
40
OUTCOMEs
"We were challenged by
PepsiCo to find a new way to
cut through to the Lyubimy
core market on TV. We used
branded co-created content to
give millions of people the
ultimate real-life, natural love
stories they already craved."
Anton Efimov,
Managing Director,
Fuse Russia
Campaign : In Search of Real Food
Client : Hellmann’s
Agency : OgilvyEntertainment
CLASSICCASESTUDY
With the insight that people wanted to
say no to over-processed food yet
had time, cost and taste
considerations when it came to
making meals, Ogilvy devised a
pioneering marketing initiative called
‘In Search of Real Food’.
Part of the project involved traditional
print and TV advertising that used real
people to deliver Hellmann’s point of
view on food made from natural,
simple ingredients that are good for
you.
In tandem with this strand of the
campaign, Ogilvy created a
Hellmann’s-sponsored ‘In Search of
Real Food’ microsite hosted by media
42
CHALLENGE
Hellmann’s Real Mayonnaise was first made for
a mass market in 1913 and is now America’s
favourite mayonnaise.
Hellmann’s asked their agency partner Ogilvy
to develop a summer marketing initiative that
would explain the product’s ingredients and
range of uses in an attention-grabbing way,
and reinforce Hellmann’s positioning as the
epitome of simple, honest, real food.
SOLUTIO
partner Yahoo! Food. This creative
platform was designed to drive consumer
conversations about real food, using
interactive branded content, co-created
content and a variety of fun community
features.
In order to draw people in to join the
conversation and keep them coming
back to the site, Ogilvy created a 12-
episode branded content web series
presenting celebrity chef Dave Lieberman
on a weekly road trip through America in
search of real people making real food –
from the proprietors of a Mexican food
cart in SoHo, New York creating a pulled
pork taco, to a bighearted lady’s regular
fundraising Friday Fish Fry in New
Orleans. Each episode was split into four
three- to four-minute chapters for easy
web consumption.
43
"The challenge with branded
content is to maintain the
authenticity of the production
while maximising the potential
for the brand. This show
offered incredibly rich content,
allowing multiple channels for
consumer engagement. By
teaming with Rock Shrimp
Productions and Dave
Lieberman as our host, we had
a ready-made fan base that
was looking for the 'real food'
point-of-view that Hellmann's
as sponsor is all about."
Doug Scott,
President, OgilvyEntertainment
Beyond watching the weekly video
content, ‘In Search of Real Food’ website
visitors could:
• continue the real food conversation
by reading Dave’s blog (including his
recipes) and posting comments.
• share their own ideas and recipes
on the Real Food group page.
• ask and/or answer questions using
a Yahoo! widget embedded in the site.
• look for real food restaurants in
their neighbourhood using a local dining
guide widget pre-programmed with real
food locations.
To promote the web series to consumers,
Ogilvy used web banners in which
excerpts of the show were embedded, TV
and print ads, and creative on Hellmann’s
jar tops. There was also coverage on US
TV news channels, inviting people to star
in the show by making their own ‘real
food’ cookery videos.
44
"’In Search of Real Food’ was a
programming concept that
captured the fast changes
taking place within the food
industry – the emphasis on
local-grown and real foods – as
well as the changes within the
entertainment industry.
Finding new ways to reach
consumers using interactivity,
this show set a new standard
for consumer engagement."
Bobby Flay,
Celebrity chef; Executive Producer,
Rock Shrimp Productions
45
RESULTSThe ‘In Search of Real Food’initiative tapped into culturalconversation and delivered:•	 1 million unique visitors tothe campaign website
•	 5,000 Real Foodcommunity members
"We've always been about
what's simple and real.
Whether it's the quality
ingredients in our jar or the
real experiences people have
with others when they share
food made with our
Mayonnaise. This effort
leveraged the technology
available to have a
conversation about that with
consumers, offering recipe
ideas and a point-of-view
about food that kept the brand
relevant to moms and built
affinity to new and younger
users"
Brian Orlando,
Senior Brand Manager,
Hellmann's
This groundbreaking project teamed branded content with traditional
advertising, forged an innovative media partnership with Yahoo!, and
capitalised on celebrity connections for Hellmann’s.
Consumers shared and commented on the branded content via YouTube
and social media networks, and even created their own real food videos.
This activity resulted in the spread of the conversation about real food
(and Hellmann’s’ association with it) far beyond the original campaign site.
Ultimately, the integrated mix of traditional advertising and branded
content enabled Ogilvy to convey positive brand messages about
Hellmann’s Real Mayonnaise, while provoking a dialogue with consumers
about real food.
46
OUTCOMES
ABOUTTHEBOOK The Best of Branded Content Marketing:
10th Anniversary Edition is the second in
a series of social media and branded
content ebooks produced by the BCMA
and its strategic partners DMC and New
Media Works.
The enhanced media ebook is an
international collaboration containing 13
of the best recent branded content
marketing campaigns from cutting-edge
brands and award-winning agencies, as
well as "what is," "how to" and "what's
next" features from leading practitioners.
These features include emerging market
reports from Brazil and Russia, an Ipsos
MORI and Oxford Brookes University
research review, tips on how to create
successful social video content, and
predictions about the future of branded
content marketing from 60+ experts
around the world.
You can download the full edition of the
book at http://thebcma.info/best-
practices/ebooks/ from 19 March 2014.
ABOUTTHEPRODUCERS The BCMA
Launched in 2003, the Branded Content
Marketing Association (BCMA) is the
global trade body for branded content,
with members throughout Europe,
Australia, Asia/Pacific, Scandinavia, South
America, Russia and North America.
It brings together and benefits a broad
spectrum of content creators and owners,
including organisations from the
advertising, brand development,
sponsorship, media, broadcasting, digital,
social media, programming and
entertainment industries.
The BCMA strives to promote best
practice, shared learning and grow the
branded content market to a wider
audience.
Digital Media Communications Ltd (DMC)
Founded in 1994, when the Internet was
just emerging into the mainstream, DMC is
a highly experienced digital marketing
communications consultancy that
specialises in using collaborative and
social marketing approaches. Co-founders
Justin Kirby and Greta MacFarlane are
responsible for the strategic planning,
project management, editing, publishing
and promotion of this series of ebooks.
New Media Works
Former AKQA creative head and co-
founder Mark Welland established New
Media Works in 1998. He has over 20
years of interactive design experience,
including the creation of ebooks and apps
for local and global brands and e-learning
organisations. Mark is responsible for the
creative development, design and
production of this series of ebooks.

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BOBCM: Case Studies Part 2 - Best of Branded Content Marketing Volume II

  • 2. CONTENTS Introduction Duck Tape ‘Race of Gentlemen’ Tenthwave Carphone Warehouse ‘Smarter World’ Adjust Your Set Intel+Toshiba ‘The Beauty Inside’ Pereira & O’Dell Barclays ‘Your Bank’ Red Bee Media Metro Trains Melbourne ‘Dumb Ways to Die’ McCann PepsiCo Lyubimy ‘Natural Love’ Fuse Russia Unilever Hellmann’s ‘In Search of Real Food’ Ogilvy About the book About the producers Copyright 2014. This book may not be reproduced in whole or in part without the written permission of the publishers (BCMA, DMC, New Media Works) and the relevant copyright owner. Please contact online@dmc.co.uk in the first instance to request such permission. All trademarks and registered trademarks acknowledged. All rights reserved.
  • 3. INTRODUCTION 2013 was the year that branded content marketing truly came of age, and this is celebrated with the launch of the Best of Branded Content Marketing: 10th Anniversary Edition ebook in March 2014. This Special Preview of the book is the second one that we have released prior to full publication. It contains seven of the best examples of award- winning case studies from leading brands and expert practitioners around the world. We hope that you enjoy this excerpt from our new book and that you’re inspired to create your own best-practice branded content marketing work. Andrew Canter CEO, BCMA ©BBPMedia/GiuseppeToppers Special Preview Edition: Case Studies Part Two
  • 4. Campaign : The Race of Gentlemen Client : ShurTech Duck Tape Agency : Tenthwave Digital CASESTUDY
  • 5. 4
  • 6. First run over an Autumn weekend in 2012, the Race of Gentlemen is an invitation-only series of races in which hand- built, modified pre-World War II cars and motorcycles roar along a 1/8-mile sandy straight on the beach at Wildwood, New Jersey. The Race was conceived by a group of hot-rod enthusiasts from the Oilers Car Club, which was established in the 1940s. The Race invokes the bygone era when people built cars to push their skills and their love of speed, using parts pulled from other cars or fabricated by hand in their backyards and home garages. “My vision was for a race much like you would have seen in 1910 or ’20: people dressed up, with picnic baskets and good booze, waiting to see a machine at its top speed pass before them on a wide open beach,” said Mel Stultz of the Oilers Car Club and founder of the Race of Gentlemen. One of the spectators at the 2012 event was Brendan Kennedy – now a Tenthwave Creative Director. Brendan went to Tenthwave in summer 2013 and pitched the idea of partnering with a brand to help raise the profile of the Race. The agency loved the idea, but had just three weeks to find a partner, conceive and produce a campaign that would be ready to go live at the second annual Race in October 2013. 5 CHALLENGE
  • 7. When looking to engage a brand with a cultural event, Tenthwave aims to satisfy two important factors: 1. The event should be something that people care about and are already talking about, but there is an opportunity to expand the conversation in some way. 2. The involvement of the brand must be relevant and authentic to the event – a brand can’t stomp all over an event and take it over, they have to be genuine participants with a right to be there, and they have to participate in a way that’s not only on-brand but also feels natural to the consumers involved. For their first challenge – finding a willing and suitable brand partner – the agency realised that a cult race series with a niche target audience required the support of a cult brand that’s relevant to that niche and interested in building its own profile within the same community. One of Tenthwave’s clients, ShurTech’s Duck Tape®, was an obvious and natural fit. Duck Tape was first used during World War II, when US troops needed a strong, flexible, durable, waterproof tape that could seal canisters, secure cracked windows, repair trucks and more. The tape has been a staple in garages and toolkits across America ever since. Not surprisingly, drivers in the Race of Gentlemen were already using Duck Tape to build and patch up their cars, make pre-race modifications and running repairs – it was literally holding together vital car parts. 6 SOLUTIO
  • 8. So both culturally and from a product angle, Duck Tape was a perfect match for the Race. The brand agreed to get involved at short notice, trusting Tenthwave to come up with a branded content marketing idea that would expand on Duck Tape’s existing goodwill and authenticity among race-goers. The agency had several other considerations to take into account for the conception and production of a campaign. First, they had to do something highly effective for the Race and the brand with a very short lead-time and without spending a lot of money. In fact, there was less than US$10,000 allocated for media. Hurricane Sandy had hit the beach the year earlier, destroying some of the historic beach huts and infrastructure. In order to support the event, Tenthwave would have to bring their own technical communications equipment, such as power and Internet connectivity, and get Duck Tape involved from the ground up. From a creative viewpoint, the energy and passion of the historic motoring event was matched by the amazing natural beauty of the backdrop itself – the beach with its sand and sea spray, the crazy characters, the old jalopies and the heritage buildings would all enable the creation of great visual content. 7
  • 9. Tenthwave decided to create an experiential, branded content marketing pilot campaign, consisting of a mix of live activities during the Race from 4-6 October 2013: Live online broadcast of races Tenthwave created a campaign website that included live streaming of race footage from the beach, so that anyone anywhere in the world could view the races and the surrounding activity. Social media, including Facebook, Instagram and Twitter, was used to help drive traffic to the live feed site before and during the Race. Live photographic contest Spectators were encouraged to take photos during the Race weekend and hashtag their photos with #raceofgentlemen and #ducktape for a chance to win US$500. Instagram was the main social media platform for the photos, however photos also appeared on Duck Tape’s Facebook page where the brand has more than 5.5 million fans. The contest was promoted on the campaign website via a live feed of the Instagram shots, and it was promoted live at the Race, where Duck Tape and Tenthwave staff walked around chatting with attendees and handing out cards with directions on how to enter the contest. 8 "This campaign worked because it was cool and fun and relevant for hotrod enthusiasts. Whatever it is that’s culturally relevant, we want to bring that authenticity and relevance to all the brands we work with. This campaign is just one excellent example of facilitating the meeting of a brand’s product with cultural and social currency." Drew Rayman, Managing Partner, Tenthwave
  • 10. Duck Tape giveaways ‘stand’ Duck Tape gave away free branded T- shirts, rolls of Duck Tape and cards promoting the photo competition from the back of a suitably modified stationwagon on the beach. Archival video footage A production crew filmed thousands of hours of footage during the Race weekend, with the aim to use this collection of stories and social content in future Duck Tape social and digital marketing initiatives. 9 "What was so great about this branded content campaign is that it was just an off-the-cuff idea from a guy in a garage: “Hey this is going on, wouldn’t it be cool if…” Duck Tape was literally invited in to the event and they took a chance that it would generate some benefits for them as well as for the Race of Gentlemen. And boy did it! It’s all about finding the right idea and the right brand and bringing them together." Kate Daggett, Executive Creative Director, Tenthwave "Duck Tape is the most versatile tool in my bag. I keep a roll in every car I own and I use a ton of it when I'm prop-making for the Race of Gentlemen" Meldon Van Riper Stultz III, Oilers Car Club, and his 1939 Indian Chief
  • 11. 10 Founded in 2010, Tenthwave is the customer-obsessed digital, social and mobile marketing agency. Its passion is to inspire customers through insight and understanding, creating share-worthy social content for brands that resonates with – and between – people. As a more personal, full-service digital agency, its core service offerings lie in strategy, research, digital design, development, branded content development, user experience, social media management, online media, analytics, promotions and online marketing. Tenthwave has about 100 employees globally, with offices in New York City, Long Island, Chicago, Detroit, San Francisco, Washington DC and London. See more of Tenthwave's work here. RESULTS• c.30,000 people accessed the live event online broadcast • Online viewers from 60+ countries • Average 15+ minutes spent on site per visitor • c.1 million pieces of branded content consumed in a week "My first truck, a 1969 Toyota Hi-lux, had a floor entirely made of Duck Tape" John Illenye and his 1928 German-built Triumph and Hindenberg metal werks sidecar "I've used Duck Tape to make a fan belt – and a belt to hold up my pants!" David Stein and his 1930 Ford Model A Speedster
  • 12. The Duck Tape 'Race of Gentlemen' branded content marketing initiative matched the right brand with a relevant, relatively unheard-of, cool cultural event. It was the perfect opportunity to tell a story about Duck Tape in an authentic way – a story that people could help create and share in real time from a live event via earned media. The brand was welcomed into the event, rather than having to buy its way in, and all the Tenthwave and Duck Tape staff rolled up their sleeves to help build the event infrastructure. This translated into a feel-good, morale-boosting story that brought kudos to Duck Tape for its support of the event and the traumatised Jersey Shore, and in turn helped the live, socially activated campaign to take off under its own steam. The Duck Tape partnership also raised the Race of Gentlemen’s profile, connecting this niche subculture with other enthusiasts who create – and break! – things. Looking at the impact of the individual Duck Tape campaign activities, the stand at the Race was mobbed by race-goers and the free samples ran out within minutes, tens of thousands of people from around the world tuned into the live event on the campaign website, and over a million social impressions flooded the Internet over a couple of days. 11 OUTCOMES "Our goal with the Race of Gentlemen is to give car buffs some pure, event-driven content that stirs passion and makes them the marketing engine. When a brand delivers content so cool that people want to share it with their friends, there’s a credibility you can’t buy." David Rodgers, Senior Digital Marketing Manager, ShurTech Brands
  • 13. There were several useful outcomes from the photographic contest: When Duck Tape and Tenthwave staff walked down the beach to hand out cards about the contest, the reaction was extremely positive and they were treated as part of the family. Duck Tape wasn’t borrowing the equity of the Race; it was dedicated to helping build it – a difference that was apparently obvious to event attendees and social media viewers alike. As a result, Duck Tape saw its largest spike in conversation across its social media channels. Through its presence at the Race and the inherent awareness this created, the brand also appeared in vastly more attendee photographs as an integral part of the cars, motorbikes, and general race experience. The photographic contest also proved vital to the live broadcast activity. When there were breaks between races, the footage from the beach wasn’t constantly riveting. However, the accompanying Instagram feed always featured shots that captured breathtaking moments in time and covered stories that were going on all over the beach, such as performer stunts that were pulled – a racer standing on a motorbike, the passion and energy of the event. The archive film footage of the event is being curated, along with all the fan content, and it will be distributed throughout the coming year. Building on 2013’s campaign experience, Duck Tape and Tenthwave are now looking to scale up the reach and amplification of the pilot project’s success. For 2014, Tenthwave plans to involve additional strategically aligned brand collaborators to augment the campaign activities, create more rich content to share, and use it to build a larger cultural story for the Race of Gentlemen and its associated partner brands. 12 "I X out my headlights and seal my floor with Duck Tape when I'm racing" TJ O'Grady and his 1931 Model A Ford roadster pick-up "We use Duck Tape on the seams between the hood and grill and the hood and body to help cheat the wind" Ken Schmidt and his 1932 Ford 3-window Coupe
  • 14. Campaign : Smarter World Client : Carphone Warehouse Agency : Adjust Your Set CASESTUDY
  • 15. 14
  • 16. 15 CHALLENGE In 2012, Carphone Warehouse decided to return to its roots – a new ‘back-to- basics’ approach, with a focus on becoming the specialist smartphone retailer. With every network represented (7million+ purchase combinations), Carphone Warehouse’s unique sales proposition is to offer more choice than any rival retailer, and to be the only place for truly independent expert advice. To fulfil this aspiration the brand needed to inspire people about what smartphones can do: the mini-computer in the pocket that can make people laugh, cry, keep close to loved ones, educate, provide the soundtrack to a commute, help run a new business – even spark revolutions and regime change. Video has an important role to play in this activity. Video consumption is becoming increasingly critical in the consumer research and purchase journey – 39% of all smartphone shoppers now use video at some point in their buying process. Carphone Warehouse appointed Adjust Your Set as its video agency following a competitive pitch, then challenged the agency to create a campaign with two objectives: 1. Develop an ongoing programme of entertaining and engaging video content that inspires people about smartphone possibilities. 2. Support the brand’s desire to become the number one destination for smartphone research and browsing. The results benchmark for the campaign was to generate 6 million aggregated views and a 5% click- through rate within a year.
  • 17. Adjust Your Set came up with the ‘Smarter World’ branded video campaign, creating a content strategy split into three phases; awareness, engagement and interaction. For the launch of the campaign, Adjust Your Set produced an introductory film to a ‘Smarter World’, unveiling ‘Cliff’ as a humorous salesman in a Carphone Warehouse store, fed up with customers not using their phones to their full potential. Cliff takes customers on a journey through the ‘Smarter World’ lab where dogs can communicate, a DJ can spin tunes and you can work up a sweat with a personal trainer, all from your smartphone or tablet. Adjust Your Set has now started creating a series of six ‘Smarter World’ documentaries focussing on different inspirational stories. The first looks at an amateur photographer’s rise to fame through smartphone photography. The film crew took Dilshad Corleone to Barcelona to shoot the city with its stunning architecture and beauty, simply via his smartphone and the variety of apps now available to photographers. 16 SOLUTIO
  • 18. The next documentary features the achievements of blind runner Simon Wheatcroft who is using his smartphone to help him train for an ultra-marathon in the desert. The documentaries are complemented by how-to content created by Carphone Warehouse and Geek Squad, showing viewers how they can use apps to achieve similar style photos, videos and challenges. The audience is then encouraged to create and submit their own photos and videos. To host this content and enable it to be shared with other people, Adjust Your Set designed and built a dedicated video player system that presents both the professionally produced content and user-generated content integrated across multiple channels (carphonewarehouse.com, YouTube, Facebook) and devices (desktop, mobile and tablet). When people upload their own smartphone content, as well as sharing via social media the ways in which smartphones have affected their lives they get the chance to win smartphone- related prizes. The winning entries are then used to populate the ‘Smarter World’ player to provide an immersive visual experience to the user. 17
  • 19. 18 Adjust Your Set™ is a full-service digital content agency. Their approach is to fuse content strategy, creativity and technology to enable brands to become always-on publishers in a customer-centric digital world. As the most visible and powerful content format available to brands on digital and mobile channels, and the fastest growing advertising medium ever, video is the agency’s focal point. Adjust Your Set have been pioneers and distributors of video in a multi-screen world since 2008. Take a look at some more work from Adjust Your Set. RESULTSLaunched in 2013, the ‘Smarter World’ campaign has achieved: • 1 million+ aggregated views within six weeks of launch, backed by media spend • 36,000+ page impressions • 4,000+ user-generated content uploads
  • 20. The 'Smarter World' branded video campaign achieved its core aims. The device that generated the most engagement, not surprisingly, was the smartphone. It drove 68% of the page impressions, followed by the tablet at 55% 19 OUTCOMES "Our customers want to connect with us in new and smarter ways, and video is the ideal content format to share our brand stories with them. We were really impressed by the strategic thinking from Adjust Your Set, and their expertise in retail video-commerce. The ‘Smarter World’ branded content marketing campaign combines creative and technical innovation to deliver strong brand engagement." Gareth Jones, Head of Online Marketing, Carphone Warehouse
  • 21. Campaign : The Beauty Inside Client : Intel & Toshiba Agency : Pereira & O'Dell CASESTUDY
  • 22. Pereira & O'Dell realised that all young people go through a journey of self-discovery and use technology as a key tool for this exploration and expression. The agency came up with the idea of co-creating a film about the universal search for self-knowledge and acceptance, using contemporary Hollywood stars (Topher Grace, Mary Elizabeth Winstead and Matthew Gray Gubler) and social media to involve as many people in the target audience as possible. They devised a love story with the intriguing premise that the main character, Alex, wakes up every day 21 CHALLENGE Following the success of the 2011 thriller 'The Inside Experience', award-winning agency Pereira & O'Dell was asked to create a second branded content film for Intel and Toshiba. This film needed to feature the Toshiba Ultrabook laptop and refresh the 'Intel Inside' branding, introducing both Intel and Toshiba as innovative technology brands to a new generation of 18- to 34-year-old millennial consumers. SOLUTIO
  • 23. as a different person on the outside but the same person on the inside – and s/he has fallen in love with someone who can never see him/her as the same person. Alex makes a daily video diary of this experience on a Toshiba Ultrabook that goes everywhere with the character as a vital and natural accessory. The 45-minute film included gaps for consumer-generated content. Facebook was then used to invite people to audition to be an Alex by submitting their own video diary, putting themselves in Alex's shoes to share the experience. From over 4,000 auditions on Facebook, 26 Alexes were cast in the film. They included fans from all over the world, including Japan, France, German, Italy, Philippines, Canada and Spain. An additional 50+ Alexes were featured on the Facebook timeline. The final film was divided into six weekly episodes and presented on Facebook and YouTube running over an eight-week period. 22
  • 24. 23 RESULTS70 million views in eight weeks 26 million social interactions 97% YouTube approval rating66% and 40% brand perception lift for Intel and Toshiba respectively among Facebook users 300% sales increase "Branded content is becoming an increasingly important part of Intel and Toshiba's strategy to reach out to a younger audience. They can see that people enjoy making branded content part of their lives – it draws people in naturally with a deeper message they can identify with on an emotional level" PJ Pereira, Chief Creative Officer, Pereira & O'Dell "We are all Alex in one way or another, andhe is all of us" - Larissa B "This is beautiful, poetic and powerful...." - Pamela V "I can’t wait for next Thursday!" - Leah M
  • 25. 'The Beauty Inside' was the most-shared branded video during the campaign period. It won an Emmy for Outstanding New Approach to A Daytime Series, and three Grand Prix awards – including one for Branded Content – at Cannes Lions 2013. The campaign inspired hundreds of thousands of fans to give and request love advice and discuss their own sense of identity, while celebrating the principle that - with humans and computers alike - it's what's inside that matters most. The campaign also started to create a relationship between the client brands and the audience that will grow over time. In fact, Pereira & O'Dell has already created the next social film instalment for Intel and Toshiba, a horror story called 'The Power Inside'. 24 OUTCOMES
  • 26. Campaign : Your Bank Client : Barclays Agency : Red Bee Media CASESTUDY
  • 27. Video content held the key to answering those particular challenges. Its power to move, amuse and persuade people was used by Red Bee to tell real stories about the changes Barclays had made and is still making now. Working with Barclays, Red Bee identified the stories with the most tangible and demonstrable human impact – the ones that would lend themselves best to video. Wherever possible, these stories were told from the customers' perspective, not that of the Bank. This was important for two reasons. Firstly, it placed customers and their needs at the heart of the story, demonstrating 26 CHALLENGE After a period when high street banks haven’t been top of the general public’s Christmas card list, Barclays wanted to demonstrate a change of approach, one born of a very real desire to regain the public’s trust and preference. Barclays asked Red Bee Media to produce branded content for a new marketing initiative called 'Your Bank'. This initiative invites consumers to help influence changes to everyday banking. Your Bank includes an online platform to gather and share ideas to improve Barclays products, services and overall banking experience. The development of Your Bank presented as much of a challenge as an opportunity. Namely, how do you make people stick around voluntarily to explore a website dedicated to everyday banking issues – not normally a high interest category? And how could Barclays show that it was and is acting on the ideas suggested? The branded content on the Your Bank website therefore needed to both enthrall and inform. SOLUTIO Your Bank
  • 28. Barclays' determination to put customers first in all of its thinking. And secondly, it made the stories more instantly relatable to the audience. Your Bank launched with a series of these stories in the format of online films, some showcasing initiatives that Barclays had already implemented to make everyday banking better as a result of its customers’ feedback, others demonstrating Barclays’ commitment to listening to and understanding its customers. The first batch of films included: • Blind stand-up comedian Chris McCausland introducing Barclays’ new audio cash machines for blind and partially sighted people. Chris gives us some insight of his previous difficulties with talking machines. • An animated story of how a customer and a Barclays Personal Banker created a new type of high visibility debit card for visually impaired customers. • The experiences of Barney, a Barclays Branch Manager, who spends an uncomfortable day in an “age suit” that simulates the physical restrictions and difficulties of being elderly or infirm, to research branch accessibility for older customers. • The story of Ken Bellringer, injured in Afghanistan, now on placement with 27
  • 29. Barclays as part of its AFTER programme for ex-military personnel. • John Dennerly, a country park manager in Scotland who is deaf, introducing Barclays’ new sign video service. • The story of Sam, an older customer empowered to get online through a joint initiative between Age UK and Barclays. • And a series of films featuring Barclays “Ideation” workshops with customers to generate ideas for making everyday banking better. The online videos were placed within the integrated Your Bank online platform (customised and managed by Dare) and on the Barclays YouTube channel. The launch was supported by print, outdoor and digital advertising driving consumers to the Your Bank website. 28
  • 30. 29 RESULTSWithin the first three months of launch: • 449,000 interactions • 283,000 video views • 26,900 poll votes• 3,693 ideas submitted by consumers "The Your Bank branded video content is playing a key role in persuading the public that their ideas count and that it's worthwhile to submit them. The high level of interaction and idea submission is an indicative measure of audience engagement for Barclays, which can only help them improve customer service for the future." Michael Reeves, Business Development Director, Red Bee Media
  • 31. Thanks to Your Bank and its branded video content, Barclays is now able to have an ongoing conversation with customers – learning from them, listening to them and demonstrating the changes it’s making for them. 30 OUTCOMES "The 'Your Bank' platform and its content represents a very public commitment to listening to our customers and showing how we are going to act on change, big and small, which can make their lives easier." Sara Bennison, Managing Director, Marketing Communications, Barclays UK Retail Bank "Offset savings account to current accountwhen going overdrawn" - ellievin89 "Show the interest rate of all savings accounts in online banking." - simonjones12345 "Enable Skype meetings with branch advisors."- Telegraph reader "Create a Barclay's programme for schools to educate children about money matters." - Mumsnetter "Be able to withdraw different currencies from an ATM." - Parliament Street, York branch customer
  • 32. Campaign : Dumb Ways to Die Client : Metro Trains Melbourne Agency : McCann CASESTUDY Images and data © Metro Trains Melbourne, Dumb Ways To Die™, all rights reserved.
  • 33. Two insights propelled McCann’s solution for the campaign: that young people hate being told what to do; and that if you get hit by a train, you’ve probably done something pretty dumb. So the campaign strategy focussed on turning a message about rail safety that nobody wants to listen to into a piece of entertainment people actively seek out and share, that tells the truth about rail accidents. McCann created ‘Dumb Ways to Die’, a branded content marketing campaign consisting of a three- minute song and video featuring 21 cartoon characters dying in really 32 CHALLENGE Every year there are needless deaths or accidents around trains in Melbourne, Australia. And while rail accidents are tragic, they are in most cases completely avoidable. This is particularly true for young adults. Metro Trains Melbourne challenged McCann Melbourne with three primary objectives for a new marketing campaign: 1. Reduce train-related accidents in key accident areas by 10% over 12 months 2. Generate a stated commitment to be safe around trains (40,000 pledges) 3. Generate campaign awareness of 25% among the core target audience of young adults SOLUTIO
  • 34. dumb ways – three of them in train- related accidents. McCann launched the song in the usual way on iTunes, YouTube, radio and more. The agency used both traditional media (radio, TV, cinema, posters, press) and social media (Soundcloud, Tumblr, Instagram and Facebook) to drive traffic to the music video on YouTube. To extend the reach of the campaign through social media and PR, they also created dedicated forms of shareable content across multiple channels, including a karaoke version of the song, limited-edition posters of the characters, the ‘Little Book of Dumb Ways to Die’ for schools and the Dumb Ways to Die smartphone game app. 33
  • 35. 34 RESULTS74 million+ video views on YouTubeWorldwide #1 app downloaded over 35 million timesSong charted on iTunes in 28 countries; sold over 100,000 copies1 million+ pledges to be safe around trains on the campaign websiteAU$60 million of earned media impressions "We’ve got a campaign that’s relied on content and with the app we’re starting the move to merchandising. I think the way forward … is to steer away from the advertising model and create content and create merchandising … We need to keep creating shareable pieces that people can seek out and [that] have a worth beyond just the marketing message." John Mescall, Executive Creative Director, McCann Melbourne From interview in AdAge 24/6/2103 Most awarded campaign ever in D&AD history. Most awarded agency in the history of the Cannes Lions Festival of Creativity. Most awarded agency in the history of the Spikes Asia Festival of Creativity. London International Awards Agency of the Year 2013. Most awarded campaign at the Webby Awards 2013. 3rd ranked global agency at One Show 2013.Selected among TED’s top 10 Ads Worth Spreading 2013. (The only Australian advertisement ever to have been so recognised.) Clio Awards 2013 top ranked Australian Agency. Second ranked Australian agency at Adfest 2013.
  • 36. The ‘Dumb Ways To Die’ campaign became a global phenomenon and quickly demonstrated a real impact on social behaviour. Far exceeding its objectives, it’s one of Australia’s most successful public service campaigns. As well as the results listed previously, there were hundreds of cover versions and parodies viewed more than 20 million times themselves, campaign awareness among the core target audience of 46% after only one month, and most importantly a 10% reduction in near misses and accidents at level crossings and station platforms over 12 months. 35 OUTCOMES
  • 37. Campaign : Natural Love Client : PepsiCo Lyubimy Agency : Fuse Russia CASESTUDY
  • 38. Fuse Russia decided to bring ‘Natural Love’ from real life to the TV screen. The agency created a cross-media marketing campaign that used social media to invite people to tell their real-life love stories by writing in to campaign pages on two Russian social networks (vk.com and ok.ru) and on STS TV channel’s website. 37 CHALLENGE PepsiCo’s Lyubimy (meaning ‘beloved’) is one of the biggest fruit juice brands in Russia. Its marketing activity focuses on the message “beloved because it’s natural”, and stories about love lie at the heart of every communication. The most popular content among the brand’s target market – women aged 25-45 with average income – are TV shows and series about love. However, these portrayals of love are perceived by the audience to be artificial, not real. PepsiCo challenged its agency partner Fuse Russia to find a way to link Lyubimy juice with unquestionably real, natural love stories. SOLUTIO Natural Love
  • 39. The 50 stories that received the most ‘likes’ online were turned into professionally shot video clips. Edited versions then appeared on STS, the biggest family TV channel in Russia, while the full versions were made available to view online. The people who submitted the best three love stories – one happy couple and two sad single people – won a romantic trip to France. 38 'Pyramids in the Wild'
  • 40. 39 RESULTS The campaign became the talk of Russia: • 2,000+ story submissions• 4.6 million active users on the campaign web pages (twice the previous biggest national Internet campaign) • 6.5 million online views• 200,000+ ‘likes’ • 3-4 times above market average conversion indices for online registration and subsequent actions “Thanks to Natural Love and STS channel.” “Thanks Lyubimy.” “So cute!”
  • 41. The ‘Natural Love’ branded content marketing campaign provided cut-through of the Lyubimy brand’s key message to the target audience, and converted online love into consumer love: the number of people who stated that their most often bought juice brand is Lyubimy rose by 20% during the campaign period. 40 OUTCOMEs "We were challenged by PepsiCo to find a new way to cut through to the Lyubimy core market on TV. We used branded co-created content to give millions of people the ultimate real-life, natural love stories they already craved." Anton Efimov, Managing Director, Fuse Russia
  • 42. Campaign : In Search of Real Food Client : Hellmann’s Agency : OgilvyEntertainment CLASSICCASESTUDY
  • 43. With the insight that people wanted to say no to over-processed food yet had time, cost and taste considerations when it came to making meals, Ogilvy devised a pioneering marketing initiative called ‘In Search of Real Food’. Part of the project involved traditional print and TV advertising that used real people to deliver Hellmann’s point of view on food made from natural, simple ingredients that are good for you. In tandem with this strand of the campaign, Ogilvy created a Hellmann’s-sponsored ‘In Search of Real Food’ microsite hosted by media 42 CHALLENGE Hellmann’s Real Mayonnaise was first made for a mass market in 1913 and is now America’s favourite mayonnaise. Hellmann’s asked their agency partner Ogilvy to develop a summer marketing initiative that would explain the product’s ingredients and range of uses in an attention-grabbing way, and reinforce Hellmann’s positioning as the epitome of simple, honest, real food. SOLUTIO
  • 44. partner Yahoo! Food. This creative platform was designed to drive consumer conversations about real food, using interactive branded content, co-created content and a variety of fun community features. In order to draw people in to join the conversation and keep them coming back to the site, Ogilvy created a 12- episode branded content web series presenting celebrity chef Dave Lieberman on a weekly road trip through America in search of real people making real food – from the proprietors of a Mexican food cart in SoHo, New York creating a pulled pork taco, to a bighearted lady’s regular fundraising Friday Fish Fry in New Orleans. Each episode was split into four three- to four-minute chapters for easy web consumption. 43 "The challenge with branded content is to maintain the authenticity of the production while maximising the potential for the brand. This show offered incredibly rich content, allowing multiple channels for consumer engagement. By teaming with Rock Shrimp Productions and Dave Lieberman as our host, we had a ready-made fan base that was looking for the 'real food' point-of-view that Hellmann's as sponsor is all about." Doug Scott, President, OgilvyEntertainment
  • 45. Beyond watching the weekly video content, ‘In Search of Real Food’ website visitors could: • continue the real food conversation by reading Dave’s blog (including his recipes) and posting comments. • share their own ideas and recipes on the Real Food group page. • ask and/or answer questions using a Yahoo! widget embedded in the site. • look for real food restaurants in their neighbourhood using a local dining guide widget pre-programmed with real food locations. To promote the web series to consumers, Ogilvy used web banners in which excerpts of the show were embedded, TV and print ads, and creative on Hellmann’s jar tops. There was also coverage on US TV news channels, inviting people to star in the show by making their own ‘real food’ cookery videos. 44 "’In Search of Real Food’ was a programming concept that captured the fast changes taking place within the food industry – the emphasis on local-grown and real foods – as well as the changes within the entertainment industry. Finding new ways to reach consumers using interactivity, this show set a new standard for consumer engagement." Bobby Flay, Celebrity chef; Executive Producer, Rock Shrimp Productions
  • 46. 45 RESULTSThe ‘In Search of Real Food’initiative tapped into culturalconversation and delivered:• 1 million unique visitors tothe campaign website • 5,000 Real Foodcommunity members "We've always been about what's simple and real. Whether it's the quality ingredients in our jar or the real experiences people have with others when they share food made with our Mayonnaise. This effort leveraged the technology available to have a conversation about that with consumers, offering recipe ideas and a point-of-view about food that kept the brand relevant to moms and built affinity to new and younger users" Brian Orlando, Senior Brand Manager, Hellmann's
  • 47. This groundbreaking project teamed branded content with traditional advertising, forged an innovative media partnership with Yahoo!, and capitalised on celebrity connections for Hellmann’s. Consumers shared and commented on the branded content via YouTube and social media networks, and even created their own real food videos. This activity resulted in the spread of the conversation about real food (and Hellmann’s’ association with it) far beyond the original campaign site. Ultimately, the integrated mix of traditional advertising and branded content enabled Ogilvy to convey positive brand messages about Hellmann’s Real Mayonnaise, while provoking a dialogue with consumers about real food. 46 OUTCOMES
  • 48. ABOUTTHEBOOK The Best of Branded Content Marketing: 10th Anniversary Edition is the second in a series of social media and branded content ebooks produced by the BCMA and its strategic partners DMC and New Media Works. The enhanced media ebook is an international collaboration containing 13 of the best recent branded content marketing campaigns from cutting-edge brands and award-winning agencies, as well as "what is," "how to" and "what's next" features from leading practitioners. These features include emerging market reports from Brazil and Russia, an Ipsos MORI and Oxford Brookes University research review, tips on how to create successful social video content, and predictions about the future of branded content marketing from 60+ experts around the world. You can download the full edition of the book at http://thebcma.info/best- practices/ebooks/ from 19 March 2014.
  • 49. ABOUTTHEPRODUCERS The BCMA Launched in 2003, the Branded Content Marketing Association (BCMA) is the global trade body for branded content, with members throughout Europe, Australia, Asia/Pacific, Scandinavia, South America, Russia and North America. It brings together and benefits a broad spectrum of content creators and owners, including organisations from the advertising, brand development, sponsorship, media, broadcasting, digital, social media, programming and entertainment industries. The BCMA strives to promote best practice, shared learning and grow the branded content market to a wider audience. Digital Media Communications Ltd (DMC) Founded in 1994, when the Internet was just emerging into the mainstream, DMC is a highly experienced digital marketing communications consultancy that specialises in using collaborative and social marketing approaches. Co-founders Justin Kirby and Greta MacFarlane are responsible for the strategic planning, project management, editing, publishing and promotion of this series of ebooks. New Media Works Former AKQA creative head and co- founder Mark Welland established New Media Works in 1998. He has over 20 years of interactive design experience, including the creation of ebooks and apps for local and global brands and e-learning organisations. Mark is responsible for the creative development, design and production of this series of ebooks.