1. #SMM13
Crack the code on social sharing: The
human touch in branded video
@mightybarnski

2. Poop or Prank?
Girls don’t poop – PooPourri
Vote Poop #smm13
Ultra Reality - LG Meteor Prank
Vote Prank
#smm13
Vote On Twitter Now!

3. Shares are Currency in the
Social Economy

4. Do emotions matter?

5. 7 Findings from
The Science of
Sharing

6. #1 Make it emotional

7. #1 Videos that elicit a strong
emotional response are twice as
likely to be shared

8. #2 Be positive

9. #2 Videos which provoke a strong
positive response are 30% more likely to
be shared than those which provoke
negative emotions.
Shock or anger can drive shares but
they are a risky bet
High
Arousal
Disgust
Sadness
Shock
Anger
Nega%ve
Low
Arousal
Discomfort
Boredom
Irrita1on
Frustra1on
High
Arousal
Hilarity
Inspira1on
Astonishment
Exhilara1on
Posi%ve
Low
Arousal
Amusement
Calmness
Surprise
Happiness

10. #3 Forget cute cats and celebs,
focus on personal triumphs

11. #3 No creative device drives sharing
than any other, with the exception of
personal triumph. So focus on
emotions, not creative devices

12. #4 Be proud of your brand

13. #4 The average branded video takes 30 seconds
to reveal the brand.
There is no correlation between shareability
and level of branding

14. #5 Don’t over invest in content
and under invest in distribution

15. #5 No matter how shareable a video is, a
larger viewer base delivers more sharing.
A video that is seen by few cannot be shared
by many

16. #6 Exhilarate your viewers

17. #6 Strong positive emotions get your video
shared AND remembered.
Exhilaration is the most successful trigger
with 65% recall

18. #7 Reach light buyers to grow
market share

19. #7 Quality reach is key. To build market share,
reach light & medium buyers outside of your
owned channels
FIGURE
1
-­‐
Chocolate
Brand
2011
–
Panel
Data
FIGURE
2
-­‐
The
same
Chocolate
Brand
-­‐
Fans
80% of a brand’s light buyers contribute to 50% of a
brand’s sales

20. Plot spoiler…
Emotional campaigns
are more profitable
than rational
campaigns
Source: Binet and Field, ‘Marketing in
the Era of Accountabilty’, WARC, 2007

21. Unruly ShareRank Evaluates
Content For Shareability
100
+
Basic Emotions
Primal Responses Cognitive Responses
Intensity
Emotional Valence
Schema Disruption
Social Motivation
Memorability
Enjoyability
Medium
Favourability Interpanel Agreement
+ more …

22. How do we feel in 2013?

23. Poop or Prank?
Girls don’t poop – PooPourri
Ultra Reality - LG Meteor Prank
You Chose…

24. Girls don’t poop – PooPourri
13.6 million views, 902,318 shares

25. Ultra Reality- LG Meteor Prank
12.3 million views, 620,700 shares

26. How did it make you feel?

27. Psychological
Responses
SURPRISE
HILARITY
HILARITY
DISGUST
HILARITY

28. Social
Mo%va%ons
REACTION
SEEKING
SHARED
EMOTIONAL
EXPERIENCE
SHARED
EMOTIONAL
EXPERIENCE
REACTION
SEEKING

29. How do brands want us to
feel in 2014?
Exhilarated!

30. Renault – va-va-voom
Unruly secured PR coverage in Marketing Week, The
Drum, AdWeek, Campaign, Mashable and the New York
Times
Background
• At the beginning of 2013, Renault
and its media agency, MGOMD,
wanted to re-launch the Renault
Clio and looked to social video
marketing to maximise awareness
of the new product
Renault’s share of voice increased by
244.4%, versus the competition
Source: Unruly Analytics
Client Challenge
• Create a video which triggered the
psychological response ‘sexual
arousal’ and was highly shareable,
encouraging consumers to share
the content with peers, and
journalists & influential bloggers to
write about the video, driving
earned media
• Distribute the video at scale using
paid media and Unruly’s
influencers to drive awareness on
autos and lifestyle sites
Social video viewers are more likely to purchase a
Renault Clio in the future (+103% uplift in purchase
intent when compared to a non-exposed control
sample)
Unruly Results
• Over 5.1 million views delivered, reaching
#2 on YouTube’s top videos
• 135,000 shares, top of the Unruly Viral
Video Chart
• The content was watched the equivalent
of 1.5 years, the same as watching Moulin
Rouge more than 6,600 times
• Social video viewers are more likely to
purchase a Renault Clio in the future
(+103% uplift in purchase intent when
compared to a non-exposed control
sample)

31. THANKS FOR
WATCHING!
Twitter: @unrulymedia
@mightybarnski
Web: www.unrulymedia.com
Winner Best Content
Distribution Service
Video Council
Member
Whitelisted