Marketing as we know it is about to change forever. In fact, the change has started happening already. Find the new approach to marketing in this presentation I made at a Google event in Lekki, Lagos on the 1st of February 2020. In this engaging presentation that kept the audience glued, you'll find the new alternative to advertising and conventional marketing that is guaranteed to drive consumer engagement and patronage like never before! Follow Genesis Onomiwo on Instagram www.instagram.com/therealgenofficial (@therealgenofficial) to discover more.

1. Welcome
to the
fuɈure…
Genesis Onomiwo
with

2. Advertising
Brand Building
Customer Attraction
Customer Engagement
Customer Conversion…

3. The old ways
don’t work
anymore

4. IT’S TIME TO DO SOMETHING and keep itthat will get people’s attention

5. By embracing new ways to:
connect with your audience
impact them creatively
convey the values your brand represent

6. BRANDED
CONTENT

7. *Video [Dove’s Real Beauty Sketches]
https://www.youtube.com/watch?v=XpaOjMXyJGk

8. FactCheck
The campaign went viral, and over 50 million people viewed the videos during the
first 12 days of release
Dove’s Real Beauty campaign was the most watched branded content in 2013
It was also the third most shared video

9. Branded content is a marketing technique that involves creating
content linked to a brand which allows consumers to make the
connection with the brand.
https://bit.ly/30JTbrs

10. Branded
Content is
NOT
Content
Marketing

11. Branded Content| Conventional Advertising |Content Marketing | Product Placement
What’s The Difference?

12. DIFFERENCES WITH CONVENTIONAL ADVERTISING
1. Does not focus on products/services
Although brand products can appear in the
branded content, they are not the main focus
nor are they directly talked about. Instead, the
content is focused on the more abstract values
and brand story.

13. 2. It is not invasive
TV spots, or digital formats such as
banners and pop-ups, are based on
"plundering" the user so that they can
dedicate their time and attention. On
the other hand, branded content seeks
for the user to consume it voluntarily.

14. DIFFERENCE WITH CONTENT MARKETING
1. Content marketing is the strategy/
marketing ploy that encompasses all types of
content created by the brand (e.g informative
guides, video tutorials or testimonials), whilst
branded content would be a specific type of
content.

15. DIFFERENCES WITH PRODUCT PLACEMENT
1. In product placement, advertisers pay to
have references to their brands incorporated
into external creative works (e.g films and
television series)

16. 2. Product placement does not use
storytelling. In product placement, the
main story is not related to the product or
the brand, whilst branded content on the
other hand is always related to the
brand’s corporate values.

17. Overall,
Branded content is designed to
build awareness for a brand by
associating it with content that
shares its values.

18. The content of branded content
doesn’t necessarily need to be a
promotion for the brand, although it
may still include product placement.
*

19. Branded Content can be presented through these
multiple formats and diffusion channels:

20. 1. video content

21. 2. Podcasts
IRL Podcast by Mozilla
Apple Podcast
GE’s Podcast

22. 3. Live elements that bring relevant value to the consumer
a. Actions on the street

23. b. Events
Budx Lagos event

24. 4. (Branded) web series

25. Other Formats & Diffusion Channels
5. Interactive formats (contests, quizzes, polls…)
6. Videogames
7. Articles- e.g The Red Bulletin (Red Bull)
8. Virtual reality
9. Or even combine several of them to tell the
history of the brand

26. The key is grabbing the
attention of today’s
consumer and driving real
engagement through
content.

27. The Coca-Cola Case

28. Case study video
• https://youtu.be/SbyIYAaTo9w

29. Branded content can
entertain people or teach
them something,
resulting in better brand
engagement returns than
standard pre-roll content.

30. What Makes Branded
Content BRANDED
CONTENT:

31. 1. It is focused on the values of the brand,
not on its products or its services
It is based more on the intangible qualities of the
brand than on the specific characteristics of its
offer.
GE launched GE Reports to tell interesting stories
related to their industry. They talk about innovation,
digital transformation, and also business at GE.

32. 2. It seeks to generate conversation and notoriety
around the brand more than looking for a direct
sale or conversion.
These contents try to impact the audience and spark
conversation around the brand.
Netflix wrote an article about women inmates as a
piece of branded content in The New York Times. The
content relates to their show Orange is the New Black,
but the article was not about the show. By getting
readers interested in the topic, they were able to get
more viewers for the show.

33. 3. It generates added value for the user
Branded content creates content that users really want
to consume. Generally, this added value comes in the
form of entertainment.

34. 4. It appeals to emotions
Branded content DOES NOT seek to use
rational arguments about why a brand
is better than the competition, but
instead seeks to CONNECT with the
audience ON A MORE INTIMATE LEVEL.
www.fearus.world
@fearusng

35. 5. It makes use of storytelling
Branded content seeks to tell a representative story of
the brand to the viewer, with protagonists, as well as a
beginning, middle and end.
The LEGO movie was such a hit in the box office that people
didn’t realize it was branded content for the LEGO brand. The
movie increased brand awareness and also increased sales. It
became one of the most successful branded content pieces of
all time. Sales for LEGO increased by 25% in 2015 after the
release of the movie.

36. 6. Branded content can also be
used for social good
Toms Virtual Giving Trip
TOMS shoes, for example, created a video that allowed viewers
to tag along as they went on a charitable trip to Peru. This
campaign allowed viewers to experience the joy of giving. The
video also teaches viewers about the brand.

37. Why
Branded
Content?

38. Branded content gets more attention and creates BRAND RECOGNITION
When a consumer watches branded content, their brand recall is up to 59% higher
than it is with display ads
In one research, Nielsen discovered that brand recall was 86% for branded content,
and only 65% for regular ads. Viewers are also 14% more likely to seek out extra
content from the same brand. And as far as ROI goes, these are strong numbers.
Over 95% of the time, web sites that feature branded content were more
successful than web sites featuring typical advertisements, and are 24% more
effective at increasing the purchase intent of viewers. Branded content is most
effective in the 18-34 age group, who tend to react with more positive opinions and
being overall more responsive to branded sites. 2003 Branded Content Marketing Association

39. Best way yet to build affinity with your audience
Easier and cheaper way to build the know, like and trust (KLT) factor for your brand
It is an effective response to an increasingly saturated market
Consumers like branded content because they believe the content is more
consumer-focused. *Since the message isn’t a sales pitch, it creates trust between
the brand and the consumer. Traditional advertising does not have the same
outcome

40. Qualities Of A Good
Branded Content

41. A central personality
A unique concept
Connection with the audience
The style of the content is usually a good fit for the brand
A good purpose. Communicating the brand’s purpose is easier with branded content than with
traditional advertising
Part of the science of creating branded content that gets results is knowing where it will be viewed.
55% of branded content is viewed on mobile devices (Polar research). Creating content that works
well with phones and tablets will mean more views and shares

42. Advantages of
branded content for
brands

43. It is not invasive. Conventional digital advertising (with banners that hinder
navigation), increasingly generate more rejection among users
Generates an emotional connection with the brand. The best branded contents
are capable of telling stories that excite the audience. This emotion will be
associated with our brand, making users remember it for a long time
It has a great viral potential. Branded content is presented in sharable formats that
are very attractive for the audience, and and this often leads to the content being
shared through social networks. It can quickly generate a "snowball" effect that can
go a long way

44. Improves the positioning of the brand. This type of content tells a story that
represents the values we want to associate with the brand. In this way, the positive
associations and the characteristics associated with our brand are registered in the
minds of the audience
Generates engagement and loyalty. Branded content not only seeks to be
consumed passively, but wants to provoke responses in users
It can help to promote traffic and leads. Although it is associated more with
notoriety and branding metrics, a good branded content campaign can also serve
to bring a large amount of traffic to our website and start introducing users to the
conversion funnel.

45. Branded content is here to stay and it will continue to become more popular.

46. Let’s connect
Genesis Onomiwo
@therealgen1
@therealgenofficial
www.therealgenofficial.com
Genesis Onomiwo II

47. Gracias