2. RED PEAK SERIES | REDPEAKGROUP.COM
Great brands are about maintaining momentum, but what do
Einstein, a chained up bicycle and ‘shareability’ have to do with it?
Red Peak decided to create a global viral sensation so we chained
a fully loaded bicycle up against a bike post in Manhattan for 365
days and photographed it daily to record what happens if you don’t
‘keep moving’.
Part urban experiment, part installation our ‘LifeCycle’ video
has rampantly made appearances on influential global blogs
and media websites and within 7 days over a million people had
watched the video on YouTube and the number continues to rise.
The results of ‘Lifecycle’ are nothing short of spectacular with the
huge online pick up it has garnished around the world.
So what can we learn from ‘LifeCycle’? A simple idea, told well
can beat out big budget communications in today’s world. David
can easily out fight Goliath in a connected world where consumers
no longer make distinctions between ‘big’ and ‘little’ brands.
“LIFE IS LIKE
RIDING A BICYCLE.
TO KEEP YOUR
BALANCE,
YOU MUST
KEEP MOVING.”
THE NEW ROI, ‘SHAREABILITY’
3. RED PEAK SERIES | REDPEAKGROUP.COM
Agencies have for a long time been talking about the primacy
of the idea, but it is clear now that good ideas create their own
media. It is no longer the size of the media budget that counts;
it’s the size of the idea.
The ‘power of one’ person sharing content with one other person
is just the beginning of the content thread, and a cascade fires
up and gains traction as each share multiplies. Among the ROI:
higher rankings in search engine results pages (SERPs) for
content that is golden. Creating ‘content shareability’ means
foremost creating quality content that intrigues, assists and
incites people to act. Great ideas, inspires people to spread the
word to their circles of friends through social media to solicit
reactions, discuss disagreements, or to learn more about the
topic from friends with more experience and recommendations.
THE NEW ROI, ‘SHAREABILITY’
4. RED PEAK SERIES | REDPEAKGROUP.COM
01 02
ESTABLISH INSTANT
RAPPORT
PROVIDE IMMEDIATE
GRATIFICATION
Shareability is based on trust, mutual trust and instant rapport
occurs when there’s a relationship of mutual trust between you
and your audience (e.g., ‘LifeCycle’– we all know what typically
happens to bicycles chained to posts). Social sharing conditions
demand us to expect meaningful relationships to grow quickly
based on what we have common e.g., likes, interests, POVs, etc.
The cardinal rule of social media is speedy delivery of ‘good’
ideas, especially ‘content with wings’ flies – people send it to
everyone they know, because they love it so much, that’s what
happened with ‘Lifecycle’. Adding share buttons might increase
your viral reach and introduce your content to a new audience,
but another vital component of shareability is much harder to
tap – providing value in unexpected ways. And sometimes that
means thinking outside the box with content that might seem on
the fringe.
03 04
IGNITE SHAREABILITY ALWAYS KEEP MOVING
Sharing = Exposure = Link Equity = Higher Search Engine
Rankings = WOM. Link equity is paramount: the value of inbound
links (backlinks), and the importance of intentionally growing link
equity is critical in igniting shareability.
Red Peak created ‘LifeCycle’ without a specific client in mind, but
a goal. As an agency we create projects simply to keep our own
creative momentum active. We are prepared to act first and find a
buyer later if we believe in the power of the idea. It helps us hone
our creative skills and keeps us sharp for our growing roster of
blue chip clients such as Intel, Acer and American Express.
LESSONS LEARNED FROM ‘LIFECYCLE’
5. RED PEAK SERIES | REDPEAKGROUP.COM
Red Peak is a new company but is staffed by some of the most
senior figures in the design and marketing industry. Red Peak
was formed at the beginning of 2010 by Michael Birkin. Michael
was previously the Vice Chairman of Omnicom Group and was a
shareholder and the first CEO of Interbrand Group, now part of
Omnicom.
Michael’s goal in establishing Red Peak was to find a place where
the world’s most talented designers, strategists and experiential
marketers could work together in a more streamlined and
creative way. Having recognized that the old ways of marketing are
rapidly dying, Red Peak is a place where new ideas and new forms
of collaboration can thrive.
ABOUT THE AUTHOR
CONTACT
ABOUT RED PEAK GROUP
James Fox
Chief Executive Officer
James considers himself lucky to have helped shaped the
strategies for some of the world’s biggest and most famous
brands, including AT&T, BA, Ikea, Intel, Levi’s and United Airlines.
He has worked with some of the most well known agencies from
St. Luke’s and Taxi to BBH, BBDO and Fallon and extensively
awarded including two Gold Effie’s, a Silver Effie and an Emmy for
Outstanding Commercial.
As the CEO of Red Peak, James leads across discipline to direct
strategy and manage brand coherence, uniting behaviors,
messages, design and communications into brands capable of
standing out in today’s agile and iterative environment.
Red Peak Group
James Fox
T +1 212 792 8930
560 Broadway, Suite 506
New York, NY 10012
