Coming Soon

1. KEYNOTE
VANCOUVER, BC ~ MAY 15 - 16, 2023
DIGIMARCONCANADAWEST.CA | #DigiMarConCanadaWest
Amar Singh
DIRECTOR OF STRATEGY
KIPLING MEDIA
Leveraging Content in
Your Next Digital Campaign

2. LEVERAGING VIDEO
CONTENT IN YOUR NEXT
CAMPAIGN
Marketing Head
Lights, Camera, Action:

3. Video content should be at the
heart of your digital campaign.
If your last campaign didn’t utilize video, your next campaign will.

4. We used to produce minute-long videos.
The ask is now 7 seconds.
This happened quickly, but we have to adjust. This is the new norm.

5. We’re gonna talk about:
Ideating and planning content shoots --------------
Different needs of different platforms ---------------
Power of relatability and influencer campaigns------
How we turned a couple viral videos into . . . growth in sales
in just 2 months.
20%

6. Ideation Writing Shooting

7. STEP 1
STEP 2
STEP 3
Before developing your video concept and script, know your main
goal. Is it solely to move product, or is it to build brand identity
and loyalty?
Direct and sales-heavy vs. Evocative and aspirational.
Your goal should permeate every aspect of your video, from tone
to verbiage to visual composition to speed.
DON’T WRITE A WORD UNTIL
YOU KNOW YOUR GOAL

8. CASE STUDY
Goh Ballet's Masterclass
01

9. CASE STUDY
The Nutcracker
02

10. Everyone has to start somewhere.
Don’t fight the tide. Write and ideate with practicality in mind.
You’re not compromising, you’re creating in harmony with your resources.
LEAN INTO THE VISUAL STYLE YOU CAN AFFORD
Just make sure it's consistent.

11. Advancements in technology have made creating high-quality content easier
Don’t have the budget for a crane but want
movement? Go handheld, and lean into an
intimate and organic feeling.
Not sure about dishing out for a full studio
set-up with lights? Re-frame your concept as
an exterior shoot in natural light.
You don’t necessarily need the bank-breaking
celebrity endorsement, analyze whether a fun
and relatable vignette of your average user
might resonate even better.

12. "Beat "Beat" "Beat" "Beat"
When you’re writing your longer-form video, you want to make
sure you’re creating a story with multiple beats that can work
together and separately.
Break the video down into self-contained vignettes that flow
into each other.
Each frame should tell
it’s own story.
"Beat"
HOW TO WRITE A STORY THAT CAN BE
RECYCLED INTO PARTS
*In narrative TV and film, a key emotional or informational moment is called a “beat”

13. Beat writing principles =
MASTER VIDEO ÷ Short
videos
REPURPOSING AND
AMPLIFYING FORMULA long form videos
Educational short-form content
Open: with a hook
End: Actionable conclusion
12
83

14. DIFFERENT PLATFORMS, DIFFERENT NEEDS
The audiences on Tiktok have vastly different demo and psychographics
from the audiences on Facebook.
On TikTok Breakneck speed, cut to music
On Reels you want fast to moderate speed.
On Facebook you want a reasonably-paced and
easily-digestible speed

15. PULL AN ENTIRE
PHOTOSHOOT’S
WORTH OF STILL
IMAGES FROM YOUR
ONE LONG-FORM
VIDEO.
This is a long-suffered complaint
from any editor.
It’s tricky to pull stills when your subject
is in motion because the image is
blurred.
Use upscaling AI programs l Topaz, which can
transform HD video to 4K, 24 frames per
second to 60 per second, and to help you turn
any video beat into a 4k image for display ads,
traditional print marketing, social media, and
more.

16. Topaz

17. PERFORMANCE
Get your videos SEEN, connect them to the right audiences

18. Optimize
Understand
Follow social media trends
algorithm
your content

19. Social networking sites are relatively new and certainly aren’t
permanent.
SNS are privately owned and subject to the legal requirements of
the countries it operates in.
Algorithms changing and pushing different things, important to
stay agile and willing to adapt in order to stay in the good graces
of the algorithm
Don’t put all your
eggs in one basket!
BE AWARE OF THE RISK OF RELYING ON
INDIVIDUAL PLATFORMS

20. Sometimes the Best Person for
the Job is Somebody Else…

21. H O W ?
Find nano influencers
INFLUENCERS MARKETING
Casting Call
Manually find the influencer
When you don’t have :
Time, budget, or equipment
$$$ BE DIRECT

22. THE POWER
OF RELATABILITY
There is a time and place for slick,
4K commercial-quality content.
Growing audiences on communication
platforms
You can use the the Instagram and
TikTok outline to capitalize on its
algorithms and push your content.
= Engagement

23. CASE STUDY
Daniella Atkinson

24. RESULTS
TikTok Views:
Instagram Views:
Thruplays:
Avg. Watch Time:
800,000+
17,300+
50,674
19 Seconds
Shock factor
Engaging hook
Capitalized on a movement
that was already trending
Appealed to multiple audiences

25. Efficient and entertaining without sacrificing trustworthiness.
You may feel hopping on the latest viral dance trend is not
aligned with your brand identity.
That’s OK. Find your balance.

26. BECOME THE VIEWER FIRST
You want to begin leveraging IG Reels for your brand or your client?
Don’t just read articles and listicles and data points.
Open Instagram and scroll Reels for 20 minutes.