Raw London - A strategic approach to video content.
•
1 like•776 views
A strategic approach to video content - Thursday 21 March 2019 Ryan Wilkins & Amber Parsons Raw London
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Similar to Raw London - A strategic approach to video content.
Similar to Raw London - A strategic approach to video content. (20)
More from Raw London
More from Raw London (20)
Recently uploaded
Recently uploaded (20)
Raw London - A strategic approach to video content.
- 1. A strategic approach to video content. Ryan Wilkins & Amber Parsons Raw London Thursday 21 March 2019 #CXCharityComms
- 2. Ryan Wilkins Founder & CEO Raw London Amber Parsons Creative Content Director Raw London
- 3. 1. Why video? 2. Customer journey 3. Video strategy 4. Examples 5. Key takeaways We’ll cover:
- 5. We are a creative agency. We work with charities to change perceptions, build trust, and drive action.
- 8. 1. Why use video?
- 9. 80% of consumers believe videos are helpful when making purchases. Blue Corona
- 10. 63% of charities cite engagement as the primary objective of their video content. Raw London benchmark report 2019
- 12. Unaware Content mapping against user journey > > > > > > > > > > Legacy
- 13. Unaware Aware Content mapping against user journey Legacy Awareness/ brand promo
- 14. Unaware Aware Research Content mapping against user journey ‘About us’ content Legacy Awareness/ brand promo
- 15. Unaware Aware Follow Research Content mapping against user journey Awareness/ brand promo ‘About us’ content Social content Legacy
- 16. Unaware Aware Follow Research Content mapping against user journey Engage ‘About us’ content Social content Legacy Befriending & How-to content Awareness/ brand promo
- 17. Unaware Aware Follow Research Content mapping against user journey Engage Donate ‘About us’ content Social content Campaign films Legacy Befriending & How-to content Awareness/ brand promo
- 18. Unaware Aware Follow Research Content mapping against user journey Engage Donate Advocacy ‘About us’ content Social content Campaign films Impact films Legacy Befriending & How-to content Awareness/ brand promo
- 19. Unaware Aware Follow Research Content mapping against user journey Engage Donate Advocacy Loyalty ‘About us’ content Social content Campaign films Practical advice and support Impact films Legacy Befriending & How-to content Awareness/ brand promo
- 20. Unaware Aware Follow Research Content mapping against user journey Engage Donate Advocacy Loyalty ‘About us’ content Social content Campaign films Impact films Practical advice and support Legacy content Legacy Befriending & How-to content Awareness/ brand promo
- 21. Your audience’s needs change as they move closer to your brand.
- 22. You can’t achieve everything with one film.
- 24. Hero, Hub, Help. A content framework.
- 25. HELP Unaware Aware Follow Research Engage Donate Advocacy Loyalty ‘About us’ content Social content Campaign films Impact films Thank-you films Legacy content Legacy Awareness/ hero films Befriending & How-to content HERO HUB Awareness Consideration Purchase
- 26. Higher budget Lower budget • Awareness • Big picture • Entertaining / Inspirational • Minimal messaging • Focus on reach, impressions and views Hero Hub • Engagement • Storytelling and features • Emotional • Often people-led • Focus on engagement Help • Retention + conversion • Practical • Help, advice & news • Matter of fact • Focus on action and viewer retention
- 28. 4. Examples
- 29. Unaware Aware Awareness/ hero films Legacy HERO
- 32. Results
- 33. Unaware Aware Follow Research Awareness/ hero films ‘About us’ content Social content Legacy HUB
- 35. MOCK UP OF VERTICAL VIDEO IN PHONE
- 37. Unaware Aware Follow Research Engage Donate Advocacy Loyalty Awareness/ hero films ‘About us’ content Social content Campaign films Practical advice and support Impact films Legacy Befriending & How-to content HELP
- 38. Marie Curie Information & Support
- 40. Key takeaways
- 42. Content should work together to achieve clear objectives.
- 43. Be helpful.
- 44. Use our handout to help you prioritise and plan your content.