Branded content without the brand
Rear View Girls is such a great idea. However what is the point of making a clip like this and getting 5 million views if you cannot even talk about the brand?
According to Colenso BBDO ‘Levi's tells us it's the fastest, most successful viral campaign Levi's has ever done, and it's only just started, so we're pretty chuffed.’
I cant see how this is the most successful campaign when there is no talk about the brand. The thing about Youtube is that no one uses the ‘subscribe’ functionality so that they will no longer come back to hear the full story when the brand is revealed.
A great way of integrating the brand into the clip is with the latest clip for Nike’s Black Mumba clip where they even suggest that product placement gives us a bigger budget. Bigger budget, bigger explosions (1:38). In the clip it seems to work with the style of narrative that they have chosen to tell the story with.
I dont think that people care if it is branded content as long as it is entertaining.
Five point Social Media idea checklist
A few questions to ask yourself before going ahead with that Digital/Social idea
1. The real pass on question
The usual question people ask themselves with online content is, will people pass this on? The question should really be what are the people going to write/say when they pass this on. What will it look like in a status update.
2. Working off schemas
Using Schema as shortcuts. Use things that people are familiar with.
3. Is it tapping into a tension points
Try to find something that will raise a debate/engage the audience. Will talk more about this in another blog post
4. 10 second rule
Everyone suffer from ADHD when it comes to online, you need to capture their attention in the first 10 seconds. If they don’t get the idea by then, you have probably lost them.
5. Insurance policy
As Social Media evolves the risk of having an idea that bombs is less and less likely or harder to detect as brands can now buy media to make sure that the idea get seen by the target audience. Make sure you have the insurance policy on the table when signing off the budget.
1. The real pass on question
The usual question people ask themselves with online content is, will people pass this on? The question should really be what are the people going to write/say when they pass this on. What will it look like in a status update.
2. Working off schemas
Using Schema as shortcuts. Use things that people are familiar with.
3. Is it tapping into a tension points
Try to find something that will raise a debate/engage the audience. Will talk more about this in another blog post
4. 10 second rule
Everyone suffer from ADHD when it comes to online, you need to capture their attention in the first 10 seconds. If they don’t get the idea by then, you have probably lost them.
5. Insurance policy
As Social Media evolves the risk of having an idea that bombs is less and less likely or harder to detect as brands can now buy media to make sure that the idea get seen by the target audience. Make sure you have the insurance policy on the table when signing off the budget.
Cultural Touchstones and ImMrTeddy
Cultural touchstones are moments and objects that define a generation of people. Online is playing a large part in creating new cultural touchstones for Australian teens (here is a great post on memes as cultural touchstones).
The latest hype in the Australian Vlogger community is around the 17 year old boy Im Mr Teddy, he is on the observational humour train, doing rants. However what I like about his content is that he is has gone around talking about the cultural touchstones for teens in Australia e.g Facebook, Public Transport and High School. Whether he is funny or not is debatable but what he is good at is giving great insights into 13-17 year olds in Australia.
The latest hype in the Australian Vlogger community is around the 17 year old boy Im Mr Teddy, he is on the observational humour train, doing rants. However what I like about his content is that he is has gone around talking about the cultural touchstones for teens in Australia e.g Facebook, Public Transport and High School. Whether he is funny or not is debatable but what he is good at is giving great insights into 13-17 year olds in Australia.
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