1. © Hurricane Media UK Ltd
Understanding chemical reaction to grow brand equity
Online Influence Conference

2. Why we’re here
Change customer
behaviour
Persuade, to cajole
and to convince
Increase awareness,
engagement, sales

3. But how do we
Do it better?

4. Effective, personalised, results-focused campaigns -
With video at their core

5. www.hurricanemedia.co.uk

6. “A fantastically easy to read, practical and hands-on book”
Daniel Rowles
CEO
Targetinternet.com
“An exceptionally comprehensive study on the power of a varied
content strategy”
Ben Wiggins
Brand & Communications Manager
INFINITI Motor Company
“Very engaging and insightful. Great insights, useful diagrams and
important learnings that will help to increase market penetration and
increase return on investment.”
Linda Brewer
Head of Communications
Atlas Copco, Vacuum Technique
“Mowat has produced a fascinating and eye opening look at the latest
generation of content marketing”
Henry Stuart
CEO and Cofounder at Visualise

7. The big stats
1,000,000 per second 81% uptake 86% conversion rate

8. Why is video so effective?

9. Why is video so effective?
Haptics
Moving image
Sense of ownership
Emotional storytelling

10. Why is video so effective?
Haptics
Communication through gesture.
74%
53%
37%
HO
HO
NH ₂

11. Why is video so effective?
Movement signals opportunity
Moving image
Reptilian brain
Ganglion cells
Big & small movement

12. Why is video so effective?
Sense of ownership
Personal devices have
become part of us
Extensions of mind

13. Why is video so effective?
Emotional storytelling
Since the dawn of man/
woman
Balance

14. How to create winning video campaigns

15. The three step plan

16. Step 1 Step 2 Step 3
Plan Create Activate

17. Step 2 Step 3
Plan Create Activate
Step 1

18. Plan
Identify funnel stage

19. Plan
Identify funnel stage
Informs correct content type + key evaluation metrics

20. Sales funnel
Classic

21. Sales funnel
Contemporary

22. Sales funnel
Contemporary
Awareness
Consideration
Action
Retention

23. Advertiser Publisher Sales

24. Sales funnel
Contemporary
Awareness
Consideration
Action
Retention
“Advertiser”
Big “Hero” content
Linear / TV ads
Paid placements
Personalised video outreach
Searchable organic; “How to films”

25. Sales funnel
Contemporary
Awareness
Consideration
Action
Retention
KPI’s
Views
Impressions
Reach & frequency
Unique users
Brand Awareness uplift
Ad recall lift
Focus Groups
Buzz metrics

26. Sales funnel
Contemporary
Awareness
Consideration
Action
Retention
“Publisher”
“Hub” content
Functional
Explainer
Interviews
Testimonials

27. Sales funnel
Contemporary
Awareness
Consideration
Action
Retention
KPI’s
Playlisted views (sequential)
Engagement rates
Shares and buzz metrics

28. Sales funnel
Contemporary
Awareness
Consideration
Action
Retention
BRTV
Direct response
Companion ads
Unique messaging
Pausable interactive / hot spot
“Sales”

29. Sales funnel
Contemporary
Awareness
Consideration
Action
Retention
Ambient dales uplift
Discoverability through brand terms
eCommerce attribution
Interaction / engagement rate
KPI’s

30. Powerful video strategy will use a mix of
different content types, and deliver them
at the right time

31. Content planning
Awareness Consideration Action Retention
Persona 1
Persona 2
Persona 3
Etc

32. Step 1 Step 2 Step 3
Plan Create Activate

33. Step 2 Step 3
Plan Create Activate
Step 1

34. Move your audience, build your brand

35. How do you currently feel?

36. Take a mindful moment…

37. Link to view the film:
https://www.youtube.com/watch?v=wfbi3CxE3Lw

38. How do you feel now?

39. 92” to change a room

40. What just happened to you?

41. It was an emotional response … Distress and empathy

42. Cortisol Oxytocin

43. Cortisol Oxytocin

44. Cortisol Oxytocin
Emotional videos directly impact
behaviour
Emotional drivers are the key to unlocking behaviour change
If we have the goal of long-term brand growth we should be
connecting emotionally with viewers.

45. Cortisol Oxytocin
‘Emotional campaigns, and in particular those that are highly
creative produce considerably more powerful longterm business
effects than rational persuasion campaigns’
The Long and the Short of it
Les Binet and Peter Field

47. Step 1 Step 2 Step 3
Plan Create Activate

48. Step 2 Step 3
Plan Create Activate
Step 1

49. Activation Planning
Arguably the most important part…
Even the most successful content has paid activation

50. Activation Planning

51. Activation Planning
1. Define your audience(s)
2. Define your budget - 60/40
3. Appropriate copy
4. Test
5. Learn
6. Optimise
Linear & Digital TV
Social media
VOD and Network
Programatic

52. Measure results against you KPI’s
And do it again !!!

53. “A fantastically easy to read, practical and hands-on book”
Daniel Rowles
CEO
Targetinternet.com
“An exceptionally comprehensive study on the power of a varied
content strategy”
Ben Wiggins
Brand & Communications Manager
INFINITI Motor Company
“Very engaging and insightful. Great insights, useful diagrams and
important learnings that will help to increase market penetration and
increase return on investment.”
Linda Brewer
Head of Communications
Atlas Copco, Vacuum Technique
“Mowat has produced a fascinating and eye opening look at the latest
generation of content marketing”
Henry Stuart
CEO and Cofounder at Visualise

54. Thank you!