Leveraging your brand online: how optimised creative content drives conversions - Helen Saul, European Brand Manager, lastminute.com

1. Leveraging your brand
online: how optimised
creative content drives
conversions
Helen Saul
Brand Manager - Europe
www.linkedin.com/in/helensaul

2. Before you can create content that
converts, you need a brand platform
Start with a problem
Find a human insight
which people can
relate to
Leverage the insight
to solve the problem
➜
➜
➜

3. To gain attention when everyone is
doing the same you need to stand out
CGI ANIMATED FLAMINGO
FLAMOJIS

4. Once you have a creative concept,
it’s time to tell a story
Setup
Build the story
Traditional TV
Big reveal moment
Main message
Price / offer
Brand end
frame
TRADITIONAL BRAND CAMPAIGNS SOCIAL LED BRAND CAMPAIGNS
Story
upfront
Main
message
Brand cues
Surprise shifts
Several peaks
Extend the story
for those who
show interest

5. The best stories are personal and relevant
BY INTEREST
56% < benchmark CPA
BY TOPIC
4000% increase in sales
2X sales of our next
best video
BY FORMAT +
PLATFORM
38% < benchmark
CPS
LOCATION +
BEHAVIOUR
88% < CPA target
Low sales

6. If you want to learn what works, be
ready to make mistakes
CPA 83% decrease
80% < CPA target

7. Don’t forget to have fun along the way
Questions?
Helen Saul
Brand Manager - Europe
www.linkedin.com/in/helensaul