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Shannon Paul - Unseen Awareness Machines
1. Classification: Internal Use FOR INTERNAL USE ONLY.
Leveraging Your Unseen Awareness
Machine
Shannon Paul
VP, Branded Content and Social Media
Fifth Third Bank
3. Classification: Internal Use 3FOR INTERNAL USE ONLY.
Social media users estimated to grow to > three billion by 2021
4. Classification: Internal Use 4FOR INTERNAL USE ONLY.
People thumb through one
Statue of Liberty EVERYDAY
within their social media
newsfeed.
THAT’S A LOT OF CONTENT!
Which MEANS……
18. Classification: Internal Use 18FOR INTERNAL USE ONLY.
Shark Week Mockumentary: The Most Dangerous Shark
Drive consideration for the Fifth Third brand
Objective
How We
Did It
Results
Partnered with Discovery, and Discovery GO
to reach highly engaged Shark Week audiences
+28M Shark Week impressions
• Video completion rates above 23% on Twitter
21. Classification: Internal Use 21FOR INTERNAL USE ONLY.
Fifth Third Day Babies
Earned media
Objective
How We
Did It
Results
Deliver surprise & delight care packages to new
parents on 5/3 with $1,053 to start a 529 College
Plan Savings Account
202 Fifth Third Day Babies born in 2 Years!!
• 3.8M PR/media impressions
• 1.5M social media impressions
25. Classification: Internal Use 25FOR INTERNAL USE ONLY.
Fifth Third MomentumTM
Drive downloads of the Fifth Third MomentumTM
mobile app
Objective
How We
Did It
Results
Select Momentum users were surprised with a
$37,000* gift to pay off their student debt
+158% increase in app downloads
+500% increase in registrations
In this highly curated space , our content is not only competing with other advertisers and brands, we’re also competing with our friends, families, and influencers.
How can brands compete? One way is to be aware of best practices and trends to take advantage of
Who doesn’t like peanut butter cups?!?!? https://twitter.com/reeses/status/1057301440744620033
https://www.buzzfeed.com/aliciabarron/this-reeses-machine-will-swap-out-your-halloween-candy-for?utm_source=dynamic&utm_campaign=bffbbuzzfeedtasty&ref=bffbbuzzfeedtasty
Consumers are becoming much more passive users of social media, which means many are much more receptive to brand marketing in the form of video than they were just a couple years ago.
https://coschedule.com/blog/social-media-statistics/
https://www.business2community.com/video-marketing/digital-video-content-trends-2018-02007693
IGTV, etc.
The importance of mobile + video is huge. Think about your own newsfeed. Is majority video?
The importance of mobile + video is huge. Think about your own newsfeed. Is majority video?
Brand campaign established Fee Shark character: https://youtu.be/sNbLoLRfgQY
Full mockumentary https://www.53.com/content/fifth-third/en/mkg/most-dangerous-shark.html#documentary
Footage was captured in our Chicago market and used to launch the sweeps, while our Cincinnati Surprise & Delight had exclusive coverage by WLWT to kick-off the sweepstakes on Giving Tuesday. Very efficient cost-per-video-view on YouTube ($0.05) and Snapchat ($0.03)
How could you enter? Download the Fifth Third Momentum app and complete registration.
Do something unreasonable – go big or go home
Footage was captured in our Chicago market and used to launch the sweeps, while our Cincinnati Surprise & Delight had exclusive coverage by WLWT to kick-off the sweepstakes on Giving Tuesday.
How could you enter? Download the Fifth Third Momentum app and complete registration.
Footage was captured in our Chicago market and used to launch the sweeps, while our Cincinnati Surprise & Delight had exclusive coverage by WLWT to kick-off the sweepstakes on Giving Tuesday. *Award included gross-up amount to cover federal income tax. $37,000 was the avg. student loan debt amount for a 2017 new college graduate
How could you enter? Download the Fifth Third Momentum app and complete registration.