Propagation Planning

Connecting Brands to People

This is a great presentation using very recent examples by David Rollo.

Connecting Brands to People

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Subaru Badge of Ownership

I like this propagation and advocacy badge that Subaru owners can take advantage of. This badge is added as a physical decal to their car which indicates how many cars they have owned and what passion(s) they like best.

 
 

Cognitive Biases

Cognitive Biases - A Visual Study Guide

Online Video: Liquid Mountaineering

I really like the online video that Hi-Tech designed around a new pair of water proof shoes that they are launching. Writing for Social Times, Megan O’Neill reveals that the video (which you can watch in its entirety below) is actually an advertisement:

A new viral video from Hi-Tec Sports has a lot of viewers scratching their heads and raising their eyebrows, asking, “Could it really be possible to walk on water?” The new viral from Hi-Tec is a documentary-style clip introducing a new sport called Liquid Mountaineering, in which athletes take a running start and run on top of water. Jesus would love this sport.

A few key points make this video great:

1) Shot like a documentary and not like an advertisement. 
2) The name of the product isn’t even mentioned in the clip with a product demonstration of water being poured over the shoes.

Google TV and Television Measurement

Yesterday I had a great conversation with some people over at Google TV. They were able to show me a chart with a BBH produced commercial running on the Google TV platform and exactly what second they changed the station, leaving the narrative of the commercial. This line was compared to norms for all Google TV commercials and all Google TV commercials that ran on the same networks that my client had purchased.

It was pretty cool!

I'm really looking forward to Google TV and how it will give us the data that we have always wanted when measuring television performance. I can't wait to see when people watch commercials and then from their television sets quickly share their thoughts about an ad with their social network making propagation (good or bad) faster. Here is a video explaining the basics of Google TV:

Google Chrome Speed Test Video Results

About a week ago I asked if launching a 'behind the scenes' video before the actual creative assets would be a successful technique in a propagation planning campaign?

Here are the results after 9 days in field (note some of 'this week' awards may have been from the previous week):

#7 Most viewed YouTube video this week
#69 Most viewed YouTube video this month 
#7 Most favorited YouTube video this week
#45 Most favorited YouTube video this month
#94 Most discussed YouTube video this month 

As of now 1,692,370 views! Good work from Google and BBH New York:

A Storytelling Manifesto for Change-Makers and Innovators

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Can you use a 'Behind the Scene' video to start the Campaign?

BBH and Google decided to use the 'behind the scenes' video at the beginning of the campaign instead of posting the video at the end of the campaign. Media companies like HBO have used this technique for years with segments like 'HBO Buzz,' which share 'behind the scenes' footage of the new season but this timeline is rarely used by non-media brands.

'Behind the scene' videos have been used by many agencies to extend the story of the advertisement for those that might want to know what it took to pull something like that off. These videos are typically posted online well after the paid media has run its course, but rarely are they posted to earn media prior to the start of paid media.

This week a variety of videos will be released that demonstrate the speed of Google Chrome. The Google Chrome Blog has shared the data which validates the speed claims. The Blog has been a useful tool for sharing new information with the Google Chrome advocates, who get an exclusive first look at the videos to come through a 'behind the scenes' narrative. 

Digital Strategy Presentation

Digital Strategy Presentation to the APG

View more presentations from Ben Cooper.

Revised Propagation Planning Brief

 I want to thank everyone that submitted feedback to the Draft Propagation Planning brief. 

In particular I want to thank Mark Lewis, Amadeo Plaza, Anjali Ramachandran, Kenji Summers and Jessica Brookes for providing their feedback because it reshaped the brief. I recommend that people take what they want or need from this brief but these are some questions that might help to inspire your Social Media efforts.

What are the campaign goals and/or communication tasks?

This is a very clear outline of communication tasks. This could include CRM, conversions, sales goals, awareness or good will for the brand/product.

 

What is remarkable about the Brand, Product or Service?

This area helps us ground the propagation campaign back in the product. Think about the Johnnie Walker, the Man who Walked around the World video when answering this question.

 

Who is the target audience?

Is there an audience that the client needs to reach to meet their business objectives? What is the action that this audience needs to act on to reach these objectives? Think of this audience as your aspirational audience.

 

Is there another group of people that has more persuasion over the target audience?

This group of people might be more likely to engage with the creative assets or act on the creative to influence the real target audience. Think about Great Schlep, Coraline or Oasis campaigns when answering this. Think of this audience as your inspirational audience.

 

How does the creative foster a social experience?

Is the creative designed to entertain, act as a branded utility, to challenge, to spawn user generated content, etc. Think about challenges like Nike Grid, experiences like Doritos Hotel 626 or the seed paper in the Haagen-Dazs Help the Honey Bees campaigns when answering this question.

 

Why would someone want to pass something like this to others?

This is an area to talk about social theories (i.e. custom or personalized, gift economy, peer production, random acts of kindness, pay it forward, etc) into why this creative might be shared and passed along among friends. Think about campaigns like Elf Yourself, Radio Head, NIN or Earth Hour when answering this.

 

What are the existing creative assets (if any)?

List the creative assets that already exist. This gives the creative a chance to use these assets in new ways? Ask yourself if new things need to be created to help extend the narrative. Think about the True Blood campaign when the agencies created a pre-story to existing assets when answering this.

 

How long do we have before the paid media begins?

This is a timing question that reminds us how to use Owned, Earned and Paid media appropriately.

 

What are the benchmarks and metrics will we be following?

This helps the creative team know if there are platforms that the client feels are most important to measure success (Acquisitions, Facebook or Twitter followers, video views, etc.). If the client doesn’t have specific metrics list the ones that you will follow including impressions, reach, interaction and most importantly sentiment.