branded content slideshare jan 2014
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TRANSCRIPT
BRANDED CONTENT
Spero PatriciosJohannesburgSouth Africa
Those who make things happen…
3 TYPES OF COMPANIES/ BRANDS
Those that wait for things to happen…
Those who wonder what happened…
Source: Anonymous
Those who wonder what happened…..Those who wonder what happened…..
BRANDED CONTENT
Product Product Placement Placement
Brand Brand Integration Integration
Branded Branded ContentContent
Started on Radio in the 30’sStarted on Radio in the 30’s
Gustavo farmed in ArgentinaGustavo farmed in Argentina
WE START WITH A STORY
Hindered by SCARCITYHindered by SCARCITY.
Only 10% of land is arableOnly 10% of land is arable
SCARCITY
Controlled by a reluctant fewControlled by a reluctant few
Shortage of labourShortage of labour
Shortage of capitalShortage of capital
Lease rather than acquireLease rather than acquire
A NEW MODEL
Freelance Labour hired when neededFreelance Labour hired when needed
Renting equipmentRenting equipment
Family business to second largest grain Family business to second largest grain producer producer
SIMILARITIES
Land Land
Labour Labour
Capital Capital
Time & technologyTime & technologyconsumer choiceconsumer choice
InterruptiveInterruptive Ads Ads
CapitalCapital
MAKE THINGS HAPPEN
Branded Content is the futureBranded Content is the future
Broadcasters & brands collaborate Broadcasters & brands collaborate
BACK TO THE FUTURE
""Should brands do Should brands do
content?" content?"
"How should they do it?“"How should they do it?“
If it feels like marketing it wont work!
TELL ME A STORY
Rolex
What is the difference between
Oris
IT’S THE STORY
….which are honest, engaging & relevant
The worlds best companies tell great stories
. .
EXPEDIA’S FIND YOURS
Expedia know that every trip is unique, personal and has the potential to be transformational. With more
travel options than anyone else, Expedia exist to help each individual find exactly what it is they are looking
for. These stories show you how powerful storytelling is.
FIND YOUR STRENGTH
http://www.expedia.com/p/info-other/findyours.htm
Vodafone Healthline is a ground breaking reality TV series Vodafone Healthline is a ground breaking reality TV series that changes the lives of ordinary people. that changes the lives of ordinary people.
Healthline has significantly contributed to changing the lives of people by providing them with expert health information and advice that has encouraged and empowered them to take charge of their health.
. .
HEALTHLINE
HEALTHLINE - NADIA’S STORY
https://www.youtube.com/watch?v=frNxLPuuGJI
Shell wanted to show that environmental issues were a high Shell wanted to show that environmental issues were a high priority for them. Eureka is a series of short films that priority for them. Eureka is a series of short films that highlight this key point. highlight this key point.
SHELL - EUREKA
SHELL - EUREKA
https://www.youtube.com/watch?v=L7mfDEJRslY
This year the world's largest soda maker flipped its corporate homepage, coca-colacompany.com, from standard investor relations to a content portal, complete with info graphics, stories, and opinion posts by people like the former President of Ireland.
In a twist on "traditional" content marketing, Journey is targeting Coca-Cola investors and folks who specifically want content about the brand itself. Coke is telling the stories it wishes the press would write: how it's helping veterans find jobs, how its promotion of healthy lifestyle and inside looks at a Coca-Cola sponsored game to help fight AIDS.
www.coca-colacompany.com
COCA-COLA JOURNEY
WE CAN MAKE IT HAPPEN!
Our Branded Content team is changing the way brands engage their consumers, across the African continent.
Spero Patricios - MD [email protected]
Tel: 011 884 8820
Fax: 011 884 5523
Mobile: 083 326 2249
All content in this presentation is the intellectual property of Launch Factory and cannot be used in isolation.
THANK YOU