case study: “yellawood: social sharing & content virality”
DESCRIPTION
Case Study: “YellaWood: Social Sharing & Content Virality”TRANSCRIPT
BRUNNER SOCIAL SHARING & CONTENT VIRALITY
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
PLAY VIDEO: YellaWood Content Marketing Reel
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
PLAY VIDEO: 07_DontOversell_1080p
APPROACH Adopt a “brand as publisher”
mentality and attitude.
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
MISSION Build some downtime.
Enjoy the backyard.
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
INSPIRATION
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
MOTIVATION
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
HELPFULNESS
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
CONTENT CREATION ARCHETYPES
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
• Original
• Curated
• Co-created
• Sponsored
• User-generated
CONTENT MODES
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
Hero Hub Hygiene
content inspires through emotional storytelling, is typically higher production value, and is promoted through paid media.
content is a regularly updated destination (typically social or brand.com) with valuable and engaging content worth returning to or sharing
content delivers the most compelling answer/useful utility in response to the user’s question—most typically through search, social and brand.com
REAL- TIME
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
MOBILE
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
to equals
WHAT IS NEXT
BRUNNER | SO C I AL SH AR I N G & C O N T EN T V I R AL I T Y
BRUNNER SOCIAL SHARING & CONTENT VIRALITY
THANK YOU!