vine - finance marketing applications

7/28/2019 Vine - Finance Marketing Applications

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VINE

June 2013

MARKETING APPLICATIONS



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6 ½ seconds



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s the internet enters its 20s along withthe frst generation o true digital natives,suddenly consumer attention is a scarce,precious resource. According to a recentstudy, the average attention span o aninternet user is only about 6 ½ seconds.

This means that branded content needs tobecome simultaneously more compact andmore compelling. Quite the tall order.



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Connection



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How can anyone – brands andindividuals alike – expect to

make a compelling connection

with an audience i they onlyhave 6 ½ seconds to do it?



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Enter Vine



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Vine is the latest innovation rom Twitter –an app that allows smartphone users toinstantly record and share up to six secondso flm. The app was released in January2013 and has received widespread atten-tion due to its novelty and simplicity. Vine isvideo sharing in the spirit o Twitter: limitedunctionality and space invite users to becreative with each video. In the same way

that Twitter placed brands and individualson the same playing feld, Vines (as the shortflms are called) are created and shared iden-tically whether the user has 30 ollowers or30,000,000. Success on the Vine platormdepends on compelling content and a goodbit o creativity.



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SECOND SECONDS

SECONDS

SECONDS

SECONDS

SECONDS



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Is Vine the next big thing?



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ine deserves the immediate attention oany brand looking to connect with a di-gital audience. Why? Consider Twitter as

an inormal version o the traditional pressrelease; Vine is already having the same

impact on video content. The app removesthe pressure and stigma o content creationby placing some interesting constraints onthe user:

Instead o repelling users, the limitations

o the platorm are actually an invitationand challenge or flmmakers and creativesto experiment. I the prolieration o GIFsacross the Internet is any indication, thedemand or this type o content shows no

sign o dropping o any time soon. And withTwitter running the show, we can expectconstant innovation to keep the platormrelevant.

Videos must be shot live within the app; nopre-recorded or edited ootage.

They can only be six seconds long.

You can’t save the videos to post later; theyhave to go live right when you fnish them,or they’re lost orever.

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How does it work?



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Simply. To create a Vine, a user opens

the app on a smartphone and taps and

holds the screen to begin recording.

…and holds again to continue recording.

The Vine is published to the author’seed so other users o the app can

discover it, and additionally, the author

has the option to share via Twitter.

The user then releases the screen

to stop recording…

That process is repeated until up to

six seconds o flm has been captured,

at which point the video is complete.

Each six-second Vine loops in a way

that appears, at frst glance, to replicate

an animated GIF. The major dierence

rom GIFs or viewers is the option to

toggle audio on/o, allowing true video

content to embed seamlessly in a

webpage without any invasive audio.



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So how can brands use Vine?

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n a platorm that is already known or pro-ducing “trivial curiosities,” the options orbrands to innovate and deliver value areendless. Value in Vine content will dependon the brand, but could mean anything rom

entertainment to utility. Or as we’ve seen,a short brand personality piece is a typicalfrst step into Vine.



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FivePrinciples

or aHealthy

Vine



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Don’t fght simplicity.

Vines are short and simple. They can be produced easily, cheaply and in quicksuccession. Find some creative ways to compartmentalize your brand’s message

into valuable little 6-second nuggets. I you can’t describe your message in 6

seconds, then it might not belong in a single Vine.

Consider your creative in the context o the platorm.

You won’t have any problem grabbing someone’s attention or that frst 6 seconds,

but i you want people to share your Vine, it needs to provide some social currency

to the viewer and their ollowers. The most successul brand communication on Vine so ar has showcased products or provided brie how-to or advice clips. Your

content should be unny, useul, or compelling; all attributes that will be appreciated

by your potential audience.

Have un while you’re young.

When you begin creating Vines, your audience is going to be mostly early adopters

and creative experimenters. I they sense your brand shares that same experimental

approach to the platorm, early adopters will be much more willing to share andinteract with your content.

Promote your Vine to relevant targets.

Just like a tweet, your Vine isn’t going to get everyone on Twitter excited. Find the

users who you know will care what you have to say and target them. Try looking at

what type o content has already worked or your brand on social media, and think

about how to translate that value to Vine.

Relax.

It’s Just a Vine. The same way that Twitter relaxed expectations about short-orm

written communications rom brands, the ephemeral nature o a Vine video lends

itsel to experimentation. There is no penalty or testing dierent types o content to

fnd out what your audience enjoys most.

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Lowe’s Fix in Six

STUDY



2020

At the outset o the campaign, the press

recognized Lowe’s Fix in Six as the frstbranded eort to “crack the code” o Vine,using it as a strategic communicationsdevice rather than a novelty. Dozens oarticles and press mentions hailed Lowe’sas the frst brand to bring meaning to aplatorm so oten associated with trivialcontent.

Users showed their enjoyment by sharingthe content like crazy across Twitter,Facebook, and Vine; roughly a week romlaunch, the campaign had generated 28,000

mentions across social media.

Lowe’s is the second largest home

improvement retailer in the world. For years,they’ve used social media channels to helppeople discover new ways to improvetheir homes and their lives. When Vinelaunched its new smartphone app, wesaw an opportunity to expand the brand’scontribution in the social space.

We noticed that most users (brands andotherwise) were using Vine to produce shortcuriosities. And while entertainment is thecornerstone o success or any piece ocontent, we set out to supplement pure

entertainment value with useul advice:quick, sharable tips to solve inconveniences

around the home.

We knew that such tips, when shared inthe past as tweets or photos on Facebook,were massively popular (and shared) amongLowes’ ans and ollowers. Tapping into

this existing behavior, we set out to bringthese tips to lie as (extremely) short flmson Vine, the new mobile app that lets userscreate and share six-second video clips.We called it Lowes Fix in Six.

The Idea The Outcome



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Applying Vine in the fnance category



aking what we know about Vine, its audienceand its platorm, how can we use 6 secondso flm to promote a fnancial brand? Applyingour Principles or a Healthy Vine, here are

a ew ideas or useul and interesting Vinesthat we think have the potential to spreadacross the web.

And since creative execution is essential on Vine,here’s how we imagine a successul Vine explaining

mobile check deposit might look.

How to use quick-pay

How to deposit checks using your phone

How to send/receive an international wire transfer

How to dispute a charge

How to transfer money to your other account

How to pay your credit card bill

How to enroll in autopay

How to enroll in e-statements

How to your change address or phone number

How to re-order checks

How to decide which credit card to get

How to use reward points



We open on a checksitting on a table.

Cut to a fnger clicking on a

bank app on a smartphone.

Cut to a hand taking

a picture o the check.



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DEPOSIT TO:

CHECKING 2506

CHECKING 1876

SAVINGS 4430

Cut to a hand selectinga checking account.

Cut to the phone’s screen

showing that the check was

successully deposited.

We end on our hero

celebrating.

THANK YOU!

DEPOSIT

ACCEPTED!

CHECKING 2506

JOHN SMITH

CHECK NO:

XXXXXXXXX

$987.00



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WRITTEN BY

JACK LEONARD

EDITED BY

ZACH PENTEL

DESIGNED BY

KATHLEEN HANNA

vine - finance marketing applications

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