S-H-I-P-P-I-N-G Content with an Emotional Twist
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Transcript of S-H-I-P-P-I-N-G Content with an Emotional Twist
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S-H-I-P-P-I-N-G Content
With an Emotional Twist
MKT 5955
Dr. Jim Barry
May, 2014
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Slide 2
GETTING PROSPECTS TO KNOW, LIKE & TRUST YOU
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Slide 3
GETTING PROSPECTS TO KNOW, LIKE & TRUST YOU
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Slide 4
GETTING PROSPECTS TO KNOW, LIKE & TRUST YOU
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Slide 5
GETTING PROSPECTS TO KNOW, LIKE & TRUST YOU
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Slide 6
FROM PROMOTION TO EDUCATION
From Promoting to Education
• Today’s consumer demands education over promotion
• They favor problem solving content over marketing messages
• Content should be TALK-worthy, relevant & timely
John Deere understood the value of
education over promotional messages as
early as 1895. His 118 year journal, The
Furrow, still educates farmers on
agriculture and new technology*
* Source: Kate Gardiner (http://bit.ly/1b4msgJ)
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Slide 7
FROM EDUCATION TO EMOTION
From PROMOTION to EDUCATION to
EMOTIONAL CONNECTION
• Audiences want to be informed, educated,
entertained or inspired on social channels
• For content to be prepped for social channels,
it needs to be emotionally amplified
“…Anyone who tries to make a distinction between
education and entertainment doesn’t know the first thing
about either…”
- HERBERT MARSHALL MCLUHANRenown philosophy of communication theory
* Source: Joe Pulizzi, Epic Content Marketing
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Slide 8
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
The reason for emotionalizing this content on its way for deliveryis to get it ready for a surprise discovery or something thatmoves us. Once opened, it needs to get your audience excitedenough to digest it, share it, remember it, and most of all, createone more sentimental attachment to you or your brand.
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Slide 9
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
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Slide 10
FROM EDUCATION TO EMOTION
EMOTIONAL CONNECTIONS
drive more:
• Engagement
• Sharing
• Top-of-funnel awareness
• Brand recall
than EDUCATIONAL content
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Slide 11
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
Surprise
• Plot Trickery
• Unexpected Gifts
• Bold Change
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Slide 12
Creating Emotional Connection through Surprise
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Slide 13
Dare to be Different
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Slide 14
SURPRISE TWIST
4 Ways to Boost Viral Video
Stats with “Surprise Twists”
• Plot Trickery
• Conceptual Surprise
• Transformation
• Visual Surprise
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Slide 15
COMIC DEVICES USED IN SURPRISE
TWISTS15
Conceptual
Surprises
Plot
Trickery Transformation
Visual
Surprise
Wrong Answer Storyline Twist Age Transformation Surprise
Revelation
Uneventful
Conclusion
Fantasy Turned
RealityMagic
Creature
Appearance
Absurd Chain
ReactionTwist of Fate Body Switch Wishful Thinking
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Slide 16
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
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Slide 17
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
Humanize
• Show your brand or firm personality
• Make the content Human to Human (H2H)
TALK-worthy
• Empathize with the audience
• Reveal behind-the-scenes
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Slide 18
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
GE Personality Shown through
Technology
• Personality cast as caring & innovative
provider of life altering technologies
• Stories features everyday lives of
ordinary people
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Slide 19
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
Behind-the-Scenes
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Slide 20
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
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Slide 21
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
Inspire
• Overcoming obstacles
• Feeling spiritually lifted and grateful
• Aspiring for better self endeavors
• Pursuing dreams
• Discovering talents and gifts
• Eureka moments
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Slide 22
DEVICES USED IN INSPIRATIONAL MOMENTS
In 1975, an unknown actor and film producer shocked the world with a $225 million
film that later produced five more successful sequels. In the film, a kind hearted debt
collector named Rocky Balboa overcomes all odds as a prize fighter. To this date, the
infamous “Gonna Fly Now” song is used by many to fuel their willpower.
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Slide 23
INSPIRATION
Boosting Viral Video Stats with
“Inspiration”
• Messages of Hope &
Encouragement
• No Pain, No Gain Moments
• Striving for Excellence
• Life Lessons
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Slide 24
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
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Slide 25
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
Playfulness
• Humor
• 3D Animation
• Participation & Gamification
• Badges & Bragging Rights
• Mind Exercises
• Simulation Social Network Game
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Slide 26
GAME PARTICIPATION
Boosting Viral Video Stats
with “Participation”
• Completing the Message
• Resolving the Problem
• Following a Script The 1950′s and 60′s game show “What’s My Line”
captured audiences with guessing “who” or “what.” The
game featured four panelists who attempted to determine
the identity or occupation of a mystery guest. To this day,
it remains the longest-running U.S. prime-time television
game-show.
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Slide 27
DEVICES USED IN PARTICIPATION
Complete Resolve Follow AlongAnswer the
QuestionCorrect the Flaw Play the Song
Fill in the
Blanks
Guess Who or
HowSing the Song
Spell it OutInterpret the
AllegoryDraw the Picture
Pick the
Winner
Validate the
ContrastWatch it Build
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Slide 28
DEVICES USED IN PARTICIPATION
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Slide 29
PARTICIPATION – LET FANS TELL STORIES
Ways to Boost Engagement with “Participation”
• Embracing fans role as ambassadors
• User generated content
• Behind-the-scenes exclusivity
• Contests
• Crowdsourcing
• User engagement in augmented reality
Target’s College Acceptance Letters
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Slide 30
PARTICIPATION WITH CONTEST BOARDS
#GEInspiredME What Intel Means to You
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Slide 31
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
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Slide 32
WHAT WE CAN LEARN FROM COMMERCIALS
Viral YouTube Videos (> 50K Views) Recast from TV Commercials
Non-Humorous Entertainment
95% of Viral Videos
are Entertaining, Two
Thirds of Which are
Intended to be Funny.
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Slide 33
FROM COMMERCIALS TO SOCIAL VIDEOS
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Slide 34
4 TYPES OF COMIC WIT
• Incongruity Theory of Humor
• Humor that works on the mind
• We laugh at something out of sorts (“Ah-Hah!”)• Did I get that right?
• I didn’t see that coming.
• What’s wrong with this picture?
• 4 Types of “Comic Wit” Make Top 15
• Exaggeration (Hyperbole)
• Perceptual Discord
• Irony
• Surprise Twist
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Slide 35
4 Ways to Boost Viral Video Stats with
“Over-the-Top” Exaggeration
• Exaggerated Outcomes
• Over-reactive Behaviors
• Exaggerated Qualities
• Understatements
EXAGGERATION
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VIDEO SAMPLES
Known for his large fake mustache, big nose, bushy eyebrows and horn
rimmed glasses, Groucho Marx was a master at comic wit. His
exaggerated appearance, captured through Groucho Glasses, is
considered one of the most iconic and widely used of all novelty items.
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Slide 36
COMIC DEVICES USED IN EXAGGERATION
Visual
Anomalies
Aberrant
BehaviorsExaggerated
Outcomes Understatement
Exaggerated
Qualities Overreactions
Exaggerated
Results
Unrattled by
Danger
Exaggerated Body
Reactions
Taking Extreme
Measures
Exaggerated
Response
Exaggerated
Simplicity
Supernatural
PerformanceAwestruck
Exaggerated
Nightmare
Reactions
Exaggerated
ConcealmentIncredible Allure Over Intense
Exaggerated
Stories
Profound Grasp
of the Obvious
Speed & Scale
DistortionOver Heroic
Conceptual Discord
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Slide 37
PERCEPTUAL DISCORD
4 Ways to Boost Viral Video Stats
with “Perceptual Discords”
• Odd Behaviors
• Context Misrepresentation
• Bizarre Substitutions
• NonsenseThe 1960’s show, Mister Ed, featured a horse who could talk. The owner,
Wilbur, was portrayed as a big klutz who inadvertently caused harm
around him. Recognizing Mr. Ed’s animal inferiority, we likely laughed at
the perceptual discord created by a horse making wiser choices than his
care taker.
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Slide 38
COMIC DEVICES USED IN PERCEPTUAL DISCORDS
Odd
Behaviors
Misrepresented
Context
Bizarre
SubstitutionsNonsense
Performing/
Talking BabiesIllustrated Idioms
Object
ReplacementDim-witted
Animal
WillpowerHumanized Depiction Sound Imitations Baffling Dialog
Multiple
PersonalitiesUnusual Setting Animal Substitution Irrelevance
Foolishness Unconventional RoutineObject
Anthropomorphism
Confusing
Response
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Slide 39
IRONY
4 Ways to Boost Viral Video
Stats with “Irony”
• Visual Irony
• Ironic Temperament
• Ironic Persona
• Situational Irony Mismatched Oscar and Felix featured in the 1970’s show, “The
Odd Couple.” The series featured a neurotic neat freak pitted
against an untidy, cigar chomping gambler. Audiences, in this
case, laughed at the irony of the two divorced men leaving their
wives only to experience more incompatibility issues.
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Slide 40
COMIC DEVICES USED IN IRONY
Visual IronyIronic
Temperament
Ironic
Persona
Situational
IronyCyborgs Acting as
HumansCallous Turned Kind
Adult Acting
Child Anachronisms
Humans Acting as
Animals
Miscast
TemperamentChildish Adult
Coincidental
Backlash
Hypocritical
BehaviorsSoft Tough Guy Miscast Role Miscommunications
OxymoronsUnlikely
Friendliness
Mistaken
Identity Misplaced Routine
Unusual Pairing Unusually
ConsiderateUnlikely Hero
Misunderstood
Intentions
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Slide 41
3 TYPES OF DISPARAGEMENT
• Superiority Theory of Humor
• Humor that works on our emotions
• Sudden glory from other’s misfortunes
(“Hah-Hah!”)• Thank God that didn’t happen to me.
• I’m glad others don’t see me that way.
• What will that pathetic one do next?
• Types of Disparagement
• Putdowns
• Malicious Joy
• Awkwardness
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Slide 42
PUTDOWNS
4 Ways to Boost Viral Video
Stats with “Putdowns”
• Mocked Peculiarities
• Lofty Conquest
• Society Satire
• StereotypingBaby boomers likely recall the inept Deputy Barney Fife of Mayberry with
his naïve partner, Gomer Pyle. Barnie was oblivious to his idiosyncrasies
and quirky nature. Seeing himself as a high standing citizen, we often
laughed hysterically at his gullibility and delusions of grandeur.
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Slide 43
COMIC DEVICES USED IN PUTDOWNS
Mocked
Peculiarities
Lofty
Conquest Society Satire Stereotyping
Background
MockeryOutwitting
Exaggerated
Cultural NuanceBlondes & Bubbas
Illusory
Superiority
Macho Gone
SourParodies
Sterotyped
Professions
MaladroitnessArrogant
Knockdowns
Language
Peculiarities
Celebrity
Impersonation
QuirkinessUnfair
AdvantageCheeky Barbs
Beauty
Conquered Male
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Slide 44
MALICIOUS JOY
5 Ways to Boost Viral Video Stats
with “Malicious Joy”
• Bungled Behaviors
• Unanticipated Spoilers
• Unfortunate Happenstances
• Deserved Repercussions
• CretinsThe 1950’s sitcom, “I Love Lucy,” reached the highest popularity
of any show at its time based on the bungling behaviors of Lucy.
The naïve and accident prone housewife had a knack for getting
herself and her husband into trouble whenever she tried to make
a name for herself.
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Slide 45
COMIC DEVICES USED IN MALICIOUS JOY
Mocked
Peculiarities
Lofty
Conquest Society Satire Stereotyping
Background
MockeryOutwitting
Exaggerated
Cultural NuanceBlondes & Bubbas
Illusory
Superiority
Macho Gone
SourParodies
Sterotyped
Professions
MaladroitnessArrogant
Knockdowns
Language
Peculiarities
Celebrity
Impersonation
QuirkinessUnfair
AdvantageCheeky Barbs
Beauty
Conquered Male
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Slide 46
AWKWARDNESS
4 Ways to Boost Viral Video
Stats with “Awkwardness”
• Remorseful Regrets
• Uncomfortable Settings
• Exercising Humility
• Revealed Secrets
In the sitcom, Everybody Loves Raymond, Robert and Ray Barone often
found themselves in a sticky situation. Both were prone to engaging their
mouths before their brains as regretful statements and actions put them in
the dog house. We laughed, for example, when Ray was forced to choose
between ingratiating his wife or his dominating mother
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Slide 47
COMIC DEVICES USED IN AWKWARDNESS
Remorseful
Regrets
Uncomfortable
Settings
Exercising
Humility
Revealed
SecretsTough
Predicaments
Uncomfortable Male
Bonding
Wrong
Impression
Captured
Glances
Regretful Actions Uncomfortable
Intimacy
Exposed
Privacy
Revealed
Deceptions
Regretful
Statements
Uncomfortable
Conversation
Public
Embarassment
Exposed True
Colors
Caught Off Guard CreepinessUnveiled
Feminine Side
Revealed
Fantasies
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Slide 48
3 TYPES OF “AROUSAL/SAFETY” MAKE TOP 15
• Relief Theory of Humor
• Humor that works on the physical senses
• Provides an escape or relief from a form of constraint
• We laugh when we release repressions (“Ahh!”)• Letting loose of our inhibitions
• Unleashing our aggressions
• We laugh when relieved to find a dangerous situation
is safe
• 3 Types of Arousal/Safety
• Unruliness
• Social Order Deviancy
• Sentimental Humor
The 3 Stooges were known for their physical farce and extreme slapstick.
Known as Moe, Larry and Curly, their successful comedies included bouts of
face slapping, society defiance and childlike innocence. At the root of their
humor is a desire among many of us to let loose of our inhibitions with
aggressive outbursts and unbridled naughtiness.
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Slide 49
UNRULINESS
4 Ways to Boost Viral Video
Stats with “Unruliness”
• Hysteria
• Impulsive Outbursts
• Displaced Irritation
• Exercising ImproprietiesIn the 1950’s, the popular sitcom, The Honeymooners, featured a
bellowing, short-tempered Ralph Kramden who would easily spin
out of control. Audiences laughed at his infamous “BANG, ZOOM!
Straight to the Moon!” The Relief Theory would attribute these fits
of laughter to our own desires to let out steam.
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Slide 50
COMIC DEVICES USED IN UNRULINESS
HysteriaImpulsive
Outbursts
Displaced
Irritation
Exercising
ImproprietiesAngry
YellingBelligerance
Annoying
NaturesInvasive Peeking
Nervous
Breakdown
Forceful
Demonstration
Incessant
Talker
Disorderly Pop
Culture Lexicons
Sports
Fanatical
Spontaneous
Performance
Ending the
AnnoyanceRecalcitrance
Extreme
ScreamingBody Explosion
Annoying
RepetitionsUnsightly Exposure
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Slide 51
SOCIAL ORDER DEVIANCY
4 Ways to Boost Viral Video Stats
with “Social Order Deviancy”
• Society Irreverence
• Forbidden Behaviors
• Offensive Behaviors
• Unleashed ManiaIn the 1960’s sitcom, “The Beverly Hillbillies,” Jed Clampett and his poor backwoods family
transplanted to Beverly Hills, California, after striking oil on their land. In the series, audiences
laugh hysterically as the rags to riches family unknowingly mocks the posturing of high society
by retaining their hillbilly lifestyle in a luxurious Hollywood house. Being exploited by rich
bankers, the Clampetts often come out ahead with their provincial wisdom. In effect, they put
high society in their place.
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Slide 52
COMIC DEVICES USED IN SOCIAL ORDER DEVIANCY
Society
Irreverence
Forbidden
Behaviors
Offensive
Behaviors
Unleashed
Mania
High Society
Satires
Taboos &
Sacred BarriersOdor Offensive Mad Science
Outwitting the
Honorable
Exercising
Professional
Liberties
Repulsive
BehaviorsSadomasochism
Rule Breaking ExhibitionismUnrefined
Behaviors
Public
Disturbance
Undermining
AuthorityFace Slapping
Bleeped
Language
Swooning
Women
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Slide 53
CONCLUSION
• Many are focused simply on delivery; but if you want to make a real impact, it’s all
about emotion
• Fast growing demand for entertaining video
• Video becoming most critical component of a content marketing strategy
• Video will make up 90% of all web traffic over the next few years*
• Videos are 50 x more likely to rank on the first page of Google results**
• Most entertaining story-lines are funny, inspiring or amazing
• Comic Wit accounts for the highest amount of views
• Scenes that astonish us or touch our hearts typically score the highest in engagement
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Slide 54
PERFORMANCE RESULTS FOR ENTERTAINING CONTENT
Avg
. Eng
agem
ent*
*
Avg. Views*
+20
%+
40%
+60
%+
80%
+20% +40% +60% +80%-80% -60% -40% -20%
-80%
-60%
-40%
-20%
Exaggeration
Astonishment
Putdowns
Perceptual
Discord
Surprise Twist
Irony
Social Order
Deviancy
Performances
Heartfelt
Moments
Concept
Imagery
Awkwardness
Participation
* Average number of YouTube views relative to sample average
** Average composite of “net likes” (likes less dislikes) and comments
relative to sample average
Humor-based entertainment
Non-humorous entertainment
Unruliness
Sentimental
Humor
Malicious
Joy
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Slide 55
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
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Slide 56
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
Stir passion through:
• Solidarity
• Performances
• Pleas
• Awe
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Slide 57
PASSIONATE PERFORMANCES
4 Ways to Boost Viral Video Stats with “Performances”
• Musical and Performing Arts
• Slice-of-Life Narratives
• Plotted Storylines and Timelines
• Transformation Entertainment
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Slide 58
DEVICES USED IN PERFORMANCES
Musicals &
Performing Arts
Slice of Life
Narratives
Plotted Storylines
& Timelines
Transformational
Entertainment
Musical Theatre Cultural Slice of Life Cartoons & Comic Strips Realtime Makeovers
Choreographic Beats Poetic Slice of Life Concatenation of Events Style Metamorphosis
Mini DramasMesmerizing Stories
& Life MessagesLife Evolution
Abstract & Mechanical
Animations
Musical Interludes Iconic Experiences Future Visions Alter Ego Exploits
Animated
PerformancesAnimal Slice of Life Chronological Journeys Destination Journeys
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Slide 59
DEVICES USED IN ASTONISHMENT
Extraordinary
Beauty
Masterful
Craftsmanship
Human
Potential
Stunning LooksExtraordinary
Craftmanship
Incredible
Athleticism
Beautiful NatureImaginative
Formations
Mastering
Difficult Tasks
Impressive Light
EffectsSpectacular Designs Daring Sports
Examples of How Masterful Craftsmanship Can Astonish Us
Examples of How Beauty Can Astonish Us
Examples of How Visualizing Human Potential Can Astonish Us
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Slide 60
DEVICES USED IN ASTONISHMENT
Example of serious entertainment that features sports participation,
astonishing fire works and celebrities, musical performances, heart
warming tributes and spectacular imagery.
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Slide 61
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
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Slide 62
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
Imagery
• Sentiment
• Provocation
• Serenity
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Slide 63
Imagery in Social Media
Visual Marketing
“..Visual marketing has always been important to brands, but with the rise of Pinterest, Tumblr
and Instagram, visual marketing has taken on a life of its own. That’s because images drive
engagement, and engagement is central to the future of online marketing.
Because of the importance of Pinterest in driving web traffic, images have to stand alone – they
won’t necessarily be shared with their accompanying text, so marketers will have to think of
images as a complete concept to be shared organically.
User-generated visuals will also be an important part of brands’ engagement of their fans, thanks
to Instagram, Facebook’s incorporation of hashtags and Twitter’s visual changes: fans can tag a
photo of themselves and share it across multiple platforms, giving a real 360-degree approach to
marketing…”
Ekaterina Walter,
The Power of Visual Storytelling
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Slide 64
IMAGERY OUTPERFORMS TEXT
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Slide 65
IMAGERY CREATES EMOTION
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Slide 66
CREATING SENTIMENT WITH IMAGERY
4 Ways to Boost Viral Video Stats
with “Sentiment”
• Child Innocence
• Fear & Anxiety Relief
• Melodrama
• Inner SecretsNo character perhaps aroused us more with child innocence than
Shirley Temple. The child prodigy started her film career at the age of
3. With her innocent coquetry, she was known for her advice to
clergymen and other adults that often had profound implications.
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Slide 67
SENTIMENTAL EMOTIONS
Child
Innocence
Fear &
Anxiety ReliefMelodrama
Inner
SecretsYouthful
DiscoveriesNarrow Escape Histrionic Dream Exploits
Inner ChildFear of What's to
Come Melancholic
Suggestive
Sexual Allusion
Child Mimicry
of Adulthood
Barely Escaped
Detection Fervent
Contradicting
Inner Voice
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Slide 68
CONCEPT IMAGERY
4 Ways to Boost Viral Video Stats with “Concept Imagery”
• Artistic Flair
• Illusory Sensations
• Physical Sensations
• Audio & Multi-Sensations
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Slide 69
IMAGERY OUTPERFORMS TEXT
• Fast growth of image-based social networks
• Vine
• Snapchat
• Tumblr
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Slide 70
DEVICES USED IN CONCEPT IMAGERY
Artistic FlairIllusory
Sensations
Physical
Sensations
Audio & Multi-
SensoryArtistic
PhotographyMagical Optics Heat Popping
Abstract
Creations
Imaginative
Formations
Fast or
ExhiliratingShattering
Color Creations Dreamlike Effects Cold or Wet Beating
Artistic Hand
Creations
Stretched
ImaginationsSoothing Multi-Effect
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Slide 71
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
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Slide 72
Storytelling
Narrative
• Brand Storytelling
• Visual Storytelling
• Mobile Storytelling
Stories
• Quest
• Rags to Riches
• Rebirth
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Slide 73
Storytelling
Stories Must Be:
• Novel
• Memorable
• Emotional
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Slide 74
Creating H-E-A-R-T-F-E-L-T Emotions
that Trigger Content Sharing
• Greater awareness
• Quicker grasp of the brand message
• More lasting recall
• More powerful brand association
• Greater opportunity for sharing content
Storytelling
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Slide 75
46 per cent of brands that have a content
strategy in place, 79 per cent stated that
storytelling was central to their strategy.
Creating H-E-A-R-T-F-E-L-T Emotions that Trigger Content Sharing
•
•
•
Storytelling
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Slide 76
Creating H-E-A-R-T-F-E-L-T Emotions that
Trigger Content Sharing
• Humanitarian Acts Tug at the Heart of All Souls
• Exhilaration Tops the List of Positive Emotions
• Astonishment Dazzles Us with the Spectacular
• Rebelliousness Let’s Us Escape from Our Roots
• Tenderhearted Moments Bring Tears to the Eyes
Storytelling
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Slide 77
Creating H-E-A-R-T-F-E-L-T Emotions that Trigger Content Sharing
•
•
•
•
Storytelling
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Slide 78
Creating H-E-A-R-T-F-E-L-T Emotions that Trigger Content
Sharing
• TSB: The Story
• Glenlivet’s Brand Story
• Chipotle’s Back to the Start and The Scarecrow
• Nikon Brand Story “THE DAY”
• WestJet’s Christmas Miracle
• Dove Real Beauty Sketches
• Google Chrome: Dear Sophie
Storytelling
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Slide 79
BRANDED FILMS
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Slide 80
ENTERPRISING NARRATIVES
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Slide 81
CHANGING THE WORLD NARRATIVES
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Slide 82
HEARTBREAK TO TRIUMPH
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Slide 83
Storytelling
Creating H-E-A-R-T-F-E-L-T Elements
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Slide 84
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
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Slide 85
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
Generosity
• FREEmiums
• Causes
• Community
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Slide 86
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
Generosity
• FREEmiums
• Causes
• Community
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Slide 87
S-H-I-P-P-I-N-G with EMOTIONAL TWIST
Generosity
• FREEmiums
• Causes
• Community Benevolence
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Slide 88
S-H-I-P-P-I-N-G with EMOTIONAL TWIST