Crack the code on social sharing: The human touch in branded video

@mightybarnski

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Girls don’t poop – PooPourri

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Shares are Currency in the Social Economy

Do emotions matter?

7 Findings from The Science of Sharing

#1 Make it emotional

#1 Videos that elicit a strong emotional response are twice as

likely to be shared

#2 Be positive

#2 Videos which provoke a strong positive response are 30% more likely to

be shared than those which provoke negative emotions.

Shock or anger can drive shares but

they are a risky bet Posi%ve  

High  Arousal   Low  Arousal  Hilarity   Amusement  Inspira1on   Calmness  Astonishment   Surprise  Exhilara1on   Happiness  

Nega%ve  High  Arousal   Low  Arousal  Disgust   Discomfort  Sadness   Boredom  Shock   Irrita1on  Anger   Frustra1on  

#3 Forget cute cats and celebs, focus on personal triumphs

#3 No creative device drives sharing than any other, with the exception of

personal triumph. So focus on emotions, not creative devices

#4 Be proud of your brand

#4 The average branded video takes 30 seconds

to reveal the brand.

There is no correlation between shareability and level of branding

#5 Don’t over invest in content and under invest in distribution

#5 No matter how shareable a video is, a larger viewer base delivers more sharing.

A video that is seen by few cannot be shared

by many

#6 Exhilarate your viewers

#6 Strong positive emotions get your video shared AND remembered.

Exhilaration is the most successful trigger

with 65% recall

#7 Reach light buyers to grow market share

80% of a brand’s light buyers contribute to 50% of a brand’s sales

#7 Quality reach is key. To build market share, reach light & medium buyers outside of your

owned channels

FIGURE  2  -­‐  The  same  Chocolate  Brand  -­‐  Fans  FIGURE  1  -­‐  Chocolate  Brand  2011  –  Panel  Data  

Plot spoiler…

Emotional campaigns are more profitable

than rational campaigns

Source: Binet and Field, ‘Marketing in the Era of Accountabilty’, WARC, 2007

Unruly ShareRank Evaluates Content For Shareability

Basic Emotions Primal Responses Cognitive Responses Intensity Emotional Valence Schema Disruption

Social Motivation Memorability Enjoyability Medium Favourability Interpanel Agreement

+ more …

100  +  

How do we feel in 2013?

Girls don’t poop – PooPourri Ultra Reality - LG Meteor Prank

You Chose…

Poop or Prank?

Girls don’t poop – PooPourri 13.6 million views, 902,318 shares

Ultra Reality- LG Meteor Prank 12.3 million views, 620,700 shares

How did it make you feel?

Psychological  Responses  

SURPRISE

HILARITY

DISGUST

HILARITY

HILARITY

Social  Mo%va%ons  REACTION SEEKING

SHARED EMOTIONAL EXPERIENCE

REACTION SEEKING

SHARED EMOTIONAL EXPERIENCE

Exhilarated!

How do brands want us to feel in 2014?

•  At the beginning of 2013, Renault and its media agency, MGOMD, wanted to re-launch the Renault Clio and looked to social video marketing to maximise awareness of the new product

Background •  Create a video which triggered the

psychological response ‘sexual arousal’ and was highly shareable, encouraging consumers to share the content with peers, and journalists & influential bloggers to write about the video, driving earned media

•  Distribute the video at scale using paid media and Unruly’s influencers to drive awareness on autos and lifestyle sites

Client Challenge •  Over 5.1 million views delivered, reaching

#2 on YouTube’s top videos •  135,000 shares, top of the Unruly Viral

Video Chart •  The content was watched the equivalent

of 1.5 years, the same as watching Moulin Rouge more than 6,600 times

•  Social video viewers are more likely to purchase a Renault Clio in the future (+103% uplift in purchase intent when compared to a non-exposed control sample)

Unruly Results

Renault – va-va-voom

Renault’s share of voice increased by 244.4%, versus the competition

Source: Unruly Analytics

Social video viewers are more likely to purchase a Renault Clio in the future (+103% uplift in purchase

intent when compared to a non-exposed control sample)

Unruly secured PR coverage in Marketing Week, The Drum, AdWeek, Campaign, Mashable and the New York

Times

Member Video Council Whitelisted

THANKS FOR WATCHING!

Winner Best Content Distribution Service

Twitter: @unrulymedia @mightybarnski

Web: www.unrulymedia.com