Cats love Friskies and will stop at nothing to get it. That was the insight behind the latest series we created for Friskies called "No _ till Friskies." Each episode shows one cat's mission to get Friskies. Whether he's preventing his owner from packing a suitcase or sleeping, the cat will always get his Friskies.
In partnership with Nestlé Toll House, we've recently launched "Batch," a new short-form recipe series that goes right for appetite appeal with mouth-watering desserts. Each episode highlights the key steps to creating the delicious treat. All recipes provided by Amanda Rettke from IamBaker.
The "Power of Puppies" campaign from Puppy Chow and SoulPancake is a finalist for a Shorty Social Good Award. Created to showcase Puppy Chow's new product, Puppy Chow Natural, and that puppies can naturally brighten anyone's day, this campaign also helped donate 500,000 pounds of Puppy Chow Natural to Rescue Bank.
YouTube has released a new feature to help creators disclose when their content includes branded sponsorship. While this shouldn't be relied on as the only method of disclosure, all partnerships with YouTube creators should activate this feature.
Read More via YouTube Creator Blog
We and our clients celebrated the work of our friends in the industry at the 6th annual Streamy Awards. This year's Streamy's was hosted by King Bach and brought together the internet's favorite personalities along with emerging stars to honor the best in online video.
The "Bake My Day" series starring Ashley Adams and guest Mary Elizabeth has been renewed for a thrid season. Since airing, season three of "Bake My Day" has garnered watch times 15% higher than the series average, 73% more engagement, and 3X more click-through rates. Also launching in October, Reach and Nestlé Toll House continued its partnership with baking influencer Elise Strachan to create an original recipe to kick off the Halloween spirit and baking season. The episode has already earned over 300K organic views.
Read More via Think with Google
In partnership with Purina, we produced Purina's fourth annual Better with Pets Summit in Brooklyn, NY on October 18th. This year's event brough together pet community experts and leaders to explore the future of pet care and experience how passion, innocation through nutrition, and dedication to quality and safety will help improve the health and wellbeing of pets and the people who love them.
We are excited to announce the launch of DiGiorno's Fall Football creative featuring Clay Matthews. For the second year in a row, DiGiorno tasked us with creating their digital video to show fans how to Rise To The Occasion. See how Clay turns up the heat during half time when friends like DeStorm, Liza Koshy, and Marcus Perez get together on game day.
We're so proud to have been selected this year for one of Ad Age's Small Agency of The Year awards. This wouldn't have been possible without the fantastic teams that we work with who are equally passionate about storytelling via digital video and creating great content.
"Santa Monica, Calif.'s Reach Agency was founded on the idea that the agency model itself was in need of an update. The 10-person shop specializes in storytelling via digital video and helps create content for brands such as DiGiorno Pizza, Marriott and Purina. Reach helped Nestle Toll House develop its entertainment-centric online cooking show, a series called "Bake My Day" in which online celebrity Ashley Adams offers her audience recipes, tips and life hacks."
Read More via Ad Age
“Organic reach is dead,” announced Orchid Bertelsen, a Digital Strategist at Nestle. Along Gabe Gordon, Managing Partner of Reach Agency, Bertelsen came to speak about how to create branded video that will be seen.
“What’s true today will not be true tomorrow.” Digital is a constantly evolving environment in which brands are constantly competing; consequently, “evolving communications skills is crucial” to staying relevant for brands, and brands must create content that is not only engaging, but demonstrates their values, as well.
Bertelsen and Gordon agreed that important takeaways for brands during their session included learning that data drives action, being very involved with media, and optimizing influencers.
In order to optimize a branded content plan, Bertelsen and Gordon presented five principles.
1. Data is the fuel that drives your content machine Brands must utilize data before and during campaigns, and data should shape creative. Three areas of focus for data research include format, editorial and length.
“Custom audience is the holy grail to smarter media targeting.” Brands should strive for smarter media targeting and take advantage of experimentation. In addition, brands should not be afraid to experiment, because “what was right for your consumer in the past may not be right today.”
When setting content up for success, think about three things. “When are people online? Where are they consuming content? What message are they most open to?”
2. Stop interrupting what people are interested in and become what they are interested in
There is an evolution in brand communication that allows brands to connect with audiences. Gordon provides a formula in which he presents that “information + entertainment + emotion = value to the viewer.”
Great content is like dating. Brands must dress the part and know what format is best for storytelling and who their audience is. They must avoid talking just about themselves, and go beyond the product to talk about the experience. In addition, they must make audiences fall for them by being smart, making audiences laugh and showing that they care. Lastly, they should give audiences “something to write home about” to encourage engagement and shares.
Creative aspects to take into consideration when making branded content include adjusting to no sound videos, autoplay, vertical content and news feeds.
3. Influencers are not media units
Influencers are worth more than their audience reach. People trust what influencers say more than they trust advertisements. In addition to contributing talent, influencers are also media accelerators and true partners.
4. Treat advertising as a service
When looking at digital advertising, marketers must determine the right person, right message and right time for their content.
“Think like a marketer, act like a creator.”
Make powerful content, not PowerPoints
Marketers need to take risks in order to fulfill the needs of a business. Bertelsen and Gordon concluded by encouraging the audience to “make powerful content, not PowerPoints.”
Article via Social Media Week
The return of Star Wars to American cinemas is just three months away, and Coffee-Mate is spreading the hype. The coffee company has a new line of Star Wars-themed bottles, and in order to spread the word about them, it has sponsored videos from YouTube stars Matthew Santoro, iJustine, and Toby Turner.
For its YouTube campaign, Coffee-Mate teamed up with the Reach Agency, which specializes in branded projects on social media platforms. The three participating creators in Coffee Mate’s push have more than 13 million subscribers between them and together achieve millions of views each day, guaranteeing a wide impact.
Each of the three creators put their own spin on Coffee-Mate’s brand. Santoro uses the partnership as an excuse to share five facts about coffee, iJustine dons a blindfold for a taste test, and Turner does his best impressions of the Star Wars characters featured on the containers. Santoro’s and iJustine’s videos can be found on their respective YouTube channels; Turner’s, on the other hand, is available on Facebook.
“We’re excited that our new Coffee-Mate Star Wars creamers will reach the communities of some of our favorite social tastemakers, iJustine, Matt Santoro and Toby Turner,” said Kevin Holmes, marketing manager at Coffee-Mate. “The partnerships made sense since these YouTubers and Coffee-mate are all about pouring some epic into each day.”
Coffee-Mate is planning additional promotion of its Star Wars collection through an upcoming partnership with Zoo, Google’s in-house creative marketing team. The fruits of that partnership will go live in October.
Article via Tubefilter
In honor of YouTube's 10th Anniversary we created a video with Purina that celebrates how life is #BetterWithPets.
"Since April 23, 2005, YouTube has become a treasure chest of animal love, helping pets and pet owners around the world show how truly weird (and cute) they can be. To celebrate a decade of mass pet worship, Purina created an ad to wish YouTube happy birthday, cutting together a slew of popular pet videos that's a stroll down work distraction memory lane." - Fast Co Create -
At the end of this session, Marriott was presented with the Brand of the Year Award for 2015. Above, VP David Beebe of creative and content marketing, and global marketing officer Karin Timpone, accept the award on behalf of Marriott International from Reed MIDEM’s Laurine Garaude.
Elsa Keslassy of Variety moderated this special keynote featuring Marriott International’s Karin Timpone and David Beebe, as well as Daniel “Malakai” Cabrera, director/producer of “Bellman #3″; “GAGE” stunt performer William Spencer; and stuntman/parkour specialist Caine Sinclair (all shown below).
Marriott International developed its content studio about six months ago. Its first short, Two Bellmen (below), generated over five million views, and its second short, French Kiss, will mark its first-ever international production and was shot at the Champs-Elysées in Paris.
“Our strategy is to create raving brand fans around the next-generation traveler, people seeking great experiences all around the world,” said Timpone.
Travel lends itself nicely to stories, so the idea was to put stories together around next-generation travel, then take that and “bring marketing to the next level—the way companies should be working today,” Timpone added.
Much of this is about waiting for the right vehicles and stories to come to life, she explained. “We have an eye on the emotional core that’s really valuable around travel. We’re interested in a deep, intimate relationship with customers, especially Rewards customers. They know us really well and expect us to anticipate what they’re doing.” She calls this quality genuine service, the act of treating viewers as clients.
Cabrera confirmed this holistic approach. “What’s most important for us is authenticity,” he said. “This was a wonderful experience because David [Beebe] provided parameters that led us down the right road, but didn’t constrain the story we wanted to tell.”
One charming expression of their creativity is in the music of Two Bellmen. “The soundtrack is up on iTunes. It’s really exciting,” said Cabrera. “We did a remake of Lovely Day, some jazz, some hip hop influences, but it all fits into the creative. That’s the next thing we’re really excited about.”
Beebe also revealed Marriott’s ambition to partner with brands like GoPro, with whom they plan to encourage guests to develop their own stories.
On the television side, Timpone’s said they’re talking to various outlets. “We had a show on access TV in the US for the Rennaissance brand called Navigator Live. We’re also looking at formats that lend themselves around travel, things related to lifestyle like food.”
It comes down to balancing what content stories will sell, and what will enjoy longevity, Timpone said, adding that they are currently in discussions for “a major deal related to lfiestyle” and will own the IP.
French Kiss, Marriott’s first international production, premières on May 19th in theatres, on YouTube and in hotel rooms, said Beebe. “We’ll post it in 8 languages, can build a community around it, and can later engage that community with brand messaging.”
The business strategy is to build loyalty and fans: Viewing, said Timpone, is “the jumping-off point to continuing conversations” worth cultivating.
“We are developing other projects with Ritz Carlton right now, with Renaissance,” Beebe added. “We are going across the portfolio, and as we scale that, from a consumer perspective, what we want to do is make that a portfolio sell.”
He concluded by pointing out Marriott’s hotels are in 78 countries. “We look at that as a platform: places we can shoot in, some of the top chefs in the world that we have access to, so as a platform, a brand, we can go further than just a physical product. We can be more intimate.”
Article via MIPWorldWide
Purina Pro Plan has a new marketing campaign which highlights the side of felines humans don’t normally see. The cat food brand partnered with YouTube creator and cinematographer Darren Dyk (also known by his channel name BeyondSlowMotion) to film a very slow-mo video showcasing cats’ natural abilities for the #CatsTrueNature campaign.
Purina’s self-described goal for the #CatsTrueNature initiative was to “capture the extraordinary nature of cats.” Dyk, whose YouTube channel claims over 86,000 subscribers, achieved this objective using a Red Epic camera to film various cats running, jumping, playing, and overall just enjoying life. The result is a fascinating montage which clearly displays how lithe and athletic the friendly felines truly are.
See full article on TubeFilter
Here are this week's 10 most intriguing numbers from the digital marketing space, including data about millennial moms and smartphone users' app habits.
According to NetBase's research, Dove's dark chocolate is consumers' most-loved brand in the digital sphere as far as chocolate goes, garnering a "passion score" of 92.
President Obama's BuzzFeed video drew 15 million video views in its first few hours. The tally now stands at 42.5 million.
113 percent. That's the beefy engagement rate per-follower that Nihilist Arby's—an absurdist Twitter account that pretty brilliantly hijacks the fast-food brand—gets with its tweets.
Here's how to target Gen Y moms with mobile ads: Use baby pics, which 77 percent of mothers respond to with clicks.
Purina's corgi clip is averaging a 7 percent engagement rate on Twitter.
Beck's popularity on Spotify received a 524 percent bump in terms of listens rate after Kanye West said he didn't deserve the Album of the Year Grammy award on Sunday.
Per a survey from the Apigee Institute with Stanford University's Mobile Innovation Group, 52 percent of U.S. smartphone users check at least one app every hour.
Another impressive social stat: The world's top 100 brands are getting 105 percent more engagement on Twitter in 2014 Q4 year over year, according to Simply Measured.
A whopping 6 million people downloaded Slate's podcasts in October, says Digiday.
Need more proof that interactive content—specifically video—is hot? The Interactive Advertising Bureau-led Digital Content NewFronts have jumped to 33 presenters for 2015, only three years into its existence.
Article courtesy of AdWeek
When Purina decided to air a TV commercial during last week's Grammy Awards, the brand leaned on data from a buzzy digital spot that debuted last year.
In 2014, Purina and agency Reach Entertainment worked with YouTube comedy channel Jash to create three videos promoting Beggin', a line of dog snacks. The clips were distributed through a small rollout from YouTube influencers and posted to Beggin's social platforms. Julian Smith directed the clip, and Adam Schlessinger wrote the song.
One video—dubbed "I Get Beggin'"—featured a dog named Boss the Corgi that online viewers responded to particularly well, according to Gregory Stinson, assistant brand manager at Nestlé Purina.
"It proved itself in a variety of different ways in social channels, including video channels—it definitely warranted a larger investment," Stinson said.
On Twitter, Stinson said videos for consumer packaged goods typically generate a 3 percent engagement rate. Purina's corgi clip averaged a 7 percent engagement rate.
Given that the spot is related to music, the Beggin' team decided to launch the TV campaign during last weekend's Grammy Awards, when social chatter took off.
Read full article on [Ad Week]
Marriott, as it looks to become the Red Bull of the hotel industry, is planning a number of digital media projects across multiple platforms. One of the most intriguing offerings in Marriott’s pipeline is Two Bellmen, a short film starring a pair of stuntmen. The trailer for that project is now available, and it is full of acrobatic action.
Two Bellmen is co-created by Marriott Content Studio and Substance Over Hype, a collective of dancers, stuntmen, extreme athletes, and other active people. For this particular film, Substance Over Hype has tapped stuntmen William Spencer and Caine Sinclair as the titular bellmen. Through an assorted collection of flips, punches, and kicks, the two bellmen will stop an art heist at their hotel. Judging from the short trailer, slow motion will be used liberally.
Read the full article on Tube Filter
Read the full article at Tube Filter
Content, community, commerce. For Marriott International, the three C’s drive a business strategy that just netted the company a “Brand of the Year” honor from French content market MIPTV. But even before the accolades started coming in, Marriott has been on the front line of media news since September. That’s when the company became the first travel brand to launch its own content studio.
The project was spearheaded by Marriott’s global marketing officer, Karin Timpone, and its vice president of global creative and content marketing, David Beebe, who joined the company last July. Beebe, who has a background in creative development and worked for Disney/ABC, Showtime, and DirecTV, was tasked with shepherding the 18-brand hotel giant over new marketing terrain. “It’s no longer about brand-first,” he says. “It’s about giving consumers content that adds value to their lives, and in return adds value to us.”
Just four months old, the Marriott Content Studio counts 65 people on its team. It’s an amalgamation of Marriott’s existing in-house agency, which through a traditional agency model has historically guided the company’s brand strategy and voice, and a new crew of editorial and creative development specialists. Marriott will be using its newfound capabilities to develop episodic story-driven content.
“Brands like Red Bull and GE are trying to own a space—action and sports, or innovation and technology,” Beebe says. “When we set out to do this it wasn’t about emulating other brands but owning the travel space from a content perspective.”
Indeed, the vertical lends itself well to content marketing. Numerous travelers now create travel blogs and videos, tag their photos, and share their experiences with friends. But Beebe says that prior to the studio’s launch no other brand had “stepped up” to take advantage of this opportunity to build loyalty through content. “That,” he says, “is the way to connect.”
And in the past few months, the studio has been busy building that loyalty. Leveraging Beebe’s industry connections, Marriott has been seeking out partnership deals with producers and content creators throughout the entertainment community. Its mission is to identify social media influencers who are trusted by travelers and have a knack for creating authentic content.
“All the content we’re creating—whether it’s destination or utility, travel hacks or entertainment—is being produced with content creators in the creative community,” Beebe explains.
Read full article on Contently