BRANDED CONTENT - ADVERTAINMENT - VIRAL VIDEO

Florencia Estévez Ceo & Cofounder www.vato.la Advertainment, Branded Content, Marketing Producer Restless

[flor-estevez]

Video Micro-moments: An opportunity for brands.

When you are looking for a product, a brand or something to buy, you search in "Google". Because we need to see opinions, know experiences and find answer. That´s what we need to make a decision.

And the most of the time, we do all the searching in our mobiles. It´s a mobile thing, a mobile moment. Google called this kind of moment: "Micro-Moments". These moments of intent are redefining how to purchase. We want an answer right now! How many times you want something so much and you start to search in Google about it to decide to buy it or not? This is a Micro-moment. A Micro-moment is an important moment for us, but the challenge is to use this moments to connect with potencial clients.

A way to take advantage of this moments is to create video micro-moments. A micro-moment can be in a website, an app, just google.com or, lately, seeing videos on You Tube. So is important to know how we can create this kind of videos and have good results. For this, Google divided videos Micro-moments in four categories:

1.  "I want-to-watch-what-I'm-into": When people want to see something about their passion or something they love. 2. "I want-to-know": When people want to know about something. 3.  "I want-to-do" : When people want to learn something 4. "I want-to-buy": When people are seeing videos about a product before purchase.

This four categories is what we have to think, when you identify your potencial clients or who are looking for your products in Google or You Tube. The content or video for this kind of moments are essential to make a decision and is so important to be there for your potencial or future clients.

Again, Google give us a tool for understand our audience and make the right decision for your brand. Thanks Google! =)

Source: https://www.thinkwithgoogle.com/articles/video-micro-moments-what-do-they-mean-for-your-video-strategy.html 

[flor-estevez]

THE IMPORTANCE OF THE VISUAL CONTENT

Hi everyone! Today i wanna talk about the importance of being visual. As you know, all the visual content is an important method to engage and have more attention from clients or potencial clientes. 90% of all the information sent to the brain is visual. This is important to take decisions about make content for your clients. If you have to explain something use VISUAL CONTENT. ETHOS3 (www.ethos3.com) is a company that create presentations that create results and "Visual" is the key for this. I think the work that they do is amazing: using video, design, infographics, ebooks... Differents ways to make content and explain an idea, story, process or just a history moment. And talking about this, they did an infographic about the visual world and why visual content is important for your business. Just click on it and enjoy the visual information easily.

Source: http://www.ethos3.com/works/visual-world/

See the complete infographic here: http://www.ethos3.com/works/visual-world/

[flor-estevez]

Emoji against bullying

Today, i want to talk about “Bullying”.

This is not a something that a brand did, but i love the idea of capture a concept and convert it into a simple emoji.

#IAmAWitness

Ad council, an non-profit organization that produces and communicate public services annoucement, launch a new emoji for the new ios 9, with the purpose of use this emoji when you see someone doing bullying on another, as a witness.

For me, this is an example of “Use all the platforms” and not use the “typical” advertising to give a message. 

So.... they just creat an emoji. Little but strong.

Lets take a minute and see this videos. The first, is a viral video with famous people reading “Bullying” messages and the second is just an explanation of the emoji.

Be a witness too!

[flor-estevez]

Vertical Videos: are the new black?

Its tipical to get mad when our moms records a video in a vertical way. Its like “Ouuuuu Moooooommmm....” But are the brands thinking of the power of vertical videos for mobile? Snapchat is an app that native digital people use all the time viewing and publishing vertical videos or photos.

Searching and learning new things, i found this guys from the video network called “Tastemade” (https://www.tastemade.com/) and i think they did something great!

VERTICAL VIDEOS FOR BRANDS!

This is an example of thinking outside the box and produce content for mobile platforms.

Here is the video where they explain the idea! I think is excellent and an innovate idea. Congratulations!

[flor-estevez]

ESPN Capitales del Fútbol. 706,588 likes · 2,466 talking about this. ESPN te lleva a ciudades donde el fútbol es una religión: Barcelona, México DF,...

Capitales del fútbol.

A couple of years ago, my boyfriend, a football fan, asks me: “ Have you seen 'Capitales del fútbol?'” It is a tv show by Mastercard on ESPN that shows the most famous classic football games, and adds part of the city and purchases with Mastercard”. In that exact moment I looked it up and I found ''Capitales del Fútbol '', a tv show of Campanella's tv network and ESPN Marketing Solutions, with a very interesting and exciting content that managed to come out on the market in a very natural way: Purchases, Foreing Purchases, International Presence, etc.

Taking such an exciting and attractive subject as it is football and it's classics, to turn it into a “docureality” presented and branded by Mastercard. Football, Travel and Credit Card, 3 main points.

Mastercard had a necessity and ESPN was able to meet the demand with giving a tv show that, not only became successful, but also achieved as a result the engagement between the brand and its fans.

I invite you to watch this fact (video above) and just one chapter so as you can watch the format  (https://vimeo.com/62290214) and a brand positioning that is on par with international contents.

And last but not least, this branded content was launched in 2011.

[flor-estevez]

Average or Beautiful women?  Once again, Dove highlights its value of “Real Beauty”.

Two simple posters, two doors and five different cities. How do women really see themselves?

How do they feel? How do the appreciate themselves?

I invite you to watch this experience about women around the world, their reactions, what the think, what they believe, and how Dove once again reinforces its spirit and values.

[flor-estevez]

How many young people have a bowl full of Doritos next to them, while they play the old wii, xbox, tablet or playstation?

A playful, funny, fresh brand which knows exactly what you like, especially for gamers.

I found it extremely interesting the way they took the 'Gamer World' to the ' Real World', just by driving with a joystick a car plot with Doritos.

Brand positioning is not that explicit in the plot car but it is implicit in the concept of the message “Don't be left out”, which represents the “Adventurous”, the feeling of “Staying Motivated”, and these two guys showed being daring enough.

Another example of a brand expressing an interesting content, priorizing what the consumer likes. An action, lead to an audiovisual content.

[flor-estevez]

Branded Content. That's what we are talking about nowadays, and it is still hard to explain or introduce this term to many customers and agencies.

Many years ago, unexpectedly and without thinking it too much, a group of spinach producers published a cartoon of a strong and healthy man that won his battles by only eating spinach.

Despite they were not sure about the results of taking the risk just for a “good idea”, spinach consumption strongly raised and those children who hated vegetables started including them in their foods, with the aim of becoming strong as this man.

I am pretty sure that, in those times, this producers were not sticked to a promotional strategy, or spent months thinking of interesting ways to approach the customer. The idea came up, just came up, and such a simple idea was not only able to transmit the values of the product, but also was exciting for the market.

As I always say: “we don't always need to obtain a 'Cannes'  to transmit a value and to give an interesting content.

Popeye reached its goal in a simple and straight way: if you eat spinach, you will  be strong.  But the contents that surrounded this concept and the value of the product was the key to engage the brand with the market.

This happened almost 90 years ago, and in my opinion, it is one of the best examples of branded content and/or advertainment in history.

[flor-estevez]

Audiovisual format as a resource for branded content, videomarketing.

A rational presentation we have made in our local production company (VATO) to explain our believes and what we offer to our clients. Come and see for yourself! 

[flor-estevez]

Backstage With The "Late Night With Jimmy Fallon" Online Content Team

An interactive "Backstage Tour" video is the latest from Jimmy Fallon's online team, which connects fans with the show across platforms.

Jimmy Fallon understood everything. A tv showthat it is a latest craze.

It is an example of how certain contents on internet achieve success, as while it becomes popular. The show goes on air one day, and just a few hours later, you can see and share its sketch on youtube, as many times you want. As television shares its contents with Internet, it lowers viewers. It is probably that a 50% of the people who watched the sketch in youtube, never saw the programme on TV.

Just a simple way to watch selected content, whenever and wherever you want,  without having to watch the entire programme. Congratulations for this Online Content Team!