Page 75 - The EDIT | Q3 2017

Thoughtleader
“Doritos Dogs”, winner 2017. Watch the ad here.
http://bit.ly/2fumUOw
“Ultrasound”, finalist 2017. Watch the ad here.
http://bit.ly/1mnoSAA
5. Set your KPIs to ensure accurate measure of success
I’m often asked whether content can drive results? Absolutely.
The reality is the industry often struggles to define the right KPIs for content and simply revert to familiar media related ones. Rather than go down a path of creating specific success metrics for content, we should reshape the discussion and ensure content KPIs are built towards the strategic objectives of the campaign.
We measure a media strategy effectiveness in terms of both short term (CPM, CTR and compare this to industry benchmarks), as well as longer term effects. Similarly, when it comes to content, you’re not only buying eyeballs, you’re working towards objectives such as awareness uplift, brand perception changes or increased engagement with your brand and products. These need to be taken into consideration and can be measured through various ways such
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to explore, while forcing us even more to think and build content exclusively for these platforms. Brands now can create experiences never seen before in both Virtual or Augmented Reality, or be part of their consumers’ daily lives through bots; and it’s our role at PHD to understand and guide our clients through this transformation.
We at PHD have both access to data as well as analytical capabilities crucial for content optimisation in real time, based on concrete behaviours, maximising chances of success.
4. Think long term: Snowball e ect
Think of content curation as the art of having a conversation with your audience. In that sense, there are two key things to keep in mind.
First is consistency — if your audience engages
with your content, you’re in for the long run. Keep building on to it and don’t stop the conversation unexpectedly. Imagine you are in the middle of a conversation with someone and all out of a sudden, the other person just stops talking and walks away. It is the same with content — if it suddenly stops, it’s just as frustrating as in real life.
Second is continuity, make sure there’s a reason for them to come back. Learn from each interaction to improve the next and continue the conversation.
You’ll leverage on an existing and excited audience instead of starting from scratch each time.
The idea of snowball effect is usually associated to viral content, right? But let’s put it that way: consider your content strategy as an on-going conversation, your audience will keep growing along the way. It’s a real and long-lasting snowball effect.
A good example is Dorito’s “Crash the Super Bowl” year-on-year campaign inviting fans to create the perfect ad for the Super Bowl. In its first year, it attracted around 1,000 entries, offering the winner live broadcast of their ad during Super Bowl, tickets to the event and a cash reward. In its ninth year, the campaign gathered around 5,000 entries
and reached massive earned media value, offering the winner a million dollars and a job at Hollywood studios.
THE EDIT ISSUE 7 | Q3 2017