9. #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
High
Arousal
Disgust
Sadness
Shock
Anger
Nega%ve
Low
Arousal
Discomfort
Boredom
Irrita1on
Frustra1on
High
Arousal
Hilarity
Inspira1on
Astonishment
Exhilara1on
Posi%ve
Low
Arousal
Amusement
Calmness
Surprise
Happiness
10. #3 Forget cute cats and celebs,
focus on personal triumphs
11. #3 No creative device drives sharing
than any other, with the exception of
personal triumph. So focus on
emotions, not creative devices
19. #7 Quality reach is key. To build market share,
reach light & medium buyers outside of your
owned channels
FIGURE
1
-‐
Chocolate
Brand
2011
–
Panel
Data
FIGURE
2
-‐
The
same
Chocolate
Brand
-‐
Fans
80% of a brand’s light buyers contribute to 50% of a
brand’s sales
20. Plot spoiler…
Emotional campaigns
are more profitable
than rational
campaigns
Source: Binet and Field, ‘Marketing in
the Era of Accountabilty’, WARC, 2007
21. Unruly ShareRank Evaluates
Content For Shareability
100
+
Basic Emotions
Primal Responses Cognitive Responses
Intensity
Emotional Valence
Schema Disruption
Social Motivation
Memorability
Enjoyability
Medium
Favourability Interpanel Agreement
+ more …
30. Renault – va-va-voom
Unruly secured PR coverage in Marketing Week, The
Drum, AdWeek, Campaign, Mashable and the New York
Times
Background
• 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
Renault’s share of voice increased by
244.4%, versus the competition
Source: Unruly Analytics
Client Challenge
• 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
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
• 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)