This is the seventh monthly installment of an internal presentation we give to our team to spark ideas and thoughts.

1. IDEA STARTERS:
CREATIVE DIGITAL
COMMUNICATIONS
4.2013

2. APRIL THEMES:
VIDEO, CHANNELS & CUTE BABIES
@stoneward

3. VW
STRATEGY:
IDEA:
EXECUTION:
Capture the attention of television viewers, even those
that fast forward through the commercial.s
Create a slowmercial.
Viewers of live television will see this ad and explanation,
but those who watch it later and fast-forward will still see
the top roll down, but at a faster pace, thus taking in the
message just the same. The ad will run during Belgium’s
most popular and frequently recorded shows such as
Homeland and Bones.
The commercial claims that 50% more people will take in
the advertising with a slowmercial, and if it is the case, it
could be the way to proceed for advertisers in the world
of fast-forwarding.
Source @stoneward

4. WHAT MAKES SOMETHING VIRAL?
WHAT:
HOW:
EXECUTION:
Source @stoneward
Viral really means making something that is shareable. So
the question we should be asking ourselves is: what makes
content something that people want to share with their
networks?
There’s no magic formula that can guarantee a piece of
content will go viral.There are no guarantees when it
comes to virality, but there are common elements most
viral sensations share.
Pull on the heart strings: humor, nostalgia, guilt -
the more human your content, them more it will resonate
with the audience.
Find your influencers: Had Justin Bieber, Selena
Gomez, and Ashley Tisdale not created their own
impromptu music video for “Call Me Maybe,” it’s unlikely
she’d be on the radar of every teen in America.
Encourage imitation: The Harlem Shake. 12,000
user-generated videos created in the first two weeks.
Need we say more?

5. VINE
WHAT:
HOW:
Source @stoneward
Vine is tapping into a lot of trends. It’s almost an instant
creation of a gif, or looped video, and a richer experience
than a photo.Videos and gifs share well, and integration
across devices and Twitter clients will help on this front.
However, there are several elements that may impact on
consumer uptake, ultimately, the major deciding factor for
brand involvement.The first is the increased initial effort
required to create aVine.
It’s as simple as it can be – but it’s still more complex than
simply snapping a photo.Vines will never replace photos
for that instant hit; for capturing a moment.And while
cameras are instantly accessible from the home screen of
most phones for that fleeting moment, theVine app isn’t.
With brands just having got their collective heads around
video and images in social, it might be some time before
there’s a critical mass of brands masteringVines.
However, brands have started experimenting

6. VINE
EXECUTIONS:
Source @stoneward
Video or images tend to be what brands are finding
works best. However, the creation of an integrated
platform for these ‘halfway house’ items of media may
provide an incentive to experiment in this space.
There’s certainly potential for very cool content, though it
will take strong case studies ofVines working for brands
before we see wide uptake
But as with most channels, businesses will need to sit
back and work out if there’s anything inVine that could
work for them. Rather than racing in and throwing
resources at a new app – any app, not justVine – brands
need to work out how it would fit in with their wider
strategy; overall business and social media aims.
Short moving images are the logical step between sharing
pictures and sharing movies, with a low barrier to entry.
There needs to be a compelling reason to share aVine
rather than just a photograph.

7. VINE
Source @stoneward
Urban Outfitters: is great as it shows two cute dogs, and
the only two absolute truths in marketing are that sex
sells and people love to share content about animals.
Secondly it just has just two different clips in it, so it’s not
painful on the eyes.

8. VINE
Source @stoneward
Doritos:The clip contains a single idea, but it’s incredibly
creative and fun to watch. Doritos is also one of the few
brands that have made use of the fact thatVine records
sound as well as video. Finally, this clip ties into a
competition so it serves a purpose beyond simply testing
outVine to see what it can do.

9. VINE
Source @stoneward
GE: General Electric has a brilliant social strategy, which
you perhaps wouldn't expect from a utilities company, and
is a prolific user ofVine.
This clip is a bit of fun to celebrate Pi Day – it’s an endless
pie.

10. VINE
Source @stoneward
Bacardi: Simple but effective, thisVine uses stop motion to
show a lime rolling up to a bottle of Bacardi.
It’s a simple idea but it’s executed extremely well, which is
exactly whatVine should be for.

11. TUMBLR
WHAT:
HOW:
Source @stoneward
Tumblr may seem just like another blogging platform like
WordPress or Blogger.While it can indeed play the role of
traditional blog, its dashboard feed and searchable
hashtags are akin to Twitter or Instagram where the latest
content from those you follow appear at the top of your
page upon log in.
What’s most unique about Tumblr from a digital marketing
standpoint is that there are by default no user comments.
Blog owners can turn on a feature called Replies, but it
only enables replies to happen in the dashboard view, and
only from those who follow you for more than two
weeks (thereby discouraging trolls and spammers).You
can show your approval of someone’s post by “liking” it,
but in order to write any kind of comment, you have to
actually re-blog it on your own Tumblr page, writing your
response there. In other words, to engage with a brand’s
content, you have to first share it with your own social
network, and this behavior is highly encouraged.

12. TUMBLR
EXECUTIONS:
Source @stoneward
Tumblr is not just a platform, it’s a community.A
community of content creators and consumers.An
average Tumblr user spends 1 hour and 38 minutes on the
site per month doing nothing but consuming content.As
brand marketers, if we can add quality content to the
community, we earn the right to play there.
A central component of Tumblr is visual content, which
also plays well with aspirational brands. It also has a
longer tail than your average tweet or Facebook post.
Tumblr content is both extremely viral and has a long
shelf life meaning that content shared on Tumblr can be
shared for longer periods of time and jump to more
diverse sub-groups within the network than other social
networks
With no comments to moderate and the brand initiating
all the content on their page, brands are free to create a
highly customized and idealized brand experience within
Tumblr.That doesn’t just mean publishing cat gifs and
generating Ryan Gosling memes about new products. No,
the most savvy brands are doing something more elegant,
using Tumblr to craft an emotive, sharable, and very visual
narrative around their brand.

13. TUMBLR
Source @stoneward

14. TUMBLR
Source @stoneward
Ace Hotel has done a great job of bringing the design aesthetic of their hotels to
the content of their blog.While Ace uses their Tumblog to promote the hotels’
music and fashion events, the brand also understands that not every post has to
advertise. Some updates can serve to perpetuate the brand personality, and
nothing more.Their site seems to say,“stepping into the Ace Hotel is not unlike
stepping back in time to an America where people still make things with their
hands, wild horses roamed free on the great plains, we advertised with movable
type, captured our life moments with Polaroids and held up our pants with
suspenders. But this isn’t some antique-y B&B, and you can expect only the latest
in music and fashion within these sepia toned walls.”

15. TUMBLR
Source @stoneward
Making the most of the creative community aspect of Tumblr, Disney Parks
invited a group of influential Tumblr photographers to the amusement parks and
let them have creative control – the ask was for them to shoot photos they’d
want to see and share.The Disney Parks Photo Project “The Looking Glass” has
indeed been sharable with new photos going up nearly every day and getting
hundreds of reblogs each. Best of all, the photo content comes with the added
authenticity of coming from people outside of the brand who have their own
unique fan bases.

16. TUMBLR
Source @stoneward
Similar to Disney,Whole Foods uses creative partnerships to create high-caliber
content for their Tumblr blog “Dark Rye.” – bloggers, photographers, illustrators
and food experts. It’s an extension of their online magazine, served up in bite-
sized slices. Not only does their Tumblr reinforce the Whole Foods brand image
through visual content, it provides utilitarian value to its followers in the way of
how-to videos, articles and daily inspiration.

17. TUMBLR
Source @stoneward
NYC.gov has the ability to boil down a massive swirl of information into a super
digestible, and downright entertaining,Tumblr blog. NYCgov.tumblr.com serves
as the central hub for all of the city’s digital content from departments including
Schools & Education,“Getting Around” (the MTA, the Port Authority, the DOT,
etc),Arts & Culture,Volunteer, Jobs and “311” (FAQs and breaking info).You’d be
amazed at how information, like a report from the NYC Department of
Transportation on pothole repair, becomes fun to read about. Gorgeous
Instagram pics from locals and quotes from famous NewYorkers pepper the
feed, breaking up the latest updates on city legislation and pics of Mike
Bloomberg at ribbon cutting ceremonies.

18. EVIAN
STRATEGY:
IDEA:
EXECUTION:
Source @stoneward
LiveYoung
Agency and client both pointed out that the babies aren't
just an advertising gimmick.They're rooted in the brand's
history. "The babies are true to our story and heritage,"
Laurent Houel, global brand director for Evian, tells
Adweek. "The love affair of the brand with babies started
in France in 1935, when Evian was first recommended as a
perfect water for babies. It is still today the No. 1 water
used by mothers for their babies [thanks to its pH-neutral
mineral composition]. So fundamentally, there is a true
link, it is not a marketing trick."
Houel adds: "BETC had the idea to go beyond this, and
leverage the babies into a powerful symbol of purity and
youth.This baby is a symbol of you and how you feel
when you experience Evian, and a symbol of the purity of
our water."
"Baby & Me" campaign. Once again, they represent your
gleeful inner child, but this time they want to dance with
you.

19. EVIAN
TACTICS:
Source @stoneward
Let’s Baby Dance microsite
Make your own baby dance video
Video
App that allows you to “babify” yourself
Buy a tshirt
Digital posters

20. EVIAN
@stonewardSource

21. EVIAN
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22. EVIAN
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23. EVIAN
@stonewardSource

24. EVIAN
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25. EVIAN
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26. KEY LEARNINGS/
TAKEAWAYS
@stoneward

27. KEY LEARNINGS
•Video, video, video
•Cute babies and cute animals still work in
advertising
•Different channels require different ways of thinking
about content
@stoneward

28. DISCUSSION/
QUESTIONS
@stoneward

29. THANK YOU.
Emily Reeves
ereeves@stoneward.com
@reeves501
@stoneward
www.waitingfortheelevator.com