How do we make brands relevant when producing content? Within this presentation we explore some key points to think about when producing content to ensure a brand is relevant within this content. As consumers change the way they consume content, brands and companies need to change the way they communicate with their customers. It is no longer a one-way communication from the brand to their customers. Brands needs to evolve to storytelling and creating content their customers want to consume throughout the entire purchase funnel. Within this presentation we focus on a case study of a male focused branded content channel called MSN Locker Room. This presentation was presented at the Malaysia Media Conference July 2013.

1. MAKING BRANDS RELEVANT
WITHIN CONTENT
CASE STUDY – MSN LOCKER ROOM
JEREMY NEYMAN
BUSINESS DIRECTOR

2. introduction

7. SHOUT!

8. decide for
themselves.

10. “salesperson”

11. “Content marketing is the creation of valuable
and compelling information on a consistent
basis, by a brand to a prospect or customer, in
order to create a profitable action. It’s the idea
that brands are starting to think and act more
like publishers, and deliver relevant information
to consumers at critical stages of the buying
process.”
Joe Pulizzi, Founder of Content Marketing Institute.

13. cannot
never mention their product

14. consumer in
mind at all times
2. deep understanding of target audience
3. understand what content they consume,
where they consume it, how they consume it
and how they interact with it
4. build content for your audience

16. reaching & engaging
malaysian men
 used websites for advice & entertainment
 social networks layed a big part
liked to share
hang with
other Bro’s

18. collaboration
dedicated editor
passion for men’s content
understanding of what content
they wanted

20. 63,414
40,558
19,728
39,233
94,348
160,628 160,003
166,547
35,058
40,504
53,984
42,901
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
Jan-13 Feb-13 Mar-13 Apr-13
MONTHLY UVs
Adrenaline GotGame Style
GROWTH %
(Apr/Mar)
UVs 63,414 40,558 19,728 39,233 99%
PVs 75,321 52,051 24,497 45,858 87%
Time
Spent
0:45 0:51 1:26 1:16 -0:10
UVs 94,348 160,628 160,003 166,547 4%
PVs 126,316 201,643 204,651 196,698 -4%
Time
Spent
1:18 0:42 0:50 0:44 -0:06
UVs 35,058 40,504 53,984 42,901 -21%
PVs 39,412 53,622 64,272 52,865 -18%
Time
Spent
0:54 0:56 1:07 1:37 +0:30
ADRENALINE
GOT GAME
STYLE
JAN FEB MAR APR

22. reviewed. analyzed. adjusted. amended.
consumer relevance
goals & KPI’s
ever evolving process

24. • engaged with 800,000 Malaysian men in just 8 months
• achieved 2,247,547 page views, surpassing page view targets by 253%
• average time per user on site was 4min 33 sec
• more than 1200 likes and 1500 shares across the MSN Locker Room
Content
• customized research showed double-digit growth in brand
consideration, awareness and attribute recall across all brands

26. • no more shouting. storytelling is the way!
• content needs to be created with the consumer in
mind at all times
• know your audience
• understand what content your audience
consumes, where they consume it, how they consume
it
• build content for your audience, which keeps your
brand relevant within the conversation and in turn

27. THANK
YOU