Charity Water: Return on Inspiration Outside Line: Video and Celebrity, How to Leverage Creativity L2: Case Studies on Bringing Together Influencers

2. CLINIC:
Video & Celebrity!
Module 2!
Scott Galloway!
L2 | NYU Stern!
@profgalloway
@L2_ThinkTank

3. Hashtag:!
#L2ThinkTank!
Wireless Login:!
Network: SternOnTheMove2!
Username: L2guest!
Password:!L2thinktank!

4. Ranks the digital efforts of 87 newsstand periodicals,
spanning every major category from Fashion
to Sports & Recreation.
Released: July 26, 2011

5. UPCOMING RESEARCH:
August: October:
Specialty Retail! Luxury:
Fashion & Leathergoods
PRESTIGE 100®:!
China! Luxury:
Watches & Jewelry
September:
December:
Beauty Gen Y Affluents

6. China!
09.09.11 Hearst Tower, New York City
The biggest transformational opportunity for
luxury brands in a generation
An invitation only event | Contact: joseph@L2ThinkTank.com

7. UPCOMING EVENTS:
NYC
MEMBERS-ONLY LUNCHES:
DIGITAL IQ® RELEASE LUNCHES
3 Lunches to Preview Releases of L2’s core
Digital IQ® Studies (October):
Fashion &
CLINIC:
Leather Goods
China Watches
October 2011
& Jewelry
CLINIC:
Beauty
Brands As
Media Companies
January 2012

8. UPCOMING EVENTS:
Shanghai
CLINIC:
The Social Graph
CLINIC:
October 2011
The Social Graph
October 2011
CLINIC:
Mobile
CLINIC:
January 2012
Mobile
January 2012
Paris

9. The largest gathering of prestige executives in North America
An invitation only event | Contact: joseph@L2ThinkTank.com

10. CLINIC:
Video & Celebrity!
Module 2!
Paull Young!
charity: water!

11. charity: water
Paull Young
Director of Digital
@paullyoung @charitywater

13. Live Drill
September 7 2010
Moale, Central African Republic

14. July 20 2011
Moale, Central African Republic

17. ROI

18. Return
On
Inspiration

21. charity: water
Paull Young
Director of Digital
@paullyoung @charitywater

22. 2
Cartier
Calibre de Cartier: Episode II
765,550 views

23. Cartier – Calibre de Cartier: Episode II
http://www.youtube.com/user/Cartier#p/u/2/
nNhArtcwVkk

24. Cartier “Episodes” Generate High Views
Episode I Generated
1,358,804 Views
Episode II Generated
765,550 Views

25. CLINIC:
Video & Celebrity!
Module 2!
Ant Cauchi!
Outside Line!

26. VIDEO & CELEBRITY
Ant Cauchi

27. ‘A celebrity is a person who has a
prominent profile in the media and is
easily recognized’
Wikipedia

28. In the 80’s, brands decided that using
celebrities with their brand would
increase their own prominent profile
over their competitors

29. They wanted their own slice of fame

30. ...And it worked

31. But things are changing...

32. Celebrities used to be, well real celebrities, and
there wasn’t many of them

33. Social media transparency has removed the celebrity veil

34. Consumers now understand marketing

35. But the real change is...

36. The route to fame

37. So what does this mean for brands?

38. Video Celebrity

39. Celebrity Video

40. Video Celebrity
now becomes
Celebrity Video
which equals
Creativity

41. Video Celebrity Celebrity Video

42. Brands can now become their own
celebrities using creativity & social distribution

43. The Superbowl is a great example of this

44. In the UK more noise is generated socially by
the creative campaigns brand employ in the
half-time breaks than the actual game itself

45. The good news is that, this isn’t just
about big marketing budgets, the
playing field is level

46. 500,000 views +5m views
Different levels of fame mean different
things to different brands

47. 1 live event for 200 people Viewed by over 6m others
The brand fame is now not often achieved at the
actual conception, video, can make it famous after...

48. +100m views
It allows unparalleled amplification thats
not capped by media spend

49. So let me show some examples of what
I mean...

55. Turning your fame into fortune....

56. Cutting through the noise

57. The 3 W’s
The Why?
The Who?
The Where?

58. Useful or Fun?

59. Taking your new found fame
and turn it into revenue

60. If you have a digital product or sales
platform then there are many great
tricks to convert from people from
video celebrity to purchase

61. But if you don’t sell digitally then you
need to think a little differently

62. Association to the fame is the key to
getting the full use out of it

63. PR can help but interrupting at the
shopper point is key

66. So now all you need to do is take your brand and
ask yourself / team
Why are you creating a video?
Who is it for?
Where will it live?
Is it useful or fun?
How can I connect it to my product?

67. Then Get Creative & Celebrity Video Status Awaits You

68. Thank You

69. CLINIC:
Video & Celebrity!
Module 2!
Linz Shelton!
L2 | CUFFZ by Linz!

80. CLINIC:
Video & Celebrity!
Module 2!
Eve Pearl!
Eve Pearl Cosmetics!

81. Eve Pearl
#5
#4
#3
#2
#1 – Views: 2.1M
0.6M
0.9M
1.5M
1.7M

82. CLINIC:
Video & Celebrity!
Module 2!
Maureen Mullen!
& Andrea Derricks!
L2!

83. 1
Burberry
Burberry Brights
1,833,587 views

84. Burberry – Burberry Brights Foldable
Sunglasses
http://www.youtube.com/user/Burberry?ob=5

85. Burberry Dominates Views
YouTube Total “Video Views” Per Day: Burberry
(January 1, 2011 – July 19, 2011)
100000 Burberry Brights Campaign Released to
Bloggers (preview of foldable glasses)
90000
85,861 views 78,845 views
25,202 views
80000
250,899 views
70000
60000
26,093 views
1,833,587 views
50000
40000
30000
20000
10000
0
Takeaway: Burberry creates view spikes with “big hit” videos, but maintains engagement by releasing an
average of 12 videos per month

86. CLINIC:
Video & Celebrity!
Module 2!
Leesha!
xSparkage.com!

87. Xsparkage
#5
#4 4.5M
5.8M
#1 – Views: 15.9M
#3
#2 – Views: 7.6M
7.0M

88. CLINIC:
Video & Celebrity!
Module 2!
Scott Galloway!
L2 | NYU Stern!
@profgalloway
@L2_ThinkTank

89. Dan Piech! John Eaton! Rick Silvestrini!
comScore, Inc. Halogen YouTube
Paull Young! Ant Cauchi! Maureen Mullen! Andrea Derricks!
charity: water Outside Line L2 L2

90. CLINIC:
Video & Celebrity!
Objective:!
To gain insight into
VIDEO & CELEBRITY
PLATFORMS
and their role in
PRESTIGE!