Mistress pulls El Chapo’s Strings on Social

For Univision’s original blockbuster series, “El Chapo,” Mistress has created an integrated and immersive social campaign for fans. The series and the creative are 100% in Spanish and comprised of over 200 assets including a multi-touchpoint social-first micro-campaign using the traditional Mexican storytelling device of marionettes to highlight how, in the world of El Chapo, everyone either manipulates or is being manipulated.

To celebrate the death of Season 1, a traditional narco tomb was created and filled with effigies of the characters and props from the show. Through a Facebook 360 experience fans were able to explore the tomb and spend time discovering “Easter eggs” from the show hidden in every corner, like the cans of chile El Chapo used to smuggle drugs and the green cooler used to store the severed head of a drug lord’s wife.

To date, our campaign has seen more than 26,000,000 social impressions for our puppets, and “Death of a Season” 360 has been viewed over 2,000,000 times and has reached over 4,900,000 potential fans.

Marionette El Chapo
Marionette El Chapo
Marionette El Chapo
Marionette El Chapo

Explora la narco tumba de la primera temporada de #ElChapoTV y revive cada momento. ¡Para la experiencia completa asegúrate de ponerte audífonos!

Posted by El Chapo on Sunday, May 21, 2017

Just another HSE Cake weekender

Despite Arsenal winning, the FA Cup final felt like it got it’s mojo back

We worked with EE and YouTube influencer Callux to highlight EE’s sponsorship of Wembley, promote their JustEat collaboration and create a fun piece of content which saw him and 4 of his fans have a sleep-over at Wembley the night before the FA Cup final. His video went live on Saturday night at 7pm and has since had over 850,000 views. Give it a watch: https://www.youtube.com/watch?v=-C3mbYklt2c

We also supported the FA’s alternate broadcast, offering special behind-the-scenes content and commentary by two influencers, along with special guests including Callux, all live streamed to the FA TV YouTube channel, with EE as the lead partner. It’s clocked up over 115,000 views: https://www.youtube.com/watch?v=TlHIHetekG8

Then, we were straight back to work at Paddington Station this morning to celebrate the launch of the first Paddington 2 trailer. There’s a screen in a giant suitcase and lovingly made ‘2’ shaped marmalade sandwiches. 

If you head out from Paddington Station this evening make sure to keep an eye out for it. The sandwiches have gone though…

Smart Linear: Maximising the Potential of Digital OOH

Ric Albert, Digital Director

Ten years working as a creative in the digital OOH industry has allowed me to champion creative excellence and more intelligent ways of using such a potentially rich channel. There have been creative breakthroughs during my ten years from developing appropriate use of full motion animation, multi-panel installations forcing us to think beyond the single screen, subtle motion regulations challenging us to create a new tier of animation. And there are still more techniques to promote.

One of those techniques allows for targeted and relevant advertising copy without necessarily building a real time, responsive dynamic campaign. Whilst brands want richer, more contextual creative, dynamic campaigns are often prohibitive due to long lead times and higher costs. However, with some small tweaks and a little effort, linear ads can also be smart and contextual – they can be ‘smart’ linear as it were.

Before I go into details, I want to point out that smart linear is still a linear campaign. No flash files, media owner testing or live feeds needed. It’s just a smarter type of linear.

We have defined 3 key elements to smart linear campaigns:
Pre-determined data: useful and relevant data sets used to form the creative/copy
Multiple pieces of creative: multiple file variations are created based on the pre-determined data
Intelligent scheduling: media owners schedule the relevant creative, based on the data over the course of the campaign

Pre-determined data can include time of day (morning/lunch/evening), days of the week, specific events and location. Integrating data will multiply the files you need to deliver, but with clear scheduling instructions and media owner assistance, you can create a contextual campaign without the need for live updates.

For the Warner Bros. campaign The Legend Of Tarzan, the team at Grand Visual created specific morning, daytime and nighttime versions, each with their own trailer cut and creative that related to the time of da. This simple dayparting elevated the campaign creative above the other film releases at the time.

Sometimes smart linear demands scale to make the most of the opportunity: by combining time of day and location, last year’s TSB Local ended up with 120 variations (40 cities each with a morning, daytime and evening creative). With some intelligent production techniques, this can be a more cost and time-effective solution than dynamic content.

For projects or clients with smaller budgets, smart linear campaigns deliver impactful creative. Last Christmas, Age UK wanted to raise awareness about loneliness amongst older people in communities across the UK. We did this by creating multiple files which featured figures of those at risk of loneliness in the local area. Through the use of smart linear, Age UK was able to reach a national audience with locally relevant messaging – making their media and creative budgets work harder.

These examples demonstrate how smart linear can be an effective weapon within the DOOH armoury. Costs are less prohibitive (no developers, QA or media owner testing) and it means richer, more targeted adverts across the board. I believe that to ensure a rich and engaging experiences we should focus on making campaigns smarter as standard, taking full advantage of our digital opportunity.

The post Smart Linear: Maximising the Potential of Digital OOH appeared first on Grand Visual Creative.

Social Media News Roundup: May ’17 Week 4

social media news roundup may 2017 week 4
In the news this week – Twitter adds 69 new emojis, Facebook allows fundraising for personal causes and Instagram begins to understand links…
Twitter adds 69 new emojis, becoming the first social network to support Emoji 5.0

Twitter has become the first social networking site to support the newest round of emojis, finalised in March. Included are separate flags for England, Scotland and Wales, chopsticks, steak, a porcupine and a zebra.

The newest round of emojis, known as Emoji 5.0, was released only last week. Twitter’s custom set is known as Twemoji and includes all 69 images of the latest update (239 with skin tone variations and duplicates.) Support for Emoji 5.0 currently isn’t available on iOS or Android devices – so the new lineup of emojis are only available on Twitter’s desktop site for the time being.

Facebook expands Fundraisers to allows user to raise money for personal causes

Facebook has expanded its fundraising feature to allow users to more easily raise cash for a variety of causes, including personal causes. With Fundraisers, Facebook look to take on popular crowdfunding services such as Just Giving and Go Fund Me. Crowdfunding campaigns already rely on social media marketing to be successful, and with Facebook appearing to take a smaller percentage than other options, it could be something of a no-brainer feature.

Fundraisers began testing in March and have recently been developed to allow users to fund raise for a number of other personal causes. These include educational supplies, medical procedures, personal emergencies, and community projects. In an article on its Newsroom, Facebook said this:

“People can create a fundraiser to quickly raise money on Facebook and easily reach their friends in a few taps, without leaving Facebook, and can share fundraisers to help build momentum. People can learn about the person who created the fundraiser and the person benefiting from the fundraiser, as well as see which friends have donated.”

Twitter Apple TV app supports live, 360 degree video and Periscope’s global map

Twitter has updated its Apple TV app with some new, significant features. It has now become the first Apple TV app to support live 360 degree video, which makes use of the Siri remote to move the video and view from different angles, offering a more immersive viewing experience. Twitter is making significant inroads into the live streaming market, including announcing earlier this month a series of live shows from Viacom, Live Nation, BuzzFeed and WNBA amongst others.

Alongside premium live content, viewers on the Twitter app for Apple TBV will also have the option to explore via the added Periscope map. This will allow them to find user-generated live content, both standard and 360, from across the globe.

Instagram expands direct messaging with support for links and raw photo sharing

At last count, Instagram direct messaging was seeing around 375 million monthly active users, and that number is undoubtedly growing. In response, the social network has now added a couple of new features intended to make it a more useful messaging option. Support has been added for external web links, and now inclues inline previews for URLs.

Alongside supporting links, Instagram users are also now able to send original, unedited photo and video content with other users. The ability to send photos in their original aspect ratios will reduce the amount of time users will have to spend on external messaging platforms. These updates are currently rolling out to iOS users and will be coming to Android soon.

Twitter launches DM cards for brands, a new way to promote their chatbots

Twitter have launched a new way for brands to promote and share the bots and customer experiences they have created. Direct Message Cards can be customised to help drive discovery of these experiences via Promoted Tweets or organic posting. DM cards can be embedded with custom image of video creatives and up to four call-to-action buttons.

One of the launch partners for this new feature is Patrón Tequila. They are using DM cards to help drive discovery of its messaging bot. So-called ‘Bot-Tender’ creates personalised cocktail recommendations based on a users responses to questions about occasions and flavours, amongst other things.

Instagram announces location-based stories for Explore and adds an ‘archive’ option

Finally, Instagram have announced the roll out of Location Stories for its Explore page – after a similar feature was (rather unsurprisingly) released by Snapchat less than two months ago. By enabling users to search for Stories from strangers whose privacy settings are set to public based on their location, Instagram offers users another level of discover-ability for their Stories content.

Alongside location-based stories, Instagram have added an ‘Archive’ option in the hope to deter permanent deletion of out-dated or under-performing posts.

The post Social Media News Roundup: May ’17 Week 4 appeared first on Giraffe Social Media.

4 Highlights & Lessons Learned from eMetrics 2017

Last week, I had the privilege to not only attend, but also speak at the eMetrics Summit in San Francisco. The summit, which is in held in concert with Predictive Analytics World, brings together marketing analytics practitioners and experts to discuss hot topics around the impact of data and technology on marketing ROI.

Having attended this summit in the past, I had high expectations and this year’s event did not disappoint. The agenda covered everything from propensity scores, homegrown data capture and analytics stacks, data storytelling and a great talk on personalization measurement (given by yours truly).

While I could write a novel on the things I learned by attending the summit, I wanted to provide a quick run through of the some of the highlights/lessons learned from the 2017 eMetrics summit.

1. A Stronger Focus on Women

  • This year’s eMetrics summit was all about us ladies! Not only were roughly 95% of the speakers women, but this year’s event also featured a great “Women in Analytics” lunch featuring Carla Borsoi (VP of Marketing, Nima). Carla’s presentation touched on various issues women within the data and analytics field encounter on a regular basis, and gave advice for building a meaningful career while moving up the career ladder.
  • Key points and takeaways: Insist on being in the room and a part of the meeting – step in and own your expertise.

2. There is Still a Need to Champion Data and Analytics

  • Even with the sophistication of data, those outside analytics teams don’t understand the process of data storytelling or often times underestimate its need. To ensure steady progress, there are needs for members of organizations, big and small, to continue education on the role of data.
  • Key points and takeaways: Showing how data helps drive outcomes is a great way to champion analytics for stakeholders.

3. Everything Deserves a Hypothesis:

  • I loved all the talk about the importance of having a hypothesis and what that means for digging into data. This is something I touched on in my presentation and heard about in several other sessions.
  • Key points and takeaways: Gather smart people to build your list of hypotheses, and remember that the list should be MECE: Mutually Exclusive, Collectively Exhaustive.

4. Personalization Measurement Tips and Tricks:

  • Did you know that 30% of marketers cite measuring ROI as one of the top blockers to personalized marketing? During my eMetrics session (yes, I had to include myself on this list), I spoke about how listening to your data and developing a hypothesis helps marketers figure out what to baseline, how they want to personalize and what to measure to prove personalization success.
  • Key points and takeaways: Knowing personalization can help drive objectives across all industries, everyone wants to personalize. However, marketers aren’t implementing personalized marketing because measuring impact is cited as a top challenge. We need to measure personalization through the process of developing a hypothesis, baselining and measuring against the key metrics defined through hypothesis development.

My trip to the west coast for this year’s eMetrics Summit was an amazing experience. As a marketing strategist, it was inspiring to mingle with fellow marketing practitioners and experts, especially with such a large percentage being women. And though I’ve enjoyed attending the summit in year’s past, it was an honor to be selected to present and share my insights with those in attendance this year. I can’t wait to see what 2018 brings!

Want to know what Genuine’s been up to? Read more on our blog.

The post 4 Highlights & Lessons Learned from eMetrics 2017 appeared first on Genuine.

VR/AR Experience Bring M&Ms Event to Life

To commemorate M&M’s 75th Anniversary, Mars launched a yearlong campaign celebrating the world-famous “melt in your mouth, not in your hand” candy. To get attendees of the M&M’s experience up close and personal with the legendary brand, Genuine helped create “Home Sweet Home,” an augmented reality activation allowing users to “virtually” walk through the door of each M&Ms spokescandies’ fictitious apartments in New York City. The Home Sweet Home experience allowed users to explore six featured apartments belonging to the respective M&M spokescandies, each created with its own flair featuring items that paid homage to iconic M&M’s campaigns spanning 75 years.

Read more about Genuine’s activation recently featured in EventMarketer.

The post VR/AR Experience Bring M&Ms Event to Life appeared first on Genuine.

Can Your Brand Go Live?

Live video in social media will become part of successful brands’ media plans, but not all brands will be successful at live video. Social media live video had a big year in 2016. We saw millions of viewers tune in to the NFL on Twitter, millions watch breaking news on Facebook Live, and tens of millions watch the 2016 presidential debates – “Chewbecca Mom” even received over 161 million views.

The post Can Your Brand Go Live? appeared first on The Richards Group.

3 Key SEO Trends For 2017

Post by Eugen Donhauser, Performance Content Account Executive

Search engine optimization (SEO) is a cost-effective way to maintain and promote your brand’s online presence. A clearly defined strategy is key to staying on top of the competition in the search rankings.

So what’s the secret to sensational SEO? Get these right, and you’ll enjoy more effective SEO and visibility on Google’s search engine results page (SERP):

(1) Mobile-First Index

We’ve known for at least 18 months now that ‘mobile friendliness’ is an important factor in determining how well your site will rank on SERPs in response to a keyword query. As such, ‘mobile responsive’ websites have become the catch-cry of many web developers. But what does it all actually mean?

Towards the end of 2016, Google officially announced its mobile-first indexing update, which will become the main focus of 2017. This announcement heralded the start of big things to come in relation to mobile search.

What should you do?

  • Ensure you have a responsive or dynamic serving site where the content and markup is identical across desktop and mobile
  • If your site has an m.dot version, now is the time to update to a responsive design

Sounds easy, right? It can take a little work to satisfy Google’s new mobile-first indexing strategy. But the effort will pay off as Google ramps up its commitment to use the mobile version of a site when indexing for search.

While you’re in the process of upgrading your mobile site to satisfy Google, take some time to enhance the user experience (UX). You should consider serving content to users via AMP or leveraging progressive web apps to increase conversion rates and engagement levels.

Finally, just as content is king on desktop, content on a mobile site is critical to search visibility on Google. If used appropriately, expandable content shouldn’t impact visibility.

If you’re not sure how well your site will perform on a mobile device, check out Google’s great free mobile usability testing tool.

(2) Optimization for user intent

Google is getting better at identifying user intent – that is, what a person intends or wants when they type their keywords into the search engine. Do they want to do something, like buy a pair of shoes? Find out something, like how to cook pasta? Or go somewhere, like a travel blog?

Increasingly, users are now entering direct questions and more long-tail conversational queries in search engines. Google is reacting to this change in user search behavior by tapping into its knowledge graph and displaying results in SERPs using snippets such as Featured Answers, List Snippets, and Table Snippets.

Featured snippets are the highly-visible text snippets that appear at the top of the search results page. Because they jump above the top of the organic results (essentially taking position #0) and capture the majority of user click-through, they are highly valuable to marketers.

Here’s a simple example in response to a user’s intention to find out something:

Google has programmatically extracted this snippet from the www.realsimple.com website, providing a direct answer to the searcher’s query.

In 2016, we saw a big rise in the number of these featured snippets being displayed directly to users. This year and beyond, Google will display more and more variations of these answer formats to users.

What should you do?

  • Review site content and identify opportunities to optimize based on user questions and intent rather than specific keywords. Conducting user surveys and creating searcher personas are key.
  • Make the most of user micro-moments by identifying user questions with keyword research and strategically publish content to meet this demand.

To get started, here are some guidelines for writing and uploading content optimized for user intent and Google’s featured snippets:

  1. Select an interesting, relevant topic for your users
  1. Create quality and useful content on that topic
  1. Structure the page with UX in mind
  1. Implement SEO practices to achieve a high ranking
  1. Provide useful information – this can include anything from videos, PDFs, details and links to other relevant topics/themes
  1. Where relevant, clearly define a how-to list including the phrase ‘how to’ in content and bullet points clearly presenting answers
  1. Measure the impact through Google Analytics

(3) Voice search

Voice search has been around for a few years now. Ask anyone with an iOS smartphone, and you can be certain they’ve made friends with Siri.

With technology improving and the likes of Google Home and Amazon Echo making their way into more people’s living rooms, voice search is now the fastest-growing type of search. By 2020, it is predicted that half of all searches will be done by voice (comScore).

What should you do?

Voice search changes the way we determine keywords, shifting the focus towards location-based, personalized content. Given this, long-tailed keyword phrases are more important than ever.

There are some great online tools to help make this brainstorming process easier. These tools give you rich insights into user intent, natural keyword phrases, and search queries – so you get a better picture of what people are actually searching for:

You can use these tools to frame a content strategy that is more closely aligned to the intent of today’s web users.

Smart marketers are already tapping the trends of mobile-first indexing, optimizing for user intent and voice search. While it can require a re-jig of your current SEO or content strategies, the effort will pay off as your site rises to the top of the SERP rankings and you enjoy much higher click-through rates.

And what happens if you do nothing? If your site is not mobile responsive, and the content and markup is not identical across desktop and mobile, Google will slowly but surely overlook your content. If your site’s content is not structured for featured snippets, then you will lose out to those that are. Likewise, if you’re not thinking about voice search and how people are now making search queries, then your competitors’ content will come first.

Doing nothing could end up costing you more than making some simple changes to your site’s content. Question is, what is a high ranking on Google worth to your brand and business?

If you have any questions about the above trends, or want to learn more about how to keep pace with the changes in the SEO landscape, contact Performics today.