Sei in: Youmark > Rubriche > News
rss

Per patiti del web/7 - Le pillole di SXSW by Matteo Sarzana/VML@Y&R

12/03/2012

SXSW è un festival musicale, cinematografico e delle tecnologie emergenti che ha luogo ogni anno a marzo ad Austin (Texas) e che quest’anno celebra il 25°anniversario. Dal 1994, le conferenze nel campo interattivo hanno fatto del Festival il luogo ideale per il lancio di tecnologie digitali emergenti. In diretta da Austin per Youmark ogni giorno le pillole con le novità principali, raccontate da Matteo Sarzana, general manager di VML, la divisione digital di Y&R Brands. 

Branded Documentary: Cause Marketing's Best Media?
David Modigliani Creative Director Flow Nonfiction
Lisa Pearson VP Global Brand & Comm Bazaarvoice
Sarah Montante Brand Mgr Procter & Gamble
Stephanie Smirnov Pres & Cco DeVries Public Relations 

Brands play a vital role in our life and at the same time users became savvy about that and started asking brand to become more involved in csr.
This demand is coming from both the company employees and the users.
It’s a great opportunity for brands to retain more users, more employees and more stakeholders.
The challenge was to tell the stories about csr and this is where the branded documentary became relevant. 

Branded documentary are powerful because:
- real story & people
- cinematica ->involves people more than a traditional marketing campaign
- emotionally engaging
- brand positioning -> be sure the branded documentary plays a roleinside the brand strategy
- process driven
- integrated campaign 

With all the materials shot during a branded documentary we usually collect a lot of filmed materials and this can be used for collaterals to empower the integrated strategy.
Procter & Gamble recently commissioned Flow Nonfiction to create a documentary film capturing one of its signature cause programs: Pantene Beautiful Lengths. PBL has donated over 272,000 ponytails for real-hair wigs to the American Cancer Society, and also generated significant ROI for the brand itself.
The real hair wigs, which are by far better than those with fake hair, were donated for free to women who could not afford them.
We decided to use branded documentary since it was the best way to engage users without telling them what we were doing. 

Digital was a key part of launching the film:
- facebook individual vignettes were presented
- a badge programme was launched
- more ideas will be used to launch the new product line later this year. 

For Pantene it was a leap of faith after having been doing 30” commercials in the past, we had to balance the brand presence in the movie between what was requested by pantene and what we felt was right to present to the users.
Since pantene is all about “beautiful, healthy hair”, that’s why the programme has worked. Otherwise it would not have been possible to do this, it would have been a force fit.
The branded documentary has to be a long term campaign to work at its best, otherwise there’s not enough time for the story to build up.
which metrics has been used? Increment in people engaged in no profits, roi on sales, facebook tab about the documentary is most viewed than the facebook wall, the page of the programme on our website is more visited than the homepage…
we are all trying to chase stories to tell something about the brand to customers and branded documentary has been the best way so far. 

Matteo Sarzana, Austin

 

guarda tutte le News


Giorno Settimana Mese