Bringing "How To" Videos to Vine and Instagram

After an extremely successful Black Friday Vine program, Lowes continues to evolve the campaign using consumer behavior and insights to drive creative, and effective, work. 

In the new campaign, Lowes:

• Evolves the “Fix in Six” campaign from small hacks to larger projects
• Showcases seemingly hard-to-do tasks in easy, digestable, 6-15 second videos
• Leverages existing user experience and platform functionality with a “Tap thru” engagement
• Breaks projects into steps that viewers can pause turning the quick video into a tutorial
• Educates audiences on how to use the feature and videos

Now, with the influx of the use of the mobile app and utility of the Vines, there is an opportunity to take this in-store and purchase the items needed for this DIY project. 

To learn more about the new campaign, see Lowes on Instagram, Vine and within this article.

Super Bowl Social Wins (Still, none for Peyton)

Forget the TV spots, during the boring Super Bowl on Sunday, you could have been entertained on social media instead.

Thank you, Twitterverse, for hours of fun.

Here are some of the great engagements, conversations, and social posts from brands that just "get it:"

Oreo's Sits this one out...

Hey guys…enjoy the game tonight. We’re going dark. #OreoOut

— Oreo Cookie (@Oreo) February 2, 2014

Dorito's Human Dorito at MetLife:

Are we making you hungry? #Doritos pic.twitter.com/NyFEcL4TV9
— Doritos (@Doritos) February 2, 2014

DiGiorNOYOUDIDNT:

YO, THIS GAME IS LIKE A DIGIORNO PIZZA BECAUSE IT WAS DONE AFTER TWENTY MINUTES #SuperBowI #SuperSmack #DiGiorNOYOUDIDNT
— DiGiorno Pizza (@DiGiornoPizza) February 3, 2014

Spiderman:

Need a hand, Peyton? #SpiderMan #SB48 pic.twitter.com/QrkkbZ8fnQ
— Spider-Man (@SpiderManMovie) February 3, 2014

RadioShack #InWithTheNew Campaign Support:

Out w/ the old, #InWithTheNew! For the next 24hrs, we're giving away all our old '80s stuff! http://t.co/SzvbDQmSlj pic.twitter.com/wI8hipTmhs
— RadioShack (@RadioShack) February 3, 2014

SNICKERS Connecting with (drunk) JCPenney:

Eat a #SNICKERS, you’re not you when you're hungry RT @JCPenney Who kkmew theis was ghiong tob e a baweball ghamle. #lowsscorinh 5_0
— SNICKERS® (@SNICKERS) February 3, 2014

Tide Vines:





And for the brand trying to be real time.. and just being well..:

Little known fact @RealJoeNamath and us have the same tailor. Who wore it better? #smartWrapMe #SB48 #joenamathscoat pic.twitter.com/VLlXkq7l7J
— Official smart USA (@smartcarusa) February 3, 2014

Creating Custom Content for Each Social Platform

In order to have a high performance, multi-platform social media campaign, Brands must do their best to understand each social platform and how its audience consumes media in order to provide rich, engaging content.

While there is no fool proof formula, this infographic developed by My Clever Agency provides tips on how to make the most effective social posts.
A few highlights include:

• Facebook: Use simple imagery posts that can be easily seen on mobile devises as 70% of fans view posts on their phones 
• Twitter: Retweet relevant content for your audience and be sure to leave 20 characters so people can add content
• Pinterest: Images that do not have a human face are shared 23% more while images with red or orange get double the repins
• Google+: Use full sized images to make posts stand out on the page compared to thumbnails
• Although not mentioned, using “Auto-Awesome” (a tool from Google that enhances images) on photos also helps increase engagement
• Instagram: Reply to people who have liked/commented to drive two way conversations
• Vine: Use popular hashtags such as #loop and #howto to gain the most engagement
• Tumblr: Like and reblog posts to interact and ensure visibility throughout the site

Vine & TV: A new Love Affair

Vine, initially meant as a mobile/social platform, is now seeing mass awareness by becoming a part of national TV campaigns.

Specifically, Trident Gum aired the first 6-second spot made from a single Vine video: and Dunkin Donuts (scheduled to air this week during a football game), creatively found a way to be more engaging with a billboard ad unit by using a Vine instead.

With these new creative executions, Trident and Dunkin Donuts are leveraging Vine and TV to:

·         Test Content:

a.       Trident used Vine as a content testing platforms by selecting one of four Vines (created  with “Vine Celebrities”) to appear on TV

                                                               i.      The Vine with the highest engagement was aired

·         Increase Consumer Reach:

a.       Dunkin Donuts plans to integrate other social media platforms during the air of their Vine to increase engagements and awareness

b.      They also plan to integrate other social media platforms during the air of their Vine to increase engagements and awareness

Digital Video Ads Help Hit Marketers' Goals

Nearly 75% of marketers plan to increase their budgets on branded video content or video ads in the next year.  This digital video trend is expected to be a major component in driving engagement with consumers.

According to the study:

• More consumers reported having a positive attitude toward ads in original streaming content (25%) than in TV programming (22%)
• 58% of marketers thought digital video ads performed better than TV ads in achieving engagement goals
• 47% of marketers thought digital video ads were better at driving awareness than TV ads
• 87% of marketers said targeting was an important factor when planning a branded digital video campaign

There are opportunities for brands to further leverage video ads by:

• Leveraging existing TV spots as pre-roll and video banners
• Create new advertising especially for digital video (perhaps shorter than the 15s spots), to distribute during related programing on popular streaming sites and major networks sites
• Monitor the user of Instagram Video and Vine in this space

For full results of the study, please see the article link:

For Driving Engagement, Digital Video Ads Beat TV by a Wide Margin

Vine Influencers Sell Out for Brands (Thank You)

One way for brands to break through the clutter on social and still maintain any brand presence is by partnering with Vine "celebrities."  These celebs or influencers clearly found a way to create a following by being unique, and among first to the platform.

Trident Gum, Lowe’s, Virgin Mobile, and other brands leverage this trend, and  NicholasMegalis, a 24-year-old  Vine celebrity with about 2.5 million followers, seems to be a bit of a brand whore. 

In a recent interview, Megalis reveals two important aspects to marketing on the platform from his recent interview:

• Brands should understand their consumer and look to artists to produce work
•  Brands must pay attention to people, show them love, and make something cool they can look at—you can’t just slap your product name on a Vine and expect people to buy something

When done correctly, partnering with social artists/celebrities helps brands to reach mass audiences. Of course, this isn't new news for brands or marketing, but it is proving to be effective when measuring conversations and even sometimes perceptions. 

Source:

Marketers Take Notice of the Second-Most Followed Account on Vine

How Your Brand Can Flirt on Vine

Vine Celebs make $10K in 6 Seconds