Welcome to the June issue of ‘Milk’ – our monthly round-up of marketing nutrition. This time around, we’re sharing various bits of content that we admire from around the world. And we’ve sorted them according to the ‘five laws’ of content, developed right here at Mammal. Hope you enjoy!
1. Content needs context What’s great on TV might not be so great online. And vice versa. Here’s one of the latest pieces from US insurer Geico designed specifically for the skippable online environment … with enough intrigue to make you (or at least us) click to find out more: Geico
2. Earn your eyeballs Entertain, reward, involve your viewers. Emotion is as crucial as information. This piece from Apple has been all over our Facebook timelines, taking a simple product demo and turning it into something highly involving and watchable: Apple
3. Stay fresh Originality matters. When I can opt-out of viewing, why watch something that’s like everything I’ve seen before? That’s why, 18 months ago (an eternity in online terms), a Volvo video demonstrating vehicle stability in a whole new way won the hearts of consumers as well as the votes of creative awards judges. 83 million hits later, it’s still compelling: Volvo
4. Be up front Tell me who you are and what you’re offering. When Uniqlo partnered with French sophisticate and fashionista Inès de la Fressange, they produced content to describe the new collection. Interested? Then keep watching. But even if not, the partnership is made clear from the very first frame: Uniqlo
5. Shhhhhh! Your video may well be seen without sound. (In fact, a full 85% of Facebook videos are watched silently – http://digiday.com/platforms/silent-world-facebook-video/) Be sure that yours still sells. Or – as in the case of Hotels.com – create a piece that actually works better without sound! Hotels.com