5 things garnered from Rogue 1 Marketing

This week saw the release of Rogue 1 – A Star Wars Story, which is one of the most anticipated movies of the year. This was also the 2nd film from the franchise released by Disney, which bought LucasFilms in 2012 for $ 4 billion. This post seeks to pinpoint 5 points from the marketing of Rogue 1.

  1.  The Star Wars franchise has direct appeal from 2 generations of movie goers spanning 1977 to 2016. (People born in the early 60’s to kids born in the 2010’s.) Clearly it appeals to all segments. The brands chosen for the tie up also reflect the diversity – whether in the UK, that’s young adults through the O2 Priority App, families at World Duty Free and Gatwick or tech savvy consumers through Kaspersky. The brands in the US were General Mills, Nissan, Duracell, Gillette and Verizon. Interestingly, Max Factor tied up with The Force Awakens, to target the one segment that under-indexed, which was Women 25-40.
  2. With the gap between the last Star Wars movie being just a year, it was important not to start the marketing of Rogue 1 too early, causing burnout. The main marketing thrust started just 8 weeks prior to the opening date – Dec 16.
  3. A large part of the marketing strategy is the use of fans and influencers to spread the word of mouth. Blogger events were key.
  4. While they offered the 5 lead sponsors the technical support of Lucas Films to shoot the commercials, the film’s marketing spend was cleverly subsidized. (Nissan’s Rogue SUV, Gillette’s Every Story has a face, Duracell’s Rebel Children Squad)
  5. The cast is global in nature and reflects the changing face of Hollywood, and also achieves the commercial part by targeting large film markets like China. It’s led by English actress Felicity Jones and includes Mexican-born actor Diego Luna, Chinese martial artist Donnie Yen, British breakout star Riz Ahmed, and Chinese actor Jiang Wen.




Solution to 5 Branded Video Challenges

Instead of launching an ad informing and reminding viewers of their brand, the very idea of ads is being revolutionized to come in the form of Sponsored videos or Branded Video that entertain, educate, and give a deeper look into what the brand stands for, and who they are.

Some of the examples of branded video by segment –

Getting behind a cause : Dove Real Beauty Sketches   https://youtu.be/litXW91UauE

Public Events / Stunts : Red Bull Stratos   https://youtu.be/YIj9XGLTGH8

Viral Videos/ Using celebrities : Pepsi Max Uncle Drew    https://youtu.be/8DnKOc6FISU

Sponsored art films : Volvo Made by Sweden    https://youtu.be/3KquHpO2VWI

Advertisers see branded video as a key tactic to develop emotional connections with audiences through sight, sound and motion.

This edition of Five focuses on 5 branded video challenges and gives solutions to each challenge.

Challenge 1 : Price/Cost remains a challenge

Solution – Customized Content Packages. While big custom programs with top name talent and producers create deep engagement with audiences with high impact, there are other ways for brands to create emotional connections through content without such high barriers to entry. Content solutions like curation and packaging help all brands communicate their stories in a way that is less resource intensive by aligning with publisher content. Brands without deep pockets can use these content solutions to align their brand story with publisher content in a way that feels authentic to the brand

Challenge 2 : The ROI vs Other Media can be a challenge

Solution – Emotion drives transaction. Branded Video falls into the category of priming your audience by developing a connection with them that ultimately leads to buying. It communicating your brand story through valuable, engaging content that connects with audiences to leave them with a better impression of your brand. Custom content effectiveness research helps advertisers prove the impact of branded video campaigns on the emotional connections with consumers and shift in perception, including affinity, interest and consideration.

Challenge 3 : Quality of Content is a challenge

Solution – Insights done right. Quality of production is important, but quality of the story itself it critical to its success. Content itself must be fully consumer centric: the goal is to add value for consumers in some way rather than exclusively promoting what brand wants to communicate. To accomplish this, brands need a complete understanding of audiences including their motivations and expectations for viewing video. With this information, brands can adjust their video topics and messaging to provide value to consumers in an authentic way. For example, entertainment is a major influence for why people watch video, but other motivations also exist including to feel good or stay updated socially.

Brands should develop a portfolio of video content to provide value to consumers in multiple mindset to resonate with a larger portion of their audience. With an understanding of human insights combined with pre-testing techniques and media
analytics, advertisers can create video that is strategically programmed to resonate with their audience rather than shooting in the dark. Branded video rooted in insights enables advertisers to connect deeper with audiences in a way that’s more relevant for them.
Challenge 4 : Audience and Campaign Measurement is a challenge
Solution -Truly useful custom content dashboards must provide an all-inclusive look at how the campaign is performing using actionable digital analytics, including metrics like traffic, social efficiency scores, video completion rates, and engaged time. These are used as intermediate sign posts to determine if advertisers are on the right track to a success ful brand building effort, which should be paired with custom content effectiveness reporting to measure the brand impact of the campaign. This measurement helps advertisers understand how the campaign performed against their KPIs, and which content and ads performed the best, in order to determine any areas for improvement and opportunity.
Challenge 5 : Achieving Scale can be a challenge
Solution – Distribution at Large. Distributing branded video content at scale to the right audiences is another challenge for advertisers today. The root of the problem exists on the publisher end. Currently, the majority of branded video publishers distribute assets through their owned and operated sites and owned social media, while only 33% of publishers scale branded video through video distribution networks.Without a video network, discovery of the branded video is very limited, significantly hindering ability to scale. To best benefit advertisers and drive the success of a campaign, publishers must use the technology available today to distribute branded video at scale through larger reach networks.

Source : AOL Study on Branded Video