Live-streaming Ignite 2018 to the world

Being asked to live-stream the world’s biggest B2B marketing growth event to marketers across the globe is an exciting brief.

And after the huge success of Ignite Live 2017, we plan on making it bigger and better for 2018. It plays to everything that excites us: video, social, mobile – it’s real-time and it’s conversational. Viewers can get involved, share opinions and interact, which makes it a great digital event experience, second only to being there in person.

If you’re interested in taking part, drop us a line – it could be time for your 5 minutes of fame.

Jason Talbot, Managing Director says: “This is the biggest B2B marketing event in the calendar and we’re thrilled to be a part of it. Extending the event experience through social is something many try, but don’t necessarily get right. A number of elements come into play from video, production values, art direction, as well as building a non-attendee viewership. Last year was great and we expect this year to be even better.”

Going behind the lens with Leica

It’s a privilege to work with a world-famous brand whose craftsmanship defines them, but with that privilege comes pressure to deliver work of the highest standard. The latest brief from Leica presented us with this tough but exciting challenge.

The task was a social media-led awareness campaign for Leica’s APS-C system, including the new CL with classic 3-part Leica design, the intuitive TL2 (which has been co-created with Audi), and complementing lenses. These are entry-level camera systems, so targeting strategy and positioning were crucial.

The Crocodile took Leica in a new direction with the #LeicaXMe campaign, which aimed to tell the stories of the people behind the lenses – Leica ambassadors, Cat Garcia and Kim Leuenberger. The concept was simple: two photographers, two cameras, one location.

For efficiency, all campaign content was captured in a single shoot day. Keeping the target audience front of mind guided the focus on ease of use and functionality of the cameras.

The strategy included organic and paid tactics, as well as innovative, high-performing social content formats:

  • Facebook Canvas – This immersive, mobile content format told the #LeicaXMe story through a real 360° view of the two cameras and the variety of accompanying lenses.
  • Instagram Stories – A full-screen engaging mobile format provided a sneak peek into the #LeicaXMe story before the full campaign launched. See the Story highlighted on Leica UK’s Instagram profile (on your mobile) here.
  • Behind the scenes video – A dynamic, engaging look behind the scenes.

Showing the strong personal connection between photographer and camera throughout was particularly important. When you own a Leica, the camera is as inspiring as what you are photographing, and it was key to convey this emotional aspect of the brand through the content.

The campaign harnessed the power of immersive social media content to give viewers a full experience of the two cameras from a real photographer’s perspective, and create the narrative and connection needed to drive high-quality engagement with the target audience.

Giving customer experience the AR treatment

In the business world, so much is focused on offers, acquisitions and sales that it can leave some of the most important people a little overlooked. We’re talking about the current customers: the business bread and butter.

And Nectar wanted a way to thank them, to give them something fun and engaging, a reminder of the good that comes from collecting and spending with Nectar. It had to be different from the usual offer-led emails, but to still give customers something to get excited about.

So we built an email to send to customers on the month of their anniversary with Nectar, to commemorate their ‘Nectarversary’. It showed them the points they had collected along their customer journey, and how many times they had swapped points for rewards along the way. With customers armed with the stats, they now needed only one thing: a way to celebrate.

We created eight AR filters to use through Facebook’s camera effects platform on mobile. Customers could then have some fun and share their Nectarversary news online easily, as the filters open straight into the Facebook app.

The effects include virtual doughnut deely boppers, and a revolving cupcake hat (complete with icing and sprinkles, obviously). Of course, there are seasonal variations; our bow-tie, party-hat-wearing Easter bunny filter was rolled out for March, and there are Halloween and Christmas variations to come. It gives all the fun of a party photobooth, complete with dress-up props, but right from your sofa or your desk at work.

It’s a reminder that in our marketing, we shouldn’t forget the value of things that are fun and shareable. As well as being engaging, they allow the customer to feel valued, creating something that they will enjoy and remember.

A real-time first for B2B Marketing with Ignite LIVE 2017

As a lead sponsor of the upcoming 2017 B2B Marketing Ignite event – the world’s biggest B2B learning and networking experience – we made the call to place ourselves at the heart of the event and not just be another logo on the wall.

Working closely with the B2B Marketing team, we were able to find strategic and executional ways of deepening our involvement in the event to create a better and more meaningful presence, while also adding to the very fabric of the Ignite experience.

Playing to our ‘Real-time + Personal’ strengths, this has translated into a contemporary suite of additional social activity based around Facebook Live Streaming – a first for B2B Marketing. We’ll share more details in the run-up to the event.

Fancy your five minutes of fame? We’ll be engaging with B2B opinion-formers on the day, so let us know if you want to get involved.

Ignite 2017 takes place on Thursday 22 June 2017 at The Business Design Centre, London. Register at b2bignite.com

Gemalto explores digital ID at Mobile World Congress

At The Crocodile, we’re excited about how mobile provides a great platform for brands to get personal with their customers in real-time. So every year we look forward to learning about the latest technologies revealed at Mobile World Congress. MWC is the world’s largest annual gathering for the mobile industry, and the global focus for every kind of mobile innovation. Over 100,000 people attend the five-day event in Barcelona, while millions worldwide follow the in-depth media coverage.

In 2017, the big mobile trends highlighted include AI, mixed reality, Internet of Things, zero UI and 5G. However, an increasingly vital issue in the mobile world is around identity, security and trust – how can individuals and organisations prove they are who they claim to be?

That’s why our client, digital security leader Gemalto, wanted to make a big splash at MWC with its new mobile ID verification solution – and turned to The Crocodile for a fresh video-based campaign exploring the topic. The solution allows banks and other service providers to easily sign up new customers via mobile and online channels – while maintaining vital trust and security around customer identity. The ID verification challenge to ‘Know Your Customer’ in a digital world is one that Gemalto is uniquely qualified to address.

The Crocodile has created a series of videos featuring ‘Emma’, a busy mobile-empowered millennial, who discovers how Gemalto’s ID verification solutions make it quick and easy to get started as a new customer. The videos integrate live-action performances with green-screened CGi environments and animation, to convey the seamless customer experience Gemalto’s technology enables. The new campaign launches to coincide with MWC 2017, and looks set to ‘verify’ Gemalto’s leadership in the mobile security arena.

Check out Gemalto’s ID verification campaign

Read Gemalto’s MWC blog

Leica snaps up The Crocodile

Not one, but TWO recent product launches from premium brand Leica Camera meant two new projects for The Crocodile.

Video and social media were the common thread.

The Leica Sofort.
With a truly accessible price point, the first instant camera from the brand offers a prime opportunity to hit previously untapped markets.

To reach the right audiences during the saturated Christmas advertising sprint, The Crocodile devised a highly-targeted paid social media campaign to introduce the product to the UK market, with longevity. Careful not to pitch the product as a festive tech fad and keen to demonstrate the instant-print capability of the Sofort, a vibrant product-led video with a catchy soundtrack was created to be the hero visual. Video ads on Facebook are unrivalled for gaining reach and awareness.

The M10
The M is a Leica icon. This new version is the slimmest, fastest, most discrete digital M of all time. The Crocodile helped to capture the real-time excitement of the much-anticipated UK launch with a Facebook Live broadcast from the Leica Store Mayfair, London. Together with Tom Morgan, Reviews Editor of Stuff Magazine and Robin Sinha, Leica Akademie tutor, a brilliant Q&A and demo brought the magic of the M to the public at the earliest opportunity. A series of social content, including Instagram Story continued the buzz beyond the launch event.

Social media continues to be a prime channel for Leica to reach its target audiences and engage its community.

Nectar Business embraces video to champion SMEs

The continued and growing importance of high frequency, low cost video transverses both B2B and SME marketing. Nectar Business recognises this and has sought to take advantage with the launch of its new #MyBiz video series.

The result: a celebration of the brilliance and individual nature of great British business through an evocative and personal series of short video stories that intend to inspire and motivate the Nectar Business audience of small business owners.

The first video in the series features The Pickle House.

Nectar Business understands that running a small business can be a challenge, but also incredibly rewarding. The videos champion four very distinct small firms, with each tapping into themes that are applicable to all small businesses:

  1. starting out
  2. customer loyalty
  3. building relationships
  4. the importance of passion.

The Crocodile works with Nectar Business on its content programme, which includes the creation of Nectar BizHub, a new site to drive a more active conversation with the UK’s small business community.

“The #MyBiz series has allowed us to put video at the heart of our Nectar Business content programme, and it’s a fantastic way to hero and celebrate our small business customers’ stories. It’s very apparent that video is a core format for our audience and we’re aiming to use this to engage more closely with our customers in the future,” says Clare Gazzard, content manager for Nectar Business.

The Nectar Business #MyBiz videos are live now on Nectar BizHub and feature on the Nectar Business Facebook and Twitter channels.

How To: Make more engaging & shareable video content for B2B

If a picture’s worth a thousand words, how many words must a video be worth? A quick bit of maths suggests 4.32 million seems to be about right, and that’s enough to bore the pants off the audience – so video content definitely seems to be the way forward.

Research by Demand Metric backs this up, with 69 per cent of B2B marketing professionals already using video as part of their strategy, and the remaining 31 per cent planning on doing so in the future. Why is there such an uptake? The answer is in the same survey – 82 per cent have experienced success through utilising the medium, so it makes sense for them to continue to do so and for others to jump on the bandwagon.

Whether you’re a seasoned video uploader or a newcomer, there are always things that you can do to improve your engagement levels and the following pointers will help you do exactly that.

1. Make it good

It may seem obvious, but if you don’t produce quality content, it could do your business more harm than good. Do you really want to be the brand that fires out video after video that’s of little interest to your audience?

There are 300 hours of video content uploaded to YouTube every single minute, so unless you produce something that people want to subscribe to or look for, it’s going to get drowned out by the sheer volume of competing content.

2. Make it short

Size matters when it comes to video – the shorter it is, the more people are likely to engage with it. Generally speaking, you can get most types of video done within 90 seconds, which works out at around 270 words if you’re scripting it beforehand.

Of course, 90 seconds feels like an age for some people, which is why Vine and Instagram videos have a foothold. They may test your creativity more, but from a simple six-to-15-second preview to something more adventurous like stop-motion or creative looping, micro videos can be a powerful medium and a neat addition to your social media content strategy.

3. Make it accessible

So you’ve made an interesting and succinct video, now you just need people to look at it. That’s increasingly happening on tablets and mobiles, so how it appears on those devices is a key consideration before you go to market.

While mobile video stats are often skewed by people watching Netflix in bed or on their commute to work, separate figures from Emarketer show that around half of B2B marketers are receptive to mobile video, something that’s only likely to grow in the future.

4. Put it on Facebook

Accessibility isn’t just about YouTube these days either – Facebook has gone big on video, garnering over three billion views per day in the final quarter of last year. It’s looking to make hay while the sun shines too, with a raft of new video features, including scheduling, better targeting and improved analytics.

Some would have you believe that Facebook is outpacing YouTube for desktop video views, but rumours of the demise of Google’s platform are greatly exaggerated. That said, it’s definitely worth acknowledging that online video is becoming a two-horse race, particularly now that videos on Facebook garner a higher average organic reach than other posts on the platform.

5. Consider a series

The cost of producing videos is getting more accessible all the time, with technology bringing it into the reach of many more businesses. As a result, videos don’t just have to be a once-in-a-blue-moon luxury expense – they could become a part of your marketing staple.

As covered above, that doesn’t mean you should churn out anything, but making a high quality series as part of your strategy will make people want to subscribe to your YouTube channel so they don’t miss the next instalment. Provided it’s not time sensitive, it’ll also provide a lasting resource that people can revisit time and again.

6. Make people feel, dammit

‘Going viral’ may be an overused phrase at times and it largely exists in the B2C domain, but the ‘Epic Splits‘ video from Volvo Trucks shows that B2B can garner viral success too. That’s not just in terms of views, either: the coverage was the equivalent of spending $120 million on advertising, while sales increased by 24 per cent immediately after.

While your company may not be able to afford Jean Claude Van Damme, you can create videos that evoke passion. In Volvo’s case, it was amazement, but humour, cuteness and – if carefully managed – anger can all get people sharing and get your brand in front of many more eyes.

So that’s your lot – six tips to help your marketing flourish with engaging, shareable video. Whether you’re doing it yet or not, one thing is for sure: it’s here to stay, so it’s better to embrace it.

Standard Life Launches SME Video Campaign

As we (quite rightly) strive to deliver measurable revenue conversions, the influence of human stories is often forgotten in B2B marketing, with brands focussed of defining product and service capability rather than building an emotional connection with the audience.

We reminded ourselves of this recently when planning the next wave of Standard Life’s Workplace Pensions campaign.

Whether you run a business or work for one, chances are you’re familiar with Workplace Pensions.

Auto-enrolment was introduced by the Department for Work and Pensions to help more people save for their retirement. Businesses across the UK have gradually been going though the process of enrolling employees into suitable workplace pensions schemes, starting with large enterprises, before moving on to SMEs.

As the profile of staging companies changed, it was important for Standard Life to position itself as a relevant and trusted provider for smaller businesses.

We were asked to evolve existing messaging frameworks to have a stronger resonance with the SME market. Qualitative research and customer journey mapping were used to provide direction for a new, more customer-centric approach to market.

The output was a series of new brand videos designed to create more empathy with the market and demonstrate that Standard Life supported ‘businesses like yours’. By elevating the brand, the aim is to create a halo effect for all other activity while building confidence and trust.

The videos are broadcast via social channels to achieve high levels of reach and targeted impressions in a cost-effective way. Tactical retail activity – including search, display, email and social – runs alongside the video promotion to drive online conversions.

Take a look at campaign videos here:
Video 1
Video 2
Video 3

And visit our YouTube page to watch more videos created by the Crocodile.