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Complex Doesn’t Always Mean Complicated: 4 Best Practices to Turn B2B Communication Into Exciting Content

Monday, September 18th, 2017

September is here and our studio will soon be celebrating it’s fourth year in business! Since our beginnings, developments in digital marketing have been happening faster than ever and we have learnt a lot on the journey.

The most important lesson of all? Visual storytelling is the most relevant and effective marketing solution to communicating complex ideas.

Applying this lesson to a B2B context, a few months ago, Nucco Brain collaborated with the agency Mindshare, to design a campaign for HSBC’s new China’s Belt & Road Initiative. This ambitious multi-faceted strategy aims to boost the flow of trade, capital, and services between China and the rest of the world. Involving over 65 countries, HSBC’s campaign targeted an international audience of stakeholders and business partners. Our studio was asked to create a video to explain the strategy in all its complex features:

Using this campaign as a case study, and to celebrate our four years in business, here are Nucco Brain’s 4 best practices to turn any B2B communication campaign into exciting content everyone will want to watch:

1) Always tell a story your audience can relate to…

The main challenge with this project was to deliver a coherent outline of China’s Belt & Road Initiative to a multicultural audience with different business customs. To ensure everyone could understand, we chose to open the video by making a parallel between the new initiative and the ancient silk road, which, as the video says, “everyone knows about”. Just like the new China’s Belt & Road: “Its routes forged paths between east and west creating international connections that helped shape the development of the world”.

2) Visualise data…

Our team’s approach with facts and data is to transform it from complex and dull into simple and engaging content using visual storytelling. The video we created for HSBC required an explanation of the opportunities and risks associated with the Belt & Road Initiative as well as features of China’s currency, the Renminbi, to businesses unfamiliar with the country’s economy. Our team worked with HSBC in order to translate stats reports into engaging animated graphics. Woven into the silk road narrative, this approach enables the core information to transcend any language and cultural barriers.

3) Generate lead & provoke a response…

The ultimate aim of any campaign is to entice an audience to take a specific action; and this aim should be incorporated within the visual narrative approach. Brands no longer compete against each other but the entire media landscape, creating a unique visual style that will grab your audience’s attention and provoke a response is therefore important. Provoking a reaction also means engaging the audience enough that they will want to share the content online with their own networks.

With China’s Belt & Road, the objective was to explain the new initiative well enough to convince HSBC’s stakeholders to take part in it. This is clearly communicated with the call to action at the end of the video: “Take a step into the future of global economy”.

4) Measure successes to improve future campaigns…

Essentially, did the campaign reach its aim? What proportion of the targeted audience took the action desired? Did the campaign generate lead? Overall, HSBC’s China’s Belt & Road campaign was well received by its stakeholders. The success of this campaign has led HSBC to commission a second video for some of their other B2B activities.

Other case studies and insights from our experience with visual storytelling and B2B communication will be featured in our next blog posts. Meanwhile, if you would like to know more about producing online branded video content, have a look at Nucco Brain’s recipe for a successful branded content YouTube series.

Stefano Marrone & Alizée Musson

Managing Director & Marketing Executive

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Nucco Brain’s Recipe for a Successful Branded Content YouTube Series

Friday, September 8th, 2017

The Internet has changed the way people consume content. According to expert Nicolas Carr, writer of the book The Shallows, the Web is rewiring our brain – changing the way we think and remember in the process. One of the results is that our attention span is shorter, which is a challenge for brands reaching out to their audience. As highlighted in my previous article on why brands should become content publishers, many turn to online content marketing as a way to approach this challenge.

Recently, Nucco Brain has been collaborating with Innovate UK, the national agency that supports science and technology innovations, to produce different video formats for their YouTube Channel as part of their new digital content marketing strategy. One of these series, “Predictions”, has been particularly successful and our studio is currently working on releasing 8 new episodes throughout 2017. “Predictions” is a series of short 3 minutes videos explaining what daily life will be like in a few years.

The challenge brought to us by Innovate UK was to maximise the visibility and engagement of their YouTube channel.

Our solution? We believe that video views, engagement, and awareness grow exponentially, due to our focus on the following 3 steps recipe:

 

1) Research & Strategy

  • Know your audience: Who do you want to reach? What kind of content do they like? Where do they spend time online? With Innovate UK, we first focused on engaging with different sub-brands of the organisation by creating a specific video format for each targeted audience segment – taking into account the different needs of each.
  • Have a theme: What is your brand’s area of expertise? What themes related to it could be transformed into a concept for a video series? We decided to highlight Innovate UK’s expertise in sciences, innovation, and technology throughout “Predictions”. Remember, storytelling is key in engaging your target audience, and most people engage with either informative or entertaining content. Thorough research into a relevant theme will ensure that the content is both rich with information and tells an entertaining story.

 

2) Relevant Content Creation

  • Format is key: Apart from ensuring that the format fits the needs of the target audience, consistency in style is crucial. Ask yourself: how can I best illustrate my chosen theme in a way that is original and unique? With “Predictions” we chose to mix live footage interviews of Innovate UK’s futurologists with animated graphics of their future predictions. This combination resulted in a series of videos that provides both information by experts and an engaging visual universe.
  • Video length matters: Your audience is accustomed to viewing very short videos on YouTube; no longer than 1-5 minutes max. Keep in mind that not every format can fit every length – it is important to find the right pace that condenses information without overloading your audience..

 

3) Smart Distribution

  • Think Multichannel: Even though your video will be published on YouTube, all content created should be shareable on any other social media platforms. This means that all your brand’s’ social media platforms must be consistent in style so that the video’s style blends in.
  • Create an editorial calendar: Essentially, how often will the content be published? Unlike one off advertising campaigns aiming to attract as many potential customers through one action, content marketing is a continuous initiative over a long period of time. The aim is to get your target audience to follow your brand on a daily basis. Establishing an editorial calendar will leave time for your target audience to share previous content and recommend your channel.

For more examples of other video formats we have created, have a look at Innovate UK’s YouTube channel.

Stefano Marrone & Alizée Musson

Managing Director & Marketing Executive

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Brands are the new Content Publishers. They just don’t know it yet…

Thursday, June 29th, 2017

Over the past years, more and more brands have been using content marketing to produce highly successful marketing campaigns. Yet, despite the concept’s popularity, the term still holds many mysteries for those trying to jump on the bandwagon.

 The idea behind content marketing is to promote a brand through engaging content that will appeal to potential customers, rather than selling a product or service directly. A classic example is Red Bull. Through its digital channels and worldwide sports events, Red Bull has established itself as the go-to for anyone in search of an adrenaline rush – a much more exciting experience for potential customers rather than the simple taste of an energy drink. Content marketing often taps into enhancing customers’ lifestyle with content that will attend to their wants, rather than needs. But above all, to achieve success, content marketing campaigns rely on storytelling.

 A few months ago, an interesting challenge arrived at Nucco Brain’s door:

Innovate UK, the national agency that supports science and technology innovations, asked our studio to help them in reaching out to a wider audience. The main task revolved around the development of a content marketing strategy for Innovate UK’s digital and social media channels, followed by the production and distribution of the content itself. Through this project, we experienced the benefits of empowering a brand in becoming a content publisher firsthand. Here are some of the results we achieved in terms of numbers (views, subscribers, etc.).

Here is why we believe brands should adopt content marketing as an advertising strategy:

1. Brands no longer compete against each other, but the entire media landscape.

 With the massive amount of content uploaded daily on the Internet, people are used to having a wide choice of different media to consume. As this article is being written, the Internet Live Stats indicate that there are 3,658,133,031 Internet users in the world, 3,588,547 blog articles have been written, and 4,393,865,056 videos have been viewed on YouTube in just one day. To survive in this fierce environment, brands should no longer ask themselves “how can I make customers buy my product through media?” but instead “what unique experiences can media provide for my customers?” – and in the process, take control of their own brand storytelling through content marketing.

 It is crucial for brands embarking on the content marketing journey to develop a strategy: the content should be both consistent in its style and of high quality. What do we want our audiences to do and what type of content do they crave are important questions to consider.

 Nucco Brain’s approach with Innovate UK was to use our visual storytelling expertise to create the right tools for the organisation to use as content publishers. To do so, we developed different extensions of the Innovate UK brand, each with a distinct visual style. These included animated guidelines, format structure documents and visual designs that have been used by all Innovate UK’s content service providers to generate consistent productions – click here to view the results.

2. People are selective about the content they watch…

… thus brands should be selective about who they create content for. Yes, the Internet has become marketeers’ favourite playground, but time is precious, and people are extremely selective about where they spend it online. This is where content marketing benefits brands, a targeted audience is more likely to be interested and follow engaging content rather than direct advertising.

 At Nucco Brain we believe the content should ideally be both informative and entertaining.

As part of our collaboration with Innovate UK, we were responsible for rebranding their YouTube Channel. Our studio created four different video formats and pilots episodes, effectively sub-brands of Innovate UK, focused on engaging with different segments of the organisation’s target audience:

  • Predictions: Aimed for the general public and informed millennials, a series of short episodes predicting what the future will look like in twenty to thirty years time.

  • Game Changers: A series showcasing stories of extraordinary entrepreneurs who are part of a minority or are discriminated; highlighting the challenges and successes of their journey.
  • Essential Selection: This format presents animated infographics of top tips and useful insights from aspiring and young entrepreneurs.
  • Success Stories: revolves around companies that Innovate UK has invested in and details how the organisation has supported their growth.

The results?

Fifteen months after the campaign’s implementation, Innovate UK has seen an 8% increase in awareness amongst its target audience due to the new strategy. Meanwhile, the YouTube Channel has registered an 650% increase in subscriptions and an 875% increase in content views. Also, Innovate UK has gained 125% boost in organic placements with external, relevant publishers and sector influencers.

As Pete Wilson, digital communications manager at Innovate UK, said: “ The insights fed into our content strategy contributed significantly to us reinventing our approach to content; this coupled with distribution expertise has massively increased our visibility”.

Keep an eye out for our next article on producing successful branded content for YouTube.

Stefano Marrone & Alizée Musson

Managing Director & Marketing Executive

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Why visual storytelling does corporate comms like a pro

Wednesday, April 12th, 2017

For a company, general communication in the digital age can be tricky, and internal communication can be a real challenge, given the diversity of people working for it. Over formalized emails and meetings are just not enough anymore and can easily lead to a lack of engagement or misunderstanding of the key messages.

At Nucco Brain we help big and small companies telling their stories in the most effective way. Above brand storytelling, we specialise in ultra-effective corporate comms, both external and internal. We thought that sharing some insights about our corporate comms work of the last years could be useful.

When searching for the most powerful strategy to deliver a message, do always keep in mind the golden rule of storytelling: your audience wants to be both informed and engaged.

More and more brands are turning to the visual storytelling industry to tell their stories and rightly so since visual content keeps proving to be the simplest and most engaging way to send a message.

The lack of direct human interactions -voice, look, gestures- makes room for ambiguity; using visuals is one of the best ways to express the tone as well as the content.

Let’s take a look at a case study that we worked on recently to see how we applied visual storytelling to an internal change campaign.

Internal corporate comms case study: Rolls-Royce Engineering

Getting your employees up to speed with the latest technology, trends, and corporate guidelines is far from easy. Finding the right way to communicate important changes, such as a new training program, is essential for the company’s overall well-being.

We worked with Rolls-Royce Engineering to produce a video that aimed to inform employees about the company’s social media policy and to promote social media awareness in the work’s place. Quite a delicate topic to address, as it may sound like Rolls-Royce telling its staff what they should and should not post on their social channels. A message that could easily come across as invasive or even censoring.

We took this difficulty into account and realised a 3-minute video that explained why it’s so important to be mindful of any kind of activity on social media. We created Rollo, a stylised character that would generate empathy with all the employees of RR, no matter their geographic location. As a result, the explanatory video delivered Rolls Royce’s view on the subject to 15 countries and was complemented with supporting images on the company intranet and social media channels.

An explanatory video – among other equally powerful steps of a visual campaign – can provide employees with the safety and satisfaction in understanding where the company is headed and the importance of their involvement.

Find out more about how to facilitate better communication with your employees at http://www.nuccobrain.com/corpcoms/

Stefano Marrone

MD and Visual Storyteller @Nucco Brain

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How do you measure success in Corporate Communications Campaigns?

Tuesday, June 28th, 2016

At Nucco Brain, we recently had the privilege of working with John Lewis Partnership.
The challenge was to help their internal comms department to visually explain and communicate the latest changes to the Pensions Scheme to all their partners.
The campaign is aimed to everyone who works or has worked across the different services of John Lewis & Waitrose.

We had to ask ourselves what makes a successfull corporate communications campaign and how to measure that success. To answer we had to challenged both our notion of an efficient campaign and the client brief.

The amazing guys at YCN recently interviewed me to investigate the Nucco Brain approach to this project and how we helped JLP increase their click-trough rate of over 400 times on their new pension scheme intranet page. If you want to read the full article, here is a link.
If you are a quick web-surfer, instead, and just care about the highlights, keep reading below 🙂

What was the initial brief, and how did you challenge it? 

We were originally asked by the John Lewis Partnership (JLP) to produce 15 videos to explain each aspect of a new Pension Scheme being implemented.
We thought thoroughly about what the best set of deliverables to reach the campaign goal would be, and instead challenged the brief and proposed a different approach.
We know that pensions are a difficult topic, especially given the broad audience of 93,000 people involved, and the big difference in age spread in the target audience, which ranged from 18 to 60+.
So we decided to approach the project by creating different layers of communication, using video as the primary content to attract attention and answer questions that came directly from John Lewis’ partners.
At Nucco Brain we believe in an optimised approach to design, where the assets created for one project can be the base for other ones, without having to re-create them each time.
We want to be rewarded for our creativity and quality of work as well as building long term relationship with clients.
That’s why we aim at building a library of material that can be used in the future in multiple ways, from digital content to printed material, to support brand consistency as well as sustainable pricing.

Do you have to take a different approach when working on internal comms projects, compared with external campaigns, for example?

Corporate communications are an interesting area, because the goals and KPIs of each campaign are different and need to be set.
It’s a great challenge to understand and adapt to them on each project, and come up with creative solutions to engage with an audience who share a working environment — but not necessarily age, tastes or behaviors.

There is also the excitement of the complete freedom to use different channels internally, without having to think about media spend.
This allows us to think about the deliverables that will create efficient communication and high engagement, instead of having to deal with strict media plans and single channel communication.

How is the campaign being received? 

The campaign has had positive responses on the JLP Google Community and the partnership’s intranet site, with the site achieving 800 clicks in three months before the campaign, rising to 32,000 clicks in the first three months since launch — with no complaints about the budget spent at all stakeholders levels.

Thanks for reading 🙂

Keep telling amazing stories,

Stefano Marrone
Visual Storyteller/ MD @Nucco Brain

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