dentsu aegis network

USA

Branded Entertainment & Content Specialists

The Story Lab has been disrupting branded entertainment content models since 2013, combining the art of storytelling with the science of insights. The result is collaboration, curation and creation of relevant, insight inspired stories that create value and engage audiences where, when and how they to want connect. Our core capabilities include: Content Consulting & Roadmapping via proprietary Content Compass tool, Content Partnerships, Branded Content Development and Production, and Influencer Programs. Key clients include: GM, MasterCard, Microsoft, Pfizer, and Staples.

CHEVY 4G

CHEVY 4G

CHALLENGE

Drive brand equity and engagement among A25-54 to create a high-profile integration demonstrating 4G LTE capabilities in a fun, memorable and social way.

INSIGHT

The target is tech-savvy and looking to use technology as entertainment.

IDEA

Create a partnership with Jimmy Kimmel Live and YT Star Jack Vale to integrate into the show with a long-tail cross-platform engagement experience Developed video series starring Jack Vale & his family using social media to “punk” strangers in public places. Family uses vehicle 4g to research and plan the encounter within the Jimmy Kimmel segment and drives to the Jack Vale YT environment. On-air, digital, and social footprint.

RESULTS

- KPIs’ based on engagement and brand lift.

- On-air integration with Jimmy Kimmel over 2:00+ minutes

- Jack Vale YouTube episodes 2.5MM+ organic views

- Digital media over-delivered 5MM+ impressions

- Post-program study showed 12% brand lift

Microsoft Surface & The Walking Dead

Microsoft Surface & The Walking Dead

CHALLENGE

Drive purchase intent for Surface Pro 3 by increasing consumer familiarity and encouraging discovery of key product features.

INSIGHT

Walking Dead fans are ravenous for additional Walking Dead content.

IDEA

Build a custom 360 partnership with Cable’s #1 show, The Walking Dead, which allowed Microsoft to tap into the brand equity of a cultural phenomenon. Create three scripted vignettes where characters use their Surface Pro 3 to prepare for the cultural events around The Walking Season: The Walking Dead season premiere, holiday shopping and April Fool’s Day.

The partnership included Sneak Peek sponsorship, 3 branded vignettes that aired during key Season 5 episodes, social promotion and co-branded ad units online and within The Walking Dead Story Sync APP that drove traffic to Surface.com to close the loop on purchase intent.

RESULTS (For the first and second vignettes):

- KPIs’ based on engagement and brand lift.

- 32.1 MM TV Impressions

- 11.3 MM Social Impressions

- 800K Consumers Driven to Surface.com

- The holiday vignette received enthusiastic responses from Trade Press and Bloggers.

FOLGERS & ELLEN - THE BEST PART

FOLGERS & ELLEN - THE BEST PART

CHALLENGE

Drive brand equity and engagement among W25-54 for the “Best Part” -- a new marketing platform that embodies optimism and positivity with emphasis on social media.

INSIGHT

The audience has a persistent desire for receiving and sharing inspiring experiences: looking for inspiration and aspiration in everyday.

IDEA

A partnership with The Ellen Degeneres show, leveraging the feel good tonality, on-air, digital, & social footprint to launch the campaign. Developed an in-show scavenger hunt with first ever call-out for a brand’s Facebook page + audience giveaway + Facebook consumer generated video contest + social ignition.

RESULTS

- KPI’s based on social engagement and a lift of engagement with Facebook.

- 143% lift in those who saw the episode &“liked” Folgers Facebook page

- Social ignition: 9.8k likes; 497 retweets; 116 shares

- Digital media over-delivered 996k impressions

Rachel Ray Show

Rachel Ray Show

Idea:  Amulti-platform  partnership anchored by a custom segment on the rachel ray show; leveraging her strong broadcast audience, “DIY” like-ability, and social footprint. The program elements included an integrated segment in an episode, a digital blog post and social ignition.

Results:

- 13.4K+ Active Engagements with the Facebook post via likes, shares, comments photo views and link clicks.

- 188K+ Impressions delivered from the Facebook post alone, outperforming the show’s usual posts by 168%.

Objective: Build awareness that wedding paper divas is an “end-to-end solution for brides. Highlight the signature stationary offering supported by the array of existing/new décor items. Alter the perception that WPD has a wedding stationary-only offering by demonstrating the rich resources and white glove service that make each customer experience unique to couples.

Insight: The online wedding market is very fragmented due to the variety of options. For this target audience, it is key to show ease of use in bringing a style or idea to life with services to demonstrate a “new, modern way to wedding.”



MICROSOFT LUMIA

MICROSOFT LUMIA

CHALLENGE

Create excitement for Microsoft Lumia’s flagship affordable phones: the Lumia 635 and 830 and drive engagement for “Make It Happen,” Lumia’s marketing platform focused on turning dreams into reality.

INSIGHT

Budget conscious Latinos are more likely than other Americans to seek inspiration from online videos, helping them turn their ideas into reality.

IDEA

Create content-led programming in partnership with MiTu and Telemundoto reach the desired Hispanic target audiences: socially-focused millennials, task-oriented Moms and the Modern Gentleman. Three digital content series were produced, organically integrating Lumia devices and features and “Make It Happen” holiday messaging. All content was promoted extensively through social, consumer promotions, email blasts and paid digital media.

RESULTS

- 30+ videos created and promoted via MiTu and Telemundo networks, social channels, and paid digital media. 

- Program generated over 187MM promotional impressions, 100MM social impressions, and 8MM video views