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Growing GE’s YouTube Channel: Engagement & Subscriber Acquisition BRIEF General Electric (GE) planned and produced a TV series called “GE In The Wild” to drive awareness of GE’s position as a leader in the tech-sci space with regards to their technologies, employees and partners across eight industries. PROBLEM The goal was to drive awareness of GE’s position as a tech-sci leader influencing and guiding the way with their technologies, employees and partnerships across eight industries. The aim was to reach three key audiences, each of which had desired actions and some of which are notoriously difficult to identify and reach –  business decision makers, potential investors and STEM […]

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FULLSCREEN ORIGINAL RESEARCH RESULTS ARE IN GEN Z ACTUALLY WANTS YOUR BRANDED CONTENT, SOCIAL FIRST IS PREFERRED & INFLUENCERS ARE STILL CELEBRITIES Born from YouTube and built by influencers, Fullscreen is a place where connections between creators, fans and brands thrive. We are an epicenter of connectivity, fueled by a 24/7 social feed. With this in mind, we set out to conduct original strategic research to achieve an even deeper understanding of how the youth audiences we engage with on a daily basis feel about themselves, the content they consume, and their relationships with brands. In March of this year, we partnered with Leflein Associates to […]

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Brands Fighting New Battles on New Fronts Abraham Maslow said in 1966, “I suppose it is tempting, if the only tool you have is a hammer, to treat everything as if it were a nail.” Maslow wasn’t predicting the state of agencies 50 years in the future — but his observations about the human tendency to keep using the tools with which we’re most familiar holds true. As traditional advertising agencies and media companies face the changing needs of brands in the social age, many are struggling as they attempt to use the tools of the past. Fullscreen is an outsider –– in both the worlds of […]

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3 ways to break through on the mobile customer journey Mobile matters. More than 65% of smartphone users check their phones within 15 minutes of getting out of bed each day. Almost 90% of millennials keep their mobile device by their side both day and night. So a mobile strategy can no longer be an afterthought for your brand. Mobile “micro-moments”—crucial moments of truth during the customer journey that drive purchase decisions—are key to today’s consumer path to purchase: “I want to know” moments “I want to do” moments “I want to go” moments “I want to buy” moments How can your brand be a hero to customers during all […]

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3 ways to make mobile count on Black Friday The biggest shopping day in the U.S.—Black Friday—has traditionally been known for overnight parking-lot campouts and aggressive in-store crowds. But Black Friday is gradually transitioning to a quieter affair as more consumers choose to spend their holiday budget online. How can your brand take advantage, especially when consumers are doing more and more shopping on mobile devices? Online shopping will likely make up 46% of holiday shopping this year. With mobile purchases increasing 41% last year, it’s more important than ever to make sure your Black Friday marketing strategy includes mobile. Keep these three tips in mind to reach mobile […]

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A new YouTube ad format: sponsored cards Earlier this week, YouTube quietly rolled out a new ad format for creators: sponsored cards. (This new feature may not yet be available to every creator, so if you don’t see it on your YouTube account yet, hang tight.) According to YouTube Help: Sponsored cards display content that may be relevant to your video, such as products featured in the video. Viewers will see a teaser for the card for a few seconds. They can also click the icon in the top right corner of the video to browse the cards. You don’t need to take any action to reap […]

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4 tips for your holiday marketing planning A constant barrage of back-to-school photos on Facebook means autumn is here. If you’re a marketer, your holiday budget has likely been set aside for many months. But trends are lightning fast nowadays, and our social audience behavior’s has changed since then. So keep in mind these four up-to-the-minute tips as you ramp up your holiday marketing planning into the fall and beyond. 1. Think beyond TV In the second quarter of 2015, the 13 largest pay TV providers in the US (which account for about 95% of the market) saw a net loss of 470,855 subscribers—the biggest quarterly drop ever. […]

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Movie trailers on YouTube According to a 2015 Google study, 69% of millennials watch trailers on YouTube to decide which movies to see in theaters. And 81% of moviegoers who watch trailers online do so on YouTube. It goes without saying that YouTube is now front and center in studios’ feature film launch marketing plans. Movie trailers on YouTube 101 Studios tend to use three main trailer formats: Teaser trailer: Typically a shorter trailer that entices viewers with the premise or cast without giving away too much of the plot. Official trailer: A full-length trailer that the studio meticulously launches with a full media […]

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3 automotive brands killing it in social video Automotive brands have traditionally been TV-centric. But recently the automotive industry has started reallocating marketing resources to incorporate influencers and social video. Platform-specific content Consumers don’t want their social video feeds crowded with TV ads (if they even watch TV). Instead, young shoppers want to be entertained: they want to see brands with original and engaging content created with them in mind. Brands can easily fall into the pattern of using their YouTube accounts as mere dumping grounds for existing TV commercials. But unless those TV ads were as hilarious as the BMW’s recent Super Bowl commercial, or as touching […]

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