How Portal A Uses Tubular to Create and Measure Breakthrough Branded Content

Portal A is without doubt one of the most well-established digital content material corporations within the house, with a give attention to each authentic and branded content material. Since launching its first authentic present in 2005, the Portal A workforce has grown to a workers of 50 with workplaces in San Francisco and Los Angeles.

As a part of its mission, Portal A connects model companions to next-generation audiences by creating breakthrough content material, that includes a brand new wave of rising expertise. The firm has produced a whole bunch of campaigns and sequence – from authentic exhibits starring high celebrities to music movies, comedy shorts, documentaries, branded content material campaigns, and far more, partaking audiences throughout YouTube, Instagram, Snapchat, and different digital platforms.

When working with manufacturers (together with Google, Clorox, Lenovo, Amazon, HBO, Universal Pictures, and extra), the Portal A workforce is aware of that creating work that can break by means of to the target market, mirror the expertise’s voice, and ship on a model’s expectations requires an immense quantity of planning, pushed by knowledge, strategic insights, and implausible artistic.

To higher perceive how this studio creates high-impact work for his or her model companions, we dove into the considering behind three current campaigns. We’ll uncover how Portal A:

  • Identifies the appropriate creators, a course of that requires realizing who’s on the rise (by way of its Lenovo marketing campaign)
  • Understands which artistic and technique techniques will break by means of an more and more noisy house (as seen within the Glad marketing campaign)
  • Validates effectiveness, outcomes, and ensures KPIs are met (like within the Brita partnership)

Portal A’s success creating and launching campaigns for Lenovo, Glad, and Brita demonstrates how a data-driven method, mixed with best-in-class creativity, can lead to extremely efficient content material that will get customers to tune in and listen.

See why Portal A was named Video Agency of the Year and Content Agency of the Year by Digiday in 2019 and 2018, respectively, and learn these success tales beneath.

Jedi Challenges with Lenovo

Lenovo approached Portal A with the aim of making a video marketing campaign for Star Wars: Jedi Challenges, an augmented actuality expertise that lets gamers battle like Jedi (lightsabers and all). Specifically, Lenovo wished to work with YouTube creators whose audiences had been predominantly 13-24-year-old males, and who would have an interest within the gameplay and might create genuine content material that includes the product.

By utilizing Tubular’s Creator Intelligence product, Portal A created a Talent Index that checked out creator channel progress price over 30 days, viewers demographic breakdown, viewers sentiment round prior branded content material, and different key metrics (together with their very own qualitative evaluation of their content material).

Using this framework, Portal A recognized a listing of creators who had sturdy channels on an upward trajectory, appealed to the viewers Lenovo wished to communicate to, and supplied a secure, welcoming place for model messaging to reside.

From there, Portal A used Tubular’s “Audience Also Watches” characteristic to establish two creators whose fan bases shared affinities and can be most definitely to click on by means of to watch each creators’ movies. The studio knew this method would promote lean-forward viewing, longer watch time, and make the messaging considerably simpler.

Audiences of creators Chad Wild Clay and Guava Juice had been discovered to be 50.2x extra possible to watch each items of content material — and had been efficiently engaged to be a part of this system.

Viewers who select to watch a number of items of content material are actually engaged. You’ve confirmed them content material they get pleasure from initially, supplied them with the choice to watch extra, and they reward you with extra watch time and consideration. Knowing which creators will maintain viewers’ consideration throughout a number of movies is a chance to win massive with binge viewership. – Matthew Ward, Director of Strategy at Portal A

Each creator confronted off with a competitor to spotlight the brand new options of the sport and showcase the unbelievable pleasure of turning into a real-life Jedi, all whereas seeing who can be the excessive scorer and who would have to take a shower in blue milk (sure, you learn that proper). With a cameo in one another’s movies, the marketing campaign grew to become a related sequence.

Overall, the content material produced by Portal A included 13 complete movies throughout YouTube, Twitter, and Instagram, producing greater than 4M natural views and 100Okay social engagements. More than 250Okay viewers straight clicked by means of to watch each movies, and the typical ‘like’ ratio of the movies was 97%, talking to how a lot the branded content material resonated with the viewers.

Upside-Down Kitchen with Glad Press’n Seal

In the case of Glad, Portal A took up the problem of creating an on a regular basis product — Glad Press’n Seal — stand out from the competitors on YouTube.

The artistic for the marketing campaign was born from a deep understanding of what’s well-liked on the platform, pushed by Tubular knowledge and pattern insights. Tubular’s video intelligence instrument allowed Portal A to single out content material classes, and manage them by efficiency to establish what sorts of content material had been trending on the platform, and what traits might align with the product. Specifically, Portal A found that cooking movies with a prank or sudden twist had been surging in reputation which shortly served as artistic inspiration for the marketing campaign.

On the creator facet, Glad was in search of a creator who might transcend cooking, and can be up for one thing a bit exterior of the field to break by means of to 25-40-year-olds who won’t be essentially the most hardcore kitchen lovers, however who would possible purchase the product.

By utilizing Tubular to evaluation potential creators, Portal A and Glad discovered the right expertise in Hannah Hart, a extremely entertaining creator who initially rose to reputation for her satirical takes on Food Network content material.

Hart’s cross-platform presence, her viewers hitting the goal demo, her excessive title recognition, and her distinctive spin on the standard “kitchen” video, ensured that she might develop the marketing campaign’s attain and be the face of an outside-of-the-box (or on this case, the other way up) story.

For this marketing campaign, the workforce flipped the standard meals commercial on its head, actually. The complete video was shot in an upside-down kitchen, the place Hannah tried to make a burrito hanging from the ceiling. Glad Press’n Seal efficiently fought gravity, neatly holding all of the components in place.

The outcomes communicate for themselves. Not solely did the hassle drive general consciousness for the Glad product – with 30% raise in model consciousness – but it surely additionally demonstrated the efficacy of the product to viewers in a memorable method. The marketing campaign yielded 29 distinctive items of content material with over 4M natural views and a 97% optimistic remark sentiment.

The video outperformed Hannah’s common video viewership by 45%, the video was her highest-performing model integration, and the engagement price on the content material was four.8x bigger than the YouTube platform common, in accordance to Tubular knowledge.

These outcomes are a testomony to the significance of aligning an enormous thought with the appropriate creator to create must-see content material that YouTube audiences are hungry for. As additional proof, the challenge was acknowledged for Best Branded Content on the 2018 Streamy Awards.

New Year, New Me with Brita

Reliable metrics that measure the efficacy of a marketing campaign are invaluable — it provides model companions confidence of their funding, and offers a benchmark for future efforts.

Brita approached Portal A with the aim of launching a marketing campaign that would reside throughout a wide range of social platforms, concentrating on city millennials (18-34) who at the moment purchase bottled water. The timing of launch — simply after New Years in 2018 — allowed Portal A to rally round a relatable perception: all of us make resolutions, however hardly ever are all of them stored.

Within this framework, Portal A developed an idea for the brand new Brita Stream across the notion of self-improvement (particularly, consuming water with out bottled water waste). The effort starred NBA famous person Stephen Curry (a Brita spokesperson) and YouTube sensation Rudy Mancuso.

The ensuing marketing campaign, dubbed “New Year, New Me,” featured an epic music video launched on Rudy’s channel, with a wide range of cross-platform video content material launching throughout Stephen, Rudy, and Brita’s channels to lengthen the story and attain of the hassle.

The “New Year, New Me” marketing campaign despatched shockwaves throughout the web, ensuing within the #three trending video on YouTube, an natural Twitter second, protection in over 50+ premium information tales, and over 5M YouTube views within the first week alone. And a music you’ll by no means give you the chance to get out of your head.

The marketing campaign demonstrated all the appropriate parts – recognizable expertise with wide-reaching audiences, a music video format and idea that will seize consideration, and an clever, multi-platform distribution technique. But even after getting all these items in place, some of the difficult components is measuring and proving its influence – which requires the appropriate instruments.

Beyond the uploads from Brita, Stephen Curry, and Rudy Mancuso, Portal A used key phrase searches and social engagement metrics in Tubular to sift by means of the huge quantity of content material on every platform and seize the influence of all of the ancillary, user-generated content material created and reuploaded across the marketing campaign.

This included response movies, re-uploads, re-shares, information protection, different influencers posting, and extra. Ultimately, the video was re-uploaded or re-purposed by 30 distinctive influential social channels and accounts, leading to an extra 4M views.

Overall, the marketing campaign noticed 17.3M complete natural views, 1.8M distinctive complete social engagements, and 67M complete social attain throughout all content material. Thanks to Tubular’s measurement answer, Portal A was ready to present that this marketing campaign was not simply following digital traits, it was setting the dialog on-line.

Being ready to measure the whole prolonged attain of a marketing campaign like this one is important to proving its general worth. When a marketing campaign goes past simply the deliberate branded content material, and turns into a real cultural second on-line, it’s essential that you’ve got the excellent metrics and knowledge to give you the chance to inform the total story of its influence.

The Art and Science of Branded Content

These case research display how content material and artistic experience, mixed with Tubular’s distinctive knowledge units, can drive extremely sturdy outcomes for manufacturers who need to create impactful campaigns on YouTube.

In branded content material, creativity is incomplete with out metrics, knowledge, and insights to assist the thought; the reverse is equally true. When you’re ready to carry these forces collectively – the artwork and science of branded content material – you might have the successful components.

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