Finding your Carpool Karaoke How to gain and retain AMA CONFERENCE - PowerPoint PPT Presentation

AMA CONFERENCE 2017 L I V I T Y Finding your Carpool Karaoke How to gain and retain AMA CONFERENCE Gen Z’s attention 04.05.2017 0.1

Callum McGeoch , ECD & Publishing Director callum@livity.co.uk / @callumity

W H O A R E W E ? L I V I T Y We’re a youth-led creative network.

W H Y D O W E D O I T? L I V I T Y We exist to help young people reach their true potential

W H A T D O W E D O? L I V I T Y We help brands earn a place in youth culture.

H O W D O W E D O I T? L I V I T Y Working together we make... Entertainment Tools and services Real world experiences

FORMAT DEVELOPMENT L I V I T Y Grow Your Own Audience K C L 0.1

FORMAT DEVELOPMENT L I V I T Y Format Is King K C L 0.1

FORMAT DEVELOPMENT L I V I T Y K C L Dollar Shave Save The Children “Infomercial” “Second a Day” 25m views 57m views 0.1

FORMAT DEVELOPMENT L I V I T Y Formats are all about orientation and balance Form v Function Familiarity v Surprise K C L 0.1

FORMAT DEVELOPMENT L I V I T Y 1. Function 2. Structure 3. Set 4. Personality K C L 5. Subject 0.1

FORMAT DEVELOPMENT L I V I T Y Function Structure Set Personality K C L Subject 0.1

FORMAT DEVELOPMENT? L I V I T Y Your Objective Audience Need K C L User Context 0.1

FORMAT DEVELOPMENT L I V I T Y Function Structure Set Personality K C L Subject 0.1

FORMAT DEVELOPMENT L I V I T Y Function Structure Set Personality K C L Subject 0.1

FORMAT DEVELOPMENT L I V I T Y Function Structure Set Personality K C L Subject 0.1

FORMAT DEVELOPMENT L I V I T Y Function Structure Set Personality K C L Subject 0.1

FORMAT DEVELOPMENT L I V I T Y Function Structure Set Personality K C L Subject 0.1

FORMAT DEVELOPMENT L I V I T Y Carpool Karoake K C L 0.1

FORMAT DEVELOPMENT L I V I T Y Here’s one I made earlier. K C L 0.1

FORMAT DEVELOPMENT L I V I T Y “AJ Odudu customises K C L her kicks with craft skills” 26,000 views in first 10 days. 0.1

FORMAT DEVELOPMENT L I V I T Y Be Imperfect K C L 0.1

FORMAT DEVELOPMENT L I V I T Y Listen K C L 0.1

FORMAT DEVELOPMENT L I V I T Y Name? K C L 0.1

FORMAT DEVELOPMENT L I V I T Y Over to You K C L 0.1

FORMAT DEVELOPMENT L I V I T Y Team Exercise fixed? Organisation:__________________ Function:_______________________ Marketing objectives: Structure:_______________________ 1. To grow a young audience online 2.___________________________ Set:____________________________ K C L Audience Need:________________ Host:__________________________ ____________________________ ____________________________ Subject:________________________ Title________________________________________________________ Pitch________________________________________________________ ____________________________________________________________ 0.1

Callum McGeoch , ECD & Publishing Director callum@livity.co.uk / @callumity