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

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

Jan 12, 2023 165 likes •474 views

AMA CONFERENCE 2017 L I V I T Y Finding your Carpool Karaoke How to gain and retain AMA CONFERENCE Gen Zs 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

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Finding your Carpool Karaoke

How to gain and retain Gen Z’s attention

04.05.2017 AMA CONFERENCE 2017 AMA CONFERENCE L I V I T Y 0.1

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Callum McGeoch, ECD & Publishing Director

callum@livity.co.uk / @callumity

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We’re a youth-led creative network.

W H O A R E W E ?

L I V I T Y

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L I V I T Y

W H Y D O W E D O I T?

We exist to help young people reach their true potential

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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.

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L I V I T Y

Working together we make...

Entertainment Tools and services Real world experiences

H O W D O W E D O I T?

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Grow Your Own Audience

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

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Format Is King

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

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

Save The Children “Second a Day” 57m views Dollar Shave “Infomercial” 25m views

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Formats are all about orientation and balance

Form v Function Familiarity v Surprise

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

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  • 1. Function
  • 2. Structure
  • 3. Set
  • 4. Personality
  • 5. Subject

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

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Function Structure Set Personality Subject

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

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Your Objective Audience Need User Context

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

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Function Structure Set Personality Subject

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

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Function Structure Set Personality Subject

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

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Function Structure Set Personality Subject

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

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Function Structure Set Personality Subject

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

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Function Structure Set Personality Subject

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

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Carpool Karoake

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

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Here’s one I made earlier.

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

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“AJ Odudu customises her kicks with craft skills”

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

26,000 views in first 10 days.

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Be Imperfect

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

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Listen

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

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Name?

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

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Over to You

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

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Team Exercise

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

Organisation:__________________ Marketing objectives:

  • 1. To grow a young audience online

2.___________________________ Audience Need:________________ ____________________________ ____________________________ Function:_______________________ Structure:_______________________ Set:____________________________ Host:__________________________ Subject:________________________ Title________________________________________________________ Pitch________________________________________________________ ____________________________________________________________ fixed?

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