On Wednesday, September 25, 2013, OLC attended NY Content Marketing Meetup’s event, The New Imperative: Launching & Sustaining A New Brand Through Content. The event featured Darryl Ohrt of Mash+Studio and Haik Kavookjian of Sword & Plough.
Mash+Studio is a content studio for the social world. The company launched just 90 days ago with a focus on content, as it relates to advertising. Darryl Ohrt, the creative director of Mash+Studio explained that there’s more than just Facebook, Twitter and Instagram to promote and engage audiences on. In fact, brands have taken it upon themselves to start Tumblrs, Youtube pages, Slideshares, Vimeo and even Pandora to promote themselves and engage users. “There’s a huge opportunity out there, not just with the big guys,” Ohrt said.
Ohrt introduced a case study, where videos were put on social, and he drew the conclusion that organic growth isn’t always good. He and his team realized that it’s all about social amplification. And so, Mash+Studio tries to amplify everything in certain ways through blogs and media.
“The typical lifespan of video starts with the celebrity Tweeting about it. Then a trendy blog picks it up and writes a piece on it, and we buy StumbleUpon hits. We move on to Youtube buy-ins and then after the drop off, we end our media buys,” Ohrt said. “The higher the peak, the longer the traction,” he added.
Ohrt stressed that audiences, no matter what vertical, is human. “B2B, B2C, they’re all on Facebook, Twitter, Instagram, they’re human. The best time to spend media is after it has traction, because you know it’s relevant. With media, you can blow it through the roof.”
Haik Kavookjian presented Sword & Plough, a fashion company that takes surplus military material to make new bags. They represent better veteran employment and general veteran welfare. They are looking to bridge the civilian-veteran gap and help veterans transition into civilian life. Sword & Plough is a quadruple bottom line bag company that works with veterans.
They broke their Kickstarter goal by $290,000. “With a cool story and a good product, this fashion company put together a lookbook to develop an image for the brand,” Kavookjian said. “The money was put together for manufacturing, but there was no real budget to market ourselves. We had to develop content on our own. We knew that Kickstarter would help Sword & Plough succeed,” he said. Kickstarter, according to Kavookjian, has a built-in marketing platform. “Our video was put together last minute, but Kickstarter projects are more likely to succeed by 80% with a video. It provides a means of connection, which only helps the project suceed.”