Nike X Seenit: From the culture for the culture

6 cities, 28 people, 670 clips, & 1 story; style your Air Force 1

So, when the Seenit team got the opportunity to work with the Nike marketing team on a campaign they wanted to launch around their iconic Air Force 1 trainer, it was a dream come true for a workforce for whom a pair of these classics is as essential as ciabatta is to regular Waitrose shoppers.

The challenge Nike faced on this project was that with a product that has been around for so long, they needed to find a way to give it a new & fresh feel. At first they produced a line of custom AF1 with Vigril Abloh but unless you were prepared to shell out $1000 (resoled) for the pretty radical ‘off-white’ version, then you might be stuck with a classic pair from Office.

This is where Seenit came in. Nike wanted to champion everyday people who bring personality & origina

l style to the kicks. Using our platform, they were able to seamlessly gather super cool, user generated video content from 28 people from 6 European cities through their phones.

Nike invited talented & stylish young online creative types from London, Paris and Madrid into the Nike Seenit project via the Seenit Capture App. With some visual direction outlined through the storyboard in the app, Nike were able to ensure they got the footage they were looking to use for the campaign while allowing each creator the freedom to express their individual style , beautiful & authentic phone footage of the shoe in each location was collected.

The 670 clips uploaded in Seenit Capture were reviewed in our online studio & edited by Nike’s team to create an online look-book. The culturally & geographically relevant videos were distributed as part of the campaign across the social media channels of the creators, leveraging their audience to its full potential for increased exposure of the content.

The final videos entirely encompassed the versatile nature of the shoe with Risa & her friends showing how they flaunt their AF1 in London, & Carly doing the same for Barcelona in Spain. The creation, distribution, & content was made by the audience that Nike wants to market and ultimately sell to – a tight targeted loop for hyper engaging content & example of peer-to-peer marketing.

We’re super proud of this project. It’s always encouraging when our tech harnesses industry trends like micro-influencers & generates authentic stories. Shout out to Exposure Digital’s Andy Jephson & Shareen Alder, and Ryan Greenwood for using our tech to make the videos look so good! We can’t wait for the next international lookbook – Air Max 97, anyone?

“Power of community storytelling & how to take your First Steps” — 5 Steps to be exact

Last week, Team Seenit attended the Telegraphs’ D.E.N Live. Emily Forbes was invited to talk on the “The Connected Customer” stage due to Seenit’s successes with My Protein, BT Sport, & Look Fantastic. Considering the accelerating application & popularity of UGC, Emily thought it best to go back to basics for those getting involved with the trend. Here are the 5 key points from her talk on “Power of community storytelling & how to take your First Steps”

  1. Be Honest. 😇

Millennials & those just beginning their careers have had a childhood saturated with technology — tech that is anchored to advertising. The younger generations are innately savvy to inauthentic content & will reject it without a second thought. Video that looks to convince must strongly align to the customer interests and beliefs in order to achieve.

2. Be Inclusive. 👫

Diversification & globalisation of economically powered markets means there are more people to be appeal to. Therefore, using a range of relatable people is super valuable in producing engaging video for these audiences, and is why user-generated & peer-to-peer content is so popular as it includes so many. There is no one size fits all so cover more bases by asking more people what they think. In our experience, crowdsourced ideas & asking your community usually pulls out the best videos and projects ideas.

3. Have a personal connection.🤜🤛

 Leading on from points 1 & 2, having a real interest and passion in what’s being made reflects in the final content and is invaluable for engagement.

A personal connection is also made when suggestions & ideas from those who will consume it are baked in and acknowledged. When the audience witness their ideas in action it is super rewarding and in turn, increases the effective distribution of work as people are inclined to share something they are a part of on their personal channels

This kind of content marketing results in higher engagement and is best exemplified in the powerful community of ‘Micro-influencers’. Best thing is that they are not only found on Instagram, they’re in your workforce, one of your viewers and available in all of your audiences.

4. Be Reactive. 🤳

With the modern ways that information is distributed and consumed, brands have to be reactive in what they make to harness trends, which are more frequent & fleeting than ever. It’s also crucial to avoid sour content (Pepsi’s Ad with Kendall Jenner case in point) where there is higher risk of viewers being critical and sharing those thoughts.

5. Finally, Be Global 🌐

There is no reason you can’t be and it is projected that 38% of the global population will have a smartphone by 2018. That’s a lot of people who can be your content creators and with the internet, geography is no longer a boundary for people to co-create. We see one of the best ways to accomplish this is by having a strong narrative that spans your audience globally but can be executed locally and involves individuals on a personal level. A great example of this was one of our clients, HSBC, who used their worldwide community of graduates to make a ‘Day-in-the-Life” vlog style video to show what their experience is like across the business in each country they work in. It was a great piece to share both internally and externally to show how employees support each other no matter where they are in their career and showcase a more authentic take on what its like to work there as a grad.

Hope these tips inspire you to investigate the power of user-generated content & it unlocks the fact that everyone is interesting & they have a story to tell, they just need to be asked.

A few thoughts from D.E.N Live

Last week, Team Seenit attended the Telegraphs’ D.E.N Live to hear & add to discussions around digital disruptions & transformations that impact a plethora of industries.

CIOs, CTO, & CEO’s (👋) from the Prince’s Trust, Airbnb, Made.com, Lloyds Banking Group, & more shared their perspective on recent digital changes.

The team learnt a lot across the two days. Here are some of the most interesting things Seenit’s Kathryn , James, Emily (Chappell) picked up from the conference, & a nod to what I shared in my seminar.

The Seenit X D.E.N Video here provides a taste of the event

Team Seenit’s Key Takings

Kathryn found The Prince’s Trust’s David Ivell super optimistic.

“There’s exciting potential of technology and innovation to transform the engagement, relationship and journey of the young people at the Prince’s Trust, and to share their stories

Kathryn loved his focus on the community and human elements to support each other, and those in need. Additionally, it was amazing to hear how much David realises the significance of technology in actioning modern support networks. Case in point, The Prince’s Trust use a plethora uses several technologies to communicate with, teach, and support youth. Team Seenit had a great chat with David too. It was so glad to connect over our shared values of community & tech for good- something we action through Seenit World.

Seenit’s James Falconer found talks from the travel sector particularly riveting.

James McClure, of Airbnb, had two valuable points:

“The danger is that you say ‘the community’ as if it was one person but you need to be aware that within the community is a large variety of different people. How can you provide different engagement for different people?”

He added, “Travel isn’t far from an everyday process. It’s important to have a reason to be talking to people, you’ve got to make sure that your communication to your community is useful. How can you inspire that feeling of travel in what you communicate?”

It’s true, “community” seems to be all the buzz at the moment & used in a catch-all way; its’ wide & frequent use makes its application questionable – who can justifiably say they have knowledge on dealing with or making communities? Can they tap into community & appeal to individuals difference?

Community & communication was something that I touched upon in my talk too. Learning a lot in my 3 years at Seenit, I’ve noticed strong themes in community generated content & know that most companies can leverage these types of marketing & communications to their benefit.

James Falconer also noted down Andrew Isenman’s, Heathrow head of innovation, emphasis on people.

“It’s not about changing the people within your business or organisation, but about bringing out the skills that those people have, tapping into the skills already possessed by your workforce”

On a similar note, Seenit’s Emily Chappell took this from Don Langford’s (Virgin Atlantic) talk,

“I might be a technology innovation guy but I am going to talk about people first”

A shift to customer centric mentalities applied not only to customers but employees too, had to be Team Seenit’s biggest takeaway. As a company in the video tech space with a large portion of our work in internal comms, this was a great affirmation of what Team Seenit has been recognising. We know that our product and the videos that are produced using it, reach their greatest potential when the clients take time to nurture their people/employees. It’s empowering to both encourage people to film and then see how they inspire others to video too.

It seems changing business culture around digital is about “championing skills and allowing people to be creative” (Andrew Isenman) & we’re happy to be one of the tools helping to facilitate that.

The Connect Customer Seminar

I was invited by D.E.N to add ideas around “The Connected Customer”. Considering the accelerating application & popularity of user generated content I thought best to take this on & talk about “Power of community storytelling & how to take your First Steps”.

I emphasised 5 key points in community storytelling that can inspire, teach, & market. They are: Be Honest, Be Inclusive, Have a Personal Connection & Be Reactive – which are all explained in more detail on our blog.

We had a great time at D.E.N & really want to shout out their team for making the day run smoothly & for championing our tech to make some really great event highlights.

Why Engaging Your Community Really Matters (and How To Do It!)

It’s a no brainer that at Seenit, we are mad about community. Seenit was founded on the principle that everyone has a unique voice and point-of-view to share, that ultimately a story can be stronger when these voices come together.

I sat down with our Account Management team to talk to them about why a brand should care about engaging with their community and how to actually go about it.

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Are you there Netflix? It’s me, the viewer.

Netflix has gone on an impressive and rapid journey from what used to be a video rental site. With a content library valued over $11 billion, it’s hard to imagine they only entered the original content game in 2013 (albeit with a huge bang with House of Cards).

What a golden time that was – not only were we as the public spoiled for choice in terms of quality TV – we were changing the way of content consumption, and the streaming services had our backs. The audience had the power. We could watch what we wanted, when we wanted, without having to pay for a hundred throw away channels to accompany. And for that, who did we have to thank? Netflix!

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What We’re Watching: Dunkirk

This week it’s more ‘What We’ve all Watched’ than ‘What We’re Watching’.  Unsurprisingly, many of our movie savvy team have seen Nolan’s latest epic, Dunkirk. Here are everyone’s two cents on what looks to be a modern classic.

Trailer

 

Team Seenit

Kirsty  “I normally hate/avoid war films and went to this one somewhat unwillingly. However, it was actually ok. Showed the horror of the situation without being unnecessarily violent and it built up characters you cared about. I thought it was quite powerful the way it showed the same scene from different points of view. Overall, it reinforced for me how lucky I am to be born in an era of peace where we get on with our neighbours and that war should be avoided at all costs.”

Nick R  “A bleak look at what it means to be stuck on a beach without a good book”

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