Hot Topic: Harnessing the Power of Technology for Creativity - Digiday Agency Summit, March 2015

Digiday: Investing in the FutureTechnology + Creativity | March 1, 2015

Ivan Perez-Armendariz

@ivanpa

2010 Content Stats

500 Facebook posts

200 tweets

0 pins

0 Instagram posts

0 Vines

0 long form content (LinkedIn / Tumblr)

Less than 1,000 pieces of unique content.

2014 Content Stats

3,000 Facebook posts

4,500 tweets

600 pins

1,000 Instagram posts

40 Vines

1,000+ long form content (LinkedIn / Tumblr)

Over 10,000 pieces of unique content.

900% increase.

How did we evolve the agency to meet this demand?

1. More experiments, executed more quickly.

The change started when we received a bid from a

vendor for $150K to produce 30 animated GIFs for

Vitamin Water.

Buy Empowerment Tools

Canon 5D MKIII

Lenses

SC cards

Tripods

Photoshop

After Effects

Microphone kit

Lighting kit

Light box

Green screen

GoPro

2. Make space for change.

What are the Inputs / Outputs?

Inputs to the Post Office

Brand Platform, Monthly Conversation Briefs, Social Persona, Social

Actions, Engagement Principal, Channel Roles.

The Post Office Outputs

Approved copy, video, photography and graphics to be reviewed by

client.

The Post Office Metrics

Average setup: 15 minutes

Average shoot time: 2 hours

Average edit/approval time: 1 hour

Average teardown: 10 minutes

Average estimate: $1,800

Average number of photos per shoot: 4

Locations: 80% in agency shoots, 20% on location

3. Put up a big board.

Business Insider (UVM: 22,871,790) - Underwear Company Has

Ridiculous Response To Senator Barbara Boxer's Retirement

The Daily Caller (UVM: 2,976,096) - Fruit of the Loom

Congratulates Sen. Barbara Boxer

The Washington Post (UVM: 21,794,821 )Fruit of the Loom

congratulates retiring Barbara Boxer on Twitter

9 placements totaling 74,207,795 impressions

Thank You.