When you’re a company like O2, who offer such a variety of outputs like O2 Music, O2 Priority and O2 Sport, you’ve gotta back it up with a buttload of content to keep people engaged across your various channels, including Facebook, Instagram and Snapchat.
When producing social content, it’s important to consider a bunch of stuff: who’s going to see it, where they’re going to be watching it and how are we gonna get them to keep their eyes firmly placed upon it. A lot of the content we made has been for Instagram stories, which is often all too easy to just click through. To promote rewatching and holding, we purposefully made text a little too quick to fully read, the images would be visible for only a certain amount of time, and all animation was exaggerated. This meant that viewers would be initially captured by exciting movement, but would also then be drawn in by a bit of a “WTF” moment as they struggle to keep up. You’d be forgiven for thinking this would turn people off, but it’s a tried and tested method to hook people in!
We use a variety of techniques to bring stills to life, (which is often all we get from promoters!) rather than just pumping out still content, it’s way more effective to get some motion in there! Sure, you can get some wicked apps now that let you pop motion graphic text over stills, but that’s why brands work on enhancing these still assets to create something unique and engaging—it’s stuff people haven’t seen before. Also, as a brand, you can utilise a bunch of content over and over with different takes on the same asset—reusing and recycling content to get the most out of what you already have!
Working closely with teams across the business, we helped by pumping out a bunch of animated content, GIFs, stills and dynamic Snapchat filters. We supported Priority events on a case-by-case basis, supported larger campaigns with social content, and provided weekly content drops for O2 Music’s Instagram channel.
As a client we can be demanding in a variety of ways. I’m always impressed, and grateful, for Nick and the team’s incredible work ethic, skill at providing creative solutions and general good humour. I don’t want to recommend them to you as I’d prefer to keep them for myself 😉
James Steel, Head of Production, O2 UK
Now established as an official supplier and part of their content creation team until 2021, we’re looking forward to producing a whole host of content with the guys and girls there over the next few years!
