As brands experiment with emerging technology to create new types of content, they’re beginning to grapple with the limitations of existing marketing tools. Gabriele Amtmann, associate director of marketing for Clorox Bleach at The Clorox Company, spoke with eMarketer’s Maria Minsker about the challenge of leveraging traditional content marketing tools to develop and distribute 360-degree video.
eMarketer: You recently used 360-degree video to create a content marketing campaign to raise awareness about the need for clean water in Peru. Why did you decide that 360-degree video was the best way to tell that story?
Gabriele Amtmann: There are about 600 million people worldwide who have trouble accessing safe water. In Peru, it’s one out of seven people. This can seem like a relatively faraway issue to people in the US. With 360-degree video, content becomes deeply immersive and brings that issue closer. It was an excellent opportunity for us to use emerging technology to share a simple solution to the problem—bleach.
eMarketer: What was it like working with a new content format like 360-degree video using content marketing tools built for more traditional types of content?
Amtmann: This was our first time dipping into 360-degree video, so we were straddling many different tactics to make it work. In the past, we’ve used traditional content creation and distribution tools for the Safe Water Project. Plus, most of our marketing and communications were done through paid digital and social efforts.
“With 360-degree video, content becomes deeply immersive and brings [the issue of clean water access] closer.”
By working with immersive content company [The Huffington Post’s] RYOT, we’ve put significant technology investment behind a piece of content marketing. We would love to see the technology [that supports it] expand so we can bring more visibility to the content.
eMarketer: Were you limited by existing tools and platforms in terms of actually being able to market the 360-degree content?
Amtmann: 360-degree video isn’t supported everywhere, so for the time being, the videos will be available on the Clorox website, on YouTube 360 and on [the RYOT app].
eMarketer: When it comes to applying analytics to 360-degree video campaigns, do you anticipate any challenges?
Amtmann: Because we don’t have a history with 360-degree video, we are relying on analytics tools to set the benchmarks. For example, the in-app experience is different from the experience on the desktop because there’s a donate button, and we’re curious to see how that function performs before we set benchmarks for the future.
One thing we’ll need insight on from our analytics tools is who actually engages with this technology. Our goal is to reach an audience that we don’t traditionally talk to [and learn more about them].