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AGENCY EDITION

C R E AT I V E M A R K E T I N G K I T

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The Dunder Mifflin


In a nutshell, The Dunder Mifflin involves creating a promotional launch video for a brand, product or service. Rather than the showy, business-ey or explosive promo videos users tend to skip over in their news feeds (or social media algorithms hide altogether), this

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manoeuvre is delivered as very human and seemingly mundane; all the while tapping into the relatable elements of your brand to connect and entertain your audience. This is a promo video your market is going to remember.


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IDEA TYPE

G R E AT I F YO U R OBJECTIVE IS

IDEA KEY

DIGITAL

(def). From website ideas through to promotional videos, a ‘DIGITAL’ idea has been designed for online use.

AWARE- POSITIONING

NESS NEW CUSTOMERSLAUNCH COMMITMENT QUICK PLAY

MID TERM

LONG GAME

SKILL NOVICE

SAVVY

PRO

$$

$$$

BUDGET $

PERFECT FOR

E-COMMERCE

RETAIL TRADE

PROFESSIONAL SERVICES HEALTH

BEAUTY

PERSONAL BRAND HOSPITALITY

FITNESS MANUFACTURING FINANCE

TECHNOLOGY CONSULTING

WE LOVE THIS IDEA BECAUSE

CONNECTION

EDUCATION TOURISM

FMCG

MINING / ENERGY

This idea is designed to connect your brand with an audience through humour and unite on the everyday struggles. There is no better way to humanise your brand than to truly show how human you really are.

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Co nt en ts 6 8

PITCH

SUPPORT YOUR PITCH

WHY IRREVERANT BRANDS WIN YOU NEED VIDEO HUMANISING YOUR BRAND

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CASE STUDIES

BLENDTEC DOLLAR SHAVE CLUB

HOW-TO GUIDE

STEPS 1-4

RESOURCES ‘ADAPTING BY INDUSTRY’ GUIDE 14

CASTING REAL PEOPLE TIPS + TRICKS 19 KPI PLANNER 23

DOWNLOADABLE TOOLS

CLIENT IDEA PROFILE 15 STORYBOARD 17 CREATIVE BRIEF 19 PROJECT MANAGEMENT GANTT CHART 23

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PRO-TIPS

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NOW WHAT?


PITCH

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Pitch A R AT I O N A L E . T H I S I S A L L ABOUT WHY WE THINK THIS I D E A I S G R E AT !

Regardless of whether you’re one of the many fans of hit UK/U.S. TV series, The Office (or have simply had to wade through many conversations with friends who are), there’s no denying the hilarity of the dry, irreverant and awkward antics at Dunder Mifflin Paper Co. enraptured people everywhere. In what is arguably the most mundane setting possible, this documentary-style series has fascinated us because it’s exploding with dry relatability. The oh-so-true details about office life, the social awkwardness when confronted with a camera, the drama of office politics. We think that any business, brand or product should be looking inwardly for these seemingly insignificant elements that make them ‘human’ and really hooking into them. If you want your audience to pick up what you’re putting down, you need to package it in a way they’re going to recognise; make them feel like they really know your brand. Whether you’re launching a new service, taking your brand to a new market, or rolling out a new product, the Dunder Mifflin is a creative (albeit off-road) way to get your message out there in a way that really connects.

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AGENCY RESOURCE

SUPPORT YOUR PITCH You might need to get this idea over the line with your boss, business partner or client. We’ve compiled a few resources you can turn to that will support your pitch and persuade the team to dive in.

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WHY IRREVERANT BRANDS WIN “According to a study from Bonfire Marketing, consumers value honesty above all else — ahead of product utility, brand appeal, and brand popularity. The connection here is that irreverent, unapologetic indulgence represents the ultimate in honesty. You know I’m telling you the truth if I boldly announce my product’s sky-high saturated fat.” READ THE ARTICLE

YOU NEED VIDEO Videos have a reputation as an inaccessible marketing tactic, especially for businesses on the smaller side. And while it is partly true that videos are usually more time-consuming and more expensive to create than textbased content, smaller businesses can still havesuccess investing in the tactic.

READ THE ARTICLE

HUMANISING YOUR BR AND Did you know that a lot of business owners are scared? It’s true! They’re scared of seeming non-professional. They’re scared of addressing complaints of customers in view of the general public. They’re afraid they don’t have the million-dollar marketing budget they think is necessary to get the customer base that they desire. READ THE ARTICLE

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CASE STUDY

c e t d n e l B These guys nailed it for two reasons. 1. Personality A bit old school with the art direction and styling, a bit wacky, starring a real c ompany employee who doesn’t take himself too seriously and is hence more genuine and less scripted. 2. Clear message Yes it will blend almost anything and here is the proof!

WAT C H T H E V I D E O

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b u l C e v a h S r a l l o D

These guys clearly communicate the problem they are solving which is the high cost of disposable razors in retail stores. What would seem like a pretty mundane key message manages to entertain thanks to some very Dunder Mifflin style appeals. You can tell they have a thorough understanding of their target audience. They really ‘get’ young men on a cultural and behavioural level and they’ve used that to connect.

“what would seem like a pretty mundane key message manages to entertain” WAT C H T H E V I D E O IDIELLO.COM


STEP-BY-STEP GUIDE

How-to guide This is your how-to guide for adapting and implementing this idea for your brand. We recommend you take the time to read the whole thing properly.

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We include helpful tools and firestarters in every idea to help you skin the idea for your own needs, but it’s really up to you to know


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STEP ONE What story does my brand tell? + Notes on audience segmentation + Client idea profile + Adapting by industry guide

STEP TWO Time to storyboard this baby! + Directing non-talent on camera guide +Storyboard template STEP THREE Let’s bring it to life. + Creative brief template

your brand well enough to decide if it’s the right direction for you. We also want you to take or leave whatever elements of the idea you wish. If reading this actually inspires something else for your brand, then amazing! Dive in and tell us how you go!

STEP FOUR Time to roll out your masterpiece. + Notes on setting KPIs + Project management GANTT template IDIELLO.COM


Step One To successfully execute the Dunder Mifflin you need to figure out what story the brand tells. Make sure you can answer the following questions:

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What is the personality of the business / product? What does a day in the life look like for this brand? Routines, tasks, locations What mundane struggles can they connect with an audience on? What is the key message of your promotion? Who actually IS their audience?

ADAP TING BY INDUSTRY

There is different ways to peel this carrot depending on the type of brand you’re trying to use it for. As a result, there is no harm in using The Dunder Mifflin on multiple clients in different industries. The final products will vary wildly! We’ve pulled together a little tool to help fuel some different creative directions. FOLLOW THIS LINK TO DOWNLOAD YOUR TOOL 14

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Audience Segmentation Consider the target market in terms of psychographics and behavioural characteristics. These variables are going to help you bring emotional appeal into the campaign and connection with the audience about their everyday lives.

Lifestyle Personality Motivations Purchase behaviour Usage Values and beliefs Perceptions Benefits sought

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CLIENT IDEA PROFILE We’ve whipped up a planning worksheet for you to help your client map this idea out. From goals and key messaging, through to understanding their brand personality and the quirks you can use to help them connect with their audience. FOLLOW THIS LINK TO DOWNLOAD YOUR PL ANNER IDIELLO.COM


Step Two

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Once you’ve figured out the framework for the Dunder Mifflin, it’s time to storyboard that baby.


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STORYBOARD T E M P L AT E This printable storyboard template will help you map out scenes for their Dunder Mifflin and start to visualise this irreverent promo coming to life. FOLLOW THIS LINK TO D O W N L O A D YO U R T E M P L AT E

Decide how you think the story would come to life best behind the camera. Keep things short, dry and on message. The real beauty of a Dunder Mifflin is in the seemingly insignificant. The secretary obsessing over her stapling in

the background, the a wkward glance from your superstar looking for guidance from someone off-camera, the wry delivery. Don’t try and ham the video up with corny jokes or punchlines, stay on message! IDIELLO.COM


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Bonus tools e c r u o s e R CASTING REAL PEOPLE Some of your clients might require paid actors for their promo. However, we believe that a good Dunder Mifflin will feature the people who are genuinely behind the brand whenever possible. As a result you will probably find your cast are feeling a bit nervous on camera. We have collated our favourite tips for directing non-actors to help you out. FOLLOW THIS LINK TO READ THE GUIDE

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C R E AT I V E B R I E F This promo video could be executed in-house on an iPhone if you really wanted. But if you’re taking it up a notch (or your client has approved a reasonable budget - woohoo!) then you might be outsourcing to a professional videographer. Make sure they get all of the important info by using the attached creative brief FOLLOW THIS LINK TO DOWNLOAD YOUR BRIEF IDIELLO.COM


Step Three Let’s bring it to life! Check out the Pro Tips section for the techniques that turn an ordinary video into a Dunder Mifflin. If you have the resources for a videographer they will most likely already have an idea for how to make this work. Part of the genius of the Dunder Mifflin however is that the footage is actually better if it’s a little scrappy! You might find someone on your team Our first ever Dunder Mifflin was filmed on an iPhone!

Post-Production Keep your edits clean and simple. No fancy animations or transitions; and don’t be afraid to use your bloopers! This idea leans on raw, scrappy and authentic human behaviour so if it’s too polished it will miss the mark. If editing in-house we recommend Adobe Premiere Pro.

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Step Four It’s time to roll out your masterpiece! One of the best things about this idea is how primed it is for social media. Facebook and Instagram’s most recent algorithm changes have all been focused on eliminating salesy, bland, business-ey content from everyone’s news feed and asking brands to be more human and personable. The Dunder Mifflin is exactly that, so it’s perfect for social media users to feast on. Keep in mind that if social media is going to be your delivery channel of choice you need to think about how you’re capturing your action. If you’re wanting to splash the Dunder Mifflin across IGTV and Facebook mobile, then shooting in a portrait format is best, however if you’re wanting something that can mix and match across your website, Youtube and Facebook video then you’re all set with standard landscape dimensions.


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Bonus tools e c r u o s e R

PROJECT MANAGEMENT TOOL The always helpful GANTT chart! We’ve whipped up an implementation template so your Project Manager can keep on top everything.

FOLLOW THIS LINK TO DOWNLOAD YOUR TOOL

KPI Planning Depending on your objectives, the following metrics are your best bet for measuring the success of your campaign: NEW CUSTOMERS Site analytics Sales tracking Leads / enquiries Conversions Site traffic

AWARENESS Social media analytics Engagements Reach Impressions

POSITIONING Consumer Surveys Feedback requests Net Promoter Score (NPS)

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s p i t -

Follow these golden nuggets of advice from industry experts to get the most out of this idea.


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THE 4TH WALL Encourage the team to break the ‘wall’ between the on-camera scripting and the off-camera reality when they’re being filmed. Read more here

SINGLE CAMERA Use only one camera to film. This technique allows the camera man, and ultimately the viewer, to essentially become part of the scene too.

60 SECOND VERSION Because you want to use this across any social platform without restriction, plus you should be keeping it as simple and on message as possible.

CLEAR MESSAGE Stay away from the message overload, the industry jargon, the clever quips. Talk like a human!

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Now what? Time to start creating! Follow the steps to adapt and execute your version of the idea. Take full advantage of the tools and resources provided to help you on your way. For support please email support@idiello.com

T h e I d i e l l o C ro w d ( M e m b e rs O n l y ) J u m p i n t o y o u r c l o s e d Fa c e b o o k g ro u p t o t h ro w a ro u n d a d a p t a t i o n s with other brands and our active strategists.

Strategy Suppor t ( M e m b e rs O n l y ) Yo u a re e n t i t l e d t o a 3 0 m i n u t e strategy consultation every month! Get in touch to arrange a time. 26

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“I’m too busy” Is this your client? We understand it can be overwhelming to throw your precious time behind a new idea, so we’ve pulled together a resource filled with our favourite ways to overcome being ‘too busy’, so you can make sure your brand continues to execute good, creative marketing each month. FOLLOW THIS LINK TO T H E ‘ I ’ M T O O B U SY ’ PAG E

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The Dunder Mifflin AGENCY EDITION  

A fresh twist on a brand promotional video that will help humanise, engage and entertain your audience. This ready-made marketing campaign k...

The Dunder Mifflin AGENCY EDITION  

A fresh twist on a brand promotional video that will help humanise, engage and entertain your audience. This ready-made marketing campaign k...