"We want it to go viral." The hardest brief when cats aren't the subject matter. Priceless Productions has been able to find the perfect middle ground of cracking briefs for clients and achieve huge organic reach, with massive viral results. See founder Max Price and Account Manager Lily France talk about the science behind the creative and managing expectation.

1. Max Price
CREATIVE DIRECTOR
PRICELESS PRODUCTIONS
SYDNEY, AUSTRALIA ~ AUGUST 28 - 29, 2019
DIGIMARCONAUSTRALIA.COM | #DigiMarConAustralia
DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ
The Art of the V Word
(Viral)
KEYNOTE
Lily France
ACCOUNT MANAGER
PRICELESS PRODUCTIONS

2. The Art Of The V Word (...Viral)

5. Max Price
Creative comedy genius who’s
been in the biz for over 10yrs
yet still looks prepubescent.
LA Trained Screenwriter | Co-
Creator ‘KINNE Tonight’’
Network Ten & 7mate |
Comedian | Director | Post
Production Expert | Extremely
Creative | Ability To Produce
High Quality Assets | Quick
Turnaround
Meet the team.
Dan Atkins
Producing all-rounder who
likes to think he knows
comedy yet often is laughed
at, not with.
All-Round Content Producer |
Graphic Designer | Eye For
Detail | People’s Man | Calm
Under Pressure | Budget Guru
| Level headed | St Kilda
Supporter
Luke Goodall
Creative brains-trust who
keeps the train on the track.
Creative | Actor | Featured in
Foxtel’s sketch comedy ‘The
Slot’ | Post Production
Genius | Nothing But High
Quality | Good At Banter |
Numbers Guy | Keeps Us
From Going To Jail For Tax
Fraud
One stop shop for social.
Lia Jackson (MEL)
Account Manager / Producer
Produced the majority of
viral content we’ve created |
Special Effects Makeup
Artist | Sharper banter than
the 3 idiots on the left.
Lily France (SYD)
Account Manager / Producer
Frequent Flyer Points
Accumulator | Gun Producer
| Client Liaison | Actor |
Should Be A Comedian
Speakers

6. Who.
One stop shop for social.

7. What is viral?
- Definition;
An image, video, advertisement, etc. that is circulated rapidly on the Internet.
- Cat Viral vs Cracking Brief Viral;
Anyone can go viral. Step 1: Get A Cat. Step 2: Hide A Cucumber Near The Cat.
- ‘Cracking Brief Viral’ means pushing creative to produce
meaningful content the brands demographic relate with /
are entertained by.
- Restaurant Suggestion Tag > Banter Ammo.

8. Why Comedy?
- Why not?
Joy, Amusement and Laughter make up 46% of 10,000 pieces of
content that was most shared on the web.
- Why Are We On Social Media?
1. Not to be advertised @.
2. See if your ex has found someone uglier and less successful
for you.
3. To Be Entertained.
- Brands Need To Entertain In An Entertaining
Space.
Analyzed the top 10,000 most shared articles across the web.
https://okdork.com/why-content-goes-viral/

9. Talk-ability / The Urge To Share

10. How Do We Do It?
- Writing Phase
1. Source The Write People… Comedians (that suit brand!),
Copywriters, Storytellers, etc.
2. Research - 2nd Cousin to Stranger. Buy lunches, coffees,
etc to get into the heads of target market.
3. Ideation Session: With EVERYONE.
4. Be honest, be primal.
5. Have fun.
- Pre-Prod Phase
1. Over-Communicate. Scripts are cheaper to change here.
2. Moodboards + References connect creative to non-
creative brains.
3. Work on brand integration that doesn’t feel like a crowbar.
4. Keep it relaxed, oh and have fun.
- Shoot
1. Book young guns.
2. Use up and coming talent.
3. Feed them, feed them well.
4. Finish early.
5. HAVE FUN.
- Post-Prod Phase
1. Halve and halve again.
2. Sound is more important than vision (if they turn the
sound on 🤦 ♀) ‘Vision Compliments Sound’.
3. Pace and energy will keep retention.
4. Have fun, enjoy the process.

11. Using Established Content Creators With A Following - ECCWAF
- Stats On It Working
1. One influential person sharing your content resulted in 31.8% more social
shares.
2. Three influential people sharing your content doubled the number of
social shares.
3. Five influential people sharing your content almost quadrupled the total
number of social shares.
- Tips When Working With ECCWAFs
1. Pick the right person that suits your demo.
2. Manage that relationship well.
3. Don’t throw things on them last second. They won’t come back.
4. Don’t make it feel forced / like work for them.

12. Example Of Work/Process from Priceless Productions
- Who Are They?
Skills Certified Australia partner with Registered Training Organisations
(RTOs) to give you the best opportunity to convert your experience into a
nationally recognised qualification through Recognition of Prior Learning
(RPL).
- What Did They Want?
Viral videos!
- When Did They Want It?
Now!

13. Example Of Work/Process from Priceless Productions
- Demographic / Target Market.
1. Tradies.
2. Male.
3. Ones who made kinda bad decisions (as they didn’t commit to an
apprenticeship).
4. Enjoyed smoko and probably were on their phones more than a
teenage millennial.
- More About Them.
1. Where do tradies go when they’re not working?
2. Late.
3. Lazy.
4. Insert more stereotypical behaviours here.

14. Example Of Work/Process from Priceless Productions
TRADIES… PUB… What if Tradies Ran/Owned A Pub?
Let’s broaden out this concept to tradies and anyone who has ever dealt with
a tradie in a cheeky, humourous, lighthearted way.
Dealt with stereotypical scenarios and put them into our fictional yet
incredibly relatable world.
Scenario Brainstorms:
● When would a tradie open up for the day?
● With Smoko being typically unhealthy what would they serve?
● What drinks would they serve on tap? Plumbers are in charge of
pipes and taps, interesting.
● You often see a few tradies doing a job one person could easily do…
● Tradies love cash.

15. Example Of Work/Process from Priceless Productions

16. Example Of Work/Process from Priceless Productions
Our ECCWAF?
Aaron Gocs.

17. Example Of Work/Process from Priceless Productions

18. Final Output | If Tradies Owned A Pub | Priceless Productions

19. Example Of Work/Process from Priceless Productions
Results:
In 24 Hours on Facebook:
People Reached: 2,391,693
Views: 1,472,439
Engagements: 121,300
Spend/Boost : $180
Currently:
People Reached: 7,617,131
Views: 5,700,131
Engagements: 363,253
Shares: 98,462
Top Audience: Men 25-34
98% Organic Views

20. Thank You, now beer time.
Max Price | Creative Director
max@pricelessproductions.com.au
0400 899 647
Lily France | Account Manager
lily@pricelessproductions.com.au
0431 452 050