Category Archives: B2B

In the ever-evolving landscape of digital marketing, video has emerged as a powerful storytelling tool that brands use to captivate audiences, convey their message, and drive user engagement. Here, we explore several case studies of successful brand campaigns that leveraged the unique strengths of video production to achieve remarkable marketing success.

1. Dove: “Real Beauty Sketches”

Campaign Overview: Dove’s “Real Beauty Sketches” campaign featured a forensic artist who drew women as they described themselves and as strangers described them. The stark contrast between these two sets of sketches highlighted the differences in self-perception versus how others see us.

Results: The video went viral, garnering over 114 million views within the first month. It sparked widespread discussions about beauty standards and self-image, significantly boosting Dove’s brand image as a champion of organic beauty that uplifts women.

Key Takeaway: Emotional resonance can profoundly impact viewer engagement and brand perception. Dove’s campaign succeeded by touching on universal insecurities and aspirations.

2. Old Spice: “The Man Your Man Could Smell Like

Campaign Overview: This campaign featured a swift, humorous monologue by a charismatic actor, Isaiah Mustafa, who transitions through various fantastical scenarios, emphasising the appeal of Old Spice products.

Results: The video quickly became a cultural phenomenon, receiving millions of views and transforming Old Spice’s brand image from dated to cutting-edge. It boosted sales significantly and set a new standard for creativity in advertising.

Key Takeaway: Humor, when used correctly, can make a brand relatable and memorable. Old Spice’s approach also highlighted the importance of a strong central character.

3. Always: “#LikeAGirl”

Campaign Overview: The #LikeAGirl video challenged viewers to rethink the commonly used phrase “like a girl,” turning it from an insult into an empowering statement.

Results: The campaign struck a chord globally, sparking a conversation about gender stereotypes and empowering a movement. The video amassed millions of views and shares, dramatically improving Always’ brand relevance and appeal to a younger demographic.

Key Takeaway: Social campaigns that challenge societal norms or stereotypes can generate significant engagement and support, especially from younger audiences.

4. Blendtec: “Will It Blend?”

Campaign Overview: In this series of videos, Blendtec demonstrated their blender’s power and durability by blending various unexpected objects, from smartphones to glow sticks.

Results: These quirky and shocking videos significantly increased Blendtec’s sales and brand awareness. They proved that even products as mundane as blenders could become viral sensations.

Key Takeaway: Originality and a unique selling proposition (USP) can differentiate your brand. Blendtec’s campaign was successful because it was unexpected and consistently entertaining.

5. GoPro: “Fireman Saves Kitten”

Campaign Overview: Shot with a GoPro camera attached to his helmet, a firefighter’s rescue of a kitten showcased the product’s quality and the human side of the brand.

Results: This heartwarming video showcased the GoPro in action, generating millions of views and shares, and highlighted the camera’s utility in capturing life’s heroic moments.

Key Takeaway: Showcasing your product in action, especially in scenarios that tug on your audience’s heartstrings, can greatly enhance your brand’s visibility and emotional connection with the audience.

How to Create a Successful Brand Campaign

Creating a successful brand campaign using video production involves careful planning, creative execution, and targeted promotion. Here are the key steps a brand can take to ensure their video campaign reaches and resonates with the intended audience, ultimately driving engagement and achieving campaign goals:

1. Define Your Objectives

Start by clearly defining what you want to achieve with your campaign. Objectives can range from increasing brand awareness, launching a new product, improving brand image, to driving sales. Clear objectives will guide all subsequent decisions in the campaign process.

2. Understand Your Audience

Know who you are targeting. What are their interests, behaviours, and preferences? Understanding your audience is crucial in crafting a message that resonates and determines the platforms where the campaign will be most effective.

10 Social Media Analytics Tools Perfect for Beginners AND Pros

3. Develop a Creative Concept

The creative concept is the backbone of your campaign. It should be original, align with your brand identity, and appeal to your target audience. This concept will dictate the storyline, visuals, and key messages conveyed through the video.

4. Craft a Compelling Story

People connect with stories more than sales pitches. Develop a narrative that engages your audience emotionally and intellectually. The story should have a clear beginning, middle, and end, with a strong message that aligns with your brand values.

5. Incorporate a Clear Call to Action

Ensure that your video clearly communicates what you want viewers to do next, whether it’s visiting a website, signing up for a newsletter, or purchasing a product. This call to action should be easy to understand and act upon.

6. Optimise for Different Platforms

Tailor your video content for different platforms (YouTube, Facebook, Instagram, etc.) considering the technical and audience peculiarities of each. This may involve creating or tweaking different versions of the video for various platforms.

7. Launch and Promote Your Campaign

Deploy your video content through chosen media channels. Utilise paid advertisements, social media, email marketing, and even influencer partnerships to broaden your reach. Timing can be crucial, so choose it based on when your audience is most active and receptive.

By following these steps, a brand can craft a video campaign that not only looks professional but also powerfully conveys its message, connects with its target audience, and achieves its marketing goals.

Conclusion

These case studies demonstrate the diverse ways video can be utilised to enhance brand storytelling, create memorable campaigns, and drive engagement. For brands looking to make a mark, investing in high-quality video production is not just beneficial–- it’s essential. 

As your video production partner, we are here to help you craft video content that not only tells your story but also captures hearts and minds.

Small Films are specialists in video content for FMCG brands. We’ve created unforgettable films for the likes of Mallow & Marsh, Lucky Saint and Charlie Bighams and more. If you’d like to discuss your next video marketing project, then do get in touch with one of the team. We’d love to help. 

What is an employee testimonial video?

An employee testimonial video is a short film featuring one or more employees of a company testifying to the quality of the company’s products or services. These videos are typically used as marketing tools, designed to convince potential customers that the company is worth doing business with or new talent that they would want to work there. Employee testimonials can be very effective, as they offer an insiders’ perspective on what it’s like to work for the company. When done well, they can help to build trust and confidence in the brand. However, when done poorly, they can come across as staged and inauthentic. To ensure that your employee testimonial video is successful, it’s important to choose the right employees to feature and to give them ample opportunity to speak candidly about their experiences.

Why are employee testimonial videos important?

Employee testimonial videos are a great way for potential customers to get an inside look at your company. They provide an opportunity to hear first-hand from employees about what it’s like to work for your business. These videos can be particularly helpful in highlighting your company culture and values. They also allow potential customers to see the faces behind your brand and get a sense of the people they would be working with if they chose to do business with you. In a world where consumers have more choices than ever before, employee testimonial videos can be a powerful tool for differentiating your business and establishing trust with potential customers.

What are the benefits of an employee testimonial video?

There are several benefits of an employee testimonial video. First, it helps create a more personal connection between potential customers/future employees and your company. When people see real employees talking about their experiences, it makes your company feel more relatable and trustworthy. Second, an employee testimonial video can help show off your company culture. It’s a great way to give potential applicants a sense of what it’s like to work at your company, and it can help attract people who will be a good fit for your business. Finally, an employee testimonial video can be a powerful marketing tool. It can be used on your website, social media, or even in traditional advertising campaigns. When done well, an employee testimonial video can be a valuable asset for any business.

>> Read our blog: 50 questions to ask for employee testimonial videos (and customer testimonials). 

Where can you promote your employee testimonial video?

Once you’ve made your employee testimonial video, where can you promote it?

There are a few obvious places to start. You can post it on your website or blog, or share it on social media. If you have an email list, you can include a link to the video in your next newsletter. Beyond that, think about other ways you can get the word out. Maybe there’s a relevant trade show or conference coming up where you could show the video. Or maybe there’s someone influential in your industry who would be willing to give the video a shout-out. The possibilities are endless. 

What questions can you ask in an employee testimonial video?

When you’re conducting an employee testimonial, there are a few different types of questions you can ask in order to get valuable feedback. First, you can ask about the person’s experience with the company. This can include questions about what they like about working for the company, what their day-to-day duties are, and how they feel about the company’s products or services. You can also ask about the person’s career goals and how working for the company has helped them to achieve these goals. Finally, you can ask for specific examples of how the person has benefited from working for the company. These examples could include instances where they’ve received great customer service, been able to apply their skills and knowledge to their work, or received support from management. Asking a mix of these types of questions will help you to get a well-rounded view of what it’s like to work for your company.

Examples of Employee Testimonial Videos

There are all sorts of employee testimonial videos out there. Some feature a single person speaking directly to the camera, while others use a more interview-style format. Some companies choose to focus on the personal stories of their employees, while others prefer to highlight the company’s culture and values. No matter what approach you take, an employee testimonial video can be an excellent way to showcase your team and give potential customers a behind-the-scenes look at your business. Here are a few examples to get you started. 

The first example is from the online retailer Zappos. In this video, employees share their personal stories about why they love working for the company. The focus is on the people, not the product, and it gives viewers a sense of the company’s culture and values. 

 

Another great example comes from HubSpot, a software company. In this video, employees speak about how they’re able to work independently and still feel supported by their team. This video does an excellent job of showcasing the company’s collaborative culture. 

Finally, we have an example from FabFitFun, a subscription box company. This video features employees talking about what they love about their job. This video is lighthearted and fun, and it really shows off the company’s unique personality. 

 

These are just a few examples of employee testimonial videos that are sure to inspire you. No matter what style you choose or what approach you take, remember that the most important thing is to highlight the real people that make your business run.

Small Films is a video production company in London. We regularly create customer testimonial videos and know exactly what makes your client stand out on video. If you want to chat through your project, then do get in touch with our team. 

A brand that is dominating the world of  content marketing right now is the notorious Nike Inc; the world’s largest athletic footwear and clothing brand. Over 55 years, Nike is risen to become a shining example of a brand that has it all; market share, $34 billion yearly revenue, contracts with world renowned sportsmen, factories in over 40 countries and selling worldwide in over 170. Nike is doing phenomenally well and shows no sign of slowing down.  Competition is fierce in this space, with brands like Adidas, Puma and New Balance all taking their slice of the market however, something about Nike and its strategy has placed them at the top of the playing field and has kept them from being overtaken or outshined. So what is it that makes Nike different?

 

Founded in Oregon in 1964 by young entrepreneur Phil Knight, Nike started off as a reseller of Japanese running shoes selling to well known sports brands across the US. Knight wrote a paper before the inception of Nike called “Can Japanese Sports Shoes Do to German Sports Shoes What Japanese Cameras Did to German Cameras?” After that Knight went on to create the company Blue Ribbon Sports, which we now know today as Nike Inc. Hard work, luck and determination were not the only forces that turned Nike into a world leading manufacturer of sportswear but also a superb and unique marketing strategy, one that encouraged people to think differently about athletic footwear and oozed the “Just Do It” mentality.

 

Nike has been a brand that always challenges the boundaries of sport, sportswear and athletic principles. So much so that today Nike is worn and bought by billions of people around the world who aren’t even interested in sports. They decided early on that their products would be constantly redesigned and reimagined with their customers in mind, pushing the traditional running shoes as far as they could using crazy inventions like waffle machines to design the soles. Very soon Nike became less about the shoes and more about fitness. They didn’t want to sell you a shoe but instead a mantra of being fit, active and staying healthy. Their shoes were sold as a way to stay in shape but the fact that they were comfy to run in and more stylish to look at was a bonus. Nike very quickly became the fitness brand selling a way of life, an image, a feeling and a lifestyle – their customers and audience then became the most important thing to the business.

 

So, in the 21st century what is it that Nike offers us that makes them so irresistible? To reach their new, digitally savvy audience, Nike put a lot of attention into their content creation, focusing on their social media channels and video production. Through their brilliant use of advertising Nike offers all generations, gender and races across the world this feeling of empowerment and energy. Their marketing strategy is to empower people through uplifting videos, advertisements that ooze culture, social freedom and restraints, fashion trends, lifestyle trends, opinions, messages and love. They test the limits of our personality by being so in tune with the world and providing their customers with a release, a safe place and the feeling that they are not alone. They now produce regular video content that speaks effortlessly to their customers through strong, moving and engaging storytelling. 

“Walk With Love” – Represent Love

 

Nike BETRUE – Nobody Wins Alone

https://youtu.be/T9Dx-s9FBBk

 

“MILES” Joan Benoit Samuelson

https://youtu.be/CgUuyZ-gzDQ

 

For a long time now Nike has slowly started to reduce the production of TV adverts and instead focus on video content for their YouTube channel. Understanding that marketing in the digital age is changing, Nike decided that the quickest and most effective way to reach their audiences and customers with detailed, meaningful and relevant content was through online video. They dropped their TV and print advertising spend by 40% between 2010 and 2012 – but increased their overall marketing budget to $2.4 billion in 2012 (Fortune). This marketing strategy in itself shows that Nike as a brand that follows the people, listens to trends and adapts instantly to the changes in culture. TV advertising spend dropped substantially in the last few years because traditional TV viewing has also massively declined. Instead, video streaming and viewing has become a lot more selective, personal and intimate, and because of online streaming it has become hugely accessible and people prefer to binge watch shows at their leisure. YouTube is the second most used site after google (Alexa) and users view more than 1 billion hours of videos each day (YouTube).

 

Nike speak to their audiences on their terms. They provide customers with personalisation, the ability to design their own shoes, content to watch that reflects their attitudes, opinions and lifestyles, not to mention the endless creation of new styles, clothes and shoes that constantly hit our high streets and allow its customers to always feel original and stay excited and passionate about Nike. What is their marketing strategy? It’s to give the people what they want with the utmost time, attention to detail and uncompromising quality whether that’s clothes, experiences or content. 

As recently as 5 years ago, the vast majority of us would have tuned into our favourite show via our TV sets… at home… probably on the sofa. Today, the picture is very different. Almost half of adults aged 22 to 45 are not watching content on traditional TV platforms (AdAge) and 64.8 million people born between 1981 and 1996 will watch streaming videos or downloaded videos on a device at least once a month (Forbes). TV as we know is dead. Long live online streaming! Of course, TV isn’t actually dead. But the way we consume it has changed forever. Many people will still flick the TV on to catch their favourite series as it is released whether that’s X Factor or Silent Witness, but for most of us, on-demand has replaced live viewing as our preferred method of consuming any type of television content. And for Millennials and Generation Z who have come of age in a digital world,  BBC and ITV are increasingly shunned in favour of subscription based services like Netflix or Amazon or user generated content sites like Youtube. 

 

The writing has been on the wall for analogue TV for at least 2 decades and when the analogue signal was switched off in 2017 forcing every individual to access television via a digital box, it wasn’t a great surprise to the industry. The emergence of super-fast broadband that removed the need to have a sky dish or cable TV to access more than 5 channels of television was one of the biggest driving factors behind the shift in the television landscape. That… and the arrival of 3G and cheap mobile data which has allowed video streaming in the palm of your hand.

 

 

It’s surprising to find that Netflix has actually been around since 1997. It started life as a DVD rental business but began streaming online video in 2007, just 2 years after Youtube was founded. Today Netflix has 139 million paid subscribers worldwide and on Youtube, one billion hours of content are watched every single day. YouTube is ranked as the second-most popular site in the world after Google (Alexa Internet). And, whilst Netflix and Youtube may have paved the way for online video, there are now dozens of different streaming platforms from Disney+ to Apple TV, Now TV to Facebook Watch, TikTok, Instagram TV and Amazon Prime.

 

 

There’s huge money behind these platforms. Facebook will spend a “measly” $1 billion on video content this year compared to Amazon’s $4 billion spend last year and Netflix’s projected $8 billion spend for 2019 (Media Post). Also this year, Amazon and Netflix have said they will be investing in UK TV production, and will help to promote these shows on both platforms (Video News). However, the question is, will this bring traction to TV broadcasters or, will audiences be tuning into their SVOD (Streaming Video On Demand) services to watch the shows? An Ofcom report released in the summer found that huge investment in original content by digital players has seen subscriptions to SVOD services in the UK overtake subscription to pay-TV services. Ofcom also found that last year that after a period of sustained growth, pay-TV subscription revenues fell in the UK for the first time, falling by 2.7 percent to £6.4 billion. Unsurprisingly as UK consumers turn their back on conventional television viewing in favour of subscription based streaming platforms, they also turn their back on advertising. TV advertising income fell significantly last year, declining seven percent year-on-year in real terms to £3.9 billion (Video News).

 

 

So what does this mean for brands who have, in the past relied on TV advertising to reach their customers? You guessed it, they’ve started to pump more and more of their budget into online advertising. Last year, digital advertising increased by 9.5% in the UK (emarketer) with video being the fastest growing medium. The exciting thing is that marketers looking to get an edge over their competitors are putting budget behind incredible branded content that is shining a spotlight on their products and services. Volvo, Heineken and Dove are not only running heavy hitting multi-channel campaigns with a hero piece of video content at it’s heart, but many like Patagonia, Red Bull and Nike are becoming publishers in their own right with Youtube channels that include regular, engaging video content that is enjoyed by millions of people.

 

 

As we, the consumer, become accustomed to subscription TV viewing, the days of sitting through 5 minutes of TV adverts seem like a distant memory. No surprise then, that we actively avoid spending time online in places where we are being hit with constant adverts. With Youtube releasing its own subscription service, it begs the question how long we will have to wait before Facebook, Instagram and other platforms follow suit? Moving forward, brands will have to work harder and harder to get their message seen by their audience and commissioning branded content will be one of the best ways to do that.

3 Easy Steps to Get Sales with Video

Video is dominating the digital marketing space at the moment and the statistics speak for themselves. According to Google nearly 50% of internet users look for videos related to a product or service before visiting a store and video ads have an average click-through rate of 1.84% – the highest of all digital ad formats. (Business Insider). But what’s the best way to drive sales for your business with video?

When it come to sales, Google describes the consumer marketing journey in its own framework “See, Think, Do”. In short, these are the 3 phases a customer goes through before buying your product. First, it is awareness of your product or service. Next, they signal an intention to buy and finally, they buy.

Whether you are a B2C brand selling a consumer product or a B2B business selling a service, you need to create a funnel of interest and leads at the start of your consumer’s journey and then guide them through these 3 steps before asking for a sale. The best way to do this is with either an online advertising campaign, an email marketing campaign or a mix of both.

1. Inform

Run some general awareness video adverts on either Google, Youtube or Social Media. This is for the people that don’t know you and haven’t even heard of you. Get them familiar with your business through targeted video adverts. Identify your audience first, decide where the best place is to reach them, then create adverts that softly introduce you to them. Don’t try to strong-arm them with a sale at this point. Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t. (Wirebuzz)

2. Educate

Often, your ideal customer doesn’t know they have a problem that you can solve so begin to educate them. Let them know about the value of your product and why it is a good fit for them. In their buyer journey, when they are in Google’s “Think” phase, they will be seeking out information before making a decision so this is a great time to educate them. In fact, searches related to “how to” on YouTube have grown 70% year on year. (Google) Either send videos to your prospects via email (if you’ve captured their information) or re-market to them via Google or Facebook pixel. As I’ve talked about in a previous blog, think about creating videos that focus on the problem rather than the product. For example, if long distance runner is having a problem with blisters and your product solves that, then create content that unpacks “why” blisters happen in the first place, then how your product helps.

3. Offer

Buyers love a deal so run a promotion and deliver the promotion in a video. Run these videos as either 15 second adverts to the same audience you have raised awareness with, re-market to your existing audience or email them directly. Remember to have a finite time-frame on your offer and a definitive cut off point. The video should have a very strong call-to-action so prospects know how to redeem the offer. And remember to keep your videos nice and short. Nearly two-thirds of consumers prefer video under 60 seconds. (Insivia)

A recent survey by (Buffer) found that 73% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget. But always consider that if you create a well-structured video marketing campaign just once, it’s much easier to then replicate it. It will be worth the time, resources and budget you may waste on less effective strategies.

If you want to talk to us about how to drive sales for your business using video then drop us a line at info@smallfilms.com

The word branded content gets banded around quite frequently but what does it actually mean? How does it specifically apply to video? And how can I use it to win more customers?

Wikipedia (always to be taken with a pinch of salt) defines Branded Content as “the practice of marketing via the creation of content that is funded or outright produced by an advertiser” as opposed to “content marketing” which “is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.” Surely then that’s different to advertising which Wiki describes as “Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea”?

Confused? You are not alone. I’ve sat through many talks with industry leaders who often find it hard to put their finger on the true definition of “branded content”. The lines between advertising and content marketing are often blurred, but one truth remains; branded content offers value to the audience but serves the brand that created it.

If you are interested in what counts as branded content and how to define it then here’s a series of examples from the Haagen Dazs Youtube Channel…

This is their advert. No two ways about it. They are showing the product and pushing their agenda.

But then look at these three videos and their different forms of branded content.

This film was made by well-known filmmaker Morgan Spurlock. It’s a mini documentary that is sponsored by Haagen Dazs. So its branded content right? Seems simple enough.

https://youtu.be/CAtYWU3m8uY

And what about this video? It tells the story of the Jam Stand company. Seems like a classic bit of content marketing; an interesting story about these entrepreneurs, with a bit of product placement toward the end.

https://youtu.be/-KkuIXclbfI

But then it gets slightly confusing. This video is an amazing 360 VR experience looking at the plight of the honey bee. Its a great bit of content that adds value for people watching. But it was commissioned by Haagen Dazs to shout about the social purpose work they are doing so it’s strongly pushing their agenda. So is it branded content or a clever bit of advertising?

Ultimately semantics aside, there’s one thing that unites all three pieces of branded content; they all put the “Audience-First” by offering value to the audience rather than being just a straight-up advert. And when you are creating video, this part is critical if you want to generate more interest in your company, greater customer allegiance and sales.

So how do I create branded content for my business?

Its actually quite simple to create your own branded content. It just takes a bit of planning and a strong understanding of your target audience.

Think about your customer demographics and what interests them. Then start to build a content plan around that. Remember, you are putting your “audience first”, not your company agenda. So all the videos need to be informative, educational, interesting or entertaining. Don’t push the company agenda too heavily. Give your audience something first and then be grateful when they give you their allegiance.

For example, if you are a tech company that’s developed a new app to help people find car parking spots then what content would your customers find useful? A video guide to all the different ways you can pay for parking? Videos with insider tips on parking in major UK cities? You can even start to look at concepts that are less directly aligned with your company’s purpose like “DAB Radio Stations reviews”, “How to avoid road rage” and “Cheap fuelling spots in the UK”.

If your company has a social purpose or passion that you are aligned with, then explore creating content around that. So if your Parking App company also campaigns for the promotion of electric cars or you back an environmental charity then why not start a web series interviewing interesting people about those subjects?

Back when I worked in the TV industry in the development department, we’d cook up ideas for television series in a brainstorming meeting. Once we’d considered the TV channel we were pitching to and its tone of voice, as well as the viewer demographic we were appealing to, we’d come up with ideas that we thought they might like. We’d then plan out every episode of the series with post-its on a whiteboard until we had a well-formed plan to pitch to the commissioners at the TV channel.

The same plan of action should be taken when creating a branded content plan. Think of your Youtube channel as your own TV channel and you need to create different TV series to populate that channel. How frequently do you want episodes to show? Once a week? 2 per month? And how many months will the series last before you assess its success?

Why bother when I can just run paid adverts?

The online landscape is saturated with advertising. We are bombarded with it day in, day out. People are becoming desensitised to advertising and we’re learning to tune it out. Not to say that online adverts don’t have their place; they absolutely do. They are great for brand awareness, direct calls to action and can even go viral in their own right. But if you want to cut through the noise and engage your customers on a more meaningful level then you need to be creating your own branded content video plan.

I truly believe that brands can be the driving force behind meaningful video content that adds value to people’s lives. And the good news is you don’t have to be a multi-national conglomerate to do it. In fact, for startups and SMEs, branded content can be one of the most affordable and effective ways of generating new business. So what are you waiting for?

If you want to talk to us about how to create branded content for your business then drop us a line at info@smallfilms.com

If you are an SME and haven’t heard of the term ambush marketing, then you may be missing a trick. It’s a high impact, cost effective way for brands to hog the limelight and is frequently being used by the likes of Pepsi, Burger King and Nike to generate huge sales. And the good news is that you don’t have to be a big brand to use ambush marketing. It works for emerging brands too. So, what is ambush marketing and why is it so effective?

Imagine you want to hold a street party but can’t afford it. Then you find out your neighbor is hosting his own street party with a band and an expensive sound system. So you invite all your friends over and pass the party off as your own. Before you know it, your neighbour’s guests have even ended up at your house. You’ve got the street party you always wanted and didn’t have to pay a thing. #partyambush.

Now imagine you are Coco Cola and you’ve paid a fortune to sponsor the World Cup. But then Pepsi, who hasn’t paid a penny in sponsorship, decides to rebrand all their drinks cans with pictures of the England World Cup team. They win sales from Coke without the hefty price tag of official sponsorship. Catch my drift?

The most common form of ambush marketing takes place surrounding key sporting events where brands would ordinarily have to pay for sponsorship like the World Cup, Wimbledon or the Olympics. But it can also be used for other key calendar events like Movie Releases, Royal Birthdays, Festivals OR to hijack big marketing announcements from other brands like Apple or Tesla. And that marketing can manifest in print, TV, digital, radio or a brand’s packaging.

So how can emerging brands use ambush marketing effectively? And what about video – how can you use it to amplify an ambush marketing campaign?

1. Be Direct

In this game you need to be proactive and keep a beady eye on your annual calendar. There are many events that pop up throughout the year which you could create some awesome content to generate buzz. Form connections through imagery, colour and slogans whether that’s Union Jacks for a Royal Wedding, rainbows for London Pride or in the case of Blue Kitchen restaurant this year – create a social media video.
During the world cup they create this video which referenced Maradona’s famous “Hands of God”. So even thought Blues Kitchen has no official connection to the present world cup they formed a strong association that would have resonated with their audience.

Your ambush doesn’t just have to be inline with a specific event – it can stem from anything that is current or trending. You need look no further than social media for the latest meme or hot topic. Do you remember when fidget spinners first came into town and how everybody went crazy for them? Well Burger King took that trend in their stride and produced this awesome Gif…

As an emerging brand this is exactly the type of trend that could you easily to create some content around.

2. Be Fearless

To make an omelet you have to break a few eggs. So to stay ahead of your competition, you’ll have to risk putting a few noses out of joint with your ambush marketing. Look at what your competitors are doing or any bigger brands that you could ambush and then form a marketing campaign around their events. For example, in 2012, Nike piggybacked off London Olympic fervor with their own TV campaign called “Find your Greatness” despite the fact that Adidas were the official sponsor, not Nike.

And an example of an emerging brand jumping on a big brand’s bandwagon is Mous – they timed the release of their indestructible phone case with the arrival of the Iphone X. They even ambushed the long queue outside the Apple store and filmed some video content with the hopeful Iphone owners putting their indestructible case through its paces.

3. Be Predatory

Look for opportunities to have a dig at your competition. Here’s another example from Burger King where they hijacked the cinema release of the Clown horror film “IT” and used it to poke fun at their main competitor McDonalds with the slogan “Never Trust a Clown”. They created this piece of video content to promote the campaign.

And Android released this advert for their Smart watches just before the release of the Apple Watch, making the point that as an Android smart watch owner they have different styles so you can still be individual but with Apple, you only get one choice.

http://youtu.be/EMB2LbpHVxk

As an emerging brand there are so many opportunities lying in wait for you to do your own ambush marketing campaign, whether that’s piggybacking off a major event, jumping on a new trend that’s doing the rounds on social media or having a dig at some of your bigger competitors with a counterintuitive video campaign. Just look at the calendar and for anything you can take advantage of, then start your scheming! Be the predator, not the prey.

Video content is King

According to a recent study by Forrester Research, 1.8 million words of text is worth 1 minute of video in terms of impact. Whether such a comparison is really accurately quantifiable, it’s clear that video is rapidly overtaking text as the most dominant form of digital content.

In a fast-moving world of Social Media, changing technologies and ever more selective consumers, it’s the attention-grabbing, story-telling and engaging qualities of video that make it the most effective and shareable way for brands to communicate with their audiences. Indeed, by 2021 it’s predicted that a staggering 80% of global consumer internet traffic will be video. 

Social Media has changed the way we consume video content

There are no two ways about it then – consumers love video and businesses are quickly having to adapt by making video a central part of their digital marketing strategies. So far, so straightforward. But it’s not quite as simple as commissioning a video, sticking it on your website and sharing a few links across Social Media.

The evolving digital landscape is creating more and more ways for audiences to consume video content and an increasing number and variety of Social Media platforms are at the forefront of this. Each Social Media platform has its own audience, character, features and functions, not to mention technical restrictions and conventions about hosting video. Audiences have different expectations and consume video differently according to each platform. Forward-thinking brands can take advantage of this by considering these Social Media nuances when planning their video distribution strategies. You can stay one step ahead of the competition by carefully adapting your video content to have the maximum impact on each Social Media platform.

To help you get started, here are our top tips on how to use video content across the most popular Social Media networks:

Facebook Tips

The stats

Using video to get brand engagement on Facebook is more important than ever. Facebook generates more than 8 billion video views per day (source Bloomberg) and views of branded video content have increased 258% since 2016 (Tubular Insights). Square video gets 275% more views and 482% more shares than regular. 

The tone

Facebook is primarily a personal network of family and friends. Of course, businesses make great use of it for marketing purposes but consumers are largely using it in an informal way. It’s great for B2C and any video content you post should be friendly, entertaining and sit well in users’ feeds alongside casual updates from friends. Don’t post anything corporate or specialist and keep the tone light.

The format

Square video is outperforming regular video in terms of engagement, perhaps due to the increase in internet usage on Mobile phones. 

Facebook videos autoplay and the majority of people watch without sound – make sure your video is captivating in the first few seconds to stop users scrolling on by – and don’t forget to add captions or text overlay and an attention-grabbing thumbnail and title.

Videos under 2 minutes long perform best.

Upload your video natively (rather than posting links to other video platforms) because the Facebook algorithm rewards native video. 

Go live

Facebook’s algorithm also rewards live video as it is the most engaging type, and what’s more when brands post live video, it also seems to increase the reach of their non-live video content. Facebook live videos are viewed for 3 times longer than uploaded recorded video and get 10 times as much engagement. Live videos should be longer than recorded videos (but less than 15 minutes).

Advertise

Reach a highly targeted market with engaging video advertising on Facebook. Video ads receive 10 to 30% more views than other image ads (although often with a higher CPC).

Twitter Tips

The stats

Twitter is the channel for short, fleeting updates and therefore hasn’t emphasised video as much as some of the other social media channels. However, 82% of Twitter users say they watch video content on the platform (Bloomberg). Twitter reports that Tweets with video are 6 times as likely to be retweeted as Tweets with static images, and 70% of US marketers said they were confident they could drive sales through Twitter video advertising (www.emarketer.com)

The tone

Twitter is great for business networking and connecting with influencers and customers. The tone should be more professional than Facebook, but avoid overly spammy or salesy content. You can be more businesslike in what you post, but be conversational too as ‘real-time’ interactions are common.

The format

Twitter supports MP4 or MOV format video and you can post landscape, square or vertical videos. Square and vertical perform best because 93% of Twitter video views are on Mobile devices (Adweek). Films can be no longer than 2 minutes 20 seconds. Between 30 and 45 seconds is the optimum length however so the platform is ideal for posting teaser clips to longer format video content on YouTube or your website.

Go live

Live video marries really well with the real-time immediacy of the Twitter platform and posting live video via Periscope is a great way to promote business events, conferences, product launches etc. 

Advertise

Video advertising now accounts for over 50% of Twitter’s revenue and video website cards or video app cards can drive viewers directly to your website. 

Instagram Tips

The stats

While primarily a photo sharing platform, the amount of time users spend watching video on Instagram has increased 80% year on year since video feature was launched in 2013 (Instagram). The main demographic is 18-29 years old (59% of this age-group uses the platform) and video advertising gets 3 times as many comments as photo advertising. 35% of Instagram users are creating and viewing video via Instagram stories (Mediakix).

The tone

Instagram is a friendly and informal platform used predominantly by the Millennial and Generation Z demographic.  Its visual nature encourages active engagement and Instagram posts get the highest brand engagement of any Social Media platform (Invespcro). It is a really useful platform therefore for informal visual storytelling, communicating brand culture and identity, and for creating an emotionally engaged brand community. It is also very effective for showcasing products and online shopping for retail brands.

The format

Instagram video must be less than 60 seconds in length. Use vertical video in Instagram stories, and landscape for timeline video. An Instagram story video can only be 15 seconds in length, but you can add as many stories as you like, or make a longer story by posting multiple 15 second chunks sequentially.

Go live

Live video on Instagram can be up to an hour long and is available for your audience to watch (in full) in the stories and live section at the top of the screen. Live lends itself to seasonal stories and events or time limited promotions. It can also be a great way to increase engagement with your audience by means of live Q&As and chat.

Advertise

As we discovered earlier, video advertising on Instagram generates 3 times as many comments as photo advertising. As well as standard video ads between 3 and 60 seconds long including room for 2,200 characters of text, brands can now use carousel video ads by adding up to 5 videos to one ad, along with up to 2,200 characters of text.

Instagram TV

Instagram has recently launched Instagram TV, a long form video app that’s also available within Instagram. Videos on the app will be vertical in format and can be up to an hour long, suggesting that Instagram is vying for YouTube style content.

Linkedin Tips

The stats

75% of business executives said that they watch work-related video weekly (Cisco Systems) making professional networking platform Linkedin ideal for hosting business videos. 38% of marketers use video on Linkedin and 55% of business owners said they would continue or start to share video on Linkedin in 2018. Linkedin users are also 20 times more likely to share a video than any other type of post (Linkedin). 61 million Linkedin users are senior level influencers and decision makers and Linkedin is the top channel for distributing content for 94% of B2B marketers.

The tone

As a professional networking, B2B and recruitment platform, Linkedin suits a corporate and formal tone and is the place to demonstrate industry expertise and personal thought-leadership to your audience. 50% of US internet users with a college degree use Linkedin so your content should be value-adding and informative. Video can be used professionally to showcase projects, conduct interviews, show case-studies and post how to’s and demonstrations.

The format

Linkedin enabled a native video function recently and it now allows members (not businesses as yet except via advertising) to upload videos natively between 3 seconds and 10 minutes long from the app or web in either vertical or horizontal formats. Vertical videos will be cropped to square and videos will autoplay silently in the feed. The platform has also recently added sticker and text options for video. Native video will rank higher in searches than video links to other platforms. Although you can’t livestream, you can post a video as soon as you have recorded it and you can also share it to your company page.

Advertise

Linkedin has recently rolled out business video advertising in the form of Video for Sponsored Content and Company pages. Businesses can now pay to showcase their companies with video on their company pages and can sponsor highly targeted B2B video content that will autoplay in audience feeds.

YouTube Tips

The stats

The daddy of video hosting platforms, YouTube has a staggering 149 million viewers per month. (Statista). More than 1 billion hours of video are watched daily and more than 50% of YouTube video views come from Mobile devices (YouTube). YouTube also reaches more 18-49 years olds than any broadcast or cable TV network, and whilst time spent on YouTube by this demographic has increased by 74%, TV watching has decreased by 4%.

The tone

Although a lot of YouTube content is perceived as being entertainment based, it’s very much worth businesses having their own YouTube channels to raise awareness and build brand identity and engagement. Google has a strong bias towards YouTube videos in searches (as opposed to videos hosted on websites or other platforms) (Stone Temple) and 70% of people say they watch YouTube videos to ‘solve a problem’ and 86%, to ‘learn new things’. YouTube is therefore a brilliant tool for brands to use to explain how their products and services work and to educate and inform on industry issues. 

The format

As a video hosting platform rather than a Social Media platform, you can upload all sorts of format and length videos to YouTube as long as they don’t exceed 20GB. However, ComScore reported that the average YouTube video length is 4.4 minutes, and Wistia research has shown that while you will keep 60% of viewers watching to the end of a 4 minute video, you will retain 75% of viewers of a 1-2 minute video. Shorter still seems to be sweeter on YouTube. 95% of YouTube video ads are audible (Google) – both vision and sound are important on this platform.

Go Live

Live streaming is possible on YouTube (and now also from your desktop) if your ‘account is in good standing’ and is verified.  It’s a useful feature for vloggers to share live updates and for businesses to share live video of events/launches etc.

Advertise

YouTube accounts for a quarter of digital ad spend in the US. There are three video advertising options, the most popular being the 6 second bumper ads which appear before, during or after other videos and cannot be skipped. YouTube say that ’70% of bumper ads drive a significant lift in brand awareness.’ The second type of advertising is TrueView which is adverting that plays before, during and after videos, but which can be skipped after 5 seconds. The advertiser is only charged if a viewer watches for 30 seconds or engages with the video. Discovery ads appear when a viewer is browsing content on the web or YouTube and can be any length. The advertiser is charged when a viewer clicks on the ad.

Snapchat Tips

And a final word for Snapchat. Although the least used Social Media platform for video marketing, Snapchat’s popularity amongst the under 24’s should not be underestimated. For businesses targeting this demographic, they can make use of Snapchat stories to post 10 second temporary stories, and can take advantage of Snap Ads to get their video advertising content placed in users feeds.

If you would like help with producing video for different social media platforms, contact us here.

Small Films are video content specialists. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign.

In the fast-evolving world of digital marketing, the way we consume content is changing. With less reliance on desktop and laptop computers and rapidly expanding mobile technology, consumers can choose exactly when, how and where they access the internet and interact with online content. To grab the attention of this busy on-the-go audience with a short attention span, only the most engaging, flexible and value-adding content formats will continue to make the grade. With recent research showing that 1 minute of video is worth 1.8 million words (Forrester Research), now is the time to say goodbye to text – and welcome to a golden age of video marketing.

 

This is all very well for the large global brands, but what if your brand is small, or new? Smaller businesses can be put off by the perceived expense and technical issues involved in creating regular quality video content, so is it really worth the effort? The stats would seem to suggest that it very definitely is.

 

A Cisco report predicted that by 2018, a staggering 78% of global consumer internet traffic will be video. Adding video to your website landing page has been shown to increase conversions by 80% (Invisia), and to engage audiences to reduce your bounce rate. The average user spends 80% more time on a website with video (Mist Media). What’s more – looking at the the ultimate metric, 76% of businesses report that video has been good for their ROI (Wyzowl).

 

The numbers speak for themselves, but if you still need convincing have a look at our top reasons why video content is king in brand marketing:

 

  • It can provide useful information on your products

Consumers want enhanced information on products and services – particularly new ones. Explainer videos are a brilliant way of adding value to the customer experience whilst at the same time positioning your brand as helpful and knowledgeable. Your brand becomes not just a service or product provider, but also an expert information resource. And that’s good for sales. 74% of viewers who watched an explainer video went on to purchase the product or service (Wyzowl).

 

  •  It can shape and reinforce your brand identity

As part of an integrated branding strategy, video content is the most effective way of getting across your your brand identity and story. Video appeals to all of the senses – you can use sound, music, attractive visuals, narrative, emotion, humour and mood to convey what you want people to ‘feel’ about your brand. And how they feel has a huge impact on their consumer behaviour. If they feel connected to your brand through your authentic use of video, they will develop trust and form a relationship with your business.

 

  •  It’s the most engaging of all content formats

Research at Diode Digital showed that 60% of online viewers will watch a video before reading any text. Video advertising also has the highest CTR of all digital format advertising and consumers are much more likely to click on video than static banner ads (Sizmek). Social media platforms are increasingly being optimised for video content, and video is shared a huge 1200% more than links and text combined on Social Media. (Simply Measured). It’s also beneficial for brand recall. 80% of consumers can remember a brand video they’ve watched in the last month (Hubspot).

 

  •  It’s great for brand SEO

Google owns YouTube so it’s not surprising that video content often comes high up in searches.  In fact, your brand is 53x more likely to be at the top of Google search results if you have video embedded on your website (Moovly). Make sure your videos are SEO optimised to aid this, using keywords, SEO titles, and back-links to your products and other pages.

 

  •  It can revolutionise your emarketing

Embedding video content in your enewsletters can transform their impact. Hubspot reports that click-through rates can be boosted by 200% – 300% by the addition of video content.

 

  •  It’s flexible and works well on all devices

Video content works equally well on everything from PCs and laptops to tablets and smartphones and is particularly suited to a dynamic, out-and-about audience. With increasing mobile device usage and the growth of m-commerce, video is the perfect medium for reaching the mobile generation.

 

Small Films are video content specialists. By combining strategic minds with creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign. Contact us here.

How brands can use documentary-style video in content marketing

                                                                                                                                          

But what is documentary-style video content exactly?

Imagine a documentary you see on television about a subject you are passionate about… it could be anything from rock climbing or emerging music artists to disaster relief or homelessness. Now imagine a brand has taken the initiative to create that documentary content and distribute in online for free without a strong advertising agenda. It’s the newest form of video content that is emerging and there’s a very good reason why it is so successful. Rather than creating a commercial that relies on a big advertising spend to distribute it successfully, by creating free, short-form documentaries, the brand will not only have the potential for massive organic sharing on social media but also to lift its image in the eyes of its customers.

But why is this style of video content suddenly becoming so prevalent?

Video is King

It’s old news that video is the undisputed King of content marketing. Research shows that 60% of online consumers will watch a video before reading any text and video has the highest click through rate of any form of digital advertising (Sismek). Video content is also highly engaging – it is shared across social channels a whopping 1200% more than just links and text combined (Simply Measured). The stats say it all. Any business that is serious about marketing will be taking advantage of video’s many benefits, particularly when it comes to communicating their brand identities and stories.

Cut through the clutter

But in an online world where the moving image increasingly dominates, how can brands cut through the visual clutter and stand out from the crowd? This year, almost 80% of internet traffic is predicted to be video (Cisco). As the quantity of video increases, consumers are becoming more discerning and selective about what they choose to watch, and social media algorithms are changing to weed out the more spammy branded content and click bait from our news feeds. The average modern consumer is advertising savvy and likes to consume media proactively. Consumers are now deciding how and when to interact with their brands of choice and are increasingly rejecting traditional overt marketing and advertising methods.

Quality over quantity

Brands then, need to keep on their toes to reflect the changing online consumer environment when it comes to creating content that their audience will want to engage with. Video is great – but just producing lots of standard video content is no longer enough. The challenge now for brands is to achieve quality over quantity. Video content creation is moving into a more strategic and thoughtful phase. As the emphasis shifts towards longer form, more meaningful and memorable content that consumers actively want to watch, and that social channels reward, documentary-style branded video is coming into its own.

The rise of the documentary-style branded video

‘Storytelling’ is the marketing buzzword du jour, and video content naturally lends itself to this method of communicating brand identity. The documentary-style branded video takes this idea a step further. If stories are universally appealing to audiences, a short film or documentary style video offers a bigger and better vehicle for delivering them than a traditional short-form video. Reflecting the move away from overt marketing, documentary-style video provides a way for brands to use other people’s stories to indirectly communicate something about themselves. By using the longer-form story-centric format, they can make the most of dramatic and emotional elements thereby attracting and retaining viewers. It gives brands a chance to be creative, to target particular audiences with specifically tailored content, and above all, it helps them stand out from the crowd.

 

The brands leading the way in documentary-style video

These forward-thinking brands are showing how the investment can really pay off in terms of profile and engagement:

 

Volvo – Human Made Stories

Documentary-style content is an effective way of aligning your brand with certain values. Last year Volvo partnered with Sky Atlantic to produce a series of inspiring short films centring on the emotional impact of human innovation. ‘Nemo’s Garden’, the first in the series, tells the story of an Italian father and son who come up with a system to grow crops in the ocean in response to the problems caused by climate change and the declining viability of existing farmland. The stories have compelling emotional and dramatic impact – and effectively communicate Volvo’s commitment to innovation, along with its human and progressive values.

 

 

Coors Light

The beer giant recently moved into documentary-style film to differentiate itself from other similar popular beer brands and to shift away from its light and jokey image. In a series of real-life stories celebrating diversity and focusing on overcoming adversity, Coors have been trying to assert their authenticity and market their product ‘in real-life settings and scenarios’. The first spot, ‘My Climb. My Story’, features Shezi, An LA Based fashion designer who is battling a tumour. The film documents his fight back to fitness and the re-launch of his business. The Coors branding is subtle and the product only appears in the final launch party scene reflecting the move towards more indirect forms of marketing content.

 

 

 

Stella Artois – Our Dream of Water

Documentary-style film making allows brands to tackle serious issues and communicate ‘socially-conscious’ values. Having been collaborating with water charity water.org on the Buy a Lady a Drink campaign, Stella Artois then partnered with National Geographic to commission an award winning film director to make a documentary highlighting the impact of the global water crisis on communities around the world, particularly focusing on women.

They further invested in documentary by then sponsoring the Women in Film organisation to provide four $25,000 grants to women film-makers making socially conscious documentaries, especially those focusing on water. This socially conscious branding is great news for charities of course, but is obviously primarily a shrewd marketing move by Stella Artois. Female beer drinkers are occupying an increasing share of the market and research shows that women are more ‘socially minded’ than men. Stella has clearly adopted a female targeted marketing strategy and is using documentary film successfully to achieve its goals.

 

 

 

Patagonia – Worn Wear

Outdoor clothing brand Patagonia uses documentary film brilliantly to express passion and authenticity through compelling storytelling. One notable film they produced is ‘Worn Wear’ – a documentary with a simple premise – the ‘stories we wear’. Starting with the founder explaining how his love for mountaineering led him to turn his passion into a business, the film goes on to feature Patagonia customers talking about the clothing they have bought, and how it has served them over the years and through different adventures. The whole film is beautifully shot, and emphasises the company’s integrity. They are not giving the hard sell – just illustrating the quality and durability of their products through honest human stories, whilst also communicating their brand values of wholesome outdoor activity and environmental awareness. A perfect piece of inspirational documentary marketing.

 

 

 

Documentary-style content without the price tag

There’s a common misconception that only the biggest brands have the budget and resources to create documentary -style content. That couldn’t be further from the truth. With advances in affordable camera technology and the growing talent pool, video is cheaper to create today than it has ever been in history. It means video production companies can create documentary-style content for any small to medium size business. For now, its mainly the big brands who have cottoned on to its value as a marketing tool.. watch this space as the smaller brands start to catch up.

 

 

Small Films’ founder George Hughes spent 15 years producing and directing content for TV broadcast including serious documentary. For more information about how Small Films can help you with engaging documentary marketing content, contact us here.

Small Films are video content specialists. By combining strategic minds with the creative flair we create powerful stories with video that deeply resonate with audiences, supporting our clients to achieve their ambitions in growing their organisation, brand or campaign.