3 Brands That Have Nailed Video

3 Brands That Have Nailed Video
SHARE
THIS


What best describes you?

While every brand today knows they should be using video to connect with their audience, not everyone is exactly clear as to the why and the how, argues Mark Blair, vice president of video platform Brightcove.

Executed correctly, video has the potential to jump-start conversations about your brand, draw your audience into the brand experience and ultimately build loyalty and a connection with your customers that cannot be achieved through other mediums. If you’re not excited about your brand, your customers won’t be either. Any piece of marketing collateral you produce should convey the personality of the company and what it stands for. A strong authentic personality is the market differentiator that attracts your target audience and allows you to begin building an ongoing connection with them. If you’re in need of a little inspiration, below are some brands who have, in my opinion, nailed it. They are clear winners as far as innovation, execution and creativity are concerned. They demonstrate just how effective innovative video solutions can be when it comes to shaking up traditional campaigns, injecting a little personality into your company, and creatively capturing the imagination of your audience.

Michael Hill Jewellers

Leading Australian and New Zealand retailer, Michael Hill, last year partnered with e-commerce consultancy Amblique to launch shoppable video initiatives in a successful effort to generate awareness for its brand and increase customer engagement. The videos are indicative of the next wave of innovation for online retailers and represent a whole new avenue for e-retailers and digital marketers looking to drive sales. Beautifully executed, the Michael Hill shoppable videos range from a journey through the design and handcrafting of an engagement ring, a cheeky Valentine’s Day love-story…

…and a funky behind-the-scenes shoot for the Emma & Roe ‘Wild Hearts’ range, which captures the attitude of the brand’s younger label. As each narrative continues, viewers are drawn to the specific products in the video – which they can buy from the video – creating an all-consuming and totally interactive brand experience, which has led to increased conversion on the site.

As well as the shoppable videos, the brand also launched an exciting video collaboration with Vogue and well-known Australian bloggers Jessica Sepel and Claire Fabb, who each shared their lifestyle and style tips with customers, along with their own favourite pieces from the range. Michael Hill is a brand that ‘gets’ its audience. Jewellery is an inherently personal purchase, which can evoke an emotion, convey an attitude or recall a memory for the wearer.

The video content strikes the balance between promoting the products, but also creating a brand personality that is young, positive, fresh and resonates with customers. By tying the products to a unique moment in each narrative, the brand establishes a real connection with the audience.

Tourism Australia

If you want to talk about brand personality, no-one has as big a personality as Australia. Land of Tim Tams, great coffee and a wealth of natural beauty, who wouldn’t want to live here? That’s the exact premise of the Tourism Australia ‘There’s Nothing Like Australia’ campaign which encouraged Australians to submit stories and photos of their favourite domestic travel destinations to the agency’s campaign website, www.nothinglikeaustralia.com.

Tourism Australia recognised that consumers no longer just spotted advertisements on the side of a bus, or by sitting on their couch. The campaign had to reach consumers across smartphones, tablets and the web and it was vital that it have a strong digital, social media and advocacy focus.

‘There’s nothing like Australia’ entered the market showcasing a 180-second broadcast ad, which was supplemented by a series of shorter video clips, and combined to highlight spectacular glimpses of Australian states, capital cities and icons. It was shown across Tourism Australia’s key markets, including China, India, Indonesia, the UK, USA and, of course, Australia.

The campaign is a prime example of powerful technology and a fantastic creative concept coming together to create the ultimate brand experience. The campaign attracted over 9.6 million views and resulted in high levels of viewer engagement with the website. The video cloud technology meant that Tourism Australia was able to publish, manage and distribute video content to multiple devices and destinations. This eased the burden of needing to concentrate on the technology and instead allowed them to focus on creating inspiring content and conveying the personality of Australia in their videos.

ExactTarget

Global digital marketing company, ExactTarget (owned by Salesforce) is renowned for innovative marketing solutions. Its target audience is comprised of content creators, digital marketers and creatives who want to leverage cutting-edge technology in order to amplify their message. It adopted Brightcove’s Video Cloud to manage the development and publication of video content to its web site through a custom video portal in order to increase user engagement.

Maintaining a strong digital brand is key for ExactTarget. The ability to quickly publish video content to the portal has helped the company offer the most current video content relevant to new client success stories, changes in industry trends, and its own evolution as a company, and to deliver this content to virtually any device. The marketing team are able to collaborate seamlessly on video production to efficiently manage its video content library and elegantly publish that content to its video portal.

Video has become a primary tool in online marketing strategies to engage customers with a more interactive, live-action experience that can demonstrate a company’s products, brand identity, and cultural values. A single video has the potential to capture the attention of an audience, but a video portal, with a collection of content, can have an exponential effect on engagement.

Visitors to the ExactTarget site spend on average more than five minutes using the portal, two minutes higher than the average time spent on other areas of the website, giving the company the chance to share more content with each user and more time to help them understand and connect with the brand. Executed correctly, a good content strategy that includes video can convey the warmth and depth of personality of your brand. At the end of the day, customers are people. Once you begin marketing to people and not ‘customers’ the brand personality will shine through.

Mark Blair is the Vice President of Brightcove Australia & New Zealand

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]