3 Brands That Have Nailed Video
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
medical channel mobile game marketing Sotfball Campbelltown Inc. Video AnalyticsLatest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.