Category Archives: video marketing

Outstanding Viral Video Campaigns of 2016

OK, we admit it, we’re always keen to hear about marketing campaigns that worked (especially viral video campaigns).

Jeff Bullas has just shared some of the best of 2016, so without further ado, watch, listen and get inspired:

In 2015, 73% of marketers believed that video had a positive impact on their marketing results. And it’s predicted that by 2020 a whopping 75% of mobile traffic will consist of video content.

In fact, YouTube has reported that mobile video consumption rises by 100% each year. Facebook has taken notice, making sure its content-recommendation algorithm is giving preference to its own video player when determining what content to show in someones newsfeed.

The four brands in this blog post took the importance of video marketing to heart and created some of the most viral campaigns of the year.

1. Dove

It’s been 12 years since Dove first launched their iconic marketing effort, “Dove Campaign for Real Beauty” and since then, the brand has become synonymous with its beauty campaigns.
Dove is one of those brands that has managed to crack the code when it comes to creating video content that relates less to their product and more to their mission.

As published in a research on The New Science of Customer Emotions, “Fully connected customers are 52% more valuable, on average, than those who are just highly satisfied.” This has to do with a brand’s commitment to emotionally-charged marketing that makes customers feel important.

Through these campaigns, Dove has been able to create a worldwide community of women who share their personal stories and encourage one another to feel good about themselves.

As the company puts it in their YouTube description for their #MyBeautyMySay campaign, “Somewhere along the way, it has become the norm to judge women based on their appearance and use their beauty against them. With the #MyBeautyMySay campaign we feature stories of amazing women who stood up for their own beauty.”

The brand’s latest campaign has been watched nearly 13 million times on Youtube and introduces the real stories of a boxer, a fashion blogger, a model and others who’ve accomplished their dreams despite what people told them they can or cannot do.

The campaign has to do with the 2016 Dove Global Beauty and Confidence Report, which included interviews with 10,500 women across 13 countries. The results of the research are astonishing with only 4% of women who consider themselves beautiful and 54% of women who claim they have “low body confidence” and report that they are not assertive and do not stick to their decisions.

2. Always #LikeAGirl

Similarly to Dove, Always has been creating marketing campaigns that aim to empower girls and women. The “Like a Girl” campaign is intended to grab the viewer’s attention with the use of famous insults directed at women, and then change the narrative with what it really means to run, throw, and fight “like a girl.”
As the Youtube description puts it, “today, 7 out of 10 girls feel they don’t belong in sports. And as they’re pressured to conform to societal expectations, it’s no wonder that at puberty girls’ confidence plummets and half quit sports. Yet sports are exactly what help girls stay confident… In fact, a recent NHCS study found that women aged 18 to 24 are twice as likely to be confident if they play sports regularly than those who do not play at all!”

The video has garnered nearly 28 million views on Youtube and the entire “Like a Girl” campaign, which started a few years ago, gained praise and even won an Emmy, a Cannes Grand Prix award, and the Grand Clio award.

By turning an all-too-familiar emotion like self-consciousness and humiliation on its head, Always manages to touch base with its clients in ways no other brand has been able to.

3. Coca Cola

“Taste the Feeling” is Coke’s first new global advertising campaign in seven years and marks a significant change in the brand’s marketing strategy.

Starting at the beginning of the year, all Coke Trademark brands are now united by the “Taste the Feeling” campaign. The campaign celebrates the idea that drinking any kind of Coca-Cola, with or without calories and with or without caffeine, makes everyday moments that much more meaningful.

Unlike the brand’s award-winning “Open Happiness” campaign, “‘Taste the Feeling’ will feature universal storytelling with the product at the heart to reflect both the functional and emotional aspects of the Coca-Cola experience, as explained by the company.

The campaign that was created by four ad agencies, showcases over 100 images shot by noted fashion photographers, Guy Aroch and Nacho Ricci, and includes music by Swedish producer Avicii.

As the company’s VP of global creative, Rodolfo Echeverria puts it, “we want to bring the brand closer to the people through these images.” Echeverria adds, “we also want to leave them open to interpretation, so in many cases a photo might not complete the narrative.”

4. Kenzo World

Dubbed as possibly “the best music video of the year” as well as “the best perfume commercial ever made”, Kenzo’s new ad “Kenzo World” is a refreshing change from any other perfume commercial you’ve ever seen.

The wacky and wild innovation in the ad is due to Kenzo’s creative directors, Carol Lim and Humberto Leon, who enlisted ‘Being John Malkovich’ director, Spike Jonze, and the choreographer behind Sia’s ‘Chandelier’ video, Ryan Heffington.

Andie MacDowell’s daughter, Margaret Qualley, stars in the short film that has so far gained 3.8 million views on Youtube. The song “Mutant Brain” was created especially for the campaign by DJs Sam Spiegel & Ape Drums with vocals by Assassin, and the whole scene resembles Jonze’s video for Fatboy’s Slim’s “Weapon of Choice” starring Christopher Walken.

However, as W Magazine puts it, “Qualley manages to out freak Walken though. Along the way she flies through a giant Kenzo eye made out of flowers, has a ballet moment in an empty theater, and also finds time to kill a man.”

Qualley herself agrees, “When we think about perfume campaigns, we think about a pretty girl with a bottle. This clip is exactly the opposite. It’s very multifaceted and different; it takes the spectator by surprise.”

Lim and Leo added in a statement that “the Kenzo girl inhabits the present, like right now. She’s not nostalgic at all. She likes movement and speed and the way things shift and slide and collide in real time. She’s never blasé, always enthusiastic. She stands out from the crowd.”

What marketers can learn from this example is how to create a viral campaign people will be buzzing about, and no one will soon forget.

PS With all this talk about online video, we would be remiss if we didn’t suggest you check out our Online Video Marketing short course. Details here: http://socialmedia.org.nz/short-courses/online-video-marketing-short-course/

New Short Course: Online Video Marketing

Online Video is no longer an “up-and-coming” marketing tactic — it’s here, and it’s a powerful way to communicate your brand story, explain your value proposition, and build relationships with your customers and prospects.

And the statistics show that it’s working its socks off.

The 2016 Nielsen New Zealand Multi-Screen Report, covering trends of Kiwi video viewing, reveals that around a quarter (26%) of New Zealanders watch TV content through other devices (not a TV set) in an average week. Besides the TV set, the most popular devices for watching video content across a week are desktops/laptops (39%), smartphones (27%) and tablets (18%).

Here are some more numbers that really matter to marketers, as compiled by HubSpot:

  • Video in an email leads to a 200-300% increase in click-through rate
  • YouTube reports that mobile video consumption rises 100% every year
  • 92% of mobile video consumers share videos with others
  • After watching a video, 64% of users are more likely to buy a product online
  • Real estate listings that include a video receive 403% more enquiries than those without
  • video on a landing page can increase conversion rates by 80%
  • This year, video ad spending is expected to reach US$5.4 Billion
  • Video ads make up 30% of total US online ad spending
  • Enjoyable video ads increase purchase intent by 97% and brand association by 139%

 

B2B marketers aren’t immune to the online video trend

  • 50% of executives look for more information after seeing a product/service in a video
  • 65% of executives visit the marketer’s webside and 39% call a vendor after viewing a video
  • And 96% of US B2B organisations use video in some capacity in their marketing campaigns (ReelSEO survey)

Remember the old cliche that a picture is worth a thousand words? According to an estimate by Dr James McQuivey of Forrester Research, one minute of video is equal to 1.8 million words.

So let’s cut to the chase.

It’s well past time for you to upskill yourself in online video marketing.

That’s why we’re launching our newest short course on the topic.

Online Video Marketing - Short Course

Here’s what the course covers:

 

Lesson One: YouTube

There’s a bit more to YouTube than cat videos. It’s still the patriarch of online video (even though Facebook is pushing hard for prominence in that space).

In Lesson One, we review:

  • YouTube by the numbers (which are staggering. For example, 72 hours of video are uploaded to YouTube every minute).
  • How to use Google AdWords for Video effectively
  • Viral Videos: the good, the bad and the very very ugly
  • The new rules of video marketing
  • NZ YouTube Channels – which brands are using YouTube, and how are they doing?

 

Lesson Two: Facebook

At the end of 2014 Facebook hosted approximately one billion video views per day. By the close of 2015, that figure had grown to over eight billion. While there’s still some debate about what qualifies as a video view (3 sec vs. 10 sec. vs. 30 secs?), the overall trajectory of Facebook video consumption is undeniable.

Video is central to Facebook’s vision for the future of the platform. In 2014 CEO Mark Zuckerberg was quoted as saying “In five years most of Facebook will be video”.

In this lesson, we feature:

  • five key statistics which show the vital importance of video on Facebook
  • why ‘native’ Facebook video ads are so more effective than embedded ads (and how to go native successfully)
  • how to get more engagement and drive more traffic with your Facebook videos
  • why silent autoplay can see your videos either soar or flop
  • what you absolutely must do if you want your Facebook video ads to be watched
  • Best practices for Facebook video creative
  • Inspiring online video ad creative
  • 20 ways that brands can make the most out of Facebook video
  • 10 quick wins for getting started fast with Facebook Video

 

Lesson Three: Live Video with Facebook Live, Periscope, Meerkat, Blab, YouTube

Live video has come from nowhere to represent a major development in online marketing. In Lesson Three we examine the key providers of live video services and show you how you can determine whether live video will meet your promotional needs.

We also cover:

  •     Facebook’s new Live Video API (so that more and more devices can send live feeds to Facebook)
  •     The surprising benefits of using live video within Facebook groups
  •     what you should and shouldn’t do with live video
  •     how marketers have already been using live video (examples and inspirations)
  •     What YouTube is doing in response
  •     Should you choose landscape or portrait mode for your videos?

 

Lesson Four: Video Tips, Techniques & Tools

We close out the course by considering some of the tools and techniques you should use for your online video marketing.

Along the way, we explore:

  • 11 steps to creating an effective video content strategy
  • Essential tips and techniques from the YouTube Creator Playbook
  • Video marketing tips from the experts
  • 30 practical tips to help you create the best live-streamed videos
  • The surprising legal ramifications of live content streaming (what you don’t know could cost you bigtime)

 

TIMING

This course begins on Monday 02 October, 2017.

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INVESTMENT

This four-part online training course is available for $397 +GST. However we offer an Early Bird Discount of $100 +GST — pay just $297+GST for bookings received by Monday 25 September, 2017.

Bookings are confirmed on receipt of payment, which can be by bank deposit or credit card. We can raise an invoice in advance if you need it.

To reserve your place in this course, please pay by credit card through PayPal by clicking here:

https://www.paypal.com/cgi-bin/webscr?cmd=_s-xclick&hosted_button_id=2VZ8UHUGZLY7E

If you would prefer to pay by bank deposit, or require an invoice, please send an email to bookings [at[ socialmedia.org.nz with your requirements.

 

WHAT HAPPENS NEXT?

You’ll receive our emailed confirmation of your booking. Then on the first day of the course we’ll follow up with details of your Login and Password, along with an Enrolment Key for your online training course.

If you have any questions, or would like more information, please email us at the address above.