Connector July 2014 ©

Connector July 2014 ©

Video can and should be an integral part of your marketing plan. Just look at the stats: A third of all online activity is spent watching video 75% of users visit a company’s website after viewing a video Website visitors are 64% more likely to buy a product after watching a video Your website is 50% more likely to appear on the first page of search results if it includes a video 80% of internet viewers remember the videos they watch online

WHY ONLINE VIDEO?

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Good online videos share a few defining factors: They are creative and have a powerful message; many don’t even

mention the brand name but the message resonates with the audience, helping them remember the brand

They use new social media – like Vine – to their advantage

They integrate the video with social media, encouraging people to talk about the video on Twitter with hash tags, or post video responses of their own

They are sensitive and responsive to current trends

WHAT MAKES A GOOD VIDEO?

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DOVE – REAL BEAUTY SKETCHES

http://ow.ly/xYSef

- Campaign went viral on YouTube

- Became the most watched video ad of all time

- Viewed more than 114 million times

- Was uploaded in 25 languages

The goal of the campaign was to challenge peoples perception of themselves and help them realise their true beauty.

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DORITO – CRASH THE SUPERBOWL

- The largest video competition in the world

- Winner awarded $1 million grand prize

- Over 6,000 entries in 2012

http://ow.ly/xYUKT

Competition lets consumers make their own Dorito ad each year. The winners ad is aired during the Superbowl.

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NISSAN – #VERSAVID VINES

- Customers could post video to Vine or Instagram

- Customers encouraged to share their video using #VersaVid

- Promoted the contest through their micro site YourDoortoMore.com and Mashable

https://vine.co/v/hqqJBeW26IV

Nissan used Vine for their innovative VersaVid campaign where they encouraged fans to assemble a 3D paper cut out of the new Versa and

create a video of their Versa.

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AT&T – BE THE FAN

- Customers responded to the challenge by posting content to Twitter, Vine and Instagram using #BeTheFan

- Increased Twitter

engagement by 80%

- Engaged 200 million customers across all platforms

- Social buzz increased 271%

http://ow.ly/xYXHM

AT&T launched their #BeTheFan campaign, issuing weekly game day challenges to fans.

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OLDSPICE - GET SHAVED IN THE FACE

- Ad campaign was exclusively on YouTube

- Old Spice took over YouTube masthead with interactive banner promoting user generated content

- Ad was in the top ten most viewed ads on YouTube in April 2013

http://ow.ly/y4wvX

Old Spice created a unique video starring Terry Crews to target a new, younger market and sell their new razors and gels.

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- Carlsberg were promoting their new brand identity ‘That calls for a Carlsberg’

- The couple that bravely took the seats got free beer and a big cheer

- Through the campaign, Carlsberg were able to position their brand so that everyone understands Carlsberg stands for ‘quality, great taste and making the right choices’

http://ow.ly/hbz7r

CARLSBERG BIKERS

Carlsberg packed a movie theatre with 148 bikers and two free seats in the middle of them. Then they sent in couples to see what they’d do…

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WREN – FIRST KISS

- Video launched quietly on Style.com

- Employees and friends encouraged to share video link via social networks

- Video quickly appeared on first page of Reddit

- Was written about in The New York Times, WSJ, CNN and many more

- Brand name is mentioned only twice

http://ow.ly/y4tGx

84,336,701 views on YouTube

Wren set out to make a video ‘truly worth sharing’ to promote their Fall 2014 collection. From this, their viral video ‘First Kiss’ was born.

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- Users were asked to submit a Vine showing a day in the life of their Chucks

- Prizes included a trip to San Francisco, a $1,500 Urban Outfitters gift card, free Chucks and a two night stay in Brooklyn

- Competition generated lots of buzz and even more user generated content

- Urban Outfitters massively increased social engagement https://vine.co/v/btYdHIwl6Q6

Urban Outfitters teamed up with Converse using Vine to launch the competition ‘#yourchucks’.

URBAN OUTFITTERS #YOURCHUCKS

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ARMANI - #SIBYARMANI

- Was one of the first to use Instagram video

- Influencial fashion bloggers with 1 million + followers were targeted to create videos for Si

- The blogger’s followers saw the videos and in turn created their own videos

- Allowed Armani to proliferate their brand with high quality user generated advertisements

http://ow.ly/y4yKp

In 2013, Armani targeted influencial fashion bloggers on Instagram to promote its new fragrance Si.

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BEN & JERRY’S

- Allowed Ben and Jerry’s to make their customers feel included in the product development process

- Generated good feeling and brand loyalty

- Acted as free advertising for Ben and Jerry’s, as opposed to paid TV advertising

http://ow.ly/y4zr1

Ben & Jerry’s used Instagram video to track the development of their ice-cream from the factory to the consumer.

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