Travel is increasingly running out of ideas and tourism boards across the world are thinking of new ways to market their destinations as new and exciting. Sweden is doing something true to itself and yet highly original — showing the country’s natural landscapes whilst emphasising its well-being and relationship with nature. Taking real-life visitors with stressful jobs and placing them into a glass cabin, they have their problem solving, blood pressure, creativity and breathing measured by experts showing the link between the environment and balance and wellness. It’ll make an exceptional Instagram story and beats any ad or postcard! For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.
Why are consumer brands expanding video interactivity to drive user participation?
Brands today need to reach a wide audience across locations quickly and prompt their interaction and immediate engagement. A video is an effective tool to build trust and loyalty for your brand and get a message across in a persuasive way.
Video also works wonders in eliciting high social media shares and allowing users the flexibility of viewing it whenever or wherever. Forbes describes the envisioned future of video as one where “finding, placing, and consuming the right video at the right time becomes the big challenge for everybody.”
Consumer packaged brands (CPG) currently recognise a need to go beyond storytelling and brand awareness to expand their presence in Asia. This next phase requires content dedicated to driving sales, product awareness and customer acquisition. The Harvard Business Review argues that brands will need to refocus their marketing approach to secure the long-term trust of customers. The article observes, “Transparency, motivation, and generosity all build trust in ways that most big companies — CPG or otherwise — are not good at.”
Over the next 3 weeks, we take a closer look at how Wootag is helping consumer packaged brands to help identify, position and place their product in the right channels to the right audiences. What are the qualities that Wootag picked up on? Insights on the broad interests of the brand’s audience and intents of their viewers engaging with its touchpoints.
Empowering consumers also complements the challenges of consumer packaged brands including:
- Speed in access to market and market efficiency
- Tracking their customer satisfaction and sustaining it
- A globally scaleable solution that provides support and value
- Bringing the online and offline experience closer
- Directing consumers to nearby stores and opportunities for free samples
- Giving their brand a human touch and visual personalisation
To stay relevant and remembered in a competitive industry, CPG brands will need to develop more realism and maturity in their content and create stories that resonate with their current user needs.
Next week, we’ll walk through the Southeast Asia landscape and understand more about audiences’ consumption of online video there and how this leads to brands having to promote and share video content differently.
In part I of our “Brands We Admire” section we showed how content can be humorous and creative to bring out the qualities of the brand. In this post, we shed light on three brands that engage with their consumers through delivering value-adding content or by exploring newer content avenues.
As a brand, why would you want to establish a connection? This Forbes article points out that, in all the buzz around us, an emotional connection is an effective way to reach consumers and influences their decision making. When consumers look at a product and think of your brand right away, you know you have made that difference.
Let’s find out how Random House, Procter & Gamble and Lego are establishing the right connection with their consumers through content that sticks with them.
Brands we admire
In Random House we trust
The publishing world is both fascinating and mysterious. People are often interested in how authors get around to writing their books, but there is an equal interest among budding authors in seeing how publishing companies transform text on a page into actual books.
The Random House YouTube channel gives a handy preview into publishing knowhow. It provides a healthy range of lively, relevant content that covers varying interests in publishing. The channel features interviews with established authors that aspiring ones can learn from and tips of what Random House does behind the scenes including challenges in editing, marketing, distribution and designing covers.
Ever wondered how books are marketed across devices whilst retaining their essence and appearance? Watch this video on converting books to full digital experiences. This other video shows the work that goes into pre-publishing as people begin work on the edited manuscript.
Understanding your audience is key. Video content is great when you know exactly the information your expected audience is looking for. By focusing on the finer points of publishing, Random House is allowing potential customers an accurate snapshot of their company.
Emphasis: By giving a voice to employees intertwined in the publishing process, Random House creates a sense of reliability. People can see the effort and dedication that go into their books, and they trust the publishing house to do its best.
Spreading a wise message with Procter & Gamble
Instead of a broader bird’s eye view, as with Random House’s behind-the-scenes take on publishing, you can also pique the curiosity of those seeking something more focused.
The educational videos on adolescent development by Procter & Gamble are an example of such targeted content. These videos are also part of programmes crafted by the P&G School. The videos by P&G, have information presented in a form that parents and teachers will find useful. This makes the videos ideal to discuss a sensitive topic.
Videos created in this manner elevate the brand’s purpose to guidance and advice for the consumer and that’s more than merely selling a product. Such content shows the brand’s commitment and establishes that connection with people. From being another name on the street, the brand becomes visible and memorable.
Emphasis: By creating videos that provide the right information, brands can bridge the gap with their consumers and build the trustworthiness of their products.
Hitting the big screen with Lego
Getting your product onto the big screen: that’s a product placement all marketers hope for! An entire movie based on your product. As much as the big screens are a great way to leave a lasting impression on your consumers, it can be tricky if not done right. After all, you don’t want the movie to come across as an enormous advertisement making it difficult for your audience to sit through.
As this article on The Lego Movie expresses “So why would we all willingly subject ourselves to a two-hour brand feast where every single frame involves the brand? Plus pay for the privilege? Because it was brilliant.”
The Lego Movie was unanimously praised for the visuals, its message, and the way in which the entire movie was executed. It won the BAFTA award for Best Animated Movie and pleased both kids and adults alike who had grown up playing with the multi-coloured bricks. For a younger audience, which is increasingly moving to the virtual space to consume their entertainment, the movie was a great way to bring the focus back to actual toys. Giving the audience something fun to watch in between skilfully weaving a story around the kids’ favourite, made this product placement feature outstanding.
Emphasis: While placing your product right at the centre of a feature film can be a challenge – if done right, it creates a new kind of fan base
Striking a goal with emotional touchpoints
These brands show us compelling content can come from exploring alternative content formats such as educational videos or feature placements. It is key to take a step back to understand what your consumers expect from your brand. Are they looking for some basic information? Are they looking for a preview of how you do the work? Or do they just want to be reminded that your product is fun? Remember to ask yourself that question, and then build and plan your content. In the end, it’s important your consumers feel integrated as if they are part of your brand.
Emotional touchpoints are the forefront of customer satisfaction so brands will need to ensure their content gives remarkable meaning to their audience and foster in their consumers, the freedom and independence to make decisions as well as a sense of affinity.
In this series, we recommend content that will help draw you closer to your chosen user, provide game-changing trends and insights that step up your flair for video.
According to Adweek, August 2017, brands are “shifting away from aspirational messages with an idealised vision of family and instead infusing campaigns with moments of realism.”
In an era where parents are bombarded with ads and social media posts, vying for their shortened attention spans is critical. Brands need to reinvent themselves into as down to earth, value-creating and honest in their representation. Speaking intelligently to today’s parents will require thinking up of stories that can engage with their emotional touchpoints.
The anxiety and pressure that comes with belonging somewhere and comparing with what other parents are promising their kids is real. Here we show some examples of parenting brands that are transparent and vulnerable and that create meaningful videos that bind them with their viewers.
Providing practical guidance through tutorials
Parents are spoilt for choice when it comes to information sources and are always looking for easy to understand tips and knowhow. Johnson’s Baby comes to the rescue to parents in need of a good night’s sleep and delivers a tutorial for soothing toddlers for a peaceful night
Using identifiable brand influencers
Reality shows are wildly successful and have a huge following — brands are certainly well aware. It Takes Gutz To Be A Gutierrez, is a reality series that resonates with female viewers in the Philippines. Providing the best nutrition possible and helping parents with their kids’ transition to drinking milk is central to NIDO’s mission and their target audience includes housewives and young moms. The use of influencers that identify with the brand creates transparent and memorable messaging and connects them to housewives and young moms in the Philippines.
Telling a story featuring an everyday situation
Getting your kids into the car and struggling with their yelling and tantrums is enough to put any family off a vacation. #BehindCarDoors takes a candid and entertaining look at how the time spent in the car is invaluable to learning more about our kids. Through recreations of the funny, the mundane, the unavoidable and the ugly, Renault positions its vehicle as one that is family-friendly. The video was viral on social media, showing how family time in the car is spot on for meaningful interactions and conversations that draw the family closer.
Using testimony in a relatable and real way
Being a parent as everyone else is a vulnerable and fallible task. Krafts Mac N Cheese uses humorous confessions from parents about their imperfections and makes it into an ad that tugs at parents’ heartstrings. The ad isn’t encouraging you to swear in front of your kids but providing an objective and invaluable lesson as how you should educate your children if they catch you doing it!
Telling stories well requires fresh and honest ideas
These brands have catapulted their success and engaged audience through storytelling. By using fresh and honest ideas in their advertising, brands can keep their parents as long-term viewers of their ads and be sure they are remembered well.
The way in which people are consuming information and have brands captured in their memory is fast changing. From Amazon to Netflix to digital marketing videos shared on Facebook, a video is fast becoming the most powerful way for storytelling and getting your message across to the audience you’re targeting.
These days, digital marketing videos are a component of a larger, continuously evolving campaign. Delivering a clear and focused message, they help to add a personable touch, lend a more visual feel and drive in the larger theme through telling a story that will stay with you or connect to your senses. Here we share a sampling of the various video formats you’ll want to help drive you closer to your audience and create interaction and an ongoing relationship.
The word research follows the word travel. We all admit travel is no longer a simple affair of booking tickets and just following suggestions on what to see. Everything from flight tickets, to resort bookings, to places to see and places to eat is well researched before the actual bookings are made. In a nutshell, people want to see a little bit of their vacation even before they actually get there.Here is where video marketing helps. Show your customers a glimpse of the future and help them book their vacation in one click. Here are a few examples of how video marketing is an effective tool in planning a holiday.
The Qantas way to show you the best of the gold coast and get you there
Do you believe that generating traffic for your video will give you the best success for your business? Here’s a new perspective to consider — in comparison to traffic, tracking your viewers and directing their actions are better ways for you to convert them into customers.
Video metrics are essential for rating and improving your video so that you get better conversions. By enabling metrics you have a wider opportunity at getting your viewers engaged and ready to purchase. Take, for example, the video for your new clothing range has just been filmed and you want to start seeing results from your customers. To generate a conversion, you want viewers to sign up, install the app, and add the product to cart from your video. As analytics are available on Wootag, these actions can be individually measured and used to review the conversion rate.
Continue reading to find out how using these metrics will deliver the best experience for your viewers.