B2C Video Marketing
1) The LEGO® Movie
The ultimate in video marketing is to have a blockbuster feature-length film made in which every…single…minute is devoted to your brand. If you can do that, well, everything is awesome!
The idea, however, was more than likely inspired by the countless LEGO fans who were making their own animated LEGO shorts and uploading them to YouTube.
But we don’t all have the resources of LEGOs do we? Let’s take a look at a few less grandiose examples.
2) Reaction Videos: Coca-Cola’s Happiness Machine
Coca-Cola set up a vending machine on a college campus, planted hidden cameras in strategic positions, and proceeded to dispense…happiness, while recording everyone’s reactions. This is a great example of the reaction video. What makes the video compelling is everyone’s reaction to the vending machine.
3) Dumb Ways To Die
How do you create an effective public service announcement on a grisly subject such as how not to get hit by a train? Metro Trains Melbourne addressed the problem by softening the subject through the use of cute, animated characters. How do you get people to remember to be careful around trains? You embed your message in a catchy pop song. Throw in some humor in the form of your cute, animated characters dying in horrific ways, and you’ve a viral hit on your hands.
Dumb Ways To Die was so successful that they followed it up with a mobile game.
4) Sponsoring Viral Stars – Where The Hell Is Matt?
Another option is to latch on to a viral video by sponsoring the creator of it. Matt Harding liked to travel. And he liked to dance. And he liked to record himself dancing wherever he traveled. The Where The Hell Is Matt? video he originally uploaded in 2006 was intended to keep his friends up-to-date on where he had been.
The idea of dancing around the world was so compelling, though, that the video took off to the tune of 3 million views. Thats where Stride Gum comes in. They offered to pay for Matt’s travels in exchange for being the exclusive sponsor of his Where The Hell Is Matt? videos.
Three more videos and 81 million more views later and Matt gets to travel. And dance. And Stride Gum gets 81 million views. Pretty good all around.
5) Thought Leadership – TedTalks
Daniel Pink is a best-selling author of books about business, management and careers. Authors of non-fiction are by definition experts but how do you become a thought leader? By by becoming a well-known expert. And how do you do that beyond becoming a New York Times best-selling author? One way is to do a Ted Talk. Here’s an example of Daniel Pink talking about a subject dear to managers hearts: motivation.
6) Expert Positioning – RSA Animate
Speaking of Daniel Pink: How do you make a lecture far more compelling and far more likely to be understood and retained? You animate it! RSA Animate has pioneered the this form of video by syncing simple whiteboard-drawn animations with speeches on complex topics. Here’s an example of Daniel Pink talking about a subject dear to managers hearts: motivation.
7) Explainer Videos – Whiteboard Friday
Rand Fishkin of Moz stars in a weekly Whiteboard Friday video that explains various concepts related to search engine optimization. The videos are packed with useful information and serve to brand Fishkin and his company Moz as foremost experts in SEO, simply by talking shop:
8) Explainer Videos – Google Docs In Plain English
CommonCraft pioneered this form of explainer videos years ago by using paper cutouts with clever narration, in plain English, to explain complicated things. This example explains how Google Docs works in an entertaining and engaging fashion:
9) Friskies Dear Kitten Video
BuzzFeed knows the Internet. In. And out. They therefore know that the Internet is held together by cats. So naturally, they partnered with Friskies on doing a branded video…about cats. Ze Frank narrates this Dear Kitten video, which is told from the point of view of the wise, elder cat imparting nuggets of advice to the new addition to the household, a kitten:
10) Chipotle – The Scarecrow
In 2013, Chipotle Mexican Grill created this short film to raise awareness of the company’s stance regarding wholesome, sustainable food and to serve as a trailer for it’s mobile game of the same name. The Scarecrow is set to the song Pure Imagination performed by Fiona Apple:
11) Point Of View Video – GoPro
If they wanted, GoPro could simply rely on its users to generate marketing video…cause GoPro videos are everywhere. But nothing captures the imagination like extreme points of view, so they partner with base jumpers to record stuff like this:
But they also cover the more relatively mundane, like what it’s like to be a drummer:
12) Customer Education – 90 Seconds of Punch Pizza’s Oven
Punch Pizza featured this video on their website to educate customers that they need not call in to order for carry-out because the pizzas only take 90 seconds to cook. We decided to put this on YouTube and optimize it for “Neapolitan pizza” searches and to date, it’s been viewed nearly 38,000 times:
13) How To Product Videos – Lowe’s Vine
Home improvement retailer Lowe’s is using Twitter’s short-form video platform Vine to post six-second How To videos for home improvement projects:
During the holidays, Lowe’s posted cute six-second animated stories featuring their products:
14) Destroy Stuff – BlendTec’s Will It Blend?
This is one of the best examples of video marketing. BlendTec makes blenders for restaurants and food service companies. What better way to demonstrate the industrial strength of your product than to blend stuff people absolutely couldn’t imagine blending?
BlendTec’s Will It Blend videos have become so popular that they are highly-anticipated with the release of every new consumer electronics project:
15) eCommerce Video Marketing – Joe Mauer’s Quickswing
Minnesota Twins All Star first baseman Joe Mauer grew up practicing hitting the ball indoors during Minnesota’s long Winter months on a device his father invented and which which eventually was marketed as the Quickswing.
A DVD of this training video accompanied the product. The video was pretty standard-issue product training stuff but it showed how the product works and, hey, Joe Mauer’s in it, too, so that helps.
I put the video on YouTube and we had it embedded on the product page of the Quickswing’s online store, resulting in a significant boost in sales.
B2B Video Marketing Examples
16) Manufacturing Video Marketing – Grindstone Cowboy
How do reach the people who have the most influence over manufacturing purchases when those people don’t really consume any media related to their jobs. That’s the problem we faced when trying to reach metal workers, who are hugely influential over what grinding stones get purchased by their employer.
What everyone knows is their own jobs and they take notice and appreciate it when others understand the nature of their work. So we created a tribute video honoring metal workers set to the song “Grindstone Cowboy.” The video was used by sales reps, who played it for metal workers while they set up their presentations. It was burned onto DVDs as a leave-behind. And several vendors hosted the video on their own websites.
There are no actors. The location is an actual metal shop. We shot it in one day and turned it around to the client in two weeks.
17) Educational Videos: West Central
In order to explain the complex chemical processes at work with their products, our client West Central uses an animated video to illustrate:
West Central also harnesses insights from industry experts, such as this video for it’s Leaders of In-Furrow Technology agriculture blog, to provide more value to their customers.
18) Virtual Tours – Mayo Civic Center: 2017 Expansion
It’s fairly difficult to visualize a facilities expansion before and during constructions. That is what our client, the Rochester Convention & Visitors Bureau is facing with their 2017 expansion. The solution? A virtual tour of the Mayo Civic Center expansion:
19) Product Demonstration Video Marketing – Featured Dental Practice
This client example mixes product demonstration coupled with peer-to-peer communications. For a video targeted at dental practices, this format not only demonstrate how the scanner works but it is dental professionals discussing the features and benefits of the product.