Compared to your run-of-the-mill advertisement, product launch videos are much more difficult to get right. And there’s also a whole lot of extra pressure piled on. If you don’t bring in the customers from day 1, you’re going to struggle to get your company going.
To help give you a little bit of inspiration, we’ve compiled a list of top 5 product launch videos. We scoured the web for ads that not only got loads of views, but also led to a healthy amount of signups and new customers – because at the end of the day it’s the bottom line that matters.
5. Instagram Videos http://vimeo.com/68765934
Introducing Video on Instagram from Instagram on Vimeo.
Having already cemented itself as a go-to option for sharing photos with people all over the world, Instagram needed something with that extra touch of special to avoid being typecast. The company’s introduction of video is beautifully presented throughout, showing users all over the world easily capturing life’s unique moments.
The video not only touches on the technical possibilities, but also on the strength of the product: its vibrant and active community is what makes Instagram tick, and that’s exactly what the video highlights from beginning to end.
4. BlendTec: Will it Blend? https://www.youtube.com/watch?v=lAl28d6tbko
BlendTec’s ‘Will It Blend?’ video is already over half a decade old, but it still retains a spot in our top 5. Part of what makes this video such a hit is the utter shock value – what’s he doing to that iPad? But there’s more to it than that.
The humoristic approach is what sets the video apart and what’s so clever about that is that it also provides the platform on which to show the product off. The blender stands at the centre throughout, which is something you need to remember when creating your own product videos.
The original concept was so successful that the company has employed it in future ads as well. Find out whether your iPhone 5C will blend, see your Kindle Fire HD being added to the scrapheap, and if you want some true enjoyment, watch a Justin Bieber record being permanently removed from existence.
3. Summly.com http://www.youtube.com/watch?v=GgTcwn05etI
We love new technologies that can make life just that little bit easier. But the problem is that there are just so many of them. There’s always a new organiser, calendar, or to-do app that it’s difficult to choose. And considering most of us don’t want to read a wall of text, videos are key to make your product stand out from the crowd.
Summly’s product launch video keeps its USP at the core of the ad throughout, but it also includes a good dosage of humour, a famous face for a spokesperson, and a modern look that reflects its advanced technology. On the back of the successful ad, this start-up was later sold to Yahoo! for a very healthy figure.
2. Spotify Lands in the USA https://www.youtube.com/watch?v=CvYX_P_c__8
Having already caused quite a stir in Europe, Spotify cracked the US market in no small part due to this clever launch video. What we like about this video is that despite using a barebones budget (relatively speaking anyway!), it still ticks all the boxes.
It plays a fantastic background music track – no surprise for a music service! – And it also gets to the point without being irritatingly vague as you get with other highbrow products. In just over a minute, Spotify lets views know exactly what it’s about.
1. Dollar Shave Club http://www.youtube.com/watch?v=ZUG9qYTJMsI
And the product launch video crown goes to –drumroll please! – Dollar Shave Club’s ‘Our Blades Are F***ing Great’. You’ve probably already seen this one – it’s gone bona fide viral and has cemented a reputation as the blueprint for the start-up video. At last count, it had over 16 million views. Not bad for a set of no-frills razors!
Costing just over $4,500 to make, Dollar Shave Club shows you don’t need a millionaire’s budget to rock to the product launch world. It uses bucket loads of creativity, pushes the envelope without being crude, and injects humour in all the right places.