What’s one of the best ways to stay on top of your game? Learning from your colleagues and competitors. By watching what others are doing right, you can learn from them and improve your own skills.
The same applies in the world of video marketing. Our best ideas often draw from the work of those around us—watching another’s creativity can often spark a unique idea in you! Here’s a batch of innovative video campaigns to excite and inspire.
Explain versus sell
The famously successful Apple “Get a Mac” campaign presented the benefits of choosing Mac over PC without making the consumer feel like they were getting a pitch. Rather than place sales at the forefront of the message, Apple delivered their message in a conversational way that left viewers with a positive impression.
Another example of explainer videos is the IQ Smart Card video that helps break down a complicated solution into easily digestible info. Rather than overwhelm users with details about their superannuation fund, a video helps deliver the message in a relatable way.
Give it the human touch
The strength of Dove’s famed “Real Beauty” campaign is right there in the name—it’s real. Using authentic people to present your product rather than models or celebrities is refreshing and effective.
Watch as Kellie Hall talks about her experiences as a graduate student in Deakin University’s School of Disability and Inclusion. Kellie effortlessly humanises a complicated topic at a large institution, while also delivering reams of pertinent information for prospective students in less than three minutes. Kellie’s likability factor helps leave the viewer with a positive impression of the degree program and the school as a whole.
Take the honest approach
In the early 1960s when most Americans were driving big cars, Volkswagen broke into the market with their legendary “Think Small” campaign. Rather than apologise for not measuring up to current trends, Volkswagen set a new one. Consumers appreciated the honesty—and the rest is history. If you’re not familiar with these iconic ads, you can take a look here:
Never underestimate the power of animation
Building a website can seem like a daunting task to many, but Wix took the world by storm with their 2016 Super Bowl commercial featuring the characters of Kung Fu Panda. The whimsical approach made Wix seem fun, inviting and likable.
Or, consider this RMIT training video that takes a daunting experience—being new to a large school as an international student—and cleverly uses animation to lighten the tone.
Know your user
The one-size-fits-all marketing approach is quickly giving way to increased attention to personalisation and interactivity. For instance, when Netflix and Friends partnered up, ads were tailored to the content people were viewing. If viewers were watching videos on “how to dance” they’d be presented hilarious Friends footage of Ross and Monica dancing. Personalising your message to each unique user and getting their attention by using their name has far-reaching possibilities for many industries.
At Creativa, we’re always on top of ads that successfully use storytelling to communicate emotion. We’re using every tool in the box to create effective, innovative videos. If you’d like to learn more about what we’re up to, contact us at creativa.com.au.