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Jul
16
2010
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Online Video Marketing: Relatable, Engaging Content Leads to Successful Campaigns
Online video is a major part of the interactive world and many say it’s the future of marketing. However, it wasn’t until recently that we’ve seen companies actively use it to reach audiences online. Toyota (apart from the recall woes faced earlier this year) and Levi’s have shown great leadership with their current campaigns. Inspired by Reel SEO’s tips for creating a web series, we believe these brands hit the nail on the head with content that centers on universal truths for the target audience, encouraging them to contribute, watch and share with others. Toyota Already, millions have gone out of their way to meet the family. As Spork Marketing Blog notes, unlike traditional TV advertising, “online video viewers have elected to watch your content – it’s not being forced upon them.” With nearly 3 million YouTube channel views and over 4 million views of Swagger Wagon alone, Toyota has achieved an online video marketing success. Levi’s Unlike Toyota’s series of laughable family quirks, this series of online videos pull at the heart strings by tapping into the idea of hard work, a theme integral to America and Levi’s roots, while also highlighting a very real concept many have faced in light of economic highs and lows, starting over. These personal narratives will be carried through the entire series as it showcases the potential of Braddock residents, including Braddock’s Mayor who expresses his passion for the town with heartfelt tattoos. Still early in the campaign, Levi’s made the right decision to captivate their audience by leveraging their Facebook Page and YouTube channel. The use of their social network makes the series easily accessible to those already interested and is sure to help spread the word about this resilient community and Levi’s brand. Done correctly, online videos can be an engaging medium and possess the ability to enhance your marketing with repeated viewing, sharing and meaningful discussion. While there is no surefire way to guarantee a hit, choosing and executing on a theme universal to your audience is a good first step. |
© Mindgruve 2012 | made in California
Thanks for the link!
As you say, Toyota’s series of “swagger wagon” videos are revolutionary. I pay particularly close attention to the auto industry, and I can’t recall another series of videos that have achieved both the level of success AND the freedom and creativity of Toyota’s ads.
They’re also doing some interesting things with their videos addressing the electronic throttle fiasco.
One other notable automotive video trend – Ford has recently begun to show videos of their Explorer prototype prior to it’s official release. If this trend continues, we may see manufacturers of all kinds using video to “tell the story” of a product long before it’s available to the public, much like trailers that debut well in advance of a movie’s release.
The business growth of online media today will require video production for entrepreneurs to expand their habilities beyond the traditional confines to gurus or creative professionals. They now consider themselves a valuable asset to the video content they produce for their companies and clients. As a matter of fact, I just wrote a blog post about a product that is helping many people make money with their videos in my blog about video applications