Brands today are engaging with new and existing customers through video content as a key part of their content strategy. This is fueled by an explosion in video content consumption. Stats show YouTube growing at an unstoppable rate — unlike anything we’ve seen in previous years — with watch time across devices up by 60 percent YoY in 2015 and double on mobile. Branded content is also experiencing an uptick in engagement and views, with views nearly doubling and brand channel subscriptions up 47 percent.
Spurred on by the insatiable appetite for video, Facebook’s recent newsfeed algorithm update prioritizes posts that contain video content. While the importance of video content isn’t new, it’s inevitable that the demand for compelling branded-video content will only continue to grow, and agencies and brands will further invest in ways to incorporate more video into their content strategy.
To help you get inspired for 2017, we put together a list of some of our favorite marketing campaigns from 2016.
Brand/Agency: Coca-Cola; Various (including Ogilvy & Mather, OgilvyOne, & SCLBITS)
Anthem captures a series of life’s most precious moments — love, laughter, friendship — all celebrated by drinking a Coca-Cola and connected by its tagline “Taste the Feeling.” Throughout the video, text appears on the screen “Coca-Cola with Smiles” and “Coca-Cola with love,” connecting the Coca-Cola experience with these everyday moments.
The takeaway: Consistent with the brand, Anthem evokes emotions and memories associated with Coca-Cola. In this instance, it points to the storytelling of the most special everyday moments. .
Generation Beyond Mars Experience Bus
Brand/Agency: Lockheed Martin Corp.; McCann NY and Framestore
The Mars experience video shows an innovative use of virtual reality in which a group of kids travel on a “bus to Mars.” The immersive experience shows the windows of their bus as the surface of Mars, and illustrates just how inspiring this journey is for the students. Replicated by Framestore using virtual reality technology, the experience includes real-life footage of mars, leaving kids with a true magic school bus experience and viewers inspired by technology.
The takeaway: The video inspires viewers. It leaves them energized by technology and excited for future generations to reap the educational benefits of this innovation. Moreover, the experience positions Lockheed Martin as an industry leader in technological innovation.
The Contenders starts off with a voiceover posing the question “Why do you do this?” It goes on to emphasize the inspiring dedication and sacrifice required to make Team USA. All because “the chance to stand under that American flag and hear that Anthem play and to know that you are inspiring millions is bigger than anything,” the voice says. The video evokes a sense of inspiration and pride from viewers, all while featuring real contenders employed by the sporting goods store.
The takeaway: DICK’S Sporting Goods employs hundreds of Team USA contenders and the campaign highlights how these employees are offered flexible work schedules and competitive compensation, which enables them to devote the necessary time to training to be part of Team USA at future Olympic or Paralympic Games. This increases DICK’S brand favorability and the virality of the campaign helps with brand awareness.
Google – Year In Search 2016
Brand/Agency: Google; 72andSunny
Consistent with Google’s end of year videos in 2014 and 2015, “Google – Year In Search 2016” reflects back on the trends that defined 2016. This year many of the highlights were pretty dire — the contentious election, Brexit, Black Lives Matter, and tragic footage in Aleppo — but overlaid with messages of love and hope. The video tugs on the heart strings of viewers but leaves them hopeful for the future.
The takeaway: Despite how grim 2016 has been, Google Search was able to ‘find’ hope and love in 2016. Moreover, the iconic Google search bar across the screen that’s become a part of most of our lives is a clever reminder of the role the search engine plays in our lives, with a very clear CTA encouraging viewers to continue searching for love and hope.