Learning from Nike : How context supercharges content effectiveness

Posted by Nick Francis
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Timing, they say, is everything.

Your audience are faced by a deluge of content every time they browse their social channels. Which is why it is getting harder and harder to cut through to them. Like random banner ads before them, so much content is subconsciously filtered out before they even notice it. The only way to get around it is by creating work that your audience are predisposed to engage with at the moment they see it. This is why the context in which it is viewed is essential in landing your content with them.

Subconscious Filtering?

This filtering of information is essential to allow us to focus on what is important and to stop us from going crazy from monitoring the huge number of stimuli that our bodies sense at any given moment. From thousands our brains limit us to being aware of only around 40. To do this, our RAS or Reticular Activating System (the brain’s CPU) instantaneously filters out anything which our subconscious judges to be extraneous information. This part of the brain learns very quickly what to look out for – it is why when you are looking at buying a red Volkswagen you suddenly see red Volkswagens everywhere. It, of course, also works for the things that we have learned to ignore.

1280-reticular-activating-systemThis is why we can see a hundred different ads while scrolling or browsing and never really notice them, but then one pops up with just the right thing at just the right time and boom, we click-through and buy. This is the essence of context. This is the importance of timing, which is why programmatic retargeting has been so successful (the process that continues to advertise products to you after you have visited a certain webpage). It’s why Google has grown to be, well, Google.

Get the timing right and an ad which cost you pennies to place can become the most valuable piece of advertising you do that day.

Nike put Tiger Wood's Masters win in context

Last weekend you may have noticed that Tiger Woods staged one of the most impressive career come backs in the history of golf, if not sport. He was once the global megastar of the sport, winning 14 major titles and being accused of ruining the game by making the rest of the world's best compete for second place. His implacable, uncompromisingly focused facade hid some challenging truths which came home to roost in dramatic fashion. He fell from grace, he lost his game and dropped out of the World's Top 1000. Most people wrote him off. Last weekend, he came back back and won his 5th US Masters - one, if not the, of the hardest fought tournaments in the sport - at the age of 43, the second oldest winner ever. It was a stunning moment in a story that has captivated the world of sport for nearly over 20 years.

Nike's Same Dream Spot - shared in the moments after Wood's win

Behind the scenes on Sunday, there was another level of genius/fortunate planning at work. In the moments after Woods donned the cherished green jacket of the Masters winner Nike shared an ad on their social channels which nailed the feeling of the moment. A relatively inexpensive edit which allowed them to capitalise on the estimated $22.5M worth of publicity that the brand received while Woods completed his final round. Sunday was the most watched round of golf in history. As far as content goes the edit was pretty basic – a few recuts of old footage of Tiger playing with some inspirational interview audio from his early life. For a brand like Nike the production of a piece of content like this is almost as basic it gets – it was after all a punt on their man actually winning– but it paid off in spades. 

Oreo - You can still dunk in the dark Super BowlOreo shared this image on Twitter when the lights famously went out during the 2013 Super Bowl

Like the Oreo – “you can still dunk in the dark” tweet – it smashed any goal the brand might have set because it was timed to utter perfection. It was amusing and impressive that they were ready with someone who knew what they were doing to be able to create and share it. But it was the timing that really nailed it. That was why it was retweeted 10,000 times in the first hour and was regarded by many as the prestigious 'ad of the night', beating out competition from spots which cost literally one million times more.

How to think about Context

Given the depth of data now available about your audience online, traditional demographic data – the meat and gravy of traditional (pre-digital) audience targeting is fairly lacking. This is because you ultimately want to target anyone who might buy your product or be the right fit for your job - it doesn’t matter where they live or how old they are. A more effective way of thinking about audience targeting is through Behaviours, Emotions and Moments or BEMs:

Behaviours:
Have consumers demonstrated (or exhibited proxy behaviour) that indicates interest in a specific or related product area? Have they actively sought out or mentioned a particular product or service? 
Emotions:
Has a particular product or service suddenly become more relevant to them? Are they posting emotional responses that suggest they would be receptive to certain brand messages? Ice cream can be great for lifting the spirits, a new job for those dissatisfied with work, a glass of champagne for someone feeling elated.
Moments:
What event might trigger a desire to buy or interact? Possibly changes in weather, transport strikes or sports events? Has the consumer entered a specific location which might make them more susceptible to your message - there is always a surge in job searching and relationship breakups around and immediately after Christmas.

Thousands of golfers will have been thinking: "I wonder what putters there are on the market at the minute?" Bang. That was the moment the video hit. That is the essence of context.

The reason this timing is so essential is that it allows the marketer to take advantage of the specific triggers that will lead your audience to engage in any given moment. How many people reached for an Oreo while watching the Super Bowl after seeing that tweet and in all the press it got afterward? More to the point, the Nike video was perfectly timed because it was shared at the moment that the audience are at their most inspired. Thousands of golfers will have been thinking about dusting off the clubs and maybe replacing their putter before playing a round. "I wonder what putters there are on the market at the minute?" Bang. That was the moment the video hit. Building on the positivity and oozy feelgood-ness of the moment and tying the brand into his glory. Making sure it was front of mind for anyone thinking of getting back out there and 'spoiling a good walk' - as Oscar Wilde would have said.

How can you find out about the BEMs of your audience?

The best way to work out the BEMs that work most effectively for your target audience is through testing and measuring. Make some sensible assumptions and then try them out. How can you use the information that you know about your audience to create content that will hit them while they're doing just the right thing, at just the right time, in just the right mood to engage? Test, measure, reiterate and improve.


Wherever or whenever you are targeting your audience, according to Google/YouTube the key to effective content campaigns is really great content. Download our free ten step guide to making sure the material you share is as good as it can be right here:

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Topics: Attract and retain the best candidates, Explain or promote products and services, Increase brand awareness and appeal, Boost sales and encourage donations, Being a better commissioner, Content Strategy

Five Awesome Brand Films to Get You Inspired for 2019

Posted by Nick Francis
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Being an almost limitlessly creative medium makes video an exciting and rewarding tool to work with. One of the things we like about making video for businesses is that we have very clear constraints within which to work. Unconstrained creativity is anarchic. Within constraints creativity flourishes. This is why having a well thought out brief is so central to creating work which is memorable and effective. You can download our guide to writing a good brief here.

Before you start with any project it helps to have an idea of the kind of thing you want to produce. To that end, we thought we’d pull together a few films which nail it - to help you to channel your thinking. Have a watch, have a think, and then maybe get in touch with an exciting production company you might know...

Dramatised Charity Film: 

Oxfam – The Heist No One is Talking About

 

This is probably my favourite charity film of all time. By reframing the issue of tax evasion, it makes the subject far more tangible for the audience. It is as illuminating as it is memorable. The cinematic production really adds to the drama and impact.

Inspiration point:

Films with this much gloss and thought require a significant investment. You can get a long way to a result like this with some decent creative thought up front. Once you have an idea as powerful as this, there are almost limitless ways of producing it - Hollywood production values or not.

 

Repurposed Material:

BMW Careers

BMW - Careers (1)

We love this film because it demonstrates how effective video can be at illustrating company culture. It was produced from the large amount of material that BMW already had. This was combined with some library footage and a punchy soundtrack, to deliver an effect that is eye-catching, memorable and effective.

Inspiration point:

Even if you're not BMW with endless amounts of great footage, have a think about the material you already have. Maybe you can update it, add to it or repurpose it easily to give you great content that you can get more mileage out of.

 

Business Mini-Doc:

AutoDesk – History of 3D Printing 

Autodesk - 3D Printing

Most companies are associated with interesting stories if you look beneath the surface. I like this mini documentary because it allows Autodesk to give real depth and context to the work that they do. It builds trust with the company both internally - with employees - and externally - with customers, prospects and potential recruits.

Inspiration point:

Admittedly, 3D printing is kind of cool and looks good on camera – especially the time lapse footage. There are always interesting stories that you can use to build trust with your brand if you look for them. Keep an open mind and ask around. Ask your employees/colleagues/clients. Video is a magnifying glass on issues. You can make a film about an individual or an event and reflect the story of the many.

 

Interactive:

Aloe Black

 Love is the Answer InteractiveThis will link you out to an external site.

This isn’t a brand film, and the interactive is pretty basic, but we still tend to go to this as a great example of the medium, because it’s so satisfying. It doesn’t hurt that the track is ace too. As with any new creative technology, some of the early  interactive has been a little prone to gimmickry. This confidently avoids that because the interactive adds to the narrative of the band coming together. It manages to inspire excitement as we switch from storyline to storyline, seeing what the next band member is up to. This could be used in a corporate context to show almost any process where different threads run concurrently - a recruitment process, a product being assembled or an even being prepared.

Inspiration point:

Interactive video is a great way of increasing engagement with your audience. We have seen engagement rates on some of our interactive films rate at nearly 4x live action video. It may seem a little intimidating, but it just requires an understanding of the mechanics and a little preplanning.  

  

Mixed Media Product Launch

Apple’s Big News

 

Sure, it’s Apple, so it’s stylish, glossy and delish. Producing something like this doesn’t need to cost an Apple budget though. This video works because it combines a number of elements effectively: live action video, on screen type, beautifully rendered animation, powerful audio blended with a strong dash of humour. Most of these elements are inexpensive to create, it just requires a good script and some planning. They can come up with the creative idea and then produce it quickly and efficiently. 

Inspiration point:

 

It's easier to create something like this than it looks. Being clear on what you're trying to achieve before you start is the key. Once you have this, a professional producer can help you to create something memorable and effective.


It helps the production team if you have an idea what you want your video to look like. Whatever you're trying to achieve take a moment to consult our easy to follow guide to writing briefs which will make your video more engaging, memorable and ultimately effective.

Topics: Attract and retain the best candidates, Increase brand awareness and appeal, Boost sales and encourage donations, Being a better commissioner, Repurposed content, Content Strategy

How can corporates use video?

Posted by Nick Francis
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One of the major challenges we had when we started Casual was that video can be used for such a wide range of things. Before we realised the importance of focus, we would answer the question “So, what can you make films about?” with the pretty useless “Almost anything”. Over time, we learned to be a bit more specific, and, in the last 12 years, we have made films that bring the whole of the employee lifestyle to life, from initial awareness, through recruitment, and on to ongoing engagement, and learning and development. We’ve even made films that retain and build a network of alumni for those who’ve moved on. We’ve made product promotions, adverts, discount films, branded content and conference openers. Some of these with actors and others with online influencers, with helicopters, drones and bodycams.

Casual Films Different ways of using video

Casual has made over 8,000 different films for almost everything a company could want a film for. It’s really important to understand that film or moving images can enhance any message you might have to share. Video is a great way of weaving emotion into selected facts. This increases their impact, memorability and the chance that people will act on them. Let’s look at some of the ways that video has been used by corporate communicators.

We use the following classifications at Casual to separate all the different things that our clients have used our work for in the past. This is not exhaustive, but it does give a picture of the breadth of uses. Some of these are quite similar – or even overlap – and rely on similar attributes of video for their effectiveness.

Boost sales 

“Shoppers who view video are 1.81X more likely to purchase than non-viewers.”

– Adobe

The most common films made by companies, which we see in our day-to-day lives, are those designed to sell things. From the dawn of TV, advertisers have been promoting their wares, using every trick in the filmmaker’s book to introduce, promote and explain their products. Films that are able to do this remain the kings of corporate films. From the time in the 1940s and 1950s in which advertisers were able to show that there is a direct line of correlation between the amount spent and sales increases; the budgets for these short films have grown, in some cases to become eye-watering. The annual colosseum of televisual advertising – the US Super Bowl – boasts vast audiences, and hence has a cost of around US$2 million for a 30-second advertising spot. Each year, companies compete to outdo one another and be recognised as having the best commercials of the night.

 

Greater Anglia - Spring Campaign

 

Promoting sales with animation: Greater Anglia Railways

At the other end of the spectrum, the prevalence of regional TV and now the spread of the Internet have made this type of marketing accessible to any business that wants to use it. There are a wide range of approaches available, from the relatively indirect to the focused sales activation described previously.

Encourage donations/funding

The emotive power of video makes it an excellent tool for pulling on the audience’s heartstrings, and getting them to part with their money or time. I’m sure you are aware of the way that charities have used videos since the 1980s. These can also extend to Kickstarter and crowdfunding campaigns. Video’s ability to simplify a message into a really compelling minute or so makes it excellent for this.

Introduce a business

As with encouraging funding, the ability to compress time and turn a ‘who we are’ PowerPoint presentation into a punchy 60-second promotion with music and branded graphics/colours makes video a useful tool to clarify exactly what your business does. The majority of websites that we have audited – over 1,000 thus far – are not using video on their homepage.11 They rely on the visitor being able to grasp what the business does in the few brief seconds before they click elsewhere. It is a truism that people/businesses tend to market to themselves. As such, there is always far too much assumed knowledge, which makes websites impenetrable.

A video is a great way of capturing attention and explaining, in an accessible format, what the visitor should be looking for. This is why having a video on your homepage can improve click-through rates by up to 80%. This video can also be used in presentations, pitches, reception areas and for new joiners/potential recruits – anywhere you might want people to quickly understand, through compelling media, who you are and what you do.

Promote a product or service through explanation 

“4x as many customers would rather watch a video about a product than read about it.”

– Animoto

Explaining succinctly what a product or service is or does is another effective use of video. Once again, most businesses communicating anything assume too much background knowledge. In this instance, video can break down exactly what the product is and does, and build trust and understanding in an accessible package. This may be through an animation, which is effective when used to illustrate complex messaging, because of the ability to ‘show and tell’ at the same time as using accessible metaphors.

Another effective way to promote a service is through interview-led videos with experts, clients or users. These increase the audience’s trust in the product by borrowing from the featured subject’s standing: their expertise or experience. Interview-led films or ‘talking heads’ are useful because they are pretty much the cheapest videos to produce, and we find human faces innately intriguing.

Get people excited

The moving nature of video makes it a great tool for exciting an audience about something. Admittedly, this could be an extension of promoting a product or service. However, it is distinct in that the method is less based on relaying information and explaining, and more focused on generating a positive emotion in the audience. One way of looking at it might be to say that explainer films engage the logical left side of the brain, while a film to get people excited targets the feeling, creative right side. These usually employ a stirring script and a voiceover with powerful music to do this. Both of these types of film, explainer and exciter, aim for the same outcome, though – getting the audience more engaged.

Increase brand awareness / tell a story

In reality, all the video content that companies share has the effect of building (or, unfortunately, sometimes damaging) their brand. Some videos are made specifically for this purpose, though. They may aim to align the business with a cause that matters to their target audience, or reflect on someone or something that they’re interested in. It may extend to them wanting to share a story related to the company – the history or something that has inspired them.

 

Glenmorangie - Evolution of Craft (1)

 

Increasing brand awareness: Glenmorangie - the Evolution of Craft

Attract the best candidates

Video is an excellent way to illustrate relatively intangible things, such as a company’s culture. Most people looking for a role at a new company will research what the job is about, beyond what is included in the job description. Video is a great way of sharing some of the things that make your company special.

Casual Films SGOSS Recruit and Engage

Illustrating your culture: SGOSS - Become a Governor

In the hypercompetitive job market one of the best areas for businesses to compete in is through an engaging, motivating and, crucially, well-communicated culture. Video can be invaluable in helping to build that culture, through communicating what the concept of the brand means. This is where video can be invaluable – it allows you to communicate with your potential (and current) staff on an emotional level. One point to note is that, in the age of resources such as Glassdoor (which allows employees to rate employers for all to see), it is important that the offer and reality align. Recruitment videos are split into two categories: employer/employee value-proposition brand films and profile/day-in-the-life films.  

Videos to promote and clarify a company’s diversity and inclusion policies should be included here too.

Train my colleagues

Another type of internal communication that uses video is learning and development. The zero cost of distribution, and the ability to make changes and amendments to videos on an ongoing basis makes them useful for sharing information and training across a large organisation. Animation works well for information, and interactive video is good for training, because it allows viewers to choose responses and outcomes. The functionality of interactive video also allows for scorekeeping and sharing, which is a useful way of injecting a little competition into the learning process. Beyond that, simply being able to show videos and then have people discuss them helps to increase the effectiveness of the learning.

Change behaviour

The external equivalent of internal training, making films to inform and change behaviour, is nearly as old as film itself; for example, the public information films that were used to keep the population up to speed in the first half of the 20th century. The modern equivalents are usually produced by governments or charities.

Start a discussion/conversation 

Video removes any unnecessary information and pauses. This condenses the amount of time it takes to share different viewpoints in an argument, which makes it useful for setting up a discussion. Such videos are usually played at the beginning of an online/offline discussion, or to change to another subject.

Recording an event

The quality of an event film is, understandably, usually tied to the quality of the event itself. It is a useful way of encapsulating what happened, what was discussed or featured, and who was there. With some appropriate music and a dynamic edit, the video becomes a useful tool for promoting forthcoming events too.

But not everything – emotion vs information

All this having been said, there are some things that video is not great at. Emotion and information exist in a balance in all films. Too much focus on emotion – with practically no information – and the film can feel superficial and lacking in substance (think of most fashion ads). Too much information and not enough emotion, and the film will be dry, difficult to follow and impenetrable (some corporate reports embody this pitfall).

They should be like yin and yang. In every informative film you should have a bit of emotion, and in every emotive film you should have a bit of information (even if that is a basic narrative structure). Because of this, if you have lots and lots of information to get across, video might not be the best way to do it. You will probably find it more effective to create a PDF document, use video to outline a few salient points and promote reading the PDF through a shorter, more engaging film.


Whatever you're making a film to do, it really helps to be clear on what you are trying to achieve from the outset. We pulled together some top tips on how to get your thoughts aligned before you pick up the phone. Following the ideas in this document is the most significant step that you can take to maximise the effectiveness of your project spend. Check it out here:

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Topics: Attract and retain the best candidates, Train and develop staff, Explain or promote products and services, Increase brand awareness and appeal, Boost sales and encourage donations, Production process, Being a better commissioner

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