Five Awesome Brand Films to Get You Inspired for 2019

Posted by Nick Francis
Read More

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

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 

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

Marketers? Your goal: genuinely improve your audience’s lives

Posted by Nick Francis
Read More

The Internet has sped up our lives – email has turned airmail into ‘snail mail’. Mobile Internet connectivity has made our lives faster still. We’re being robbed of the last shreds of time we had to think. The pace of life, and the profusion of different channels and distractions has sharpened our perception of the value of our time.

As marketers, this poses a challenge for getting our communications heard. Along with this heightened awareness, the audience has control of how they invest their time. With the growth in ad-blocking software, marketing messages face a challenge to be noticed. For us to achieve cut-through (landing our message with the audience), our content has to pass over a higher ‘is this a valuable use of my time?’ bar than ever.  It has to provide genuine value to the audience, making their lives better for having interacted with it, even just a tiny bit.

Tom Fishbourne Adding ValueLike so many of Tom Fishbourne's excellent cartoon's this delivers an important truth that is invaluable for marketers 

Being ‘TRUE’

Content marketing is about delivering ‘value’ to the audience. What do we actually mean by that? Marketing guru Seth Godin describes it as follows:

“…something that people would seek out, and that they would miss if it wasn’t there.” 

In terms of thinking about your content, a simple guide to this is that the audience are looking for something that is TRUE; that is, timely, relevant, useful or entertaining. The better you understand your audience, the more effective the content that you create for them will be. Let’s look at what is meant by each of those terms:

Timely

Timing is key to effective content. Think about how successful Oreo was with its “You Can Dunk in the Dark” tweet, when the lights went out during the 2013 Super Bowl. It was picked up by the 23 million Twitter users who were watching the game, and ended up being regarded as the ad of the evening – a title that many companies had spent millions of dollars for a shot at, and failed. It goes without saying that what is timely for one viewer is annoyingly late for another – good advice 30 seconds too late is annoying.

Relevant

As we touched on previously, the content has to be relevant to the audience. This almost goes without saying – we all constantly filter the information that assails us every waking moment. Because of this, your audience are keenly aware of what does and doesn’t apply to them. Think about what is going to be relevant for your viewers – this might now be directly obvious. For example, if you’re trying to market an apprentice scheme to school leavers, they may be interested in advice on renting a home for the first time. This information is obviously not so interesting to those looking to move job as an experienced hire. This underlines the importance of understanding your audience and what is relevant to them.

A word of warning here, according to research by LinkedIn, 44% of their respondents said they would consider ending a relationship with a brand because of irrelevant promotions. An additional 22% said that they would ‘definitely defect’ from that brand. Knowing your audience and making content that is relevant to them is essential.

"44% would consider ending a relationship with a brand because of irrelevant promotions.

22% would definitely defect"

- LinkedIn

Useful

One step on from being relevant is content that is actually useful. Providing how-tos, instructions, discounts and tie-ins with other products that they may be using are all ways of being useful to your audience. Once again, what is useful to your viewers might not be immediately obvious – look at the previous example. Home-renting advice is also useful to the target audience. These different types of value do not exist in isolation – each piece of content can be a combination of one or more things.

Casual Films Provide Value Tyler Milligan

You must create content that your audience will actively seek out, love and share because it's great.

Entertaining

We all need a little entertainment from time to time. If you can get it right, this is a great way of drawing in your audience and winning them over. Tread carefully with this though – you have to make sure that whatever you share ties in with your brand. You need to earn the trust of the audience before making drastic departures in tone of voice.

The content you produce doesn’t need to be all of these things at the same time – any one or two will work, as long as it/they provide enough value in that given area. The more entertaining and relevant your work content is, for example, the more the chance there is that it will be watched, shared and loved.

 

There are different ways of skinning a cat though...

Google defines the different ways of engaging your audience with your content slightly differently:

- Inspire the audience with emotional and relatable stories.

- Educate the audience with useful information.

- Entertain the audience by surprising them, making them laugh or sharing spectacular content.

There is no right or wrong way of looking at these; they are just a different way of looking at the same underlying principles. I hope that seeing them from a slightly different angle will help you to understand them and use them.


If you found this interesting and would you like to learn more about how to make really great content?

We have condensed the last decade and nearly 10,000 films worth of learning into what we consider to be the Ten Commandments of Better Video. You can download them here.

Download ten ways to make better videos Jakub Gorajek

Topics: Content Strategy, Being a better commissioner, Increase brand awareness and appeal

YouTube’s content structure: Hero, Hub and Hygiene/Help

Posted by Nick Francis
Read More

In the same way that traditional broadcast channels have schedules and different types of programming for different audiences/time of day, so can your business. You don’t necessarily need the same breadth of programmes that they have. But it is worth thinking considering how your audience interacts with the different content that you create or curate.

A few years ago now the helpful people at Youtube published their guide for content planning. This defined three different types of video which reflect the different ways audiences access content online. They called this structure: Hero, Hub and Hygiene.

Hero Hub Help-1The hero, hub and hygiene/help content structure

YouTube realised that the user is drawn into an online video channel in one of two separate ways – they either see something that catches their eye, which gets them to click on it and watch it, or they type in a search term to find out about something that they are specifically looking for. Once on the channel, they should be encouraged to subscribe. From then on, they are sent notifications when the channel is updated with new material; this leads to the necessity of regular magazine-type content. These different types of content give rise to what they have termed hero, hub and hygiene/help.

Hero

This is the really eye-catching, click-bait stuff. It is more akin to traditional TV advertising as a type. This is where you ‘go big’ to raise awareness of your brand and the other content you are sharing. It is often ‘chunked’ or divided into shorter clips or images, and used as a promotion for the channel itself in banners on other sites. Because of this, its purpose is to catch the audience’s eye with the concept, image or title as they browse elsewhere. They then click on the link and are drawn into watching the video, before being served the other content hosted on the channel.

Deutsche Bank: Agile Minds - hero content is not necessarily about spending lots of money

Hub

This is the ongoing magazine-type material. This should be updated regularly with the goal of getting the audience to check back in to see what the latest show is. This is designed to be ‘pushed’ out to existing subscribers; this means that they will receive a notification when there is some new material for them to have a look at. They then click on this and revisit your channel.

The Marriott Wandernaut Show

This animated series was shared internally to allow staff to hear from key leaders and keep up to date with what was going on across the business. These films gave staff members a reason to check back in and be involved in the company channel.

Hygiene/Help 

Classic help content: How to Light a Room for Tesco

This is the content that people actually search for – how-tos, guides and instructions. This type of content is designed to pull users into your channel through search results. Initially, YouTube called this ‘hygiene’ because it is about things that people need to do. They since changed this to ‘help’, because that better reflects what it is/does.

How they work together

By using the three different types to complement one another, it is possible to draw an ever-increasing number of subscribers into your channel – an initial goal of any channel operator. How this works can be seen in the following diagram:

Hero Hub HygieneHow it works: building an audience with the hero, hub and hygiene/help content structure

Your audience find Help content by searching for key words or phrases. This leads to a gradually increasing number of subscribers. Having subscribed they continue to be able to access the Hub or magazine style content you share. Additionally, tentpole Hero content is pushed out drawing larger numbers of viewers back onto the channel. These videos cause the viewer numbers to spike, with subscriber numbers increasing proportionately. You then continue to build trust with your subscribers by sharing content which they genuinely like and value. We'll look at that in more depth next time.


Whatever you are trying to achieve with your content. Whether you want to create a simple how-to or a multistage campaign, it's essential to set off on the right foot. To help you to do this, we created our guide to help you create briefs which are better thought out, clearer and more likely to get you the result you're after. Click here to download it:

DOWNLOAD BETTER BRIEFS 

Topics: Being a better commissioner, Increase brand awareness and appeal, How-to, Content Strategy

POPULAR POSTS

BMW Careers

Casual Films of 2018

jakub-gorajek-188614

10 Video Trends to Watch in 2019

Recent Posts

Oxfam Awesome Brand Videos

Five Awesome Brand Films to Get You...

Workforce of the Future Andy Kelly Unsplash

Five Essentials for Recruiting the 2030...