How We Executed a Telly Award-Winning Video Marketing Campaign


June eight, 2020·7 min learn

What really goes into planning, producing, and selling and award-winning video marketing campaign? Discover how we created our Telly-winning vacation video.

It might not shock you to listen to that the Vidyard advertising and marketing workforce publishes a lot of movies. Social movies, demo movies, promo movies—the record goes on.

But our annual vacation video is all the time considered one of our very favourite productions of the 12 months. While we prefer to be inventive with all of our content material, that is the one the place we actually get to have some enjoyable and check the bounds of personalization. And I need to say, our workforce has give you some wonderful ideas.

And fortunately, we’re not the one ones who assume so. In addition to getting some unbelievable reactions from our prospects through the years, our 2019 vacation video has received a prestigious Telly award within the Business-to-Business Video Campaign class.

So, what made it such a huge success? What can your advertising and marketing workforce study from it? Let’s unwrap this marketing campaign to seek out out—and make sure you stick round till the top for a very particular deal with.

Our Award-Winning Video

What does a Telly award-winning video from a B2B tech firm really appear like?

In our case, it seems an terrible lot like cheeky popular culture references with a private contact.

Our two-minute video that includes staff dressed up as their favourite vacation film characters—Clark Griswold, Buddy the Elf, Cindy Lou Who, and naturally, John McClane—was no extraordinary vacation greeting for our prospects.

It was playful, it was relatable, and it was completely completely different from the barrage of disposable vacation greetings acquired from dozens of different distributors. It additionally had a inventive flare that made it very troublesome to disregard: The video was customized for every particular person viewer, bringing them into the story in unforgettable methods.

Watch the story unfold for a viewer named Jesse:

If you’re employed for a huge model company or media firm, a Telly award might not look like that huge a deal. Teams at Disney, CBS Interactive, HBO, BBC, and Red Bull routinely win Telly awards for his or her wonderful commercials and sensible storytelling—even within the B2B classes.

But for our small advertising and marketing workforce who produces content material (not commercials) for a area of interest viewers on a very modest funds, an award like that is an unbelievable honor and proof that we’re doing one thing proper.

How We Put Together Our Award-Winning Video Campaign

What really goes into planning, producing, and selling and award-winning video marketing campaign? Read on to learn the way we created ours.

Planning: Focus on the Four E’s of Video

Video has a lot going for it. Compared to static content material codecs, it provides a variety of distinctive traits that may provide help to rework the way in which you join with prospects and prospects.

To ship your personal award-worthy B2B video content material (and even simply an incredible product explainer), be express about tapping into video’s distinctive attributes, one thing we name the 4 E’s of video.

  1. Educational: Thanks to its visible and audible nature, video is extra instructional than different content material codecs. It can be utilized to clarify complicated concepts in methods which might be sooner to course of and simpler to retain.
  2. Engaging: Video may also be way more partaking than the written phrase. Whether you’re telling a daring story or explaining a new product, there’s no higher medium for creating curiosity and holding consideration.
  3. Emotional: Whether you’re inspiring your viewers or making them snicker, video permits you to ship a message that’s extra emotional in nature, serving to you join on a a lot deeper degree.
  4. Empathetic: The clear and private nature of video helps you exhibit empathy in your viewers by showcasing the humanity of your folks and delivering messages which might be considerate, real, and genuine.

We began the planning course of for our video by clearly figuring out which of the 4 E’s we might deal with throughout this manufacturing. Given our major targets have been to please our viewers and construct model affinity, we got down to make this video partaking, emotional, and empathetic.

To accomplish that, we scripted a story that was fascinating, humorous, and extremely relatable to our viewers. Through the mixed use of inventive storytelling, relatable characters, and personalization know-how, we inbuilt hooks that sparked a sense of anticipation and pay-off on the finish.

We supplied a sense of true delight by bringing every viewer into the story, actually. We additionally forged our personal staff because the characters (nicely, all aside from one) to assist ship a message that was heartfelt and genuine.

If you’d like to include the 4 E’s of video into your personal content material, seize this useful guidelines for fast tips about easy methods to put them into lights, digital camera, motion! It’s a easy but efficient framework.

thumbnail showing what personalized video looks like

Get Your Own Personalized Video Campaign thumbnail showing what personalized video looks like Capture consideration and stand out by weaving particular person viewer information (like names) proper into your video. Learn More