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.
- 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.
- 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.
- 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.
- 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.
Production: The Best Approach and the Right Cast
Once our workforce had a sense for the route of the mission, we thought of whether or not we must always produce the video in-house or work with an company accomplice. While we had the technical abilities to provide it ourselves, we determined to accomplice up with Media One Creative, a top-notch video manufacturing company who is aware of easy methods to inform a nice story.
A call like that is by no means simple, particularly for a B2B advertising and marketing marketing campaign that isn’t tied straight to guide technology. However, we all know the facility of constructing a robust model and knew this story might go from good to nice with the assistance of some consultants. And they completely pulled it off!
Their steerage, route, and manufacturing chops made all of the distinction in taking this from a enjoyable thought to an award-winning manufacturing. When making a resolution like this for your self, begin by contemplating the next questions:
- Do you could have the experience and gear internally to do the mission justice?
- Can your inside workforce nail the script to make the story come to life in a method that’s fast-paced, partaking, and makes efficient use of visuals and narration?
- Can you deal with all the pieces with internally sourced actors, and may your workforce successfully direct the forged of characters?
If you reply “no” to any of those questions, contemplate working with a video manufacturing company. Not solely have they got the expertise and gear to tug off huge tasks, however they are often a useful useful resource for writing or refining your script, getting inventive with visuals, hiring actors, and directing your on-screen expertise. In the case of this mission, Media One helped us with all of this stuff and rather more (the secret’s realizing easy methods to work with a video manufacturing company).
Also be considerate about who you forged in your video manufacturing. Most movies we shoot at Vidyard characteristic our personal staff to make sure they’re as real as doable, to not point out low value to create. In the case of our Telly award successful vacation video, all the on-screen expertise are Vidyard staff aside from one particular person. Can you guess who?
No, not John McClane, that’s our IT techniques analyst Erik Van Dijk (imagine it or not, he had by no means seen Die Hard earlier than being forged on this video). And no, not the canine, that’s our beloved Yukon.
We employed an actor for the lead position of Clark Griswold, realizing that this character’s efficiency would carry the story and couldn’t be left to probability. By utilizing a mixture of Vidyard staff and one paid actor, we bought one of the best of each worlds: Real folks from our workforce and an award-winning efficiency.
Promotion: Making Your Content Simply Irresistible
Once the manufacturing was full, we knew we had a successful piece of content material on our fingers. But we had but to beat the best problem of all: Getting folks to observe the video, with out the luxurious of an promoting funds!
Perhaps the best success of this marketing campaign was in how we promoted the content material. We knew that e-mail advertising and marketing to our current base of prospects and prospects was going to be the first mode of video distribution. So we targeted our vitality on making this e-mail stand out from the flood of “happy holidays” messages in our viewers’s inboxes—so it might get the eye it deserved.
To do that, we employed a few key ways that ended up working extremely nicely:
1. Irresistible Subject Line
We despatched our promo e-mail to tens of hundreds of recipients that includes a topic line that designed to face out from the group:
“Clark Griswold, John McClane, and [FIRST_NAME] walk into a party”
That was it. No “wishing you a happy holiday” or “thank you for being a customer.” We went for one thing that was extra more likely to seize a second of consideration and create a sense of curiosity. Anyone who learn that topic knew this was a completely different sort of vacation greeting, one price their time.
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2. Personalized Thumbnail Image
Once they opened the e-mail, there was some brief e-mail copy resulting in a giant video thumbnail that had two essential parts.
First, a good huge play button to make it clear that this was a video. Second, a picture of a scene from the video that’s customized for the recipient. And not simply any scene, it was a picture of Clark himself holding up a certificates for the jelly of the month membership with YOUR identify on it. I imply, how might you NOT watch it?
three. The Experience
After the person clicked on the thumbnail, they have been taken to a touchdown web page the place a magical expertise ensued. The video itself was enjoyable, partaking, and hyper-personalized.
Once they completed watching, the web page was set as much as enable the viewer to “re-gift” the video expertise. With a easy type fill, they may personalize the video for buddy, colleague, or buyer and ship it together with a customized message. It’s the present that retains on giving, Clark.
Your Special Treat
Hopefully this submit was like a nice video: instructional, partaking, empathetic to your wants, and an emotional curler coaster. And to thanks for making it throughout, I’ve bought a particular deal with for you: Hop on over to this web page to see the complete marketing campaign in motion.
Complete the shape beside the video to ship your self a customized model to see what the video expertise would have been like for you. Then go forward and ship it round to your colleagues, and perhaps even your boss, simply to get the wheels turning.
If you’d prefer to get on our good record to make sure you get front-of-the-line entry to our subsequent vacation video, make sure to join our publication! And who is aware of, you simply might learn to ship your personal award-worthy video advertising and marketing campaigns.
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