What does it take to make an inspiring marketing video that connects? That not just brings your brand into the limelight, but gets people talking? That helps establish your brand at the top of their minds?
There’s a reason we choose Coke over Pepsi. Think Open Happiness.
We took a look at 3 brilliant marketing campaigns that inspired us and what made them such great videos:
Slack – “So yeah, we tried Slack”
Slack’s unique case study video is unlike any other. What sets it apart is the fact that the video tells a compelling story about how a production company began using a tool during the video making process, and completely fell in love with the product.
In this creative manner, the company came across as genuine customers advocating the said product.
In a mere two minutes and twenty seconds, the video manages to include a lot of information about the tool, highlighting the most useful features of the product and emphasizing the benefits for team members.
With slight humor and a casual outlook, the video maintains the integrity of the product as the production company talks about their initial reluctance to use Slack and their ultimate love for it, all the while using the tool in the video.
Because of its unique nature, the video appears authentic and is easily one of the best testimonial videos out there.
Lenovo – “Jane and Chad”
The ‘Chad’ and ‘Jane’ videos by Lenovo highlight highly relatable scenarios that all IT professionals could relate to. In its own amusing way, these videos present issues that Lenovo’s computer hardware products can help solve by employing two fictional archetypes (Jane and Chad) to discuss these issues.
The stereotypes adopted by Lenovo in these videos are far too convincing, with Chad being the overly enthusiastic employee and Jane being the ‘power user’. For anyone who is accustomed to an office setting, it is easy to relate to these fictional characters; the entertaining angel adopted by the company makes for product-focused content.
Hootsuite – “Mean Tweets”
What happens when a social media management platform borrows from a popular segment of a top late night show? You get a video that takes its criticism and turns it around.
Hootsuite did just that in 2014 when it took inspiration from Jimmy Kimmel’s ‘Mean Tweets’ segment. In what some might call a rather risky move, the company read aloud negative comments about its services much like as done in the segment of the TV show Jimmy Kimmel Live.
The video takes a self-deprecating angle as members of the product design team read aloud some of the criticisms their product has received.
What this does is show that Hootsuite cares about customer feedback and acknowledges its faults. Moreover, the video goes on to talk about an updated design, simultaneously providing the users a solution for the problems that were read aloud. Clever? We think so too!
Don’t hold back when it comes to making a B2B video for your own brand! Consult a professional video production team to get the job done right. For clients in Orange County, 336 Productions is the place to call!
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