The consumption of videos on the Internet is becoming more and more massive and occupies the place of honor among the most consumed content on the Internet, and it is on the rise. This is good news and bad news for advertisers, since while it is good that a medium as expressive and powerful for brands as video captures consumer attention, it is also true that the amount of content available on the web makes it necessary for branded videos to win over consumer preference. And believe us, the competition is strong and does not depend on economic power … we are tired of seeing how a “YouTuber” alone, with a lot of creativity, can perfectly captivate the consumer’s preference over many brands with a lot of economic power.
However, we believe that it is not about competing against that YouTuber, it is about understanding the person with whom we want to communicate and understanding the rules of the environment where we want to do it. Users see more and more content related to what they like, if advertisers understand how to add value to the person who is consuming videos on the internet then they will have more opportunities to reach them when they are most interested in what they see. This, as we’ve said before, also means that advertisers have to stand out from a myriad of content.
There is a group of brands that have achieved this and can serve as a reference for us to study how we can achieve the objective that our message reaches the consumer without scaring them away… adding value. Thanks to personalization and engagement, they have pushed the limits of video to connect with consumers. Their campaigns have been awarded the YouTube Works Awards, an annual international competition that rewards the best YouTube campaigns that have not only captivated the audience, but also achieved good results.
Users, including us who work in advertising, hate that advertising interrupts our viewing experience, we find it disrespectful… we are sure you do too. What if, instead of interrupting the viewing experience, personalized ads for each user complemented it?
A famous phone brand has recently answered this question. Rather than publishing unique content, the brand has taken a more granular, personalized approach to a new product campaign. In their pre-campaign design studies, they identified three key audience segments: gamers, creators, and entrepreneurs. Later, they studied which video tutorials are most sought after by each segment; for example, “tips to play” in the case of gamers. With this information, they used Google’s “Director Mix” tool to create ads that resemble the content that users were going to be viewing. Based on what each user needed, the ads showed how the new device could be useful to them.
For the brand, this approach, which only means having empathy with the user / consumer to whom we are addressing, resulted in a 557% increase in the consideration by users who saw the ads, an increase of 27% among users they had no Samsung devices and almost 900,000 visits to carrier stores.
Although personalization of video messages, like the one we saw above, can be key to growth, the best ads are sometimes not even ads. The information must be so relevant to the audience that it causes the message to be seen and is not interpreted or perceived as interfering with the viewer’s desire to see content.
This has been demonstrated in Brazil by the Avon brand, which has made use of the usefulness and influence of tutorials. They knew that 79% of cosmetic product consumers believe that “reviews and tutorials are perceived as physical evidence of the products and help decide what to buy.” So they partnered with influencer beauty creators to broadcast live content for eight hours. With this strategy, full of makeup tutorials and exclusive offers on certain products, they tripled visits to their website and increased online purchases by 36%.
The Kellogg’s brand is a good example of engaging your audience in developing a product idea. They had the opportunity not only to obtain valuable information on audiences, but also to directly involve consumers in the evolution of one of their products. With the goal of raising awareness and forming a test group, the special edition Kellogg’s Chex chive flavored cereal in Korea launched a new campaign using formats such as six-second bumpers and TrueView discovery ads (presented as a video of content) along with personalized audiences to attract the attention of consumers and invite them to reinvent the product as part of a tasting group. As a result, Kellogg’s Chex Chive Flavored Cereals sold out and increased their market share by 17%. In addition, the brand managed to form a tasting group of 14,000 people and added 1,400 new subscribers to its channel.
When encouraging consumers to be part of a brand’s journey, the natural reaction is for the audience to start talking about the brand on their social media… which is tremendously desirable. But beware, no artificial reactions, this must be an organic, natural reaction.
Another brand that has proven the value of interactive experiences has been Volkswagen in Sweden. Volkswagen immersed drivers in an engaging experience to introduce the new Passat Alltrack. For this, the brand created the most remote launch experience: “The No Show Room”.
Volkswagen created a treasure hunt. They hid clues in their ads so that consumers could find the coordinates of the car. It would be the first to find it. Yes… ..he would keep it… for free! This interactive campaign achieved impressive results and increased website traffic by 669%. In addition, the brand won the award for innovation in media and the Grand Prix with it.