It’s no secret that using video in your marketing campaigns is a great way to reach your target audience at scale.
In 2015, 73% of marketers believed that video had a positive impact on their marketing results. And it’s predicted that by 2020 a whopping 75% of mobile traffic will consist of video content.
In fact, YouTube has reported that mobile video consumption rises by 100% each year. Facebook has taken notice, making sure its content-recommendation algorithm is giving preference to its own video player when determining what content to show in someones newsfeed.
The four brands in this blog post took the importance of video marketing to heart and created some of the most viral campaigns of the year.
1. Dove
It’s been 12 years since Dove first launched their iconic marketing effort, “Dove Campaign for Real Beauty” and since then, the brand has become synonymous with its beauty campaigns.
Dove is one of those brands that has managed to crack the code when it comes to creating video content that relates less to their product and more to their mission.
As published in a research on The New Science of Customer Emotions, “Fully connected customers are 52% more valuable, on average, than those who are just highly satisfied.” This has to do with a brand’s commitment to emotionally-charged marketing that makes customers feel important.
Through these campaigns, Dove has been able to create a worldwide community of women who share their personal stories and encourage one another to feel good about themselves.
As the company puts it in their YouTube description for their #MyBeautyMySay campaign, “Somewhere along the way, it has become the norm to judge women based on their appearance and use their beauty against them. With the #MyBeautyMySay campaign we feature stories of amazing women who stood up for their own beauty.”
The brand’s latest campaign has been watched nearly 13 million times on Youtube and introduces the real stories of a boxer, a fashion blogger, a model and others who’ve accomplished their dreams despite what people told them they can or cannot do.
The campaign has to do with the 2016 Dove Global Beauty and Confidence Report, which included interviews with 10,500 women across 13 countries. The results of the research are astonishing with only 4% of women who consider themselves beautiful and 54% of women who claim they have “low body confidence” and report that they are not assertive and do not stick to their decisions.
2. Always #LikeAGirl
Similarly to Dove, Always has been creating marketing campaigns that aim to empower girls and women. The “Like a Girl” campaign is intended to grab the viewer’s attention with the use of famous insults directed at women, and then change the narrative with what it really means to run, throw, and…
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