Conveying the true essence of a brand is not always easily accomplished through print alone. Sure, we can work to create the most compelling ad to make consumers want to pack their bags and jump on the next plane to that destination. But can they see the dramatic reveal of the ocean as you rise up over a golf course on a cliff? Can they imagine how amazing it must be to watch the chef use local ingredients to prepare their meal? Can they hear the passion and emotion in someone’s voice—even, perhaps, a tear in their eye?
“When was the last time anyone got emotional over a banner ad?” says Tim Avila, VP of Product Marketing at BrightRoll. “Never. But video offers the full sight and sound experience. You can tell a great story with video, and that’s why we’re seeing such extraordinary growth.” In fact, based on a Mobile Analytics Report by Citrix Bytemobile, online video now accounts for 50 percent of all mobile traffic.
At Dana Communications, we believe a brand is best conveyed by telling a well-crafted narrative that speaks authentically to who you are. And there is no better way to launch your brand story than by using the most powerful medium at your disposal. With video, you can bring viewers right to the destination, fully engaging multiple senses and creating a riveting story that compels them to want more.
In a recent project for Bayada Home Health Care, we sought to capture the deep connection between caregivers and the people they serve. With the use of video, we were able to convey the true emotions revealed in the movement of their facial expressions and the sounds of their voices as they spoke from the heart. These five videos will be used online to share with fellow and prospective workers, demonstrating how a career at Bayada is more than just a job—it’s a passion. VIEW VIDEO SAMPLE
For the State of New Jersey’s Department of Travel and Tourism, we developed a summer campaign—“Get Back to Happy”—that fused bright colors with smiling faces and high energy to create multiple marketing pieces. One of those elements was online pre-roll video. According to Rhythm NewMedia, video ads that include social media buttons drive 36 percent higher engagement. So in addition to strengthening our message with motion and sound, we were able to add links and social icons that took this effort to another level. Via this channel, users are directed right from the video to Facebook and Twitter, where they can do things like view the list of beaches, sign up for emails and more. This offers them multiple ways to connect with the brand in one place. VIEW VIDEO
Interactive Pre-roll Video
Given the ways in which this powerful medium has shaped the marketing landscape, video has become an invaluable element of overall marketing plans. According to Social Media Examiner’s 2012 Marketing Industry Report, 76 percent of marketers plan to add video to their sites, making it an even higher priority than Facebook, Twitter and blog integration. Now’s the time to put video on your list of go-to-market activities.
At Dana, we’re experts in translating a brand story to moving images. Email lkaniper@danacommunications.com for ways in which video can breath new life into your brand—both online and off.
