How “Boring” Companies Successfully Incorporate Interesting Video into Content Marketing
Despite the endeavor to write this article, there is recognition that content marketing in Singapore has become an image-based form of communication. Users respond better and more consistently to visual messages, and in particular video, has proven to be powerful. So, why do a number of businesses still ignore the potential of creating great video content?
One reason that is provided time and again is video just doesn’t work in certain industries. This is a ridiculous statement. Every business, whether selling legal services or women’s shoes, can benefit from interesting and compelling videography in their content marketing in Singapore. In fact, many companies that operate in traditionally “boring” spaces have the most potential for making a splash when they utilize video.
Don’t believe in the power of video? Learn how your company can make compelling content when you contact Hurrah!
When Consumer Products Tap Into Corporate Video
There are few things less sexy and Internet savvy than cleaning products and personal hygiene. Yet, when thinking of successful corporate video campaigns, companies that fall in these two industries come to mind. The first is a U.S. manufacturer of bleach. Yes, bleach.
The Clorox Company actually makes over 8,000 consumer and professional products, but ask any American about Clorox, and they are certain to bring up bleach. Clorox is located in the San Francisco Bay Area, but these guys were making cleaning products long before Silicon Valley, Facebook and Snapchat. The company dates back to 1913.
Despite its age and industry, The Clorox Company has a successful online presence through YouTube, Facebook, and Twitter. How did this old-time manufacturer of cleaning products become relevant on social media? It harnessed the power of video through a digital first marketing strategy. Also, its content marketing, unlike a discussion on consumer cleaning products, is engaging.
One of its direct to digital corporate videos shows an adolescent boy helpfully mopping the bathroom, by dunking the mop into the toilet bowl. His mother looks on, first with pride, and then with horror.
The ad ends with a close-up of a Clorox bleach container and the company’s slogan, “for life’s bleachable moments.” As part of the company’s digital first tactics, the hashtag #bleachitaway is how you share your own stories on Twitter. The videos have been watched hundreds of thousands of times and the hashtag is used daily.
A Second Dose of Consumer Products in Corporate Video
We created an equally engaging piece of corporate video content for Unilever in Singapore. The campaign is called “The Soft Test” and challenges the audience on whether babies prefer something soft or not soft. These decisive crawlers are placed in an all white room, right down to the carpet, with two options at the other end. One is a plush, soft item and the other an expensive, not so soft alternative. Whichever item the babies choose the parents get to keep.
Being a piece of digital marketing for Comfort Pure, a liquid fabric softener, we can bet the babies will go for the inexpensive option. But it is heartwarming to watch the parents cheer their toddler towards a pricey motorbike, designer heels, and cold hard cash. These dozen or so parents all left the advert slightly disappointed in their child’s choice, but the audience doesn’t.
Video Production Is Not Just for Big Brands
While the previous consumer product companies already had size, brand recognition and a substantial budget to dedicate to video production, many companies do not. The champion of these small businesses must be DollarShaveClub.com. The video is now five years old, but no less relevant when it comes to corporate video.
The one and a half minute video features Dollar Shave Club CEO Michael Dubin speaking directly to consumers. The point of the video is convincing customers that paying $20 for a disposable razorblade is ridiculous, and Dubin’s deadpan delivery in front of the camera reflects this view. It works because behind the façade, what he says is simple and true.
Do not forget, in the video Dublin is selling razor blades. Not exactly a thrilling topic for your dinner conversation, and the company could have stayed with tried marketing tactics for consumer products. However, Dollar Shave Club wanted to disrupt the status quo for razor blade manufacturers, and utilized video production, a solid product and content marketing to do it. It paid off; the video has over 24 million views on YouTube.
What We Learn from These Corporate Video Campaigns
The corporate video campaigns for the Clorox Company, Comfort Soft, and Dollar Shave Club, in addition to a number of other companies successful at breaking out of the “boring” box, use humor to connect to their audience. Being funny grabs the audience’s attention and everyone likes to laugh. More importantly, humor is relatable. It portrays the humanity behind your brand, and often, focuses the content marketing on your consumer, not your company. Humor effectively addresses your consumers’ challenges, and then shows how your company solves them. Clorox does this particularly well, but so can an antivirus software company.
Substantial and reflective content can also humanize your brand. For many companies, taking a serious tone is more authentic than incorporating humor, and authenticity is essential for content marketing in Singapore. When companies turn to serious content, it helps to tell a story, whether that is your community involvement, where your business started, or insight into company culture.
Neither the content from Clorox or Dollar Shave Club gets to this point, as both products are pretty straightforward, but it is important to keep your message simple. If your service or product does something complicated, don’t try to describe it. Instead, opt for a solution-based message that leaves the details for a different platform.
The Big Takeaway About Content Marketing in Singapore
Of course, there must be some common thread across great content marketing campaigns. Successful marketers, such as Clorox, Unilever, Dollar Shave Club, and others like Nutrigrain Australia and Volvo Trucks, all did one thing extremely well in their video production – they built the content around their brand, not their industry. If you have yet to develop a clear brand for your content marketing, it can start with video.
Hurrah works with brands from all industries to create intriguing corporate video. We have found, time and again, that “boring” brands can have fascinating content marketing; you just need the right partner.