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The 9 Best Video Marketing
Campaigns of 2016
Jon Spenceley
Content & Social Media
Manager
Vidyard
jon@vidyard.com
@jonspenceley
THE PLAY BUTTON IS THE MOST
COMPELLING CALL TO ACTION ON THE WEB
BILLION
Videos are played every day on Facebook
“In a decade, video will look
like as big of a shift in the
way we all share &
communicate as mobile has
been.”
- F8, Apri...
Of all Internet traffic will be video by 2019
https://www.thinkwithgoogle.com/
72% of B2B buyers watch
videos throughout their
entire path to purchase!
Nearly half view...
ToFu: Awareness & Relevance
MoFu: Interest & Intent
BoFu: Fit, Priority & ROI
• Marketing can be a thankless job
• VMAs handed out at Viewtopia to celebrate marketers
• 9 categories, 9 different organ...
• Lenovo had primarily targeted bottom of funnel leads
• Engaged Traction to build a campaign to focus on dormant leads th...
Results!
• HUGE and immediate lift in video completion rates – from 70 – 90%
• Engagement soared over 400% compared to ben...
• Provider of data-driven applications and data management
• Looking for a way to drive engagement and awareness in its fl...
Results:
• 30% of people who opened the email clicked on the video
• A 10x increase in click-through rate over traditional...
• In 2016, MongoDB wanted to create more customer testimonials to highlight their
stories and showcase awesome customers
•...
Results:
• Happy sales people and more engaged prospects
• Content also proved useful for onboarding new sales people
• In...
• Video is not a focal point of a campaign – it leads people to the campaign focus and
supports it
• So everything SolarWi...
Results:
• YouTube channel is home to over 1000 videos
• Top 15 videos have more than 15,000 views – not bad for an IT sol...
• Started out 12 months ago with no video content whatsoever
• Wanted to produce video for their construction audience tha...
Results:
• Huge increase in leads – 50% of website leads now come from video
• Using CTAs in their “Jonas Why” video, saw ...
• Came up with the concept of #FlipMyFunnel, and needed to get the word out
• Decided to hold their first conference in At...
Results:
• 95% response rate
• Sold out the conference to 300 attendees rapidly
• Used video to get just about everyone on...
• Use video as the basis for all their demand generation efforts
• Content allows them to increase time-on-page and engage...
Results:
• Personalized holiday campaign generated a 230% increase in campaign CTR and an
88% increase in eBook downloads
...
• Until recently, had no integrated video marketing element to their campaigns, and had
no team to support it
• Now operat...
Results:
• Social video is driving the most Facebook shares of any of their content to date, with
over 2000 views on their...
One to watch in 2017!
• Investing heavily in personalized video for enhanced lead qualification, sales efficiency,
and sal...
• Don’t be afraid to use humor in your videos – even for unsexy industries like IT
• Build video into your marketing autom...
Jon Spenceley
Community Marketing
Manager
Vidyard
jon@vidyard.com
@jonspenceley
The 9 Best Video Marketing Campaigns of 2016
The 9 Best Video Marketing Campaigns of 2016
The 9 Best Video Marketing Campaigns of 2016
The 9 Best Video Marketing Campaigns of 2016
The 9 Best Video Marketing Campaigns of 2016
The 9 Best Video Marketing Campaigns of 2016
The 9 Best Video Marketing Campaigns of 2016
The 9 Best Video Marketing Campaigns of 2016
The 9 Best Video Marketing Campaigns of 2016
The 9 Best Video Marketing Campaigns of 2016
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The 9 Best Video Marketing Campaigns of 2016

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All campaigns take effort, but really great video usually goes above and beyond. It takes passion, creativity, resourcefulness, and a whole lot of hard work to make awesome video content, and we believe that marketers producing great video deserve to be recognized. So sit back, make yourself some popcorn, and get ready to be inspired by 9 extraordinary teams who are doing great things with video. You'll laugh, you'll cry, and hopefully you'll walk away with ideas to put your 2017 campaigns into hyperdrive.

Watch this webinar on-demand: https://www.vidyard.com/resources/the-9-best-video-marketing-campaigns-of-2016/?utm_source=slideshare&utm_medium=description

Published in: Marketing
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The 9 Best Video Marketing Campaigns of 2016

  1. 1. The 9 Best Video Marketing Campaigns of 2016
  2. 2. Jon Spenceley Content & Social Media Manager Vidyard jon@vidyard.com @jonspenceley
  3. 3. THE PLAY BUTTON IS THE MOST COMPELLING CALL TO ACTION ON THE WEB
  4. 4. BILLION Videos are played every day on Facebook
  5. 5. “In a decade, video will look like as big of a shift in the way we all share & communicate as mobile has been.” - F8, April 2016
  6. 6. Of all Internet traffic will be video by 2019
  7. 7. https://www.thinkwithgoogle.com/ 72% of B2B buyers watch videos throughout their entire path to purchase! Nearly half view 30 minutes or more of video content while researching.
  8. 8. ToFu: Awareness & Relevance MoFu: Interest & Intent BoFu: Fit, Priority & ROI
  9. 9. • Marketing can be a thankless job • VMAs handed out at Viewtopia to celebrate marketers • 9 categories, 9 different organizations (and their partners) • Let’s dive in!
  10. 10. • Lenovo had primarily targeted bottom of funnel leads • Engaged Traction to build a campaign to focus on dormant leads that could talk to Eloqua and contribute useful data • Decided to target IT teams and the plethora of challenges they face • Paired with four other videos and four illustrated survival guides for IT teams
  11. 11. Results! • HUGE and immediate lift in video completion rates – from 70 – 90% • Engagement soared over 400% compared to benchmarks • These videos were the most shared, and most viewed assets Lenovo commercial marketing have ever produced. • Success!
  12. 12. • Provider of data-driven applications and data management • Looking for a way to drive engagement and awareness in its flagship product to top- of-funnel audience • Launched a personalized video campaign to 10,000 leads to try and identify most engaged prospects
  13. 13. Results: • 30% of people who opened the email clicked on the video • A 10x increase in click-through rate over traditional campaigns • Putting together a follow-up personalization campaign
  14. 14. • In 2016, MongoDB wanted to create more customer testimonials to highlight their stories and showcase awesome customers • Didn’t have a massive marketing team OR a big budget • End goal – give sales team something powerful to move prospects through the funnel • Needed something that tied into Eloqua
  15. 15. Results: • Happy sales people and more engaged prospects • Content also proved useful for onboarding new sales people • Integration of video into Eloqua lets MongoDB use the content across product launches, sales enablement, and many other marketing campaigns, so it’s the gift that keeps on giving!
  16. 16. • Video is not a focal point of a campaign – it leads people to the campaign focus and supports it • So everything SolarWinds does has video involved • Email in Real Life received a 2014 PR Platinum award nomination and their videos have been featured on Reddit, Buzzfeed, HuffPo and more • Snarky, geeky tone helps drive real connection with IT audience
  17. 17. Results: • YouTube channel is home to over 1000 videos • Top 15 videos have more than 15,000 views – not bad for an IT solutions provider • Brand awareness from viral content has helped establish their brand
  18. 18. • Started out 12 months ago with no video content whatsoever • Wanted to produce video for their construction audience that would really engage prospective clients • Also wanted to use interactive video to capture leads, and pull data into Act-On • Objective was to keep viewers engaged, collect leads, and follow up automatically with relevant content
  19. 19. Results: • Huge increase in leads – 50% of website leads now come from video • Using CTAs in their “Jonas Why” video, saw an 80% click-through rate and generated 180 leads. • 20% of Jonas’ closed business comes from deals that started with video • Conversions take 50% less time, and have shaved 50 days off their process
  20. 20. • Came up with the concept of #FlipMyFunnel, and needed to get the word out • Decided to hold their first conference in Atlanta, and used videos to target thought leaders they wanted to attend • Also used video to target speakers
  21. 21. Results: • 95% response rate • Sold out the conference to 300 attendees rapidly • Used video to get just about everyone on their “A-List” of speakers • Integrate video into UberFlip and track engagement to content through their hub • SDRs are now producing their own videos
  22. 22. • Use video as the basis for all their demand generation efforts • Content allows them to increase time-on-page and engagement time with posts • Emails see higher click-through rates and generate more net-new leads • Personalized video lets them drive more pipeline
  23. 23. Results: • Personalized holiday campaign generated a 230% increase in campaign CTR and an 88% increase in eBook downloads • Over 10% of marketing-sourced opportunities in the past 6 months were sourced from personalized video • And the cost-per-opportunity was way lower too!
  24. 24. • Until recently, had no integrated video marketing element to their campaigns, and had no team to support it • Now operates Bisk Studios, their story-driven, forward-thinking, data-informed video production wing • Works with all their teams to create videos across multiple channels and KPIs
  25. 25. Results: • Social video is driving the most Facebook shares of any of their content to date, with over 2000 views on their Study Snacks series • Over 500 engagements in a 2-week period • Campaign that featured multi-video series reduced bounce rates by 49% and exit rates by 67% • Average viewer watches 100% of at least one video on the page
  26. 26. One to watch in 2017! • Investing heavily in personalized video for enhanced lead qualification, sales efficiency, and sales effectiveness • Setting up their program to allow sales people to create videos on the fly and track engagement in their marketing automation platform • Blending art and science of video to create a truly compelling set of video assets • Stay tuned for this campaign!
  27. 27. • Don’t be afraid to use humor in your videos – even for unsexy industries like IT • Build video into your marketing automation and CRM platforms – use that data properly! • Give sales people the right videos to really speak to prospects and teach them to create their own • Interactive elements let you capture leads directly from video • Scrappy video can be the key to success – start small! • Use video to get leads excited about a campaign • Bring production in-house when you’re ready – you won’t regret it
  28. 28. Jon Spenceley Community Marketing Manager Vidyard jon@vidyard.com @jonspenceley

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