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C is for content final happy hour

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C is for content final happy hour

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C is for content final happy hour

  1. 1. ‘C’ IS FOR CONTENT: VIDEO, FILM & MOVING IMAGE Vivien Hall Happy Hour Productions 18th May 2016
  2. 2. © Happy Hour Productions 2016 C is for Content Page 2 Founded in 2002 Award winning, creative production agency Leading TV commercial production company in South West Versatile & experienced team covering in live action, 2D, 3D and stop-frame animation, motion graphics and visual FX Our ads, corporate film & non-broadcast productions have been recognised by the communication industry’s leading association in Europe: • DMA Grand Prix and Gold award wins • International Visual Communication Association: Grand Prix and multiple Gold award wins • Cream Award Nominees ABOUT US • 12 Directors / 4 Producers • Dedicated production team in our central Bristol location • Bespoke crew and technicians • In-house HD Fully equipped grading Edit Suites • In-house Pro Tools audio mixing / tracklay facilities • Animation and motion graphics FX studio
  3. 3. © Happy Hour Productions 2016 C is for Content Page 3 THE FUTURE OF CONTENT MARKETING?
  4. 4. © Happy Hour Productions 2016 C is for Content Page 4 THE AGE OF VIDEO The surge in online video popularity is no secret Content marketing continues to become increasingly visual There is now an expectation of it being part of a marketing strategy – and how a brand communicates to its audience
  5. 5. © Happy Hour Productions 2016 C is for Content Page 5 THE AGE OF VIDEO
  6. 6. © Happy Hour Productions 2016 C is for Content Page 6 A (moving) image paints a thousand words – especially in digital marketing Video allows a brand to immerse, engage, inspire and encourage action from an audience Video doesn’t just tell you what a product or brand does – it shows the audience the solution and how it can be benefit them Creating more human interactions between brand and consumer, interactions that don’t feel like marketing. WHY VIDEO? Video Considerations • Showcase a product • Communicate how a brand can make you feel • Demonstrate the solution a product can provide • Explain the workings of a product • Bring to life the workings of an intangible product or notion • Guide customers through processes and boost conversions • Internal comms – engaging employees in new processes or product launches
  7. 7. © Happy Hour Productions 2016 C is for Content Page 7 Where to start? Your first step doesn’t have to be a massive leap for mankind! Video can be incorporated into your existing digital marketing plan – it’s not necessarily about re-writing the strategy Consider repurposing some of your existing content Aim to make your content pages less static and more interactive and immersive WELCOME TO THE JUNGLE
  8. 8. © Happy Hour Productions 2016 C is for Content Page 8 WELCOME TO THE JUNGLE Consider your budget and objective • Drive traffic to a web page? • Drive engagement? • Communicate product benefits? • Deliver some good news? • Explain the workings of a product? • Launch a new product – or product feature? Do you already have content that could be better delivered via video? • Blog post • Static infographics • Product brochures • Testimonials • Case studies • Top 5 guides
  9. 9. © Happy Hour Productions 2016 C is for Content Page 9 WELCOME TO THE JUNGLE You don’t always need the deepest pockets to realise effective video: • Cadbury’s “Tastes Like It Feels” takes existing user-generated content to deliver a brand message • ‘Proper Tasty’ revolutionises the food category with ‘social-media-ready’ content in <60” recipe video format. Simple, effective production delivering engaging and helpful videos • ASOS equally simple yet effective approach to catwalk videos broke down the “..but I need to try it on” barrier that had previously made online clothes shopping painful
  10. 10. © Happy Hour Productions 2016 C is for Content Page 10 WHICH PLATFORM? Consider where your audience will view your videos and ensure there’s a consistency if its used across multiple platforms. YouTube & Vimeo Great for longer length videos and SEO Homepage, Product Pages, About Us Take your audience on a visual journey of your brand or ambitions rather than just bullet pointing them Equally, there’s SEO benefits to be gained from hosting video on your own site Social: Facebook, LinkedIn, Instagram and Twitter Shorter, digestible content Maybe consider translating your YouTube or website full length video into a snapshot video series for social media Email Marketing Using video in your subject header increases open rates by 19% and increases CTR by 65% Although not all email service providers allow you to embed videos, you can direct readers to bespoke landing pages that showcase the video and support it with single-minded, clear CTAs that encourage conversion Meaning there’s less competing marketing messages - ‘noise’ – on the page to distract the viewer
  11. 11. © Happy Hour Productions 2016 C is for Content Page 11 VIDEO IDEAS TO CONSIDER
  12. 12. © Happy Hour Productions 2016 C is for Content Page 12 INTERVIEWS & CASE STUDIES Dixons: Know-How Service Pfizer: Video Diaries Nokia: Behind the E7 SunLife: Over 50 Plan Examples of contributor / interview films featuring employees to consumers. Interview based films can make use of working locations, exteriors, interiors or studio settings – building a narrative around a company and brand rather than just the traditional talking head to camera.
  13. 13. © Happy Hour Productions 2016 C is for Content Page 13 MOTION GRAPHICS PRODUCT FILMS Assurant: BT at the Heart AXA: Self Investor Web Guide Cologuard: Benefit Video SunLife: ‘ISA Savings Calculator’ Simple, animated motion graphics can be used to simplify complex ideas, conveys a product facet to viewers and bring to life the benefits or workings of intangible products (such as financial products). Motion graphics also enables complete bespoke branding.
  14. 14. © Happy Hour Productions 2016 C is for Content Page 14 SOCIAL MEDIA CONTENT SunLife: Beard Insurance SunLife: 12 Days of Christmas SunLife: Tooth Fairy Quick turnaround, light-hearted films designed to deliver key messages in an engaging way. April Fools’ Day, spoof ad Circa. 60,000 views Part of a ‘12 days of Xmas campaign’. Circa. 138,000 views SunLife: Nostalgia
  15. 15. © Happy Hour Productions 2016 C is for Content Page 15 BRAND & PRODUCT LAUNCHES Online films featuring a product in use, or used to launch a new range. BMW: ‘Superbike Taster’ Oriel Merton: ‘Promo Launch’ Very.co.uk: ‘Mum & Toddler Fashion Range’
  16. 16. © Happy Hour Productions 2016 C is for Content Page 16 ONLINE ADVERTS An online advert used in targeted email campaigns to potential advertisers on the UCAS video channel. Traditional looking ads used on a digital platform with traffic driven from other sources. Option to overlay graphics with data to help personalise the content and message. UCAS TOYOTA DWP Regional dealership offers – unique versions created per dealership. Used in Adsmart and PreRoll / VOD 40+ geo-location versions created. Each version featured individual set of maps / cities and accent versions. Online & Adsmart campaign.
  17. 17. © Happy Hour Productions 2016 C is for Content Page 17 ONLINE ADVERTS Online series of ads, used in PreRoll, VOD and social. DUVET & PILLOW WAREHOUSE IRON FX ALCAN An FX trading company that gave away a supercar to one lucky customer. The ad was seeded amongst trading news groups. Recycling focussed viral raising awareness of aluminium recycling for Rethink Rubbish, sponsored by Alcan Aluminium Recycling. Traditional looking ads used on a digital platform with traffic driven from other sources. Option to overlay graphics with data to help personalise the content and message.
  18. 18. © Happy Hour Productions 2016 C is for Content Page 18 PRODUCT DEMOS Various ways video can explain demonstrate a product, feature or service via live action, animation, motion graphics… Nutricia Gold PromiseLeaseplan Cow & GateOrdnance SurveyOASIS Dental
  19. 19. © Happy Hour Productions 2016 C is for Content Page 19 TECHNICAL DEMOS & ANIMATION Technical animations can take any form, from 3D photoreal visuals to wireframe or cross section. Video can help explain a manufacturing detail that can’t necessarily be seen physically, but that creates a USP for that company (see Enercon video below) JOHNSON & JOHNSON: Acuvue Contact Lens Structure Acuvue Contact Lenses – detailed and scientifically accurate representation of molecular structure. ENERCON: Cap Sealing Technology Induction cap sealing technology explained. See explanation @ 2 minutes in. WASTE AWARENESS WALES An explanation of Anaerobic Digestion power generation.
  20. 20. © Happy Hour Productions 2016 C is for Content Page 20 INTERNAL COMMS Making vital communications to internal employees watchable. NATIONWIDE: Valuing Everyone A film covering themes of equal opportunities in the workplace, this won a Grand Prix IVCA award. Featuring genuine recorded interviews with staff, delivered by animated characters. DANONE: Our Story A stock stills / archive documentary charting the history of the Danone group of companies.
  21. 21. © Happy Hour Productions 2016 C is for Content Page 21 PUBLIC DISPLAY FILMS Generally B2B, these films should be designed to capture attention when played at large events and conferences. SHIMTECH: B2B Promo Film HAMPSON AEROSPACE
  22. 22. © Happy Hour Productions 2016 C is for Content Page 22 INTERACTIVE VIDEOS Capture your audience’s imagine while you deliver key brand messages HAMPSON AEROSPACE Deloitte: Will you fit into Deloitte? An innovative way of engaging potential new recruits
  23. 23. © Happy Hour Productions 2016 C is for Content Page 23 SUMMARY Video content is no longer a nice to have – it’s expected For digital strategy, consider where your audience is digesting your content – they’re likely to already be viewing a screen Make it easy for your audience to watch your video: the fewer the clicks, the better or consider auto play videos Video is not just about brand awareness anymore: video delivers engagement and education of brands & products It doesn’t have to be passive – ‘choose-your-own-story’ video engages the audience Consider your video length, if its more than 2 mins maybe you need video series Keep it simple.
  24. 24. HAPPY HOUR PRODUCTIONS THE PICTURE HOUSE 4 LOWER PARK ROW BRISTOL BS1 5BJ UK +44 (0)117 929 9797 info@hhour.co.uk happyhourproductions.co.uk

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