Vine is a promising platform for financial brands to tell stories in 6 seconds or less, but only if used correctly. It can engage audiences more than other platforms like Instagram if the content is entertaining, adds value, and stands alone rather than feeling like a shortened ad. Examples of effective financial brand Vines include Lowe's home improvement tips and GE's science videos. Vine requires a creative approach and team rather than just copying marketing materials. It also needs a distribution strategy beyond Vine itself to reach audiences.

1. TO VINE OR NOT TO VINE
I S S I X S E C O N D S T O RY T E L L I N G
R I G H T F O R F I N A N C I A L B R A N D S ?
Jill Sherman
March 6, 2014

2. LET’S JUMP RIGHT IN.
Vine is right for just about any brand, including financial services.
But only when used the right way.
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3. WHY VINE?
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It’s highly consumable content.
A branded Vine video is four-times more likely to be seen than a regular branded video.
Source: Digiday
It’s highly engaging content.
The average tweet engagement rate for Honda’s #WantNewCar Vine campaign almost
tripled in the first and second day of the campaign. Source: SocialBakers
More engaging than Instagram.
Vine videos get twice the engagement of Instagram videos.
Source: Luce Performance Group
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4. WHY VINE?
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It’s the top growing mobile app.
In Q3 2013, Vine saw 403% growth, and now has more than 40M registered users.
Source: Global Web Index
Consumers like branded Vines.
Branded content accounts for four percent of the top 100 Vines to date. Source: Unruly
Media
It’s relatively low cost to produce.
Because you’re using a native phone app, the standard video process, equipment and
crew isn’t required.
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5. WHAT A GOOD BRANDED VINE ISN’T.
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Unnecessary and/or boring and/or totally random.
https://vine.co/v/bQZLKAA2151
Your dream 6th grade film class experiment.
https://vine.co/v/hlOP1qlhQ31
Cool just because it’s looping.
https://vine.co/v/bpxnAYrJUnK
A hokey magic trick.
https://vine.co/v/hU9zEErpmYK
Your ad, cut down to 6 seconds.
https://vine.co/v/bDExaiMjJ1F
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6. WHAT A GOOD BRANDED VINE IS.
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Storytelling.
https://vine.co/v/hlhZEAqFQI9
Creative without feeling overly-produced.
https://vine.co/v/htVTBdtIYZW
Stand alone.
https://vine.co/v/hlhKnvWrWu2
Adds value.
https://vine.co/v/MmB97EKEAOA
Entertaining.
https://vine.co/v/hV9uKqvLlqh
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7. EXAMPLE: LOWE’S (INSTRUCTIONAL)
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Lowe’s Vine account focuses on home improvement and life hack tips (#LowesFixInSix) by using stop-
motion animation to show consumers how to keep a rug from sliding to using tin foil as paint tray liner.
Link: https://vine.co/v/bEFQXmnWrOP
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8. EXAMPLE: GENERAL ELECTRIC (BRAND POSITIONING)
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General Electric has created some truly inspiring videos as part of their “six second science” in order to
showcase the company as a forward-thinking, innovative and science-based brand and company.
Link: https://vine.co/v/bDY9O7xTllv
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9. EXAMPLE: CAVENDISH HOTEL (CONTEST)
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Cavendish Hotel in London was the first company to create a Vine-only contest. The "most romantic"
#ValentineVine won a free night in the hotel with complimentary dinner and drinks.
Link: https://vine.co/v/bvH96B9QhHd
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10. EXAMPLE: PEANUT BUTTER CO. (SPECIAL OFFERS)
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The six-second clip, which ends with a frame of a downloadable coupon, went viral with more than
300,000 views. As a result of the campaign, more than 6,000 coupons were downloaded.
Link: https://vine.co/v/bIjdL3vTOtm
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11. EXAMPLE: KIDS COMPANY (FUNDRAISING)
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UK Charity, Kids Company, makes its short films painful to watch. Featuring vulnerable children in hard to
imagine but all too real situations, followed by the simple words, “Make it Stop” and a call top action.
Link: https://vine.co/v/btTWqiLLXvK
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12. VINE AS CONTENT FOR OWNED CHANNELS
PlayStation and Blitz Agency reinvented the baseball card by turning "MLB 13: The Game" fans into
players from their favorite team. The videos were released on Twitter and PlayStation.com.
Link: https://vine.co/v/bIXJHH2JJnr
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13. CONSIDERATIONS
This isn’t video.
Vine is a platform that requires a specific creative skillset.
Don’t just copy your marketing materials.
Be authentic to the Vine platform. And utilize Vine’s native features.
Vine shouldn’t be the shiny new object.
If 6-second storytelling isn’t the right for the message, skip it.
Don’t embarrass your brand.
Be creative. Do storyboards. Try an idea a few different ways. Get good at it.
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14. CONSIDERATIONS
It requires a team.
Don’t pawn off on your copywriter or social media manager. Bring in the creative
team.
It doesn’t have to be a one off.
Think programmatically. Is there a campaign opportunity?
Have a distribution strategy.
Don’t expect people to find your Vine on Vine. Use Vine as a content creation
platform.
Give it a boost with paid support.
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15. QUESTIONS?
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