Over the years we’ve seen our fair share of video productions. Everyone knows a bad video when they see one, but do you ever recognize a good one? Since we’re on a mission to rid the world of cheesy corporate videos, we thought it’d be a good idea to shine a light on great work that takes place outside the walls of 711 King St.
We chose the following video examples because they are simple, smart and authentic ways to connect with viewers. They do more than just cram a ton of information into a short window. They craft a compelling story around the product – not necessarily about the product itself.
Blue Apron
https://www.youtube.com/watch?v=Oya68j6KREM
Yes… they play a lot in Youtube pre-rolls, but these spots are extremely well put together. These do a fantastic job of humanizing today’s dining experiences. Often times meals are cooked after a long day’s work, or hastily thrown together. These spots encourage the viewer to slow down and savor the act of cooking… because Blue Apron makes it easy for you.
Here’s a few reasons why we dig these vids:
- Showcases food as a means to bring people together
- The whole campaign (days of the week) does an excellent job demonstrating the practical value of their product
- Cinematography and story makes the situations feel authentic, and makes the act of cooking an art.
Yeti
Yeti is pretty much an ideal branded content developer. They have cultivated and created an entire following that grew organically from their branded documentary series that crafts authentic stories about their target audience. Yeti’s videos don’t hit the viewer over the head with their product – they simply tell unique stories that resonates with them. Stories that focus on Yeti’s core values that ultimately connect with the viewer.
Here’s why we dig these:
- The purpose of the videos aren’t to sell products (at least not directly). Their purpose is to generate brand loyalty. Viewers see the values expressed in the videos as their own, and therefore for a bond with the brand.
- These stories are as authentic as it gets. Yeti cultivate stories from their loyal followers who express the same feelings that the company stands for. And it’s not by mistake that these individuals all happen to have hobbies or professions in visually stunning arenas.
Notes
A little older, but this is storytelling on another level. The Take Note team does a phenomenal job humanizing a product: stationary. The team expertly reminds the viewer that even in today’s digital world, handwritten notes are still essential in our day to day lives.
Here’s what we liked:
- I can’t think of a more creative way to tell a story using stationary as the driver. From first date recap to the end, the story draws you in.
- Simple, relatable life situations (plot points) that resonate with most viewers
- They are able to tell the story of a lifelong relationship without getting lost in any unnecessary details as far as the product is concerned, such as what they people look like, and where the events take place.
Purple Mattress
This video is about two years old, and 100% focuses on the product, but it recently resurfaced in our office Slack channel as a video that we love. It’s extremely difficult to humanize your brand while trying to sell the audience on the benefits of a product, but the team at Purple does just that. You may not watch the whole thing, but I mean… when was the last time you were interested in watching a 4-minute video about mattresses?
Here’s what else we liked:
- This video entertains while it informs. That script is dynomite.
- Using Goldilocks as the ‘spokesperson’ was a stroke of genius – it’s a character that everyone knows; she’s associated with sleep; demands thing to be ‘just right’; and opens the door to a world of comedic possibilities.
- Timing – from the tight script to the tight edits, the video is impeccably timed throughout.
These are just some examples of how you can tell a brand story. If you’re looking for more practical tips on creating videos that resonate with your audience, check out our ebook, The Fundamental Guide to B2B Video Marketing. It helps get your started on creating a video that speaks to your audience. If you don’t need something like that… then I wouldn’t download it. Then it would just clutter your desktop.
