Concept 101
We know it's not always easy to work out what kind of video that your brand should be doing, so we've taken the legwork out of it for and created a wiki of our favourite video concepts.
Branded Documentary
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What is it?
Branded documentaries are a unique fusion of storytelling and marketing, elevating traditional brand messaging into compelling narratives. Unlike conventional advertisements, these documentaries delve deep into the heart of a brand's ethos, weaving stories that embody its values, culture, and vision. They are not mere promotional tools but rich, narrative-driven films that offer an authentic portrayal of what a brand stands for. This approach involves capturing the essence of a brand’s message and translating it into a narrative that does more than inform – it inspires, engages, and connects with audiences on a profound, human level.
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Best Use Cases
The potential of branded documentaries extends to various scenarios, particularly:
Humanizing the Brand: Through real stories and genuine experiences, these documentaries put a human face to the brand, making it more relatable and approachable.
Demonstrating Commitment: They are ideal for showcasing a brand’s dedication to social causes, community initiatives, or environmental concerns, aligning the brand’s actions with its values.
Market Differentiation: In a crowded marketplace, a unique story can set a brand apart. Branded documentaries offer this distinctiveness, moving away from traditional ads to something more engaging and memorable.
Building Emotional Connections: By focusing on authentic narratives, these documentaries resonate emotionally with the audience, fostering a deeper, more meaningful brand relationship.
Their effectiveness lies in authentically blending marketing objectives with compelling, real-world storytelling, where the brand's identity is seamlessly integrated into an engaging narrative.
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Distribution
The distribution of branded documentaries is crucial to their impact. They can be strategically utilized in:
Social Media: With their engaging and emotional content, these documentaries are perfect for sharing on various social media platforms, where they can generate significant engagement and shareability.
Corporate Websites: Featuring them on a brand’s official website can enhance the brand narrative, offering visitors a deeper understanding of the brand's values and culture.
Integrated Marketing Campaigns: These documentaries can be central to broader marketing campaigns, especially those aimed at highlighting the brand’s authenticity and human side.
Public Relations and Media Outreach: As compelling pieces of content, they are excellent for PR purposes, attracting media interest and offering a unique story angle about the brand.
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Example
This project by the World Gold Council launched in September 2023, in the first three months it amassed 10m views on YouTube - it uses a blend of compelling visuals with a well-known celebrity Idris Elba to maximise reach.
Brand Film
01
What is it?
Brand films are a cinematic elevation of traditional marketing, transforming brand identity into compelling visual narratives. Far beyond mere promotion, these films immerse viewers in the essence of a brand, forging a deep, emotional connection. This art form begins with the brand's core values and visions, weaving them into stories that captivate not just through visual appeal but also emotional resonance. They transcend typical product or service showcases, touching the audience's heart and soul.
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Best Use Cases
Brand films are particularly effective in:
Communicating Core Values: They excel in portraying a brand’s ethos and spirit, going beyond the surface to reveal its heart and soul.
Creating Emotional Connections: By evoking emotions, these films forge a deeper, more personal bond with the audience.
Narrating Unique Stories: Each film is an opportunity to tell a unique story that aligns with and highlights the brand's vision and uniqueness.
Elevating Brand Perception: They transform how viewers perceive a brand, turning it from a mere market entity into an experiential presence.
The process of crafting these films involves meticulous planning and execution, ensuring that every aspect of the film - from scripting to cinematography - aligns seamlessly with the brand's identity.
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Distribution
The distribution of brand films should be as strategic as their creation, ideally including:
Digital Platforms and Social Media: Leveraging these platforms ensures wide reach and engagement, allowing brands to connect with audiences globally.
Brand Websites and Corporate Events: Embedding these films on official websites or showcasing them at events enhances brand storytelling and experience.
Cross-Channel Marketing Campaigns: Integrating brand films into broader marketing strategies ensures a cohesive and immersive brand narrative across various touchpoints.
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Example
This brand film by outdoor brand YETI really hits home on the 'why' instead of the 'what' - in this 8-minute film we hear from the son of infamous Texas songwriter and poet Townes Van Zandt - a gritty story that keeps you engaged and explore some key values close to the YETI brand. YETI got such strong response from this film, that they turned it into a series exploring the relationships between fathers and their sons that millions have watched globally.
Case Study Video
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What is it?
Video Case Studies transcend traditional portfolios, offering a narrative-driven glimpse into the creative journey. These visual narratives don’t just display a final product; they unfold the entire story behind a project. From initial conception to triumphant completion, each Video Case Study is a unique tale of collaboration, innovation, and success.
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Best Use Cases
Ideal for demonstrating the intricate process behind creative projects, Video Case Studies shine in scenarios where the depth of thought, strategic planning, and creative problem-solving need to be highlighted. They are particularly effective for:
Showcasing the comprehensive development of a project.
Illustrating the collaborative effort between diverse teams and talents.
Providing an educational insight into the creative process for clients and other creatives.
Highlighting the adaptability and innovation in overcoming production challenges.
These case studies not only reveal the final outcome but also the crucial decision-making and artistic vision that shape the end product.
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Distribution
Distributing Video Case Studies can amplify their impact significantly.
They serve as powerful tools for:
Marketing and promotional campaigns, offering engaging content that goes beyond basic product or service promotion.
Social media platforms, where their narrative depth can engage and inspire a broad audience.
Educational settings, such as workshops or webinars, providing real-life examples of creative execution.
Client presentations, where they can demonstrate previous successes and work methodologies in an engaging format.
By strategically placing these case studies across various channels, they can enlighten, educate, and inspire a wide range of audiences, showcasing the unique blend of creativity and technical prowess that defines the world of video production.
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Example
This case study of i2C Architect's Melbourne Studio perfectly encompasses multiple perspectives whilst showcasing the project in its completed state. It focuses equally on the 'how' of the process and the thought behind it, as well as the execution.
Collaboration / Partnership Video
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What is it?
Collaboration / Partnership Videos mark a transformative chapter in digital storytelling, where the fusion of brand identity and influencer creativity births a new narrative form. This innovative genre transcends traditional marketing, venturing into a space where brands and influencers co-create. It’s a realm where individual strengths and visions are not just shared but interwoven, crafting content that's as innovative as it is engaging. These collaborations are storytelling symphonies, blending the brand’s core values and reach with the influencer’s personal flair and loyal audience.
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Best Use Cases
Authentic Storytelling is Key: The blend of brand and influencer voices leads to content that resonates with authenticity.
Expanding Audience Reach: Leveraging the influencer’s following, these videos tap into new audience segments, broadening the brand’s visibility.
Creative Content Refresh: Collaborations offer a fresh take, breaking the monotony of traditional advertising with their innovative narrative style.
Building Brand-Influencer Relationships: These videos cultivate symbiotic relationships, benefiting both parties in audience engagement and market reach.
The creation process of these videos involves careful selection of influencers who align with the brand’s ethos, ensuring authenticity, and a seamless blend of messages.
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Distribution
Strategic distribution of these videos is crucial for maximizing their impact:
Social Media Platforms: Leveraging the influencer’s and the brand’s social channels, these videos can create a buzz, encouraging shares and engagement.
Brand and Influencer Websites: Hosting these videos on both parties' websites can enhance the narrative's reach and depth.
Cross-Promotional Campaigns: Integrating these collaborations into broader marketing campaigns can create a cohesive and immersive storytelling experience.
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Example
One from our own stable - the announcement of a partnership between Nostra Homes and Melbourne City FC - a significant move for Nostra who needed to increase brand awareness as a result of the partnership, this video was launch in-stadium for Melbourne City home games and will continue to drive home clear messaging all season.
01
What is it?
Content Blocking is a groundbreaking method in video advertising, transforming how ads are crafted and received. It involves creating multiple unique adverts from a single set of content. Each variant is designed with distinct hooks, insights, and calls to action, catering to different audience segments. This innovative approach not only enhances audience engagement but also optimizes the return on investment by tailoring content for maximum resonance.
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Best Use Cases
Content Blocking shines in scenarios where:
Targeted Messaging is Key: It allows for crafting ads that speak directly to various audience interests and preferences, ensuring relevancy and impact.
Efficiency in Production is Needed: This method maximizes resources by repurposing a single set of content to create diverse, compelling ads, maintaining brand consistency while diversifying message delivery.
Data-Driven Insights Are Valuable: By analyzing the performance of different ad versions, Content Blocking provides critical insights into audience behavior, allowing for continuous refinement of marketing strategies.
This approach is particularly effective for campaigns aiming to reach diverse audience demographics or those seeking to test different messaging strategies within the same campaign.
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Distribution
The distribution strategy for Content Blocking ads can be dynamic and multi-faceted:
Digital Platforms: Leveraging various online channels, these ads can be effectively segmented to target specific audiences based on their online behavior and preferences.
Social Media Campaigns: With their ability to cater to diverse user groups, these ads can be integrated into social media strategies, engaging different segments with tailored content.
Cross-Channel Marketing: Content Blocking ads can be distributed across multiple channels, ensuring a cohesive yet varied brand message that appeals to a wide range of viewers.
Content Blocking represents a significant leap in the realm of digital advertising. By combining strategic planning, creative diversity, and data analysis, it yields adverts that are not just visually captivating but are also fine-tuned to engage different audience segments effectively. This method marks a new era in video advertising – one that is more adaptive, focused, and outcome-driven.
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Example
This project we produced for Baptcare's Hedley Sutton community was made for a digital campaign which saw several different pieces of creative as part of it - ranging from this longer 50 second version, to multiple 15 second versions optimised for a range of digital advertising platforms.