C is for content final happy hour

‘C’ IS FOR CONTENT:VIDEO, FILM &

MOVING IMAGE

Vivien Hall

Happy Hour Productions

18th May 2016

© 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


THE FUTURE OF

CONTENT MARKETING?


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


THE AGE OF VIDEO


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


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

https://www.youtube.com/watch?v=nKDgFCojiT8

https://www.youtube.com/watch?v=aJ4sIo3UZfw

https://www.youtube.com/watch?v=XjJQBjWYDTs



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



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

https://www.youtube.com/watch?v=TfOumoFSs0k

https://www.youtube.com/watch?v=4Tu4U2KwYoE


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


VIDEO IDEAS

TO CONSIDER


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.

https://vimeo.com/25934950





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.






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 adCirca. 60,000 views

Part of a ‘12 days of Xmas campaign’. Circa. 138,000 views

SunLife: Nostalgia






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’





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.





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.





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








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.





INTERNAL COMMSMaking 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.




PUBLIC DISPLAY FILMSGenerally B2B, these films should be designed to capture attention when played at large events and conferences.

SHIMTECH: B2B Promo Film HAMPSON AEROSPACE




INTERACTIVE VIDEOSCapture your audience’s imagine while you deliver key brand messages

HAMPSON AEROSPACEDeloitte: Will you fit into Deloitte?

An innovative way of engaging potential new recruits

http://www.raptmedia.com/showcase


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.

HAPPY HOUR PRODUCTIONS

THE PICTURE HOUSE

4 LOWER PARK ROW

BRISTOL

BS1 5BJ

UK

+44 (0)117 929 9797

[email protected]

happyhourproductions.co.uk

mailto:[email protected]

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C is for content final happy hour

Presentations & Public Speaking