Video is more and more the web’s favorite type of content material. For manufacturers, its capacity to seize consideration, create an emotional connection and present a product in additional element makes it a robust device throughout the funnel, from discovery to persuasion and even post-purchase.
Right here, we discover 4 case research of how an FMCG, a B2B, a expertise, and a small household model have used video otherwise however successfully relying on the place a buyer is on their path to buy.
Pringles gamifies UGC to spice up visibility
The early levels of the shopper journey are about capturing consideration, introducing a model or product or constructing model salience. At this stage, audiences might not be actively trying to make a purchase order, so video content material ought to deal with consciousness and inserting the model entrance of thoughts.
Pringles tapped into the lengthy historical past of social media viral challenges and added a particular model asset – the snack’s hyperbolic paraboloid form – to lift psychological availability of the product. To do that, they launched the #Pringling problem, which requested individuals to share movies of themselves shaping their our bodies like a Pringle.
@phoebecrossland Is that the King of Pringling?!?👀🤴🏻 @Pringles UK & Eire #pringling
♬ Trendsetter – Connor Worth & Haviah Mighty
As a part of this marketing campaign, Pringles launched a TikTok customized interactive impact which included body-tracking expertise to get individuals to imitate the recognisable Pringle curve.
Each try was measured on a “% Pringle” scale, which made the method enjoyable, giving customers one thing to have interaction with and riff on, making it extra possible they might submit the video and that any viewers would stick round to see how effectively the creator did.
Some chosen problem movies created by customers have been repurposed as paid adverts to extend the attain of this user-generated content material (UGC).
In the end, the Pringling problem led to 50 million boosted impressions in 2024 and an advert recall elevate of seven.2%, signalling sturdy top-of-funnel efficiency.
This marketing campaign tapped into among the key attributes of TikTok as a channel: its historical past of viral challenges, the function of the For You Web page (FYP) and the flexibility so as to add a customized impact, making it simpler (and extra enjoyable) for the TikTok viewers to participate within the marketing campaign.
Encouraging UGC is a robust manner for manufacturers to boost their visibility with out points equivalent to advert fatigue or adverts feeling like an interruption to the viewers’s expertise.
Salesforce borrows a web page, and an influencer, from B2C to have interaction and persuade
B2B campaigns are more and more borrowing from the B2C playbook to engagement their viewers and showcase their merchandise.
MrBeast, the world’s greatest YouTube creator, partnered with Salesforce for a Tremendous Bowl advert that inspired individuals to unravel a puzzle and win $1 million. Individuals have been requested to Slack @MrBeast as soon as they discovered the reply. Nevertheless, this was extra than simply an interactive advert. This digital treasure hunt was additionally a real-world product demonstration.
As with each Tremendous Bowl advert, it acquired a whole lot of traction. However this was just one a part of the marketing campaign. Slack, which was acquired by Salesforce in 2021, created extra accomplice movies and buyer spotlights, together with a touchdown web page, to speak about how MrBeast’s group used Slack.
This showcased the particular options they relied on to ship the large-scale marketing campaign and puzzle problem in simply 27 days, demonstrating how an actual group put Slack instruments to work of their organisation.
The touchdown web page was a chance to be extra product-focused, highlighting particular options and showcasing movies of the group utilizing Slack for the challenge. This content material acted extra like a shopper case examine — solely with the extra enchantment and attain of being created in partnership with one of many world’s greatest creators.
Mid-funnel movies are all about consideration and persuasion. The easiest way to affect a buying resolution is to showcase the product being utilized in the true world, however that doesn’t imply the content material must be dry or boring.
This creator partnership reveals the worth of tapping into the sudden. Whether or not that’s who the spokesperson is, the main focus of the content material or providing the form of problem persons are extra aware of from the buyer house.
Dyson makes use of nice hair days to defend worth
Publish-purchase video can be utilized in a number of other ways however probably the most helpful is in securing buyer success. If prospects take pleasure in and get nice outcomes out of your product, they’re extra more likely to return for future purchases and should even grow to be model advocates.
Video content material is especially effectively suited to tutorials and ‘how-to’ content material, all of which assist your prospects take advantage of their buy. Dyson is a superb instance of a model that utilises video post-purchase to make sure buyer satisfaction.
Throughout each the web site and social media channels, Dyson has a large library of sensible how-to movies that assist prospects obtain nice outcomes with their merchandise. This has been significantly highly effective for its vary of haircare instruments, the place making certain nice hair days and, because of this, a military of advocates helps the model defend its considerably increased worth level versus opponents.
Goat Milk Stuff will get private for retention
Manufacturers also can use movies to make their prospects really feel appreciated. Goat Milk Stuff is a family-run enterprise promoting goat’s milk-based skincare and edible merchandise. They noticed offering a terrific post-purchase expertise as a path to buyer retention. To boost this a part of the shopper expertise they launched a programme of personalised movies to thank their prospects.
As soon as a buyer hit purchase, they might ship a personalised thank-you video. This not solely helped to construct model loyalty but in addition inspired prospects to depart a testimonial, serving to the model to draw new prospects.
Personalised thank-you content material helps prospects really feel appreciated and nurtures the connection between them and the model. As an additional benefit, this marketing campaign additionally led to many UGC movies being posted by completely satisfied prospects after they obtained their thank-you messages.
Although filming one thing distinctive for each buyer could also be a problem for bigger organisations, AI may help with scaling. For an instance of that, see Econsultancy’s Boomtown Unboxed case examine.
Each of those post-purchase examples remind us that the shopper expertise doesn’t finish at checkout. Movies are perfect for bringing a product to life, however they can be a terrific format for serving to manufacturers get nearer to their prospects.
Conclusion
Movies work finest when they’re created for a selected second and goal.
- discovery: Movies ought to seize consideration, cease the scroll, and lift consciousness and psychological availability of the model.
- Persuasion: Movies ought to reply questions and resolve any doubts. They need to be extra particular and centered on demonstrating how your product will meet the shopper’s wants.
- Publish-purchase: This stage is all about including worth. From onboarding to tutorials and personalised movies, you wish to assist prospects kind a long-term relationship together with your model.
It doesn’t matter what stage they occur to be at, you will need to create movies which might be related to your viewers, match content material to intent, and scale back friction to assist customers transfer to the subsequent stage.
