Our clients often say, “we definitely want more video.” We know, we know. Video is the preferred content for internet users basically everywhere, and that the need for it continues to rise (more than half of consumers want more video). We know the ROI on video outperforms any other content (video marketers gain 66% more qualified leads per year and achieve a 54% increase in brand awareness). We also know to reach younger generations, video marketing is key.
But what makes a video truly unique? Here are two examples that do it well.
Sandy Hook Promise, a Newtown, Connecticut-based nonprofit whose mission is to prevent gun violence in schools just released a PSA. With 22 school shootings in 2019, they delivered a powerful, emotional and unexpected ad that hit home. The beginning of the ad comes off as a bubbly, back-to-school ad selling the hottest new products for kids (think Old Navy or Target) but the reality is something much darker and an all too real situation.
Why does this video work?
I remember the excitement of back-to-school shopping with my mom (we always made a special trip out of it). As a mom today, I want my kids to have that same excitement for buying new school shoes, a cool backpack and Lisa Frank binders to kick off the school year. That eagerness still exists but looming in our minds as parents is the fact that our children also have to practice drills on what to do if an active shooter is at their school (my daughter is only 2, and has already practiced her first emergency drill for these situations). The video is raw and real. It makes you cry, but it also makes you aware. We can’t simply think, and hope… this could never happen at our school.
On an entirely different note, check out the latest ad from Legos, celebrating the company’s 30th Anniversary. The video appears to be a teaser for the latest action-packed animated film with a modern-day Bug Bunny as its lead. It’s lighthearted, silly and imaginative. The video puts you into the mindset of pretend play, the days when you allowed your own imagination to go wild and anything could be whatever you wanted it to be.
Why does this video work?
Legos may be built with children in mind, but who are we really targeting? My partner loves buying Legos for his son, but we all know who really ends up doing most of the building (and who takes it most seriously). This ad wasn’t shown during Saturday morning cartoons (is that still a thing?). It ran during Monday night football, where its mostly parents watching. It’s true, our brains tend to get less creative and imaginative as we get older. This ad is a reminder that yes, we want you to buy those Legos for your kids but we also want to remind you to have fun too – that’s what Lego’s brand essence is, never forgetting your childhood imagination.