Interactive Video Marketing Platform

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October 19, 2017 • Featured, Interactive Ads, Video Marketing

Staying on top of the pack with video-first marketing

blogpost-template2 (3)Last week, we took a look at what leading travel brands are doing to make their videos compelling and engaging for audiences.

Flipping the turntables, we approach travel videos through the lens of the consumer and ask what content gets them inspired and forward-looking for their next adventure?

Google has drilled down the user journey to four differentiated components that capture the experiential edge of travel using moving stories. They are

  • I-want-to-get-away moments (Awareness-raising)
  • Time-to-make-a-plan moments (Offer information)
  • Let’s-book-it moments (Building trust, comparisons)
  • Can’t-wait-to-explore moments (Focus on experience)

Be it engaging with your viewer or raising awareness to building loyalty, video captivates audiences on all of these moments: “I want to get away”, “time to make a plan”, “let’s book it” and “can’t wait to explore”. It offers a collaboration and interactivity that will induce interest in your audience. With a crystal-clear storytelling format and personalised message, video is the platform-of-choice to differentiate your brand and sets you up for a rewarding and purposeful consumer journey.  

Here are some of the qualities that videos should have such that consumers are enticed to journey.

Consumers want to be fed with seriously useful information

Rather than being thought of as a disruptive nuisance, travel brands need to peg themselves with helpful content providing consumer inspiration as well as practical knowhow. Through easy-to-navigate interfaces and clearly presented information and visuals, they should be given links, tips, summarised trends and digestible facts that will help at all stages of the buyer’s journey. The New York Times launched a regular video series, adding to its traditional travel section with 36-hours videos at out-of-the-ordinary destinations.

They want continuously refreshed content

According to travel solutions provider, travellers can check on average 38 sites in the 45 days prior to the trip. As many travellers make decisions on the spur of a whim, it is essential that video content is refreshed constantly to capture the attention of consumers.  Expedia and Marriott provide regularly updated videos that capture the trends in consumer behaviour and reflect shifting sentiment of customers.

Consumers engage with content that is unique and emotive

Consumers respond well to content that has a well articulated vision of the brand proposition. They want to dream and feel emotions that the brand speaks of and embark on a journey that creates memories and sheds inspiration. Videos from brands such as AirBnb, Hilton Group, Leica and Turkish Airlines all reveal a balancing act of passion, courage, aspiration, sensations and insider knowledge. Check out Turkish Airline’s Fly to Gotham City campaign, which offers an ingeniously placed promotion of the fictional location in the Batman v Superman: Dawn of Justice movie. “There’s never been a better time to visit our great city,” says Bruce Wayne, played by Ben Affleck.

They appreciate having a part to play in creating content

Consumers can have a strong place to play in adding a human touch and shaping your digital presence. Two such examples of crowdsourcing content are from Air New Zealand and Montreal Tourism.

Instagram followers of Air New Zealand can tag their pics with #AirNZ or #AirNZShareMe so the airline can follow along. Travel companies can then post the more compelling consumer-conceived images on their accounts such that the brand gets a more relatable and authentic feel.

Montreal Tourism’s #MTL campaign drove community engagement whilst giving the city a stronger visual presence on social media. Picture frames were allocated at scenic points of the city to boost the city’s image. Montreal residents and tourists were encouraged to experiment with their photography and post them online using hashtags.

By bridging differences with content-based connections and using video to integrate with other channels and lift your storytelling, you can ensure the curious traveller will return to your site. With carefully crafted video storytelling covering various touchpoints, consumers will have the platform for making decisions, shopping for options and making recommendations.

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October 17, 2017 • Featured, Interactive Ads, Video Marketing

Travel relating to Asian audiences better

It’s about time travel brands started relating to Asian audiences better with removing stereotypes and killing restrained storytelling. Never think tourism videos need to be static with cliched storylines and aspirations driven by the Western media.

Destination Canada, the official tourism board of Canada has unveiled an anime short that focuses on a romantic adventure in the Great White North, famous for its rugged landscapes and natural beauty.

This moving and stylised short film was designed to boost international tourism and shift perceptions of Canada limited to the 3 Ms: moose, mountains and Mounties. With representations of Canadian icons from the Vancouver sculpture ‘the Drop’ to a downtown Toronto ice skating rink, the video looks set to reinvent representations of Canada as an alluring wintertime destination.

For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.

 

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October 12, 2017 • Featured, Interactive Ads, Video Marketing

Why Travel Brands are Differentiating Themselves with Video

Travel differentiating with video

Travel brands are non-conformists and juggernauts in reinventing themselves to attract new eyeballs. The importance for them to adapt lies in destinations not being as new or exotic as before. The lack of novelty goes in line with the industry’s increased online resources and more competitive prices.

Be it airlines, destination campaigns, comparison websites or travel apps, travel brands are constantly evolving with their audiences having to keep up with ever-changing consumer expectations of what a place has to offer.

According to Think with Google, some 67% of views of travel videos fall under professionally released or brand-related videos. A report from Skift points out destinations have the keenest interest to put in place a video content strategy as over 70% of YouTube searches are for destination names.

Interactive videos, in particular, are a surefire way of unfolding a constructive conversation. This two-way dialogue allows the user to respond to the video through feedback or participation and learn more about the product objectively. For the travel industry, Instagram feeds and Facebook live are defining travellers’ experiences through unique and shareable social content.

With the younger millennials, travel brands will need to drive content that has an emotional connection, aspirational theme and that is intellectually nourishing. This includes finding insightful ways to tell stories with a local perspective.

Video is the perfect platform for stories that feature a greater sense of adventure and authenticity, build the curiosity of understanding the world and a desire for immersing in local culture. Jason Dorsey, a marketing author and speaker says, “Today’s traveller is technologically dependent and that dependence is merely a conduit through which to dream, research, share and experience travel.”

We look at some travel brands that are creating a meaningful user experience and engaging them through authentic and unusual storytelling.

Turkish Airlines: Introducing Magic in Inflight Videos

Founded on the premise of being “flipped between reality and illusion”, social media magician extraordinaire Zach King performs an entire array of splendid tricks, fascinating both adult and child viewers alike. From turning a T-shirt to a life vest and inflating emergency slides using a straw, the video is a delightful bag of surprises. The airline has nailed how to turn an important message into a easy-to-understand and engrossing clip that will leave you relaxed and cheered up for your flight.

Air New Zealand: Behind the Scenes of A Country’s Nature

Using green screens that are lined up with beautiful spaces was Air New Zealand’s approach to combine technology and nature in its storytelling. Featuring Hollywood celebrities, Cuba Gooding Junior and Katie Holmes, the video enjoyed 105,000 views in the first three days of its release. By condensing the safety video into a palatable teaser, Air New Zealand understood powerful marketing comes through teasing the trailer and influencers, before reining in a larger audience.

Royal Caribbean: Influencer Inspiration

Sick of the cliched seaviews and urban classes decked in white? Royal Caribbeans carves a new niche in its storytelling by getting online influencers to share their unique experience onboard their cruises. Using influencers such as High on Life and Dan Moore, they show that being on a cruise has a sense of thrill and adventure and isn’t limited to passive sunbathing and holding your cocktails.

British Columbia’s Whistler within: Immersive Video

The breathtaking views of Vancouver are not given their due when captured on linear video so the folks behind Destination British Columbia stepped up their gears.  A multi-dimensional immersive video was launched to give visitors the feel of the slopes and the peaks. Viewers have the freedom to choose which of the hotspots they wish to interact with and by clicking on one, are able to view skiiers going downhill with life-like audio and action.

Visit Sweden: Using real-life experiential marketing

Travel is increasingly running out of ideas and tourism boards across the world are thinking of new ways to market their destinations as new and exciting. Sweden is doing something true to itself and yet highly original — the latest Visit Sweden campaign is adept at showing the country’s natural landscapes whilst emphasising its well-being and relationship with nature. Taking real-life visitors with stressful jobs and placing them into a glass cabin, they have their problem solving, blood pressure, creativity and breathing measured by experts showing the link between the environment and balance and wellness. It’ll make an exceptional Instagram story and beats any ad or postcard!

Nepal Adventures of Supertramp: Top thrills with travel video logging

Video logging (otherwise known as vlogging) has been a successful marketing channel, having been picked up by clients including airlines (Turkish Airlines), the food sector (Sainsbury), movies (Kingsman) and technology brand (Google). Targeting millennials who wish to see immediate results, vlogging is a compelling and engaging way of increasing visitors’ duration on the site and their overall trust and proximity to the brand.  Travel vlogger Devin Graham (Team Supertramp) cuts to the chase with memorable storytelling that strikes at viewers’ emotions in their vlogs of Nepal and Bhutan.

The Way Forward for Travel Video Marketing

Travel brands are leading the way when it comes to video marketing to connect across platforms and to multiple markets as well as stay on top of their social media competition. From spicing up safety videos and immersive video to real-life experiential marketing and vlogging, travel players are constantly pushing boundaries. Look forward to more travel players optimising emerging platforms, exploring new ways of driving brand awareness and using a clever, innovative mix of visuals and storytelling to captivate audiences.

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October 10, 2017 • Featured, Interactive Ads, Video Marketing

Loving It, never trust a clown

Movie marketing is no longer confined to trailers and static videos as audiences have become more accustomed to something with a twist and in different formats.

The latest fast food war between Burger King and McDonald’s sees Burger King trolling McDonald’s with the motto “Never trust a clown” in the screening of horror flick ‘It’.

The film involves a creepy clown as the arch villain in the movie and by making reference to it, it displays Burger King’s brilliance in combining satire, guerilla marketing and product placement then woven into a major blockbuster. What a whopper Burger King!

For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.

 

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October 5, 2017 • Featured, Interactive Ads, Video Marketing

Videos that go from ‘many’ to ‘one’ to drive digital impact

Video digital many to one

Marketers face a formidable challenge in trying to reach a broad audience across market segments and geographies in the shortest time. For CPG plans, this can be particularly complex. Where video was formerly used to tell stories and create brand awareness, there is a need to distill it to product awareness, acquire customers and drive sales. Video will drive purposeful intentionality and originality, and similarly tackle these priority goals of a conversion funnel.

The potential and promise of video lies in its interactivity. This interactivity requires the user to participate by making decisions and taking actions. With a well crafted interactive video, you can enjoy more substantial viewing times, greater brand and product awareness and higher rates of engagement. More thoughtful and relevant video also leads to generating more insights into your user’s profile and an ability to optimise content effectively for the right viewership. Fit your brand’s narrative with your viewers’ personal brand and you’ll have a meaningful relationship that’s built to last.

With a bird’s eye view of audience understanding, conversion, engagement and awareness, you’re set up to succeed at adding a human touch to a rich digital experience. Know what you stand for, who you are and what sticks and ticks with the person you are trying to speak to.  By thinking interactive, you’ll have a combination that blends personalised touchpoints, collaborative formats and relevant stories.

Keen to learn more the human touch for digital engagement and sight and sound that stir brand loyalty?

Download this free e-book which will walk you through tactics for making sure your videos are interactive and personalised drawing you closer to your viewer. Get your brand from ‘many’ to ‘one’ and moving to stay true to itself.

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October 3, 2017 • Featured, Interactive Ads, Video Marketing

Building stories for pleasure

Creating an user experience that will keep you hooked whilst providing useful guidance is a tough act to follow. Lowe has long been associated with their DIY hacks and with the help of an idea from Facebook, they’ve pulled off something worthwhile in your toolkit. Narrow, unattractive spaces are given an extreme makeover with a nudge and a lift using Instagram stories and transformed into something beautiful and usable. Audiences have the liberty to play architect, interior designer and engineer at once as Instagram Stories provides the framework and flexibility. Innovative? Check! Plenty of fun? For sure! Helping people with their projects in an easy to follow and independent away? That’s something special and you can start work on anywhere! For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.

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September 28, 2017 • Featured, Interactive Ads, Video Marketing

Driving video to integrate your brand

driving video integrate blog

 

Video updates are all over your Facebook and Instagram feeds these days and it’s vying with the volumes of text-based content shared daily for eyeballs. Videos are increasingly becoming more powerful for storytelling and prolific in widening your reach. Everything imaginable from gadgets, travel destinations, entertainment, celebrities to business decision-makers are using the high energy, hot-off-the-press video approach to give ‘live’ updates that create immediacy and exclusivity.

Personalisation is also the other big trend sweeping the social space. Marketers can reach their users across all platforms and devices and they can distribute personalised videos with customised aesthetics, shoppable tags and real-time analytics.

Through a case study showcasing the accomplishments and product uniqueness or an in-house video update, your brand can shine to its extent. You can have its identity shared to viewers you’d usually find hard to track and create exposure for the product variants that fall under it.

Interactivity is also another big game changer in keeping audiences on their toes. Passing on the baton to the user to participate in the video leaves them in the driver’s seat, be it quizzes, contests, photo filtering, following a user guide and identifying trends.

By making decisions and responding to provoking questions, this pushes engagement levels  and awareness of the user up. Interactivity in an otherwise static, undifferentiated video results in more substantial viewing times, relevant capture of data and is spot on in keeping them curious and compelled to learn more.

Here are some examples of personalised and interactive video we think are worth your admiration and you could consider cherry-picking ideas from …

 

Changing the hiring game in Deloitte

 

Think of recruitment videos and you’re usually uninspired imagining talking heads in suits selling rehearsed corporate fluff. Deloitte decided to make its usual recruitment process more colourful and approachable. In the video which takes a look at an employee’s typical work day, viewers can decide their reaction to a variety of job-centred situations such as how to respond should a printer fail or how to inform a colleague about a stain on their clothes.  Clever way to attract potential hires and see if they are a suitable fit!

 

Have your event invitation in bright lights says Marketo

 

Event invitations are fairly predictable with the usual upsell of what the event has to offer and promotional messages teased out in the video. Marketo decided to create an event invitation that is memorable and that creates a sense of excitement and personal value. How a user connects with a business is integral and will shape the relationship that he or she has with it.  In their Marketing Nation Summit invite, you’ll see a stylish customisation that has your name in blinking neon lights on the celebrated “Welcome to Vegas” sign and alongside Hollywood A-listers. Wouldn’t you just click to learn more about the event?

 

Fast and furious joyrides with Honda

 

How can an automobile brand be perceived in a more light-hearted and friendly way whilst retaining its trust and quality assurance? Honda found the trick by unfolding a video that gives viewers the liberty to choose between dual storylines.

By allowing them to plug and play their own narrative, it creates a sense of energy and uniqueness and lets them decide which aspects of the brand they identify with most. One of the narratives is about a daughter being picked up by her dad and on her way to a school party. If the viewer hits ‘R” on the keyboard, the story gets an exciting twist and the father is revealed to be an undercover cop with secret dealings!

The user experience is heightened becoming more suspenseful and leaving the viewer with the aspirational, emotive qualities of the Honda vehicle.

 

Giving chocolates with a smile urges Cadbury Glow

 

Chocolate is more than just another candy and is a meaningful sentiment and has types to suit every occasion. Understandably as chocolate in Asia is not that common a gift, Cadbury decided to create a “happiness” campaign to encourage gift-giving of chocolate.  In a sweet treat of an exercise, users can personalise their gift of chocolate by having photographs and names roped in from their Facebook profiles. The campaign shows that beyond a like or a share, successful engagement lies in the emotional contagion where a user shares his or her positive impressions with a wider network. With substantial engagement and creating a warm authentic feeling, Cadbury has shot the bull’s eye in winning the hearts of its consumers.

 

Chatting your way through Pringles potato chips

 

We’re tired of food adverts that don’t try anything new. Imagine now a chatbot that asks pointed questions allowing you to customise a music video of your choice. Fronted by the popular mascot of Pringles, Mister P, users are asked on their prefered flavour and genre. They then have their dance moves filmed before sharing their music video. A visionary and ingenious exercise at merging back-end data and cloud platform delivery whilst providing users with endless entertainment and a reason to remember Pringles!

Personalisation and interactivity make a winning pair

Interactivity and personalisation are unique ways of getting people to remember your brand. Aside from brand call, it also allows users to keep learning more about what they provide, how they work and the product variants on offer. When done right, you’ll enjoy high traction rates and see your video be shared across channels with an impressive reach and worthy sentiment.

Shed aside stale storylines and well worn production techniques and create a video that designs a unique user experience and engages users regardless of where they are based. With personalisation and interactivity, look forward to building and engaging with a vibrant community!

 

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September 26, 2017 • Featured, Interactive Ads, Video Marketing

Driving the way to human made achievements

 

Be it from the sensational to the moving to the uplifting, we are always on the look out for videos that capture us and speak to us. In any vehicle, it is the human that is in the driver’s seat and that is what Volvo does skilfully pointing us to reflect on our identities, our behaviour and our expectations. It’s ads like these that make us think “they get me”, urge us to look forward to what’s to come and appreciate the environment around us.  Celebrating human achievement with innovative branded content is a smart move says Andy Lockley from Grey Group, “These remarkable stories depict people who are doing amazing things in the space of human-centric innovation. In turn they share the same values of the Volvo brand, and the way in which they design their cars.” For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.

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September 21, 2017 • Featured, Interactive Ads, Video Marketing

Video is where it’s at in Southeast Asia

Southeast Asia market video 21 Sept

The video sector is tipping its scales and seeing unyielding promise in Southeast Asia, home to the fastest growing emerging economies Vietnam and Indonesia as well as prolific creators of homegrown content Malaysia and the Philippines.

According to a report from Media Partners Asia, there is a forecast for revenue from the video streaming-on-demand market to exceed US$200 million by 2021. The over-the-top (OTT) video sector will also see extensive revamp with the expansion in Netflix in the region posing a serious challenge to homegrown players such as SingTel’s HOOQ and Malaysian-based iFlix.

Research firm Ipsos revealed that some 62% of consumers in the top-income bracket watched online marketing videos on YouTube or via social media networks. Nielsen Company also conducted studies revealing some 75% of young adults in Thailand, Malaysia, Indonesia, Vietnam, India, and the Philippines watching digital videos on a weekly basis; and video sharing being the region’s most consistent social networking activities.

Research in 2016 by Google and Temasek Holdings, also indicate the expansive rise of e-commerce in Southeast Asia, with a spike from US$5.5 billion in 2015 to US$88 billion in 2025. These figures will account for a total of 6% of all retail sales in the region.  With this volume of growth anticipated, what can content creators do to rein in those hotly contested eyeballs, succeed at driving brand awareness and deliver a stream of steady on-point videos?

Infographic image SE Asia Australia stats 21 SeptConsider other channels apart from YouTube

Content creators will have to have their videos compressed and compliant with the requirements of other platforms apart from YouTube including Facebook Live, Instagram and Line.

According to TechCrunch, Facebook Live has over 3 billion views per day. Video is also rapidly crossing over to Instagram and Line. Instagram Stories is the default way of sharing a up-to-the-minute status update these days with influencers and brands sharing concise, catchy videos of up to a minute.  Line, renowned for its childlike moveable stickers and flashy emoticons is also becoming the app with top market share in Japan, Thailand and Taiwan, according to the Financial Times.

Mobile is eclipsing TV as the go-to channel for video

According to Think with Google, the stakes for mobile to engage audience growth are high. Close to 90% of the population in Singapore own smartphones and television. In Asia, the gap between smartphone and TV ownership is much closer than in Europe and North America.

In Malaysia, the gap between users of smartphones and televisions is 11% and in Thailand, 13% as compared to figures of 33% in the US and 23% in the UK. Household brands such as Sunsilk Philippines created three customised pieces of promotional content to be aired during the morning, afternoon and evening slots. In each slot, content was tailored to give a relevant context and by using a time targeted strategy, they were able to articulate the frustrations and identify aspirations of their customer base. The content was also designed to be insightful, actionable and disruptive.

Southeast Asia’s ravenous appetite for branded content

Media agency Havas conducted a study calling on higher brand engagement among Asian consumers. The poll reported some 53 per cent of respondents saying brands improve quality of life, as compared to 29 per cent in the US and 28 per cent in Europe. With a loyalty engagement rate that is six times higher in Asia as compared to Western counterparts, brands will need to craft content that weaves in data and insight that is of value for their audience. Being nimble enough to stay relevant in their storytelling and drive meaningful, responsive conversations with their customer will be critical to their ability to thrive in the social space.

In Southeast Asia, tailoring to fit the buyer’s journey is essential

Shopping is huge in Asia, and it happens everywhere — on your mobile, to interactive screens, to personalised videos. Shoppable videos will allow consumers to take charge of their own online preferences and make purchasing decisions within the actual video.  Merchants, e-commerce sites and retail vendors should start looking at placing video-based ads on customer preferred platforms. Very soon, a brand video is likely to be in itself a walking catalogue and product demo of its best buys!

Utilising video to redefine and expand a platform

Many fast-moving consumer brands are understanding how video lends a sense of immediacy and power to their brand proposition.  Adidas Indonesia partnered with Periscope in their search for Indonesia’s most talented footballer. They used live streaming as a way of giving viewers a feel of VIP exclusivity and deepen their emotional connection. Maximising the potential of video on a news platform such as Adnut’s tie in with Yahoo Hong Kong is also another way of getting more views and shares. By developing bite-sized nuggets of news events that were easy to absorb, it promoted Yahoo Hong Kong as a suitable platform for sharing a condensed view of such stories. A mobile campaign was also created to rake in more mobile users via a rewards system.

There we go, some of the pertinent and promising trends in the Southeast Asia landscape that show video taking by storm. Next week, we’ll have a look at how video can enhance your overall brand effectiveness and how it can drive a focused and productive consumer journey.

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September 19, 2017 • Featured, Interactive Ads, Video Marketing

Being in nature sells travel well

Travel is increasingly running out of ideas and tourism boards across the world are thinking of new ways to market their destinations as new and exciting. Sweden is doing something true to itself and yet highly original — showing the country’s natural landscapes whilst emphasising its well-being and relationship with nature. Taking real-life visitors with stressful jobs and placing them into a glass cabin, they have their problem solving, blood pressure, creativity and breathing measured by experts showing the link between the environment and balance and wellness. It’ll make an exceptional Instagram story and beats any ad or postcard! For more information on how videos can empower your brand and maximise your reach, please visit www.wootag.com. To view more winning content ideas on video, please have a look at us on LinkedIn.

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