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4 Principles To Drive A Great Video Campaign: Lessons From Mercedes-Benz

17 November 2015 5 min read

This brand commercial we have recently created for Mercedes-Benz Financial Services Hong Kong has made quite a splash on social and accumulated more than 65,000 views in just over two weeks.

Here are four things you need to consider to replicate this success:

Telling Stories That Captivate Audiences

Every campaign faces key challenges: striking the balance between telling an audience about the product or services being promoted, and telling a story that captivates the target audience. Video is a great tool to balance both, as moving images evoke emotions and convey experience better than a static pictures. An audience will pay more attention to your branded content and thus be more likely to recall your brand when things matter most: at the point of purchase.

Lifestyle Driven Differentiation

Differentiating your brand from competitors’ brands is a key checkbox every brand campaign needs to tick. Video-driven elements make it easier to achieve effective differentiation as they can portray a specific lifestyle that is closely linked to the associations your brand seeks to instil. This is important because effective brand marketing is not about telling potential customers how good a product or service is, but about about showcasing how your product or service can help your target audience reach a better life.

Putting Your Audience In the Driver's Seat

Shooting a video from the first-person perspective is a simple technique that allows an audience to really dive into the hero character’s life and to draw parallels to their own life. As a result you do not “inform” or “educate” your target customers, but come across as being friendly and approachable as you are simply sharing great times and experiences. As a result your video will be more authentic and engaging. We applied this technique when we created a video for Mercedes-Benz and literally put viewers in the driver’s seat.

Reach vs Fit: Maximising Impact

A key thing to consider when releasing a video on social is the target audience selection: would you rather target a narrow defined segment, or would you rather target a wider audience and sacrifice your penetration rate?

The answer may be simpler than you think. Consider the following: a manager wants to buy a new car. Will she consider visiting her local Mercedes-Benz dealer? Maybe.

Now the question is: will a video affect her likelihood of purchasing a Mercedes? Probably not. She is likely to make her decision based on other factors, such as the feel of the car, whether or not she likes the sales person and so on.

Now let’s consider an alternative scenario: a video is targeted at a very wide audience. A university student watches the video on Facebook. She cannot afford the Mercedes yet, but she likes the video. What the video has helped achieve is raise awareness for Mercedes, and one day when the student has graduated and plans to buy a car, Mercedes has a higher probability of being included in her scope of consideration, whereas other car brands may not be included in her scope of consideration (Also, watching this video she has learned that Mercedes offers options that make it easier to finance one).

Conclusions

With audiences being exposed to a plethora of branded contents throughout a day, cutting through the clutter is key to building brand awareness. Video is a great medium to achieve this goal and social channels provide a great platform to maximise audience reach. The one thing brands need to keep in mind is that audiences want to be entertained and engaged. Without great storytelling video is just digital noise. Thus every successful brand should learn from Mercedes and put their audience in the driver’s seat.

Let me know what you think about the video!

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