…And what we can learn from them!
75 million people in the U.S. watch online videos every day and more than 500 million hours of videos are watched on YouTube on a daily basis. That’s a lot of video storytelling! YouTube, Snapchat, Vimeo, and even Facebook Live have increased our exposure to video content. Today, social video generates 1200% more shares than text and images combined and leads to a 33% increase in end user engagement on Facebook pages.
Brands have been quick to capitalize on this and 76% of marketing professionals plan to use video to increase their brand awareness, which makes complete sense. After all, video allows marketers to more effectively (and in a shorter amount of time) deliver important messages. When combined with the art of storytelling, video can produce electrifying results!
With this in mind, we run through how 3 food and beverage brands used video storytelling to increase brand awareness and what you can learn from their success.
Heinz UK – “Get Well Soon” Campaign
Heinz is perhaps best known for ketchup, but the company was able to incorporate the universal warmth and nourishment associated with their soups into a Christmas campaign. Heinz used Facebook and video storytelling to develop a storyline that encouraged fans on Facebook to buy a can of “Get Well Soon” soup that they could subsequently personalize. Heinz was able to tap into the association that soup is used to help people feel better and cared for, while adding in even more feels by ensuring that each can purchased would lead to a £1 donation to Starlight, a charity for young children who are terminally ill.
Heinz didn’t make its product center stage, instead it used the association that everyone has with soup to position Heinz as THE leading canned soup brand in the UK. Identifying a story that others can relate to emotionally is a great way to ensure your audience will take note.
Honey Maid – “This is Wholesome”
Mondelez ran a campaign that not only took up the cause of inclusive advertising by showing the full range of real American families, but also touched on everything from divorce to disability to immigration. Graham crackers are positioned as family-friendly food, after-school snack and after-dinner Smores, and Honey Maid focused a lot of its messaging on the idea of “wholesomeness”. While preserving the long history of the brand, this video ensured that its association with the idea of “wholesome” was modern and relevant.
People love genuine stories. Tapping into this requires brands to tread a fine line. Anything that feels inauthentic may be seen as exploitative and potentially undermining for the brand. Honey Maid did an excellent job of making the campaign feel authentic and relevant.
Knorr – “Love at First Taste”
After conducting research, Knorr found that millennials are at the forefront of reimagining the food scene. For this generation, food is a means of expression and a status symbol. The campaign set out to make a connection with millennials, increase brand equity among this demographic, and generate conversation around Knorr. Knorr interviewed 12,000 millennial consumers in 12 countries to better understand the role of flavor in their lives and came up with the video “Love at First Taste”.
Based on flavor profiles, Knorr paired up single strangers over a table of their favorite flavors and served them foods based on their shared tastes. The video perfectly captured the spontaneity, awkwardness, and romance of what happened while the cameras were rolling. “Love at First Taste” generated more than one billion organic impressions, grew brand equity measures and got a whole new generation talking about Knorr!
Video storytelling that incorporates an audience’s passion can help brands. To do this, you need to invest in research to find out what makes your audience tick. By unlocking a global insight into millennials’ passion points and creating “seek-out” content that intrigues the audience, you’ll inspire virality and sharing among your audience.
People like storytelling because it allows them to digest information more easily, and connects it to emotions. With video, this happens even more naturally. Videos that tell stories about your brand ensure that people will recall you better and help them understand where you fit in relation to their lives and situations, allowing you to grow brand awareness and improve perception.
Ready to create inspiring video storytelling content for your brand? As the number one on-demand content and social media solutions provider in North America, we can help you stay ahead of the curve! Find out why over 680 brands from around the world choose THP for their content creation and social media ad campaigns. Our 100% on demand model means you only buy what you need, when you need it. No retainers. No restrictive long term contracts.