Considering content marketing, there are no strict rules for building a successful marketing campaign. Video marketing often struggles between art and science, logic and emotions, and you need to carefully balance between them to achieve the results you want.
When it comes to rational advertising, it’s all about the practical side of the product. Advertisers are explaining why you should buy the product, pointing out the details about its characteristics, so the customer could understand the benefits of the product. According to Mindshare North America’s Culture Vulture trend report that examines what people want, consumers want products and services that provide a benefit to them, they want ads to be more informative. The study found that the percentage of Americans who would like a trusted company to help them simplify daily life has increased from 31% in 2012 to 42% today. On the other hand, advertisers clearly didn’t get the message last year, because the percentage of Americans who say advertising helps them learn about products and services has dropped from 52% in 2005 to 41% in 2014. (1)
Plain information is usually not enough for a compelling story. While watching a video, a potential customer needs to connect with an ad campaign on an emotional level, especially the positive one, and that can be detrimental in for him reaching the decision to buy the product. Emotions can play an important part in you video marketing campaign. For example, the Google 60 seconds search story, “Parisian Love” (see bellow), which aired during the 2010 Super Bowl, was a success, and the original video has nearly 8 million views.
Reason for its success was a heartwarming love story uniquely made simply with screenshots of Google search results and a little music in the background. It started with the “study abroad in Paris” search and evolved through other Google search keywords – like “how to impress a French girl”, “meeting places for a date”, translations of French (“you’re very cute”) , “chocolate shops in Paris”, “long distance relationship advice”, “jobs in Paris”, “tracking flights to Paris”, “finding a church in Paris”, and finally, “assembling a crib”. From the first search of trying to find a place for study to the wedding ceremony in the end with a French girl, viewer is forced to imagine the whole story and that’s why it was so powerful.