Now that you’re all caught up on HZ’s approach to video, let’s take a closer look at what it takes to create a successful launch plan for an online video campaign. To help illustrate, we’ll walk through the process using our client, Conair for Men, and their recently launched “When Life Gets Hairy, #GetConfident” campaign.
What’s the point?
As with any marketing campaign, you need to start by defining your objective(s). In this case, Conair for Men’s goals for this campaign are to increase brand awareness and sell facial hair trimmers. We will look to video views, engagement, and e-commerce conversion rates as our key metrics. Moving on!
Who and How?
The next step is to pinpoint the specific audience you’re hoping to reach. Conair for Men follows the facial hair, and chances are if you look around right now, that person with facial hair is most likely male, most likely 25-45, and most likely spends more time at the stadium than the salon. Our man regularly encounters hairy situations and finds humor in all of them. Conair for Men’s grooming tools help to make these men Confident Men, ensuring they look good.
Knowing whom we want to target will impact the tactics we employ to get our content in front of this desired demographic. For this campaign, we landed upon paid Facebook and Twitter video ads for a number of reasons—but largely due to their ability to reach our target audience at scale and in a cost-effective way.
Lights. Camera. Action!
OK… we have our objectives, intended target, and tactics. Now for the good stuff. It’s time to take a look at the most obvious and perhaps most important component in launching a successful video campaign—the video!
The best videos captivate the viewer’s attention and spark an emotional reaction and build brand equity around that emotion. Because our Confident Man enjoys finding humor in everyday situations, our goal is to align Conair for Men with funny hairy situations to make our audience laugh. We’ll also accept a smile.
It’s important to not only stimulate a viewer’s emotions, but appeal to the rational parts of the brain as well, to add a level of reasoning into our desired action (in Conair for Men’s case, purchasing a facial hair trimmer). Fortunately, there’s no shortage of material around men’s grooming habits, which affords Conair for Men some creative ways to achieve emotional and practical appeal.
Sharing Is Caring
While your Aunt Sally might spend all day spamming your Facebook newsfeed (seriously, why haven’t you unfollowed Aunt Sally yet?), most of us use our social media capital sparingly. Getting to the core of social sharing, most people only share unique content that influences our networks to perceive us as smart, interesting, funny, etc., which is why it’s vital to hit upon the desired emotional and practical reactions described above.
There is no perfect science to creating a successful video campaign, but following these guidelines will have you well on your way.
Enough shop talk—what are you waiting for? There is a whole bunch of funny Conair for Men videos that you should be watching!