Personalized video campaigns, how to win the consumer’s attention: You’re walking in your local supermarket. Thousands of products surround you but only a few catch your attention, and they’re mostly the ones you already know. The rest will go completely ignored.
Now, think of the digital world, where everything is always-on, always available, and continuously seeking our attention 24/7. Advertisements jump out at you on Facebook and on your favorite search engine, on Spotify (and soon on Whatsapp), and everywhere you go online. Especially if you work in marketing, it’s easy to understand that the battle for consumers’ attention is getting more difficult every day. Reaching your final consumer without spending too much on media may seem like mission impossible.
However, there are ways to win the battle for consumer attention. One way is to make your content more appealing, personalized, relevant. And what’s better than personalized videos campaigns? This is just one of the services provided by Doxee. With our Doxee Pvideo®, you can easily create videos that speak directly to each of your customers. That same mechanism – a 1:1, hyper-targeted approach – has been used by several brands who fully understand the potential of personalization. Among them, not only B2C consumer brands but also NGOs, universities, and even banks and financial services organizations.
Here are five cases where personalization really made the difference:
If you use Spotify, you’re probably familiar with Discover Weekly, your personalized playlist based on your listening history. But it’s not the only smart way that Spotify makes use of your data.
For its personalized video campaign ‘Climatune,’ Spotify partnered up with weather forecasting platform AccuWeather to see how the weather in a specific area influences people’s music consumption. As you may expect, people tend to listen to different genres of music depending on the current weather. Spotify then used this information to suggest personalized playlists with different moods based on the weather. Simple, and intelligent.
With its campaign “Your Year with Nike+,” the American brand has created more than 100 thousand personalized videos based on users’ specific data – including weather conditions (yes, again), physical activity, places they’ve visited, and more.
Shared at the end of 2014, the animated videos were used as a sort personalized recap of the year, with a call to action to be more active in the new year. The brand managed to merge the user’s personal goals with (one of) its own: catching consumers’ attention, increasing brand loyalty, and creating an intimate connection with consumers. Watch the video.
Back when ‘big data’ was not yet a buzzword, Fitbit was a real pioneer with its ‘Fit for Food’ charity campaign. The initiative –a run open to everyone– aimed to capture runners’ data through its bracelet-style monitoring devices and convert the total measured calories into free meals for families and those in need.
Fitbit managed to involve over 100 thousand users to join a special marathon: the more calories burned, the more money it would donate to charity. The result? This campaign raised over $1.5 million and created strong engagement and a sense of community among participants (while also increasing brand awareness and improving the perception of Fitbit, obviously).
During the 2016 holiday season, Iberia emailed its customers to ask about their dream travel experience, and who they would go with. Many consumers responded to this message, and – by clicking the CTA – they landed on a page where they could provide their answers, together with the email of the chosen travel companion. Shortly after, the selected friends started seeing personalized banners appearing on the web – an actual digital postcard tailored to them – that popped up as ads across a large variety of websites. Watch the video.
Thanks to the smart usage of cookies, Iberia leveraged a very simple but effective mechanism: personalization at its purest to drive clicks. Who wouldn’t open a postcard sent specifically to us?
One of the main objectives of a personalized video is to create a more intimate relationship between the message sender – the brand, and the receiver – the consumer. A more direct, less generic connection.
In its video campaign, Barclays chose simplicity, first in calling the user by name. Next, they led the customer through the new experiences by hand, showing their name in a variety of contexts – on a personalized license plate, on a sign, on a doorbell – to show what they could achieve thanks to a loan. Buying a dream house, for instance. The video ended with a clear call to action: ‘let’s keep in touch.’ And that’s a smart way to win your consumers’ attention – and keep it. Watch the video.
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