5 Companies that Used Video to Win Big
Meet our newest crush, Anita Newton. She’s the VP of corporate marketing at Adknowledge. She led marketing at P&G, Sprint and AMC Theatres, as well startups including Zave Networks (acquired by Google). Anita continues her entrepreneurial work by advising startups like Trellie, myEdmatch and Mighty Green Solutions.
There are many types of marketing tactics, but one of the most effective is video marketing.
“The ability to use sight, sound and motion to tell a story is why video advertising exceeds a brand’s goals far better than any other medium,” said Ben Legg, CEO of Kansas City-based global ad tech firm Adknowledge.
In honor of Women’s History Month, here are five companies designed for women, by women, who used video to win big. These organizations represent the best new innovative ideas out there.
Start a road to a new career path (at age 7)
Next time you’re shopping for the elementary school set, you may want to check out Debbie Sterling’s company.
Sterling, a Stanford-educated engineer by training, was “floored” by the dearth of basic engineering-oriented toys for little girls. Referring to the options presented to girls as the “pink aisle,” Sterling created a toy that combined the best of two worlds—reading and building. She poured her life’s savings into developing a prototype and launched a successful Kickstarter campaign.
But it was her video on YouTube that helped usher her product into the consumer consciousness. GoldieBlox is now available in Toys R Us, is a top-100 toy on Amazon.com and even has been featured on The Today Show, the New York Times and Good Morning America.
“Just because it doesn’t exist didn’t mean there was demand there,” wrote tech reporter Lauren Orsini.
Spark a conversation (About periods? Yes? Yes!)
Next time you want to bring a lively cocktail conversation to a grinding halt, start talking about your period. If you really want your guests to exit the building as if a fire broke out in the kitchen, start talking about your teenage daughter’s period.
Naama Bloom founder of HelloFlo is doing just that. HelloFlo is a monthly tampon subscription service that also offers a period starter kid for young females. The idea was a good one, but a common problem was holding back Bloom’s business –a lack of sales. She only had 40 subscriptions. But HelloFlo released two videos; the second, “First Moon Party” was an Internet sensation with over 30 million video views to date.
The success of her video has not only helped Bloom’s sales skyrocket, but it also helped to spark a conversation. The hilarious take on girls and their periods has helped to spark a dialogue that traditional tampon commercials can’t.
Start a movement (and get your freak on)
Jennie Price, CEO of Sport England, reviewed data and found that two million fewer women were participating in sports or exercise than men, despite that fact that 75 percent of women ages 14 – 40 said they would like to do more.
The main culprit? Fear of judgment.
“Any woman will tell you about the internal dialogue that goes on in her head, particularly when she thinks about sport, exercise and getting fit,” Price said at the launch of This Girl Can.
Ad Director Kim Gehrig created this video to stop the public shaming. With no airbrushing, good lighting or flattering editing, this video gets the point across. To wit, 7 million women (and counting) have responded by watching and getting their freak on in the process.
Stop a (mommy) war
For many moms, the playground is rapidly becoming the new battleground. From stay-at-home moms to working parents, breast feeding moms to eco-friendly caregivers, there have never been so many different philosophies regarding how best to raise children. That’s why Similac decided to celebrate the thing that binds us all.
“What defines a family has evolved a lot in recent years. It was important for us to reflect the reality of today’s family, because it’s not just moms who face judgment,” said Tamara Neufeld Brown, of Publicis Kaplan Thaler, the agency that produced Similac’s spot.
So far, over 7 million people are loving this baby-themed ceasefire.
Land a client
Ever wonder how many presentations your customer sees each day? For the guys at Walmart, one of the largest chains on the planet, well, it’s a lot. This last example is from my startup, Mighty Handle, which enables a consumer to carry 6-8 grocery bags in one hand. CEO Ben Rendo and I knew it would be hard to convince a buyer about a product when the main competitor is status quo (in this case, our hands!).
To help sway the Walmart buying department, we enlisted the support of Todd Norris and interviewed store shoppers about their experience. We shared this video with the buyers to help them understand the customer point of view. It worked, and today you can buy a Mighty Handle in over 1,000 Walmart stores across the country.
What do all these videos have in common? As you watch them, note that they have three things in common:
They start with a human insight, something that really connects with people.
They answer the eternal question: “Why would anyone give a crap about your idea?”
Make sure your brand matters by ensuring that it’s relevant, and above all, transparent.