What makes great branded and video content?

by MIKE LONGDEN, thecoalshed

August 2016

Video will account for 69% of all consumer traffic by 2017, according to Cisco. Therefore, creating effective branded and video content is more important than ever.

Rather than focusing on the details of a certain product or service, great branded and video content should resonate with the consumer on an emotional level, while still delivering the brand message of choice. Unlike traditional TV advertising, there is no restriction in time length, allowing brands to get creative like never before.

We’re often asked, what makes great branded and video content?  Here are just a few potential routes to consider:

All these approaches have been used to great effect in TV commercials for many years. Without the restrictions of product details and rigid timings, the creative lid is truly off.

Here’s our top picks of branded and video content:

1. Johnnie Walker “Dear Brother”

Created by two German film students, Dorian & Daniel, “Dear Brother” started life as a speculative advert for Johnnie Walker. As a result, we have a powerful piece of content blending emotional storytelling with stunning visuals. We defy you not to shed a tear at the end.

2. Volvo “The Epic Split”

How do you do make a demonstration of the “stability and precision of Volvo Dynamic Steering” engaging? With the assistance of Jean-Claude Van Damme and his impressively flexible thighs of course. Volvo’s “Epic Split” both shocks and inspires with this remarkable stunt and impressive driving skills. At over 80+ million YouTube views and an estimated 8 million shares, it has become the most viewed automotive ad of all time.

3. Squatty Potty “This Unicorn Changed The Way I Poop”

Made originally as an infomercial, Squatty Potty’s “This Unicorn Changed the Way I Poop” is a great piece of polarizing branded video content. It’s shocking. It’s funny. It’s verging on the ridiculous. However, the founders at Squatty Potty ignored their investors and followed their instincts, generating an estimated $15 million in online and retail sales in 2015 alone.

4. Donate Life “The World’s Biggest Asshole”

Meet Coleman F Sweeney. He’s the world’s biggest asshole. Another creative piece of branded video content, devised to encourage millennial men to become organ donors. It’s rude. It’s humorous. It sails close to the wind. This keeps the audience captivated up to the poignant twist, which carries a serious message.  In the two weeks since launch, over 1.5 million views can’t be wrong. Even an asshole can save a life.

5. Metro Train Melbourne “Dumb Ways To Die”

Finally, “Dumb Ways to Die” from Metro Trains Melbourne is a public service message and a great example of what makes great branded and video content. A catchy jingle, some cute characters and 21 morbid deaths has turned this into one of Australia’s most successful public service campaigns – and a global phenomenon to boot. Within the first two weeks, it’s claimed this campaign generated $50 million worth of global media value in addition to 700 media stories. We guarantee you’ll have the melody in your head for the next couple of hours, along with the other 137 million people who have already watched this online.