Video marketing can be a somewhat elusive topic.
When we say “video marketing” do people even know what we’re talking about?
Maybe you’re like “I know what video is, and I know what marketing is- so you just put those things together, right?”
Or you get a vague picture in your head of a modern Mad Men scene (subtract the thick blanket of smoke and blatant workplace sexism): a bunch of executives in a conference room on the 17th floor of a skyscraper tossing stress balls in the air while brainstorming the next great viral video idea.
It’s much easier to demonstrate what video marketing is through stories.
Today’s story is about Jessie. She is an actress turned peanut butter cup entrepreneur, and she just launched a crowdfunding campaign for her business.
Jessie has done everything up until now: sales, marketing, baking, shipping (she even makes the peanut butter from scratch!). But she needs YOUR help.
Jessie booked a half-day shoot with us and in that time, we shot not just one crowdfunding video for her: we shot an entire video marketing campaign consisting of a total of SIX videos.
Yes, SIX videos that would be released over time to create a buzz around her brand.
This is called a drip marketing campaign, done completely with videos. We’re touching her audience FIVE times before asking them to donate money to her campaign.
That’s video marketing!
Let’s walk through Jessie’s drip campaign:
Video 1: About Jessie
The company is called “Jessie’s Nutty Cups” and Jessie is a huge part of this brand. We needed a quick, easily digestible (no pun intended) video that highlighted her fun, nutty personality.
Video 2: Fan Reactions
These nutty cups tell a story of their own, and you can see that in the face of every single person that bites into one. This short video conveys the fun and happiness that these peanut butter cups bring into people’s lives.
Video 3: How They’re Made
The process behind making the nutty cups is what makes them so delicious. Say goodbye to fillers and preservatives! Jessie makes the peanut butter from scratch, so you know they are going to be the most delightful treat you’ve ever indulged in. Plus people love watching “behind-the-scenes” videos. It’s like they’re getting a special VIP tour.
Video 4: Customer Testimonial
Michael drives in from New Jersey once a month to pick up his box of peanut butter cups. To him, the cups represent so much more than a sweet treat. Capturing a third party testimonial like this is much more powerful than the founder telling you how great they are. Of course Jessie thinks her peanut butter cups are great. A review carries much more weight when it comes from a third party.
Video 5: Lifestyle video
The final video in the drip campaign is a video that captures the essence of the brand in a short highlight video with just text and b-roll. If someone wants to know what Jessie’s Nutty Cups are all about, here’s the video to show them…and it’s less than 20 seconds!
Video 6: The Full-Length Video
Now that people are intrigued by the campaign videos, it’s time to launch. Here’s where you deliver with a full-length video (about 3 mins) that tells your story, explains why you need the money, and makes the audience feel really good about giving you their money.
Check out Jessie’s full-length video on her crowdfunding page.
There you have it! A drip marketing campaign created with video content.