{"id":854,"date":"2017-05-09T20:27:29","date_gmt":"2017-05-10T00:27:29","guid":{"rendered":"http:\/\/52.90.43.4\/?p=854"},"modified":"2020-01-14T19:28:05","modified_gmt":"2020-01-14T19:28:05","slug":"video-marketing-heroes","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/video-marketing-heroes.html","title":{"rendered":"Video Marketing Lessons from Red Bull, Dove and GoPro"},"content":{"rendered":"<p>Have you ever wondered what it takes to make videos that are memorable and emotive? Does it require oodles of cash? A huge team of videography experts? Not necessarily &#8211; although these things certainly don\u2019t hurt!<\/p>\n<p>What\u2019s important is a thorough understanding of your target audience, a willingness to do something different when it comes to video, and a good network of ambassadors. Today, we&#8217;re looking at three brands outperforming their competition to see exactly what they do with video.<\/p>\n<p><!--more--><\/p>\n<h3>Red Bull<\/h3>\n<p>In the days before video was a must on every marketers\u2019 to do list, Red Bull were were already video heroes. Remember Felix Baumgartner\u2019s breathtaking free fall from space?<\/p>\n<p><iframe loading=\"lazy\" title=\"Felix Baumgartner&#039;s supersonic freefall from 128k&#039; - Mission Highlights\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/FHtvDA0W34I?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>At the time of writing, this video had almost 42 million views on YouTube. Enviable engagement for any organization, but Red Bull capitalized further on the event by making yet another amazing video. In addition to allowing viewers to watch the supersonic free fall live, they also showed a video of the skydive from Baumgartner\u2019s chest-mounted camera:<\/p>\n<p><iframe loading=\"lazy\" title=\"Felix Baumgartner&#039;s Point of View - Red Bull Stratos Free Fall\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/2RR-tzGOyi0?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>Events take so much time, money and energy to organize, it makes perfect sense to maximize the exposure they give your brand. Capturing the main attraction\u00a0is the obvious step to take, but think of this as a starting point.<\/p>\n<p>Use the event as an occasion to interview employees, exhibitors, sponsors and speakers, and get humorous <a href=\"https:\/\/sproutvideo.com\/blog\/let-them-in-video-views-into-the-production-process.html\">behind the scenes footage<\/a>. You can even use them to build up your library of b-roll. Our post <a href=\"https:\/\/sproutvideo.com\/blog\/25-cool-places-and-spaces-to-shoot-b-roll.html\">25 Cool Places and Spaces to Shoot B-Roll<\/a> will get your creative juices flowing.<\/p>\n<h3>Dove<\/h3>\n<p>Is there anyone who hasn\u2019t seen the Dove Campaign for Real Beauty? I doubt it!<\/p>\n<p>There\u2019s a reason why this campaign has become not just globally popular, but synonymous with the brand. It\u2019s about the message rather the the product. The team behind it focused on their mission &#8211; celebrating their customers\u2019 real beauty &#8211; rather than trying to sell them products.<\/p>\n<p><iframe loading=\"lazy\" title=\"Dove | Beauty on your own terms #MyBeautyMySay\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/_XOa7zVqxA4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>Of the 13 million viewers who watched the Dove video above, how many do you think felt empowered after viewing it? Most of them, I\u2019d say. Dove have realized that connecting positively with customers through video is a great way to build brand affinity.<\/p>\n<p>An effective video might be one that makes your viewers feel good about themselves &#8211; like the example from\u00a0Dove. Or, it might encourage them to use their skills or good fortune to help others (a technique used by many non-profits). The important point to take away from Dove is that a real, meaningful conversation with your audience is worth far, far more than a pushy hard sell.<\/p>\n<h3>GoPro<\/h3>\n<p>GoPro are the kings of user generated content. It\u2019s the most obvious &#8211; not to mention cost-effective &#8211; type of content for this brand. It gets their target market actively involved, and shows off the product\u2019s functionality.<\/p>\n<p>Have you tried reaching out to your audience and asking them to contribute videos? User generated videos provide a new, impartial, voice for your brand. They\u2019re an opportunity to build trust with your target market.<\/p>\n<p>But, the video that GoPro is best known for has nothing to do with high adrenaline sports:<\/p>\n<p><iframe loading=\"lazy\" title=\"GoPro: Fireman Saves Kitten\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/CjB_oVeq8Lo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p>With almost 35 million views on YouTube, this video\u2019s success is about more than a cute kitten. It tells a compelling story, cleverly integrating the product. With this video, GoPro reached out to viewers who up to this point had been outside their typical demographic. It was a brave move, but that\u2019s something\u00a0every brand has to consider\u00a0in order to grow.<\/p>\n<p>If you find\u00a0that you\u2019re repeatedly making the same type of video, take some time out from the production process. Reconsider your brand\u2019s goals (particularly with regard to connecting with new customers) and how your video marketing strategy can help reach them.<\/p>\n<h3>Conclusion<\/h3>\n<p>We have a challenge for you. It&#8217;s one we\u2019re pretty sure you\u2019ll enjoy! Spend some time watching videos from your favorite brands (told you it was a good one!). See what you can learn from them:<\/p>\n<ul>\n<li>How have they built on this video campaign? (Competitions, calling for user generated content, follow-up content)<\/li>\n<li>How have they tried to connect with viewers? (Storytelling, emotive content, featuring real people)<\/li>\n<li>What have they done in this video that\u2019s a bit different? (Pushing boundaries, thinking outside the box, unexpected\u00a0perspective)<\/li>\n<\/ul>\n<hr \/>\n<p>Who are your video marketing heroes? Share with us in the comments below.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\">3<\/span> <span class=\"rt-label rt-postfix\">MIN TO READ<\/span><\/span> Have you ever wondered what it takes to make videos that are memorable and emotive? Does it require oodles of cash? A huge team of videography experts? Not necessarily &#8211; although these things certainly don\u2019t hurt! What\u2019s important is a thorough understanding of your target audience, a willingness to do something different when it comes to video, and a good&#8230;<\/p>\n","protected":false},"author":3,"featured_media":4660,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_eb_attr":""},"categories":[11],"tags":[21,36],"feature":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Video Marketing Lessons from Red Bull, Dove and GoPro | SproutVideo<\/title>\n<meta name=\"description\" content=\"What does it take to make marketing videos that are memorable and emotive? Let&#039;s take a close look at how the experts do it.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sproutvideo.com\/blog\/video-marketing-heroes.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Video Marketing Lessons from Red Bull, Dove and GoPro | SproutVideo\" \/>\n<meta property=\"og:description\" content=\"What does it take to make marketing videos that are memorable and emotive? Let&#039;s take a close look at how the experts do it.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sproutvideo.com\/blog\/video-marketing-heroes.html\" \/>\n<meta property=\"og:site_name\" content=\"SproutVideo\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SproutVideo\" \/>\n<meta property=\"article:published_time\" content=\"2017-05-10T00:27:29+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-01-14T19:28:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2017\/05\/Blog_050917.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1320\" \/>\n\t<meta property=\"og:image:height\" content=\"740\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/textercomm\" \/>\n<meta name=\"twitter:site\" content=\"@SproutVideo\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laci Texter\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/sproutvideo.com\/blog\/#organization\",\"name\":\"SproutVideo\",\"url\":\"https:\/\/sproutvideo.com\/blog\/\",\"sameAs\":[\"https:\/\/www.facebook.com\/SproutVideo\",\"https:\/\/www.instagram.com\/sproutvideo\",\"https:\/\/www.linkedin.com\/company\/sproutvideo\",\"https:\/\/www.youtube.com\/sproutvideo\",\"https:\/\/www.pinterest.com\/sproutvideo\",\"https:\/\/twitter.com\/SproutVideo\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/sproutvideo.com\/blog\/#logo\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2021\/07\/logo-mark_new.png\",\"contentUrl\":\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2021\/07\/logo-mark_new.png\",\"width\":250,\"height\":318,\"caption\":\"SproutVideo\"},\"image\":{\"@id\":\"https:\/\/sproutvideo.com\/blog\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/sproutvideo.com\/blog\/#website\",\"url\":\"https:\/\/sproutvideo.com\/blog\/\",\"name\":\"SproutVideo\",\"description\":\"Video hosting for business\",\"publisher\":{\"@id\":\"https:\/\/sproutvideo.com\/blog\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/sproutvideo.com\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/sproutvideo.com\/blog\/video-marketing-heroes.html#primaryimage\",\"inLanguage\":\"en-US\",\"url\":\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2017\/05\/Blog_050917.jpg\",\"contentUrl\":\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2017\/05\/Blog_050917.jpg\",\"width\":1320,\"height\":740,\"caption\":\"Person skydiving\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/sproutvideo.com\/blog\/video-marketing-heroes.html#webpage\",\"url\":\"https:\/\/sproutvideo.com\/blog\/video-marketing-heroes.html\",\"name\":\"Video Marketing Lessons from Red Bull, Dove and GoPro | SproutVideo\",\"isPartOf\":{\"@id\":\"https:\/\/sproutvideo.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/sproutvideo.com\/blog\/video-marketing-heroes.html#primaryimage\"},\"datePublished\":\"2017-05-10T00:27:29+00:00\",\"dateModified\":\"2020-01-14T19:28:05+00:00\",\"description\":\"What does it take to make marketing videos that are memorable and emotive? 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