All posts by Lissie Archer

Of all the brands nailing content marketing right now, arguably Red Bull is the undisputed leader. These guys have transcended from being a single product, Thai replicated energy drink brand, into a world renowned and globally acknowledged publisher of media, TV, print and film. From their up-to-date Youtube channel, to their television broadcasting, sponsoring some of the world’s most famous sporting events and having their own Sky Channel, to magazine publications, journalism, radio channels and lastly, creating high-end documentary films. They are doing it all and they have us gripped. But how?! And what’s the secret to their success?

Red Bull was launched in Austria back in 1987 by Austrian entrepreneur Dietrich Mateschitz after a visit to Thailand where he found the energy drink Krating Daeng. At that point, the idea of a carbonated energy drink in Europe had not been heard of nor thought about and the launch of Red Bull not only signified the beginning of a new product but also the beginning of a whole new drinks category. Now, Red Bull has the highest market share of any energy drink product in the world and sells almost 7 billion cans every year worldwide (wiki).

How, I hear you say? Red Bull found their audience and customers very early on. In 1988 Red Bull sponsored their first ever sporting event “The Red Bull Dolomitenmann” one of the toughest relays on the planet. They discovered that the extreme sporting industry depended a lot on the adrenaline, energy and excitement of all people involved, and that their product was perfectly suited for this type of audience, thus finding their “niche” and their ideal customers. They then began to market the absolute sh*t out of it, making a name for themselves in the extreme sporting industry and soon becoming the thrilling epitome of youth and sporting culture that we know them as today. Red Bull got their logo out wherever they could, on TV and at extreme sporting events, and promoted their energy drink to sporting athletes who would then promote the Red Bull brand. Not long after inception Red Bull had lift off. They already had 100% market share because no other energy drink had been launched in Europe at that time, so they were very exclusive and therefore very desirable. Soon, they were not just seen as a drinks brand but as a culture and lifestyle brand.

Red Bull now own multiple sports teams across the world in Europe, USA and Brazil. They sponsor incredible sporting events from Formula 1 to the Snowboarding Olympics, work with hundreds of famous athletes, have their own Red Bull sporting businesses like Red Bull Cliff Diving and, own two F1 Teams. They even have their own track racing game on Playstation 3. It’s safe to say that they have killed it! People follow them for their content and updates on their activities like a subscription for a streaming service. They have 8 million subscribers on YouTube, 11.1 million Instagram followers, 48 million likes on Facebook and 2 million followers on Twitter. Their videos on YouTube get ½ million views at least with their most viewed videos standing at 101.4 million, 44 million and 41 million.

The secret strategy? Well let’s start with Red Bull’s audience. They know their audience intimately and always put them first. Quite simply, Red Bull from start to finish have always put their customers at the heart of their business and focus on making content that they know their customers are going to enjoy. It’s not just about filming, sponsoring or hosting sporting events. For Red Bull it’s about creating moments and experiences they can share with their audience that are really exciting and very unique. They film TV content like this Red Bull Signature Series, host events like these every year, and make them accessible to everyone and anyone.

They film documentaries for their YouTube channel like “The Fearless Swedish Free-rider” that are interesting and enjoyable to watch by anyone.

But, their most popular content is stunt videos like the “Felix Baumgartner’s Supersonic Freefall” or their most viewed video from the free running series “Last Call for Mr Paul”.

Red Bull constantly go above and beyond (quite literally) and create content that is not only mind blowingly brilliant but also better than most of the content produced by major publishing organisations. By putting their customers first and listening to their audiences, they have become the most talked about brand of our generation. Where their customers go they go, from music festivals, concerts, art shows, to reporting on the latest and trending sports, skate parks to mountain biking, free-running in car parks and paint-balling – they’ve been everywhere and they’ve done it all!

Red Bull’s marketing strategy is to sell an experience, not a product, and this is something that any business or brand can do. Creating content that is for your customer and puts the audience first is a strategy that can work for any business. There are many other brands out there that have started to adopt this Red Bull method and become publishers instead of just selling “products”. Volvo is one such brand. They created a documentary series on Youtube titled Human Made Stories: Defiant Pioneers which features 5 episodes that look into different human stories like this one titled “Nemo Gardens”, about a man in Italy building an underwater farm.

Patagonia very quickly established themselves as a publisher on YouTube, uploading interviews, documentaries, short films and long films about the planet, sustainability and people. Patagonias Workwear series on YouTube has 27 videos and is still being updated today with new videos, these feature interviews with people who wear Patagonias workwear as part of their jobs.

Nike is another brand that is identified through their content. Yes they sell shoes but they also share experiences and promote a certain identity. Their YouTube channel also has a lot of documentary content going up onto it that is interesting to watch, like this Alex Roca Campillo – Dream Crazier which has 1.3M views.

More and more brands are implementing Red Bulls strategy, becoming publishers and creating video content for use online. However, no brand has or is doing better than them. They nailed this part of their marketing very early on and have set the tone for any brand to follow and replicate. But, looking at all the brands out there that are following suit, is a good sign that the Red Bull strategy is one that works. For businesses that aren’t implementing this strategy we would suggest starting small and working your way up to it. Start with some customer testimonials or behind the scene footage of your business and factory, documenting the way you do things and the way your products are made. Just get your content out there to the customers that want to listen and see how they respond. 

If you want to know more about audience first content you can read our blog: What is Audience-First Content?

If you want to know more about audience first video content and documentary filming you can visit our other blogs:
How Brands Can Use Documentary Style Video in Content Marketing.  

Blurred Lines. How Branded Content is Transforming Traditional Broadcasting. 

 

In an article by The Guardian, Ralf Lucas the founder of Good Schools Guide said that he was noticing a clear shift when meeting parents in their opinion towards State schools, saying that “Independent schools really need to show us more, not just tell us, as we’re really taking State schools seriously”. Parents today are spoilt for choice. Not only do independent schools need to prove their value over State schools but they also need to work harder to stand out from their competitor schools. This is why a well executed digital strategy should be a top priority for any marketing team in the independent school sector, and digital advertising can play a massive role in that.

So, what is digital advertising? Digital advertising is when you run adverts online across social media, Google, Youtube, and various other websites. Last year digital advertising spend outstripped television for the first time in history (SEOworks). It’s highly effective and the good news is it’s affordable for everybody, regardless of the size of your school marketing budget.

What are the best ways to use digital advertising for your school?

1. To drive more people to your school website

A video on your school website is an extremely effective way of engaging prospective parents. But how do you get them to visit your website in the first place, especially if they’ve never heard of your school? By running adverts online across Facebook and Instagram you can reach people beyond your immediate sphere of influence. For example, if you are a boarding school based in Surrey but you want to attract more international students from South Korea, you could run a Facebook advert that only targets affluent, well educated, English speaking adults in the Seoul area. Or, if you are a school in Buckinghamshire running a bursary scheme for inner city children, you could run an Instagram advert explaining the advantages of the scheme targeting London postcode children under the age of 16 who attend a specific selection of State schools. Even if you just want to attract more pupils from the next county, social media advertising is a great way to do this.

2. To highlight the best aspects of your school

Parent’s can often get into “analysis paralysis” when comparing different schools. This is because many will have a good website, a compelling video and lots of information that positions them in a favourable light. To stand out from the competition, you need to think outside the box and that’s where digital advertising can help. You can provide parents with many more layers of information about your school to help them in the decision making process and also keep yourself in the front of their mind. By creating a series of films highlighting different aspects of your school, whether that’s art, sport or academia, you can run them as promotional videos online across social media channels, Google and Youtube.

3. Keeping you at the front of prospect minds

One of the best things you can do for your school with digital advertising is to set up “re-marketing”. You might not have heard of re-marketing before but you will no doubt be familiar with it. We’ve all been there; you look at a bit of furniture or some clothing online and then an advert for that same item starts following you around the internet. You might find this slightly annoying, but the truth is it really works! All you need to do is ask your website designer to install Google and Facebook Pixel. Once that’s done you can set up your own re-marketing campaign via Google ads or Facebook ads. The reason this is so good is because it will keep your school in front of prospect parents as they deliberate over which school to visit, or which school to choose for their child.

Digital advertising can offer you some great solutions. Instagram and Facebook are both platforms that allow you to be very strategic in your approach to reach target audiences. By allowing you the selection of certain factors like location, age, gender, demographics, interests, behaviours, connections or language, you have the potential of reaching parents and students worldwide. As well as specific people around the UK. Your main focus when advertising on these platforms is to have a very distinguished idea of who your target audiences are and how you are best going to reach them with compelling content. 

You can be even more specific in your approach by targeting your prospect parents and students on the channels that you know they are most active. For example, if you want to be targeting parents with digital adverts the best options will be Facebook, Google and Youtube. As an older generation and not so immersed in the world of social media, you’ll mainly want to target them during everyday internet activity, for example, at work or online shopping through Google, watching recipe videos on Youtube, or, staying in contact with friends on Facebook.

If you want to be targeting students with your digital adverts the best platforms for you will be Instagram and Snapchat. The younger generation is much more tech savvy – providing them with direct access to your school’s information through a well displayed advert on Instagram will add a lot of credibility (maybe they’ll even share the ad). If you want to be reaching Feeder schools with your adverts then the best place to reach them is through Twitter as it’s more of a platform for brands, businesses and organisations. Perfect for spreading a more sophisticated message about your school to other people in the same field.

Digital advertising can seem like a daunting task but once you get started it soon becomes second nature. Just be specific in your approaches and make sure to have a very clear idea of who you want to be targeting. Use the right platforms in relation to your target audience, be knowledgeable about them so that you can be precise in your targeting and, be specific in the content you produce so that it resonates and connects with the target audience.

The best thing about commissioning video for your independent school is that you probably already have a great story to tell and a lot of amazing assets to film. That’s the hardest part over. Now it’s just about creating videos that tell your unique story in the best way, connect with your audience and help you drive admissions. Coming up with those film ideas can sometimes be a tricky task, especially when you have specific objectives like changing the perception of your school, reaching a wider audience, or letting people know about a unique aspect of what your school offers. To help you get started, here are 5 types of video that can be used to tell the story of your school.

1. Website Video

The first place to start is with a video that sits on your website and tells the story of your school in a nutshell (2 – 3 minutes). It is the first thing that prospective parents will engage with when they search for your school, so it has to be broad and cover all the relevant information. It can be a lovely mix of interviews with teachers and pupils, footage of the grounds and the facilities, footage of the students and teachers in action and everything that the school has to offer like extra-curricular activities, boarding and your school’s achievements. It’s an extremely effective way of building a personal connection to your prospective parents and can be empowering, heartfelt and even humorous.

Here is a website video we made for St Margarets.

2. Departmental films

These are videos that can be about the schools different departments such as the arts, sports and science, or particular aspects of the school like boarding, prep-curriculum or extra-curricular activities. It’s great to highlight particular aspects of your school that you really want to shout about, or to let people know about a side of your school that they didn’t know about. If you want your customers to know of your fantastic theatre facilities then create a video interviewing the teachers and students, then combine that with footage of the theatre rehearsals and plays. If sport is your forté, then create a short film looking at all the different sports you offer. Or, if you’ve traditionally been seen as a sporty school but have made huge headway in academic league tables, then create a short video about academia and teaching to show a different side to your school. Departmental videos are also extremely good at giving your customers a more detailed and personal look at your school. These videos can be hosted on your website, your Youtube channel and can also be turned into great online advertisements for Facebook and Instagram.

3. Pupil Stories

Another effective way of telling your school story is from the perspective of the pupils themselves. A video of your pupils (with their parents consent) put up onto your Facebook or Youtube channel can be a great way to build an instant connection with prospective students. These videos can be highly creative and can also be a really good way at getting your existing pupils involved with some media, filming and acting activities. It can also be a great way to show the pastoral side of school life. Themes for these videos could include “A day in the life of a student”, “Boarder’s Story” or “Leaver’s Story”. Your pupils are perhaps the best ambassadors you have for the school so make sure to feature them in your videos.

Here’s a video we made for Moulsford Boy School to sit on their website which followed a pupil throughout his day.

4. Message from the Head

Many schools have a “Head’s Welcome” message on their website so why not turn this into a video? Parents will always be keen to know who the Head of the school is and to get a feeling for what outlook they have. This would be an interview with the Head giving their personal story and connection with the school, outlining their experience, capabilities and everything they hope to achieve for your child. It’s a personal way for the Head teacher to tell their story and connect with parents directly.

We made this video for The Oratory Prep school to house on their website which has an interview from the headmaster. We filmed the interview and created a separate, longer film for other marketing activity.

5. Short form stories

These are videos that tell a story of your school in under 20 seconds that can be very easily marketed across the internet through your social media channels. They are a great way of regularly getting your school message out there to your potential audience. These videos could feature quick vignettes of school life like boarding, extra-curricular activities or after-school clubs. They could also focus on individual aspects of the school and its facilities like the sports hall, theatre or grounds. Or they could highlight a different side to learning at the school like using smart boards in classes, school trips and outdoor learning. The great thing about short story videos is that you can easily create a large volume of videos from a single shoot and each video can tell a different story about your school.

We made this video for Priory Academy LSST for their digital advertising campaign to increase boarding admissions and international student intake. We made short form videos that looked into each international students life boarding at LSST.

These are just 5 ideas for videos to tell the story of your school but this really is just the tip of the iceberg. When you start to get creative with your videos, there’s no end to what you can create from mini-documentaries filmed by the students themselves to ex-alumni films and even 360 videos of the school grounds and facilities.

The world of independent schools has changed and the academic landscape is now a highly competitive industry. Independent schools can no longer rely solely on the prestige of their institution, league tables or word of mouth to secure a constant flow of admissions. Today your prospective students and parents live in a digital age and you will need to embrace technology if you want to keep your admissions high and stay in the minds of the right people. After ensuring you have a well presented and smooth working website, video is the next marketing tool you should set your sights on. Here are 5 ways that video can be used to increase admissions to your school. 

 

1. Video on your websites homepage

A video on your homepage can be incredibly powerful for independent schools where your website acts as your shop window. In fact, a survey by Unbounce found that video on your landing page can increase conversion rates by 80%. This video holds all the information and knowledge that a prospective parent or pupil will need. It eliminates the time your prospect has to spend searching for information and engages them instantly with creative and meaningful content. In a matter of minutes, not only do they know everything they need to know about your school but they also form an emotional connection. They have begun to imagine what it will be like to be a pupil at your school or as a parent what it will be like to send their child there. This connection is hard to achieve through just text and pictures. It’s an instant way to stand out from other schools and demonstrate your unique selling point. When creating this video you should ensure it is concise, polished and easy to digest.

2. Facebook Video Marketing

If you haven’t already been using social media for your school then it’s a good time to start! After watching the brand film on your website, visitors will want to do further research online. This is where social media channels play an important role. The more interaction they can achieve with your school, the better they will feel about you and the easier it will be for them to build a relationship. Facebook has 1.18 billion daily active users (Facebook) and the average user spends 50 minutes per day on Facebook. Incorporating a Facebook page for your school will amplify the amount of people you can connect with and it is another platform where your brand film can be presented. Not only that but via your Facebook page you can begin to include “vignettes” of school life via both professional videos and “self-shot” videos. This could be films featuring different parts of the school like sporting life, 6th form, arts and drama, or calendar events like school trips and sports day. It’s a great way to add depth and character to your school. Facebook has options now to prioritise video viewing and your page cover photo can be replaced with a video. Consumers engage with branded videos the most on Facebook (49%), followed by YouTube (32%), then Instagram (24%) (Tubular Insights).

3.  Youtube channel

YouTube is the second most visited site after Google (Alexa). Regular video posts onto a Youtube channel can achieve huge traffic and engagement from your prospects. The average mobile-viewing session on YouTube lasts more than 40 minutes (Kissmetrics). Where Youtube excels over Facebook is that you can create your own “channel” for the school with lots and lots of videos. It can be an exciting way for pupils and teachers at the school to create their own videos to contribute to the channel.  You can be a lot more creative with the types of videos you make and really show off the school’s character. Youtube can act like an extension of your website video where parents and students will be willing to spend more time watching a video about specific aspects of your school like sport, maths, or teachers and facilities.

4. Social media advertising

Video advertisements can be hugely effective online as you can target very specific demographics whether that’s pupils, parents or teachers. Different social media platforms will work more effectively depending on the target audience. For example, Twitter and Facebook adverts will work best on parents whereas Instagram, Snapchat and Youtube ads will work best on prospective pupils. These adverts can be either brand new content or can be created using your own existing videos. The optimal length for these is between 5 and 15 seconds. Social media advertising as a whole can be an extremely effective way of getting your school in front of a new audience, but you can also use it to keep your school constantly in the mind of your current audience. Using a simple feature of Facebook called “pixel” you can “re-market” to people who have already visited your website. This means that when they visit your website they will be tracked by Facebook or Instagram and shown an unobtrusive advert to remind them that they were interested in your school. This form of advertising is highly effective. 

5. Video mail

The truth is not everyone is on social media, so how do you reach parents that are not on Facebook, Twitter, Instagram or Youtube? One fantastic solution is through email marketing. It is a tried and tested approach that works time and time again. Whether you send out a newsletter or a personal email you can include video within that email. That can be your school video, a message from the head or a video about some other aspect of school life. Another way to get parent’s attention is to send out a hard copy of your video via Royal Mail. Rather than being old fashioned (i.e. a VHS sent in a big package) this is actually a very sophisticated form of marketing called a “video book” — it’s a school prospectus that when opened, contains a small screen that plays your video automatically. If you have an open day coming up and you want to target parents with something special then this could be the perfect solution.

There are so many great ways for independent schools to increase their admissions using video and it represents one of the best ways to get high user engagement and a solid return on investment. There has never been a better time for schools to spread awareness, share their story and connect with new audiences. Video is one of the fastest ways for you to get your school out there in front of the right people and make your story heard by those that matter.

In recent years there has been an undoubtable shift in the way brands and advertisers are choosing to communicate with their audiences and customers. Not only is there a steady decline in traditional forms of advertising and a transition towards online video content but, the way brands are using video to advertise is also changing.

Whilst video adverts that play on the immediate desires of a general target audience still have a big role to play in general advertising, advertisers and brands are starting to see the opportunities to connect with their audiences with more meaningful content; content that is relevant to their lifestyles and emotions. What we are seeing now is video being created by brands that is driven more by narrative and storytelling as opposed to the “hard sell” video adverts that has been the norm for so many years.

Take this 2018 advert by Disneyland Paris – The Little Duck as our first example.


The video was posted on Youtube on December 25th and now has 2.9 million views and is the most viewed video on Disney’s channel. It is a video led entirely through narrative that plays with the audience’s emotions. The story is relatable to both an older generation who remember Donald Duck and a younger generation that engages with high quality animation and cute animals. What works well with this video is that it sells the desire to visit Disneyland Paris through the story of the little duck, without needing to mention ticket prices, accommodation or travel. The narrative of the video helps to build an instant and positive connection to Disneyland. 

A lot of brands now produce video content solely for online use because it not only costs less than TV advertising but can also reach an equal number of people. More money can then be put into the production of the video, making them appear more like short films or TV series instead of adverts. They are longer in length, have characters or a protagonist and there is a strong storyline that has a message relatable to the target audience.  

Here is another example by Mercedes Benz – Bertha Benz: The Journey That Changed Everything.

It is a video about the journey of Mrs Benz and her first fuelled car adventure. There is a strong narrative and a main protagonist, the production quality is high with a lot of detail put into the set design and costumes, and there is a relevant and modern message about female empowerment with the tagline at the end of the video “She Believed in Herself”. It is 4 minutes long and therefore would be too long to run as a TV advert but works incredibly well as an online branded video because it’s interesting, eye catching, different from what Mercedes have done in the past and has a meaningful message. 

Creating an online video for your brand that uses storytelling can help you to reach wider audiences that you might not already engage with. The reason the Mercedes Benz video works so well is because the message it is selling is worth sharing, so audiences are more likely to share the video amongst friends and family. The story is powerful and it builds strong emotions which help aids the positive impression of the Mercedes brand.

Here is another example by Delta Airlines.

A very eye catching and heartwarming video that works well at building an emotional connection to Delta Airlines. They’ve told the story of travelling through the eyes of a child which makes it seems a lot more exciting and desirable. What works well with this advert is the brief mentioning of the brand at the end of the video. If the audience is engaged and likes the video, they will need to wait till the end to find out who the brand is behind it. Because the story has been so engaging for the audience, when they see the branding they will respond positively to it.

These are just a few examples of story-led videos from brands that have come out recently online. Videos that rely on storytelling are highly effective at engaging your audience on a much deeper and more meaningful level and they don’t always need a big budget. It is more important to have the right strategy, ideas and script. And most importantly you need to know what story you want to tell.

In a fast moving and crowded industry, food and drink brands need to find efficient, engaging and consistent ways to connect with their customers online and social media can be one of the best tools to do that. We see a lot of food and drink brands focusing a lot of their time, energy and resources on social media marketing in order to build a loyal community of followers who can spread a message about their products. But, if every other food and drink brand is doing the same thing, how do you stand out from the crowd?

 

One of the tricks to nailing a successful social strategy is to have a consistent stream of posts that encourage regular engagement. Text and picture posts can get great results but did you know that posts with video have 48% more views (HubSpot) and generate 1200% more shares than text and image content combined? (G2 Crowd).

 

As a food or drink brand, Twitter, Linkedin and Snapchat are great but Facebook and Instagram should be your bread and butter. Instagram in particular is highly visual so it’s great for showing off your products in the best light and acting as your virtual “store front”. Try to tell the story of your brand and your products with a variety of videos. For example, you can create simple, glossy, 10 second clips of the ingredients that go into your products or a quick time-lapse of a pop-up display being put together in a retail store. Do 1 minute interviews with members of the team or film with your farmers and producers.

 

Videos on social media add huge credibility to your brand’s identity especially when they are informative and educational. Viewers retain 95% of a message after watching it in a video, compared to 10% when reading it in text (Wirebuzz). Remember, 85% of Facebook videos are watched without sound (Instagramso consider adding motion graphics or subtitles to make them stand out.

 

Instagram and Facebook are perhaps one of the most effective ways to create a deeper connection with your customers and engage them on a more personal level. Get somebody in your company to create a Live-stream broadcast taking your audience behind the scenes of your brand and give them insight into your day-to-day activities. These can be behind the scenes of a shoot, event or product sampling, shots in your office, a team outing or videos in your factory. This type of content will resonate with your audience because it’s personal, honest and will make them feel more involved with your journey. Also, because of the personal style of these videos, 47% of consumers enjoy watching adverts from brands on Instagram and Facebook Story (Animoto).

 

Think of social media videos as part of a wider ecosystem of content you are creating. Try to drive your audience from one channel to create better engagement with your brand. For example, if you have some great long-form content on Youtube (above 2 minutes) but don’t have many subscribers, then create short clips from that content and post it on your Facebook or Instagram page with a link to send viewers across to watch the full video on Youtube. If you are creating blogs or other pieces of written content, then you can create short videos summarising the main points from the blog. Post that video on social media and then encourage the viewer to read the full blog on your website by following the link. Not only does this technique help to give your audience lots of content to “gorge on” but it’s also fantastic for SEO.

 

Social media is a great way for food and drink brands to build their own tribe. It works extremely well at engaging audiences with relevant, interesting and exciting content about your brand, and by using video amongst your social media marketing you can find simpler, easier and more engaging ways to stand out online.

With Christmas now a distant memory and January finally over, food and drink brands need to be focusing on what their next marketing campaigns will be, and there are many events and public holidays coming up this Spring that food and drink brands can take advantage of. The beginning of 2019 saw a tremendous growth in the participation of Veganuary and Dry January which both increased by almost a third from last year. So it’s no surprise that it was a hugely popular time for marketing teams of food and drink brands across the UK. So with Spring upon us, what special days are coming up that scream for food and drink video content?

 

There are a lot of great dates coming up, like St Patrick’s day,  Easter, and the period building up to easter like Pancake day and Mother’s day. But, it doesn’t just have to be national holidays that inform your video marketing choices, it can also be the changing seasons and the weather.

 

Walkers did a mini video on Youtube called “Walkers does Spring” with the slogan “Our crisps are hard to bleat this spring.” This type of video is easy to make and easy to market across all online platforms.

 

Arla created this GIF on Facebook titled “It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days?”

It may not feel like it, but today is the first official day of spring! Who’s looking forward to fresh spring flowers and warmer days? #Arla

Posted by Arla on Tuesday, 20 March 2018

 

Creating video content focused on a specific day of the calendar year can be a great way to gain positive exposure for your brand. Especially if you run them as video advertisements on social media and target audiences that are engaging with similar content.

 

Hellmans did a short and simple recipe video for pancake day last year which they marketed via Facebook. The mayonnaise is barely used or referenced but it is branded and you can tell that it’s a Hellmans video.

 

Towering Japanese Fluffy Pancakes; served with crème fraîche, crispy bacon and lashings of maple syrup.

Posted by Hellmann's on Thursday, 8 February 2018

 

Waitrose created a recipe video on Facebook that shows pancakes being made three ways. It’s a really simple video that has no reference to Waitrose products or services but it’s engaging, relevant and entertaining, so their audience can take something positive away from it, which overall adds value to Waitrose.

 

Enjoy these delicious topping ideas for Pancake Day! Which one is your favourite; mango mojito, maple butter and crispy pancetta or chocolate, banana and hazelnut?Read the recipe: http://bit.ly/2EyGZB1

Posted by Waitrose & Partners on Monday, 12 February 2018

 

Marks and Spencer held a flower arrangement event last year for Mothers Day which they filmed and uploaded onto their Youtube channel.

 

 

Easter is perhaps the best Spring holiday for food or drink brands to take advantage of, because it spreads a positive message, is widely celebrated and, is typically a happy, warm and colourful time of the year. Similar to the Waitrose recipe video you can create Easter related recipe videos like this one by Lurpak.

 

Roasted until golden and crispy, Whole Roasted Sea Bream is not your ordinary lunch. Recipe: http://bit.ly/2GjX24j #SeizeTheLongWeekend

Posted by Lurpak on Friday, 16 March 2018

 

Or like Marks and Spencer you could hold an Easter related event with either your company or customers like an exclusive easter snack hunt. Film the event and share it with your customers and audiences online to spread a positive and fun message about your brand.

 

Your videos don’t have to have such a strong reference to holidays or events, it can be as simple as adding the colour yellow or having some daffodils and tulips in the video. Typically, the audience will build their own connection to the event as long as you give them a nudge in the right direction.

 

Asda created this video advert last year for Easter as part of their “Meal Under £2.50 a Head” (which is a series of videos they run on Youtube). During the video there is no actual reference or connection to Easter except for the dancing daffodil in the middle of the table. Yet the video is effective at capturing people’s attention when thinking about Easter.

 

There are a lot of great videos food and drink brands can be making this Spring season. Using an event like Pancake Day, Easter or Mother’s Day to aid your monthly marketing campaigns is simple, effective and hugely rewarding. It’s one of the fastest ways to drive organic engagement to your brand, get great return on investments and reach wider audiences during an exciting and busy period. Have a think about the types of videos you could make and what your audience would like to see from your brand this Spring.