Video marketing is a powerful tool for effectively communicating with customers. Because it’s a multisensory medium, a good script is just the beginning when it comes to crafting a truly great video.
Below are 6 successful video marketing campaigns that have driven conversation, social shares, emotional reactions and some really great brand messaging. Let’s take a closer look at what’s working within each video campaign and why.
6 Successful Video Marketing Campaigns
We looked at some of the best video marketing campaigns over the past several years, spanning a wide range of industries, use cases, audiences and video styles.
As you’ll notice there’s not just one recipe for success, but these videos should give you some inspiration about what works well and how you can leverage similar tactics in your own video campaigns.
1. Apple’s “Don’t Let Me Go” Campaign for the iPhone 15
We’ve all experienced that dreaded moment when our phone memory is full, and it’s time to start deleting pictures and videos from the camera roll. This is the exact moment Apple encapsulated in its humorous video marketing campaign for the iPhone 15, “Don’t Let Me Go.” It’s a great way to highlight the iPhone model’s expanded internal storage, perfect for keeping old photos and taking plenty of new ones.
The video depicts a man scrolling through his camera roll, appearing to select images to delete so he can free up space on his phone. But the pictures on his screen come to life, singing: “Don’t let me go!” These everyday photos — of his grandma’s birthday, his friends and special events he really doesn’t want to forget — plead with him in chorus, one after another.
A moment later, the narrator reminds us that he can relax because the iPhone 15 has more space for storing special memories. The man sighs contentedly and then takes a picture of his dog, who also joins in on the song.
Video marketing campaigns for telecommunications companies like this inspire greater customer loyalty, retention, and engagement. Adding personalisation to the mix gives each video that extra boost. However, simply creating a thoughtful, lighthearted video that connects with your customers without being too pushy or sales-oriented can make a big impact.
2. Plarium’s Year-in-Review Personalised Video Campaign
To commemorate the third anniversary of its game, “Raid: Shadow Legends,” mobile gaming publisher Plarium created a successful Personalised Video campaign featuring videos tailored to thousands of players. The result was a dynamic, immersive experience for every individual.
Plarium’s Personalised Video campaign celebrates the player’s journey through their Raid gameplay, highlighting milestones and achievements along the way. The videos included over 150 data points and contained data-driven recaps inspired by the game’s storytelling foundation. Each player received a personalised celebration of the legacy they’d created within the game, including their ranking among fellow players, most successful raids, artifacts collected, greatest battles and much more.
Viewers worldwide received videos in-app — translated into 5 different languages — and responded enthusiastically. Many players enjoyed watching their videos multiple times. The videos were shareable via social media, using the hashtag #3yearsRaid, players shared their videos widely. Twitter shares doubled within Raid’s online community.
Moreover, player referrals to the game doubled as viewers shared custom referral links with their friends and online communities. Player engagement increased in-game as more daily active users signed on to play.
There’s something special about celebrating wins and immersing yourself in a story you love — and a community you love being part of. Plarium tapped into that magic through this anniversary campaign.
Celebrating your audience’s journey as a community can dramatically boost customer engagement, breathing new life into your offer.
3. Knorr’s “#LoveAtFirstTaste” Video Campaign with Personalised Social Crossover
Food brand Knorr, owned by Unilever, hit a home run with their #LoveAtFirstTaste video marketing campaign. By leveraging the intrigue of strangers in candid situations, emotional storytelling and a simple question — “Can flavor help you find love?” — Knorr found a whimsical way to sell bouillon and beef stock.
The video unfolds as charming singles are paired up based on their favourite flavors and proceed to feed each other, making for some funny and downright adorable moments. Knorr anticipated people would be invested in these couples’ budding relationships and would want to see more content. They channeled viewers’ attention by simultaneously launching an extended edit video, a video date diary from one of the campaign’s most well-matched duos and a personalised Flavor Profile app hosted on the Knorr website that anyone could engage with. A CTA to create your own Flavor Profile is incorporated at the end of the #LoveAtFirstTaste anchor video.
Knorr’s app guides you through a series of questions about your favourite flavours and feels a bit nostalgic, like taking a magazine quiz. After completing the questionnaire, you’re given your personal Flavor Profile, a prompt to share your results on social media and a list of Knorr recipes you’d enjoy. The whole campaign skillfully guides consumers through a series of behaviours and never once feels salesy about it — a major success.
#LoveAtFirstTaste provided an intriguing hook that got viewers invested far beyond the initial video. With emotional appeal, a little touch of reality and multiple touchpoints for audience participation, Knorr didn’t just create a campaign. They created a movement with their products at its heart and invited viewers to create special memories of their own.
4. American Family Insurance’s “Dad Insurance for Fearless Dreams” Campaign
For Father’s Day 2016, American Family Insurance released a video campaign that tugged on just about every heartstring possible. Telling the story of a little boy who wants to learn to dance and a father who insists he take judo lessons, the two-and-a-half-minute video is a tour de force in storytelling and emotional engagement — an impressive feat in the insurance industry, where messaging can frequently come off cold or impersonal.
By the time this video reaches its climax, it’s impossible not to be invested in the relationship between this father and child. The campaign’s tagline, “When you’re pursuing a dream, it helps to have the right insurance first,” flashes on the screen at the very end, along with AmFam’s logo, and the whole story snaps powerfully into place.
For added value, the hashtags #DadInsurance and #DreamFearlessly were incorporated into the campaign, prompting viewers to share on social media with inspirational dads everywhere.
5. Apple’s “Practically Magic” Campaign for the iPhone 7
“Undercover Lyft” proves that video concepts don’t need to be complex in order to be effective. In fact, the success of the campaign lies in its simplicity. The gimmick of celebrities fooling strangers is hardly revolutionary, and yet “Undercover Lyft” still feels fresh. Yes, it’s fun, lighthearted and silly, and that’s exactly what makes it incredibly compelling and shareable.
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With a diverse roster of participating celebrities, including Demi Lovato, Shaquille O’Neal, Danica Patrick and DJ Khaled, each video feels more like a mini-TV episode than a marketing video. And the allure of celebrity hijinks caused this campaign to be organically shared across news outlets and social media, becoming a top-watched video series on YouTube.
Entertaining your audience can help them engage with your brand without pressuring them to buy. This creates a sense of goodwill between you and your customers. When you leverage memorable video marketing without trying to make a sale, they’ll remember you when they’re ready to purchase. Sometimes, building brand awareness is about creating special moments to brighten someone’s day. Now, that’s invaluable ROI.
6. O2’s “O2 Refresh” Dynamic Video Campaign
To promote their Refresh programme, where customers can easily trade in a device after it’s been paid off, O2 created a short dynamic video for every single viewer. Yup, thousands of HD videos were instantly generated to engage customers, which directly drove an 11% increase in conversion.
How did they do it? Customer data was used to reflect which phone O2 plan holders currently had, how it affected their bill and which model they could upgrade to. Individualised prices and the address of the closest O2 location were also seamlessly integrated.
Through O2’s use of data-driven video, viewers received clear, relevant information in 30 seconds instead of waiting on hold after calling a 1-800 number or standing in line at a store. Not only does the Refresh campaign implement personalisation to improve sales performance, but it’s also being used to enhance customers’ overall brand experience.
Information people actually care about and an approach that saves time and headaches? Talk about a winning campaign across the board. Just ask the 72% of viewers who loved their video and clicked the CTA.
Bonus: The Farmer’s Dog’s “Forever” Video Marketing Campaign
Great storytelling evokes a wide range of emotions, and the “Forever” video marketing campaign from the dog food company The Farmer’s Dog is a fantastic example.
The short film follows a girl and her dog, Bear, beginning with the puppy years. Viewers get a glimpse of all the happy memories they’ve made together through every season of life — from the carefree days of childhood to the college years and beyond. In its closing scene, Bear’s girl is all grown up with a child of her own.
“Forever” tugs at viewers’ heartstrings, creating a sense of nostalgia for dog lovers of all ages and flipping the script at the video’s conclusion. As the elderly Bear relaxes in bed with his family, we share a flashback of all his happy memories with his girl — from his point of view. When the tagline fades in, it reads: “Nothing matters more than more years together.”
This video campaign from The Farmer’s Dog hits all the sweet spots of life with a dog: mischief, companionship, comfort and fun. It’s an emotional, evocative way to remind viewers of the importance of loving and feeding their furry friends well. After all, good food and a long life for your beloved pet is a win-win all around.
In Summary
The video marketing campaigns above all have one or two successful elements within them, whether they use emotional storytelling, side-by-side testing or tried and true humor.
Now, imagine taking it all a step further with personalisation, interactivity or even AI. By looking at your audience as individuals who each have different motives and needs, you can fine-tune your messaging for maximum relevance.
Want to see what Idomoo’s Next Generation Video Platform can do for you? Get in touch with our team — we’d be glad to walk you through a demo.
