Essential Video Insights - 8 April 2021

April 8th 2021 By Donovan

Hello,

The Easter Bunny has done his work for the year and now gets to put his large rabbit feet up, with a nice ‘hoppy’ beer. For the rest of us, whether fuelled by Easter eggs or not, now’s a great time to explore marketing and comms ideas involving video.

But before we get on to some interesting trends and developments, did you know that the term ‘Easter egg’ has a meaning beyond what’s conjured up by a fantastical seasonal rabbit and rows of brightly packaged confectionery on supermarket shelves? In the context of videos, movies and computer games, Easter eggs are hidden references, clues or inside jokes. Among the most famous of these is ‘A113’, which refers to a classroom used by animation students including John Lasseter, Tim Burton and Brad Bird at creative hotbed California Institute of the Arts (CalArts). A113 appears in some form in almost every Pixar movie and in a host of other high profile animated films, TV series and video games. See if you can spot it sometime! 

Now that you’ve had the animation appetiser, here’s more to chew over.

VIDEO IN THE NEWS

LinkedIn introduces new video Cover Story and other tools for creators

Professional networking platform LinkedIn has launched new video tools in response to a “pronounced increase” in activity by creators. A video Cover Story will let members introduce themselves and share a quick overview of their skills via a short video that appears directly on their profile. While Creator Mode allows creators to add a ‘Follow’ button to their profile, along with hashtags indicating areas of expertise, and Featured and Activity sections will be moved up on profile pages to better display content. Creators using LinkedIn Live will see their live broadcasts shown in their profile background when they begin a stream, boosting visibility. [Source: Adweek]

Neutrogena seeks greater impact with longform unbranded video strategy

Johnson & Johnson-owned skincare and sun protection brand Neutrogena has opened Neutrogena Studios to create unbranded longform videos in the battle against skin cancer. It has premiered a trailer of its first documentary short called In the Sun, executive produced by Emmy Award winning actress Kerry Washington, which follows the skin health journeys of seven families facing extraordinary circumstances as they navigate the long-term effects of exposure to sunshine. “In the Sun is a powerful example of the impact that real stories, shot from a diverse range of perspectives, can have on inspiring necessary health outcomes,” said Washington. “I am excited about what narratives are yet to come, in the future, from Neutrogena Studios.”[Source: LATF USA]

Celebrity video request site Cameo raises $100M

Cameo, the celebrity video site has raised a $100M in Series C funding, taking its value into unicorn territory at just north of $1 billion. Some of the new funding is earmarked for ramping up Cameo for Business (C4B), which brings celebrity videos to events and conferences, as well as ads and sales. Effectively, the service works as a pipeline between businesses and famous people. The company also plans to expand its international offering – currently only about 20% of its videos are purchased outside the U.S. [Source: TechCrunch]

An everyday tale of design rip offs

Peak Design was appalled to discover Amazon Basics selling an almost identical version of its Everyday Sling camera bag, at less than half the price but at much inferior quality. To compound the matter, Amazon’s rip off product had a near identical name. Instead of letting the issue lie, Peak Design poked fun at Amazon by creating a videocalling out the e-commerce colossus for unscrupulous behaviour while highlighting the virtues and superiority of its own well-made product. [Source: Fast Company]

CAMPAIGN IN FOCUS

Mandalorian LED wall helps challenger bank Current make a rapid impact

Fast growing US banking provider Current.com approached Wooshii in October 2020 when searching for a creative production agency to support their end-of-year advertising campaign. Wooshii presented three different creative concepts, along with multiple variants of each creative. Working collaboratively with the Current marketing team, they carried out concept testing via an online survey of its target market, which in turn guided the creative direction and formulation of CTA’s. 

Wooshii used a studio LED wall, the very same used on TV show The Mandalorian. This allowed them to utilise two different sets (day and night) and two different actors, all in one 12-hour production – giving a unique cutting-edge look, while at the same time optimising budget and timeline. Current was delighted with the production process and end results: 2 x 30-second TV commercials and 2 x 15-second social media commercials. 

“We were really impressed with how fast you were able to pivot to meet our needs. I have worked on other commercials before where this would not have been accomplishable,” said Current senior editor Jake Birnbaum.

View the case study here

TALKING POINTS

What Moonrise Kingdom teaches us about story and style

Writer/director Wes Anderson has created some of the most distinctive movies of the 21st century, films that lodge firmly in the memory because his idiosyncratic style always has its foundations in purpose. Things happen, and look the way they do, for a reason. If you’re interested in how Anderson establishes the boundaries of what can and can’t happen in his stories to make them believable, watch this great analysis of his coming-of-age movie Moonrise Kingdom by Lessons from the Screenplay.

Speedriding through an Alpine valley pursued by a drone

In a stunt fit for a Bond movie, French speedrider Valentin Delluc makes a breath-taking entrance into the deserted Alpine resort of Avoriaz, his moves and tricks seeming to defy the laws of gravity. Impressive work for Red Bull by the folks at Blue Max Media. Be ready to be astonished.

Big leap in internet usage among older adults

New data from the Office of National Statistics shows the proportion of people aged 75 and over using the internet in the UK has almost doubled in the last seven years, reports MobileMarketing. The ONS figures reveal that 54% of all people in that age group used the internet in 2020, compared to just 29% in 2013. While this shows the potential for online video to connect with an older audience, reach is still well below the 99% of UK adults aged 16 to 44 who were internet users in 2020.

WOOSHII SAYS

Video isn’t just agile, it’s also versatile

Marketers have begun to use it for many tasks, some of which previously relied on traditional techniques such as long copy. According to Wooshii’s research, marketing professionals use video for:

  • Brand storytelling 52%
  • Social media engagement 52%
  • Training 51%
  • Product/service overview 48%
  • Internal communications 40%
  • Testimonials and case studies 28%


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