C is for content final happy hour

‘C’ IS FOR CONTENT:
VIDEO, FILM &
MOVING IMAGE
Vivien Hall
Happy Hour Productions
18th May 2016

© Happy Hour Productions 2016 C is for Content Page 2
Founded in 2002
Award winning, creative production agency
Leading TV commercial production company in South West
Versatile & experienced team covering in live action, 2D, 3D and
stop-frame animation, motion graphics and visual FX
Our ads, corporate film & non-broadcast productions have been
recognised by the communication industry’s leading association in
Europe:
• DMA Grand Prix and Gold award wins
• International Visual Communication Association: Grand Prix
and multiple Gold award wins
• Cream Award Nominees
ABOUT US
• 12 Directors / 4 Producers
• Dedicated production team in our central Bristol
location
• Bespoke crew and technicians
• In-house HD Fully equipped grading Edit Suites
• In-house Pro Tools audio mixing / tracklay facilities
• Animation and motion graphics FX studio

THE FUTURE OF
CONTENT MARKETING?

THE AGE OF VIDEO
The surge in online video popularity is no secret
Content marketing continues to become increasingly visual
There is now an expectation of it being part of a marketing strategy – and how a brand communicates to its audience

THE AGE OF VIDEO

A (moving) image paints a thousand words – especially in digital marketing
Video allows a brand to immerse, engage, inspire and encourage action from an audience
Video doesn’t just tell you what a product or brand does – it shows the audience the solution and how it can be benefit them
Creating more human interactions between brand and consumer, interactions that don’t feel like marketing.
WHY VIDEO?
Video Considerations
• Showcase a product
• Communicate how a brand can make you feel
• Demonstrate the solution a product can provide
• Explain the workings of a product
• Bring to life the workings of an intangible product or notion
• Guide customers through processes and boost conversions
• Internal comms – engaging employees in new processes or product launches

Where to start?
Your first step doesn’t have to be a massive leap for mankind!
Video can be incorporated into your existing digital marketing plan – it’s not necessarily about re-writing the strategy
Consider repurposing some of your existing content
Aim to make your content pages less static and more interactive and immersive
WELCOME TO THE JUNGLE

Consider your budget and objective
• Drive traffic to a web page?
• Drive engagement?
• Communicate product benefits?
• Deliver some good news?
• Explain the workings of a product?
• Launch a new product – or product feature?
Do you already have content that could be better delivered via video?
• Blog post
• Static infographics
• Product brochures
• Testimonials
• Case studies
• Top 5 guides

You don’t always need the deepest pockets to realise effective video:
• Cadbury’s “Tastes Like It Feels” takes existing user-generated content to deliver a brand message
• ‘Proper Tasty’ revolutionises the food category with ‘social-media-ready’ content in <60” recipe video format. Simple, effective
production delivering engaging and helpful videos
• ASOS equally simple yet effective approach to catwalk videos broke down the “..but I need to try it on” barrier that had
previously made online clothes shopping painful

WHICH PLATFORM?
Consider where your audience will view your videos and ensure there’s a consistency if its used across multiple platforms.
YouTube & Vimeo
Great for longer length videos and SEO
Homepage, Product Pages, About Us
Take your audience on a visual journey of your brand or ambitions rather than just bullet pointing them
Equally, there’s SEO benefits to be gained from hosting video on your own site
Social: Facebook, LinkedIn, Instagram and Twitter
Shorter, digestible content
Maybe consider translating your YouTube or website full length video into a snapshot video series for social media
Email Marketing
Using video in your subject header increases open rates by 19% and increases CTR by 65%
Although not all email service providers allow you to embed videos, you can direct readers to bespoke landing pages that
showcase the video and support it with single-minded, clear CTAs that encourage conversion
Meaning there’s less competing marketing messages - ‘noise’ – on the page to distract the viewer

VIDEO IDEAS
TO CONSIDER

INTERVIEWS & CASE STUDIES
Dixons: Know-How Service Pfizer: Video Diaries
Nokia: Behind the E7 SunLife: Over 50 Plan
Examples of contributor / interview films featuring employees to consumers.
Interview based films can make use of working locations, exteriors, interiors or studio settings – building a narrative around a company
and brand rather than just the traditional talking head to camera.

MOTION GRAPHICS PRODUCT FILMS
Assurant: BT at the Heart AXA: Self Investor Web Guide
Cologuard: Benefit Video SunLife: ‘ISA Savings Calculator’
Simple, animated motion graphics can be used to simplify complex ideas, conveys a product facet to viewers and bring to life the
benefits or workings of intangible products (such as financial products). Motion graphics also enables complete bespoke branding.

SOCIAL MEDIA CONTENT
SunLife: Beard Insurance SunLife: 12 Days of Christmas
SunLife: Tooth Fairy
Quick turnaround, light-hearted films designed to deliver key messages in an engaging way.
April Fools’ Day, spoof ad
Circa. 60,000 views
Part of a ‘12 days of Xmas campaign’.
Circa. 138,000 views
SunLife: Nostalgia

BRAND & PRODUCT LAUNCHES
Online films featuring a product in use, or used to launch a new range.
BMW: ‘Superbike Taster’ Oriel Merton: ‘Promo Launch’
Very.co.uk: ‘Mum & Toddler Fashion Range’

ONLINE ADVERTS
An online advert used in targeted email
campaigns to potential advertisers on the UCAS
video channel.
Traditional looking ads used on a digital platform with traffic driven from other sources. Option to overlay graphics with data
to help personalise the content and message.
UCAS TOYOTA DWP
Regional dealership offers – unique versions
created per dealership.
Used in Adsmart and PreRoll / VOD
40+ geo-location versions created. Each
version featured individual set of maps /
cities and accent versions.
Online & Adsmart campaign.

ONLINE ADVERTS
Online series of ads, used in PreRoll, VOD and
social.
DUVET & PILLOW WAREHOUSE IRON FX ALCAN
An FX trading company that gave away a supercar
to one lucky customer.
The ad was seeded amongst trading news groups.
Recycling focussed viral raising awareness of
aluminium recycling for Rethink Rubbish,
sponsored by Alcan Aluminium Recycling.
Traditional looking ads used on a digital platform with traffic driven from other sources. Option to overlay graphics with data
to help personalise the content and message.

PRODUCT DEMOS
Various ways video can explain demonstrate a product, feature or service via live action, animation, motion graphics…
Nutricia Gold PromiseLeaseplan
Cow & GateOrdnance SurveyOASIS Dental

TECHNICAL DEMOS & ANIMATION
Technical animations can take any form, from 3D photoreal visuals to wireframe or cross section.
Video can help explain a manufacturing detail that can’t necessarily be seen physically, but that creates a USP for that company
(see Enercon video below)
JOHNSON & JOHNSON: Acuvue
Contact Lens Structure
Acuvue Contact Lenses – detailed and scientifically
accurate representation of molecular structure.
ENERCON: Cap Sealing Technology
Induction cap sealing technology explained. See
explanation @ 2 minutes in.
WASTE AWARENESS WALES
An explanation of Anaerobic Digestion power
generation.

INTERNAL COMMS
Making vital communications to internal employees watchable.
NATIONWIDE: Valuing Everyone
A film covering themes of equal opportunities in the
workplace, this won a Grand Prix IVCA award.
Featuring genuine recorded interviews with staff,
delivered by animated characters.
DANONE: Our Story
A stock stills / archive documentary charting the history
of the Danone group of companies.

PUBLIC DISPLAY FILMS
Generally B2B, these films should be designed to capture attention when played at large events and conferences.
SHIMTECH: B2B Promo Film HAMPSON AEROSPACE

INTERACTIVE VIDEOS
Capture your audience’s imagine while you deliver key brand messages
HAMPSON AEROSPACE
Deloitte: Will you fit into Deloitte?
An innovative way of engaging potential new recruits

SUMMARY
Video content is no longer a nice to have – it’s expected
For digital strategy, consider where your audience is digesting your content – they’re likely to already be viewing a
screen
Make it easy for your audience to watch your video: the fewer the clicks, the better or consider auto play videos
Video is not just about brand awareness anymore: video delivers engagement and education of brands & products
It doesn’t have to be passive – ‘choose-your-own-story’ video engages the audience
Consider your video length, if its more than 2 mins maybe you need video series
Keep it simple.

HAPPY HOUR PRODUCTIONS
THE PICTURE HOUSE
4 LOWER PARK ROW
BRISTOL
BS1 5BJ
UK
+44 (0)117 929 9797
info@hhour.co.uk
happyhourproductions.co.uk

C is for content final happy hour

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