Online video is an opportunity to set yourself apart from your competitors. By simply having online video at all, you are already heading in the right direction. However, as more and more companies catch on to the power and potential of online video, it is not enough to simply have video – your video content has to be the best and should differentiate you from the crowd.
On this occasion I am going to focus on one product type, that of beer, to give you an insight into how a couple of different brands are positioning themselves within the market.
How Guinness differentiate themselves using video
Guinness are no stranger to effective video marketing. This new video reached three million views within four days of online release. A simple plot; a game of wheelchair basketball followed by a pint of Guinness. The twist is that only one of the men in the group is an actual wheelchair user – the rest, it seems, are his friends who are playing wheelchair basketball so that they can all play together. The narration consists of three words and a short statement; ‘dedication, loyalty and friendship; the choices we make reveal the true nature of our character’.
So, what are Guinness saying about their brand and their market. They are saying that people (or more specifically, men) who drink Guinness are decent people who are good to the core. This advert scores 10/10 for emotional engagement factor.
‘Knowing what matters’ is a consistent theme for the Guinness brand. Check out this past video featuring one of the most loyal creatures of all – the noble penguin:
Guinness don’t always aim directly for the emotional jugular. This old add is brilliant because it is creative, exciting and most importantly, the visuals illustrate the point perfectly – that good things come to those who wait:
How Fosters differentiate themselves using online video
Fosters (Heineken UK are the parent company) ended their long-term relationship with high profile advertisers Saatchi and Saatchi to start a new affair with advertising company Adam and Eve. Adam and Eve did more than think about creating TV adverts that would engage the British public. They also saw an opportunity with online video and social networks. They made it their goal to give ‘Brad and Dan’, the two Ozzy characters from their campaign, a real online presence, as well as on our TV screens.
Brad and Dan have their own website (packed with their hilarious wisdom), their own Twitter account and their own Facebook page. All of the ads are available on their YouTube channel, which brings me to the next significant point. These adverts have inspired a whole series of video responses, actively engaging a generation of (stereotypically) 18-30 year old ‘blokes’ who enjoy a good pint of the amber nectar we know as Fosters.
Fosters are making use of different content possibilities. For example, they shared the ‘making of’ video below which is a great way to give their audience intimate access to their main characters. It is also very entertaining for their target market.
Let there be beer
I am sharing this online video because it is an interesting one to analyse. It wasn’t made for any one brand and was launched in the UK in July 2013 by a conglomeration of some of the largest brewers around, including Carlsberg, Heineken, Molson Coors and SABMiller. The aim is to rekindle passion for beer in the UK after a drop in sales of 5.5% in pubs in the first quarter of 2013.
This video, which has also been on TV, is the first part of a longer campaign. Taking the video in isolation, it has strengths and weaknesses. It is a perfect length at one minute and it tells a couple of little stories. It is entertaining to watch and it is nice to see that women are involved in the beer drinking, rather than just men. As it isn’t promoting one particular brand it will be interesting to see how the wider campaign pans out and what it manages to achieve. There is certainly no differentiating and the goal is obviously to interest a wider audience than the Fosters adverts above for example.
You can get more of a sense of the campaign at their website which includes detailed information about a range of beer types. The campaign is also trying to make good use of social media to engage the market.
Differentiating your business using online video is really about tapping into your brand identity, bringing your best features out creatively and sharing them with your market. Before you can even get to this point, you need to know who you are, who your market is. Guinness and Fosters have this nailed. Their videos appropriately target the people who they want to buy their product.
What makes you unique? Can you translate that into video?