SITUATION
Bissell Pet Network came to us with the goal of increasing web-store traffic and producing a conversion video for sales. In search of a fresh concept for the launch of a new product update, Bissell sought to increase engagement across multiple digital platforms, including social networks. Make the thing go viral! (kind-of). How do we convey the selling points of the new update and also teach the user, a “how-to” instructional guide? Can you create buzz with an instructional video?
YES WE CAN
We know that after watching a video, 64% of users are more likely to buy a product online (Hubspot). Companies using video in their marketing have a 27% higher clickthrough rate and a 34% higher conversion rate than video-less organizations (Buffer). And finally, video shared on social networks generates an average of 12x more shares than text and images combined (Hubspot).
STRATEGY
We developed a story concept inviting our viewers to be a part of the “how to” process through narrative storytelling. Engaging the viewer while teaching – can this be done? Take a look at the main campaign collection below:
MANY DELIVERABLES HELPS MARKETING
While on set, we captured multiple angles of each step to cut into a series of 9 Frequently Asked Questions (FAQ) videos. From this footage, intentional editing time was devoted to cutting smaller segments (more deliverables, more content) to use across social network channels and ad placements, while the main piece lives on the product page. We also sent our photographer to capture stylized photos during the shoot for a unified and cohesive promotional campaign roll out.
RESULTS
By strategizing against the ultimate goal of the project (drive traffic & increase sales), we were able to come up with a cost-effective way to equip Bissell with a campaign of content that could be utilized in a variety of different ways and settings.
