The Importance of Mobile Optimization in Video Marketing

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If a picture is worth a thousand words, then video must weigh in over a million. The popular video sharing site YouTube, is currently ranked third globally under the mighty Facebook and number one search provider Google, and the overwhelming popularity of videos continues to explode online.

Marketing with video content is now challenged with effectively crossing social channels, compatibility on a multiple of mobile devices and engaging with our internet audience. While television advertising was once the “go-to” form of visual marketing, there are countless other methods that mobile marketers can use to display their message.

Let’s look at some ways these industry leaders launched successful video campaigns to reach a bigger and better mobile audience while effectively building their brand:

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Have a Coke and a Smile — and a more relevant audience

Back in 1980, Coca Cola aired a commercial during Super Bowl XIV where “Mean Joe” Green tossed his jersey to a child who gave up his beverage to the all-pro tackle following a particularly rough game. This award-winning ad was extremely popular, but in this distant past, their message only reached those viewing this commercial, aired only on their TV screens, at that particular time.

Fast forward to present day, and this soda giant has scored a touchdown by using targeted advertising on Facebook to more effectively reach their mobile audience. They sent different versions of their “America Is Beautiful” commercial aired during the 2014 Super Bowl to select groups based on demographics.

One variant of the ad was sung in Spanish, sent to the Hispanic community socially on board their mobile devices, reaching a more relevant audience and boosting sales. The version that aired during the game, sung in seven different languages and then reposted on YouTube, has over 12 million views. Even those who weren’t able to watch the Seahawks trample the Broncos 43 to 8 on their big screen TVs, could still see Coke’s commercial on their smaller, mobile, handheld devices.

Dove has Real Beauty — and makes a strong emotional connection

Dove’s Real Beauty campaign continues to be a viral marketing success and arguably some of their best video choices available from their online library are the “Sketches” shorts. These poignant pieces emotionally target and connect with their number one audience member – women – and have garnered almost 65 million views.

The soap company hired a FBI trained, retired forensic artist to sketch women who were concealed behind a curtain using only the description of themselves to complete the drawing. The same women were drawn from the perspective of a stranger and when the two images were held side-by-side, the subjects were shocked and moved by the differences they saw. The stranger’s viewpoints were much more flattering than the women’s negative perceptions of their own beauty.

Although it may not have been meant for specifically for mobile devices, women were so touched by this piece, they were sharing this powerful, emotional message with friends on their smartphones and aboard social media.

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Bet You Can’t Just Eat One – but you can get millions of responses

Lays potato chips recently made a million dollar gamble that paid off in a big way causing a feeding frenzy on YouTube and other social media platforms. The chip King posted a “Wouldn’t It Be Yummy” video on YouTube and backed with some other televisions spots, they offered a $1 million dollar cash prize (or 1% revenue from sales) as a reward for coming up with the best new potato chip flavor.

Released in 2012, their “Do Us A Flavor” campaign request was answered on mostly handheld mobile devices with over four million flavor ideas coming through a Facebook app and SMS responses. The campaign tripled Frito Lay’s Facebook fan base and boosted sales 12% nationwide.

While we not be able to launch a million dollar mobile contest, we can still learn from these pros how to get the most bang for our mobile marketing buck. Whether you are more effectively targeting your audience or making a powerful, emotional connection, find the best way to reach out and connect with today’s mobile consumers.

Nick Rojas is a business consultant and writer who lives in Los Angeles and Chicago. He has consulted small and medium-sized enterprises for over twenty years. He has  contributed articles to Visual.ly, Entrepreneur, and TechCrunch. You can follow him on Twitter @NickARojas.