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Direct Response Marketing

Branded Video Storytelling Gains Global Viewers

5 Mar, 2014 By: Doug McPherson


RESTON, Va. – It appears the growth of online video viewing isn’t lost on marketers who are now tapping the medium to woo consumers – not just in the United States, but around the globe.

According to comScore, Americans are now watching more than 52 billion online videos from desktops and notebooks monthly.

Hannah Brenzel, a content marketer writing for Business2Community, an online site that covers marketing and social media, says many brands have embraced storytelling through online video.

“Because online video is not restricted by the traditional limitations of TV advertising, companies around the world are able to produce long-form video content with a heavy focus on storytelling,” she writes.

The ads are generating millions of YouTube views and social shares because they’re both entertaining and heartwarming, Brenzel writes. “Worldwide, brands are learning that the way to consumers’ hearts is through stories, not blatant product promotion.”

Here are some examples of branded video storytelling:

  • United States – Wrigley’s “Origami” from agency Energy BBDO captures little moments between a father and daughter as they enjoy Extra gum together. The spot generated 1.7 million YouTube views and 102,000 social shares.
  • Australia – A video from Australia’s GetUp! community advocacy organization tells a story with a strong call-to-action to end marriage discrimination. The video now boasts 12.6 million YouTube views and 1.5 million social shares. GetUp! raised enough support and public donations to air the video on several Australian TV channels.
  • South Africa – Scotch whiskey brand Bell’s and ad agency King James produced a South African ad that racked up 1.4 million YouTube views and 90,000 social shares in under a month.
  • Thailand – Pantene: 6.8 million YouTube views, 528,000 social shares; Thai Life Insurance: 3.2 million YouTube views, 480,000 social shares; Truemove H: 15.4 million YouTube views, 1.47 million social shares; Wacoal Thailand: 1.9 million YouTube views, 206,000 social shares

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