Video Vidi Vici: Video Marketing Shifts and Strategies
From 6-second Vine clips to HBO Go, the way people consume, create, and share video has been undergoing a huge transition in the last few years, and the future is looking just as exciting. During VRS, Bob Estrada (SVP, Senior Director at BBDO), Bill Smee (Executive Producer of Original Video, NBC News Digital), Scott Rosenberg (VP, Business Development, Content & Services Roku), and Vic Walia (Sr. Director of Brand Marketing, Expedia) discussed how they’re each tackling video from all different viewpoints – from streaming content to UGC.
Part 1: Bob Estrada on Lowe’s #FixInSix
Lowe’s adoption of Vine came early on in the app’s life, and the #FixInSix campaign they launched with was lauded for its innovation. But how did Lowe’s end up deciding they should be on the platform or what type of content to make? Bob Estrada, who led the team at BBDO that developed and executed the project, discussed how important it is to know which platforms a brand should invest in.
“Time is limited. Resources are limited. Budgets are limited. There’s always a new platform coming, so you’ve got to really decide which ones are worth it for the brand.”
With the goal of reaching mobile customers and a younger demographic, Vine ended up being the perfect outlet. But Bob’s biggest piece of advice is to not let your content live and die on one platform alone:
They refer to #FixInSix as a Vine campaign…It starts on Vine, but we push that content absolutely everywhere. That’s where we get the reach and scale. 22,000 people are following the brand on Vine, but that’s not the big audience. The big audience [is reached] by taking that content and then promoting it on Facebook and Twitter and really getting some targeting and reach behind it.
Part 2: Bill Smee on NBC News’ Digital Video Strategy
Representing the world of news video, Bill shared the goals and strategies he implemented at NBC to launch their digital video arm to engage a wide online audience.
“Coming to NBC, the goal was to take a very venerable news institution…and chart a course into the digital realm and embrace the idea that digital video really isn’t television,” he said.
Part 3: Scott Rosenberg on Streaming Video
Just a few years ago, you would have thought someone was crazy for saying the days of cable or satellite television were numbered. But today it seems it’s less of a question of “what if” and more of a “when.”
“One of the thesis behind [Roku] is the belief that all TV will be streamed,” Scott said. “TV advertising will ultimately all be streamed as well. That has some pretty radical implications for the way in which we as marketers think about how we’re going to reach a TV audience 5 or 10 years from now.”
Part 4: Vic Walia on Expedia’s Emotional Storytelling
Vic made the whole audience tear up with his presentation on Expedia’s strategy to connect with consumers by using authentic and emotional travel stories.
“They’re all very functional; built on a rational binery decision,” Vic said when discussing standard travel websites. “The challenge is we know that travel isn’t rational at all. It’s very emotional…We know that travel has the power to truly transform you and shape your view of the world. That’s the ethos we live by at Expedia.”
Part 5: Question & Answer
Lastly, Video Vidi Vici moderator Emily Anne Epstein (Senior News Editor, The Atlantic) lead the group in a q&a, discussing, among other things, the time and effort that goes into creating video today.