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Video Ad Campaign Hall of Fame: Our Blades Are F***ing Great

Becoming an instant billionaire? Sounds f***ing great.

Yesterday, Fortune announced that Dollar Shave Club, a startup that ships razors directly to subscribers’ homes each month, sold to Unilever for a whopping $1 billion.

The Dollar Shave Club brand exploded into the public consciousness in 2012, when the company released what can only be described as an exercise in absurdist advertising.

The video ad—which features Dollar Shave Club Founder Mike Dubin, a man in a bear suit, and the f-bomb—has almost 23 million views on YouTube. The success of Dollar Shave Club and their Little-Ad-That-Could confirms what great advertisers have been saying all along: advertising and playing it safe have no business being together.

As David Ogilvy, described by some as the Father of Advertising, famously said: “Don’t bunt. Aim out of the ball park. Aim for the company of immortals.”

Dollar Shave Club certainly hit it out of the park. Dubin, who has a background in improv comedy, explained that he wrote the ad in an attempt to stand out from brands that take themselves too seriously.

He said, “The world is filled with bad commercials and people who are marketing too hard. I think what we wanted to do is not take ourselves too seriously, and deliver an irreverent smart tone.”

This irreverence has certainly inspired copycats. The Dollar Beard Club, which claims to be the manlier alternative to the Dollar Shave Club, piggybacked off of Dubin’s great idea and gained quite a following of their own.

2 million views? Not too shabby.

There is something to be learned from both the Dollar Beard and Dollar Shave Clubs. First, if you see a strategy that works for someone else, try it out: there is a chance it will work for you too. There is no shame in learning from the success of others.

Finally, take risks. Be irreverent. Dust off that old sense of humor and try it on, even if it’s a bit strange and you’re worried it will weird people out.

If you’re feeling exceptionally brave, you could even try to float some puns. It seems to have worked for the Dollar Shave Club.

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Each Thursday, the Viddyad team will choose a new commercial to add to our Video Ad Campaign Hall of Fame. If you have any nominees (video advertisements that made you laugh, made you cry, stood the test of time, or made you go “WHOA”) let us know! Comment below or shoot us an email at social@viddyad.com.

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Video Ad Campaign Hall of Fame: Generic Brand Video

An old adage tells us that laughter is the best medicine. It’s also the best relief during tense discussions, the best way to appear friendlier than you actually are, and the best way to seem cool even after you trip in front of a bunch of people.

Most importantly, laughter is the best way to build an emotional connection with others. Funny video advertisements have the ability to generate warm feelings and a sense of camaraderie between advertiser and viewer. Advertisements that make people laugh tend to be tweeted, retweeted, replayed and remembered.

One such advertisement is Dissolve’s “This is a Generic Brand Video,” which won the 2015 Shorty Award for Best in B2B (business to business). The Shorty Awards honor the most influential voices in social media, which is a pretty big deal considering how important social media has become in the life of the modern consumer.

“This is a Generic Brand Video” pokes fun at formulaic brand advertisements, which have a predictability and absurdity that may not be apparent upon first viewing, but which nevertheless seem familiar when Dissolve points them out:

 

Dissolve’s video is a good reference point for advertisers who want to see what to do and what NOT to do. The use of cliches and the lack of sincerity or logic in advertising, which Dissolve is making fun of, should be avoided at all costs. Viewers are smart and tend to notice when an advertisement is disingenuous. When making an advertisement, companies should stick to what’s true, and not just what they think viewers want to hear.

When making a video ad, consider using Dissolve’s tactic of sharp humor. This video is impactful because it doesn’t insult viewers’ intelligence; in fact, it makes it seem like Dissolve and viewers are in on a joke together. Most interestingly, the use of humor covers up the fact that the video is itself an advertisement. Through this video, Dissolve is able to gain brand recognition, free publicity, and hits to their website, all while giving viewers a good time.

 

Each Thursday, the Viddyad team will choose a new commercial to add to our Video Ad Campaign Hall of Fame. If you have any nominees (video advertisements that made you laugh, made you cry, stood the test of time, or made you go “WHOA”) let us know! Comment below or shoot us an email at social@viddyad.com.

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Video Ad Campaign Hall of Fame: Daisy Ad

There are some video advertisements that our eyes see but our brains don’t register. There are some ads that we forget as soon as we see them. Other ads may have a catchy jingle that gets stuck in our heads for awhile, or even a slogan that we can recite years later. And then there are the ads that stick with us forever; that capture us, move us, and change us. The Daisy Ad is one of those ads.

 

Released in 1964, the Daisy Ad was the mother of the modern political attack ad. The advertisement was made for the presidential campaign of Lyndon B. Johnson, who had entered the oval office in 1963 when JFK was assassinated. In 1964, he was defending his presidency against Republican candidate Barry Goldwater.

Before the Daisy Ad, presidential candidates weren’t expected to exchange the vicious, emotionally-charged attack ads Americans are accustomed to these days. Take, for example, JFK’s 1960 presidential election ad:

 

It’s a cute tune: that’s for sure. But if presumptive 2016 presidential candidates Donald Trump or Hillary Clinton ran an ad like this, they’d likely face the wrath of endless internet trolls. (Don’t believe us? Ask Mitch McConnell.)

Political ads today have some teeth to them. More importantly, they have the ability to tug at viewers’ most powerful emotions, like anger and fear. For this, we have the Doyle Dane Bernbach ad agency to thank. They are the masterminds behind the Daisy Ad, and since they hit the scene, the ad world just hasn’t been the same.

According to the Smithsonian Magazine, the DDB agency had a policy of treating advertising like art, not science. The founder of the company would tell his employees “Playing it safe can be the most dangerous thing in the world, because you’re presenting people with an idea they’ve seen before, and you won’t have an impact.”

The DDB agency truly practiced what they preached. The Daisy ad had the impact of, well, an atomic bomb—not only on the political advertising landscape, but on the hearts of viewers. The ad made such a big impact, in fact, that the advertisers only had to pay to broadcast it one time; after that, the news networks picked it up and played it for free.

So, how can you make an ad that’s as powerful as the Daisy ad?

Prioritize pathos.

Appeal to the emotions and values of viewers, instead of simply their logic. Yes, your product or service may have many convenient and practical features. But there is also something about your business that will pull on the heartstrings of your viewers. Maybe it’s that you took over the company when your father or mother passed away. Maybe it’s that you give a percentage of your proceeds to charity. If you can remind viewers of your goodness—of your humanity—then your advertisement will have the impact of the Daisy Ad (sans atomic bomb).

Each Thursday, the Viddyad team will choose a new commercial to add to our Video Ad Campaign Hall of Fame. If you have any nominees (video advertisements that made you laugh, made you cry, stood the test of time, or made you go “WHOA”) let us know! Comment below or shoot us an email at social@viddyad.com.

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Image source: http://nyti.ms/297mqdL

 

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Our Top 8 Video and Digital Marketing Sites

We love stats, facts and information here at Viddyad so we decided to make a list of the top blogs and websites we felt would be great for any business to keep track of and to learn lots of new information about video marketing and digital marketing. These sites will give you so much great information it will be difficult not to get your digital strategy right. In no particular order:

  1.     Reelseo.com

Updated daily, here you’ll find hundreds of articles dedicated to video marketing. They also discuss the latest trends and viral sensations that can be found across the internet.

  1.     eMarketer.com

Emarketer focuses on providing lots of data on digital and digital marketing. With an array of topics from programmatic buying to marketing technology it’s easy to find information that you need and even information you didn’t know you needed.

  1.     Techcrunch.com

Tech Crunch is great for all things tech. It’s not solely concentrated on marketing or video but it’s a great site to keep up with the latest news about the tech industry, and even is tech isn’t your business area you can keep track of the latest news and updates from the social networking sites that you are most likely using.

  1.     Digiday.com

Digiday will keep you up to date with the latest trends and news happening in the digital marketing realm. You may just pick up a few tricks to market your business.

  1.     Iab.com

Again this is a great resource for all types of articles with the most popular topics on the site being creative and video marketing. They give a fresh perspective to topics and ideas.

  1.    Marketingland.com

With an abundance of topics you will certainly find information for what you need on Marketing Land. They have lots of articles chocked full of advice and tips that you’re sure to find useful.

  1.     Forbes.com

Forbes is a go to site for all kinds of topics, like job interviews tips to the latest to the biggest companies in the world, but you’ll be sure to find lots of marketing and business tips here that will be worth the read.

  1.   Mashable.com

Mashable is a great source for news, and you’re sure to find updates on all the latest tech feature. You’ll also come across some interesting stats that are relevant to your marketing strategy and your business.

So that’s our quick list of the top sites to find great tips, tricks and updates on trending topics in the digital marketing world. Of course there are many sites that can give you lots of interesting stats, in fact we here on the Viddyad blog try to keep you informed and up to date on the latest trends and stats too. If your favorite site is missing from the list, leave us a comment below and share the knowledge!

At Viddyad.com you can easily create video ads for your business. Upload your own images or choose from of library of 85 million clips and images to create the perfect video.

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6 Tips for Using Facebook Video ads

 

Video on Facebook is seeing a huge increase over the last year, with 100 million hours’ worth of video being watched per day. With this shift towards the more visually engaging video it is no wonder that Facebook are also trying to encourage their advertisers to start uploading more video to Facebook and to start using video ads. Facebook is a great platform for brands. With billions of users, a brands target market will be found there. Ads appear so naturally within the Facebook timeline users are much more likely to engage with an ad, especially if the targeting is correct. So because Facebook is such a great platform for business, we decided to take a look at what you should do when creating and posting a Facebook video ad.

 

  1.     Engage without sound

 

When creating your video ad for Facebook, keep in mind that the videos will auto play without sound. This is to ensure the least amount of disruption to the user experience. For this reason it is important to consider the sounds that your video is using. You will want to engage your user and encourage them to hit the unmute button so they can hear the audio. That means your first few seconds are vital to grab their attention. Once this is achieved you can use music and voice over to keep their attention. You may even consider not relying on any sound at all for your video. For this to work the visuals in the video must be highly engaging.

 

  1.    Create for Facebook

 

If you have a large enough budget and have produced an ad for television, it is very tempting to just put that same ad up onto Facebook, but try to avoid this. As above Facebook ads are highly engaging because they are natively integrated into the Facebook timeline. So why waste the ability to engage your specific audience, by showing them the same ad they have seen on television that they already associate with interrupting their favorite T.V show. Creating something new and specific for Facebook could encourage a person to buy quicker than a T.V ad.

  1.     Don’t forget a call to action

 

A call to action is one of the most important parts of you video. It is simply a way to engage you audience and let them know what exactly it is you want them to do after watching a video. So it could easily be a prompt to visit your website, or your video could be alerting users of a sale that you are having. There is no point in having a wonderfully engaging video unless it prompts the viewer to interact with your brand in some way. 

 

  1.    Target correctly

 

You have access to billions of people on Facebook, so it goes without saying that at least some of your target audience is using the platform. Posting your video on Facebook is useless unless you use Facebook targeting tools to your advantage. Even if your product is specifically for shark photographers off the coast of Galway, chances are you’ll find them on Facebook. The better the targeting you set on your ads the higher the chance you have of making a sale.

  1.    Customise for your audience

 

The videos you use should target your audience specifically rather than just advertising with a general introduction to your business. Even if you have multiple products with multiple target audiences, make a video for each subsection of the market. Make sure to engage you audience with inspiring and interesting videos, because having multiple videos that nobody wants to watch won’t do much for business. So if you have a business that sells shoes for both men and women create two ads, one targeting men and one targeting women, rather then just creating one ad to showcase all of the shoes in the range. 

 

  1.     Test your video ad

 

Once your video has been made you should monitor the engagement levels. Consider creating multiple videos with different themes and visuals and monitoring the engagement levels on each video. It could be thought then that the video with the highest engagement could be considered the best one for your target audience, with that information you can then use it when creating future videos.

Create a video ad to use on Facebook at www.viddyad.com

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