Video Content

Brands that brought stories to life through video, animation and short films to entertain and educate customers.

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The Goals

Pitney Bowes was formally launching a new product on April 28, 2016. Called SendPro, the product is designed to simplify processes for office shippers in small companies. The ultimate goal was to create a video that promoted the benefits of this product, while also confirming that the target audience had a problem that was not being solved. Instead of simply creating a standard two-minute promotional video, Pitney Bowes focused on being strategic and buyer-focused.

The Assets

Partnering with UK-based agency PSONA Films, Pitney Bowes created an animated video designed to educate and engage audiences, and drive them to sign up for a free SendPro trial. The animation also needed to be global-friendly so it could appeal to buyers in different geographic areas.

Ultimately, the video was used as a marquee deliverable during the initial launch and is an integral part of Pitney Bowes’ marketing mix as the solution extends to new markets.

The Results

Because the video was designed with globalization in mind, Pitney Bowes was able to keep editing and customization costs to a minimum. Within a month of its release, the video garnered more than 2,300 YouTube views and the sales team started to use the content for their day-to-day use. As of this report’s publish date, the video had nearly 6,500 views.

Lessons Learned

In order to maximize investment in video content, design animations and your script so they can appeal to a broad audience.

The Goals

IBM partnered with NBTV Studios and The CMO Club to give audiences a behind-the-scenes look at what life is like for the modern Chief Marketing Officer. The resulting seven-part video series showed the stories of CMOs from across industries, such as sports, entertainment, banking, retail and technology, while also spotlighting IBM’s unique positioning, thought leadership and best practices for the CMO audience.

The Assets

The seven-part video series was showcased on a variety of outlets, including AdAge, Digiday and PSFK. Each episode closed out with an expert interview with an IBM executive, who would focus on the specific areas that the CMOs raised. The episodes featured the following organizations: The Home Depot, The Recording Academy, Steinway, St. Louis Cardinals, BBVA, La Quinta Hotels and IBM.

The Results

CMOs that were featured in the series have reported positive engagement and response from colleagues within their companies. IBM also has garnered extremely positive results, including:

→ More than 50,000 video views for the series
→ More than 170 million social media impressions

Lessons Learned

Leverage thought leaders and influencers across industries to star in your content, so you not only educate buyers, but show you understand and empathize with their goals and concerns.

The Goals

Through in-depth buyer research, TD Ameritrade discovered that buyers favored the advice of peers over brand-voiced information. As a result, the company plunged into changing its entire content strategy and focused on engaging real customers so they could share their unique stories.

The Assets

About two years ago, TD Ameritrade Institutional (TDAI), a brokerage and custody services platform for Registered Investment Advisors (RIAs), shifted its case study approach from solution-focused, to buyer-focused. The brand partnered with Bulldog Solutions to conduct buyer persona research, which ultimately unveiled two target audiences the company needed to speak to: Breakaway Brokers and RIAs. The companies also found that they needed to segment audiences based on the business environment they’re transitioning from. After completing this research, TDAI created buyer personas and mapped out the overall buyer’s journey.

For the initial release, TDAI produced three customer stories and, in fall 2016, produced five more. Each story is broken into chapters, each speaking to different parts of the transition process. These aspirational stories were designed to tap into the fears of certain buyers, and show them the benefits of turning to TDAI.

The Results

Since launch, the customer story videos have contributed to:

→ 38% year-over-year conversion rate increase
→ 34% year-over-year improvement in active opportunity value

The sales team has also revealed that content marketing is also producing more engaged leads. Due to the success of the customer videos, TD Ameritrade Institutional has decided to release new stories every year.

Lessons Learned

Engage your sales team, clients and prospects to create buyer personas. These personas can fuel all content creation so you can better resonate with current and prospective customers.