Published on March 12, 2014
TO VINE OR NOT TO VINE I S S I X S E C O N D S T O RY T E L L I N G R I G H T F O R F I N A N C I A L B R A N D S ? Jill Sherman March 6, 2014
LET’S JUMP RIGHT IN. Vine is right for just about any brand, including financial services. But only when used the right way. 2 2
WHY VINE? 3 It’s highly consumable content. A branded Vine video is four-times more likely to be seen than a regular branded video. Source: Digiday It’s highly engaging content. The average tweet engagement rate for Honda’s #WantNewCar Vine campaign almost tripled in the first and second day of the campaign. Source: SocialBakers More engaging than Instagram. Vine videos get twice the engagement of Instagram videos. Source: Luce Performance Group 3
WHY VINE? 4 It’s the top growing mobile app. In Q3 2013, Vine saw 403% growth, and now has more than 40M registered users. Source: Global Web Index Consumers like branded Vines. Branded content accounts for four percent of the top 100 Vines to date. Source: Unruly Media It’s relatively low cost to produce. Because you’re using a native phone app, the standard video process, equipment and crew isn’t required. 4
WHAT A GOOD BRANDED VINE ISN’T. 5 Unnecessary and/or boring and/or totally random. https://vine.co/v/bQZLKAA2151 Your dream 6th grade film class experiment. https://vine.co/v/hlOP1qlhQ31 Cool just because it’s looping. https://vine.co/v/bpxnAYrJUnK A hokey magic trick. https://vine.co/v/hU9zEErpmYK Your ad, cut down to 6 seconds. https://vine.co/v/bDExaiMjJ1F 5
WHAT A GOOD BRANDED VINE IS. 6 Storytelling. https://vine.co/v/hlhZEAqFQI9 Creative without feeling overly-produced. https://vine.co/v/htVTBdtIYZW Stand alone. https://vine.co/v/hlhKnvWrWu2 Adds value. https://vine.co/v/MmB97EKEAOA Entertaining. https://vine.co/v/hV9uKqvLlqh 6
EXAMPLE: LOWE’S (INSTRUCTIONAL) 7 Lowe’s Vine account focuses on home improvement and life hack tips (#LowesFixInSix) by using stop- motion animation to show consumers how to keep a rug from sliding to using tin foil as paint tray liner. Link: https://vine.co/v/bEFQXmnWrOP 7
EXAMPLE: GENERAL ELECTRIC (BRAND POSITIONING) 8 General Electric has created some truly inspiring videos as part of their “six second science” in order to showcase the company as a forward-thinking, innovative and science-based brand and company. Link: https://vine.co/v/bDY9O7xTllv 8
EXAMPLE: CAVENDISH HOTEL (CONTEST) 9 Cavendish Hotel in London was the first company to create a Vine-only contest. The "most romantic" #ValentineVine won a free night in the hotel with complimentary dinner and drinks. Link: https://vine.co/v/bvH96B9QhHd 9
EXAMPLE: PEANUT BUTTER CO. (SPECIAL OFFERS) 10 The six-second clip, which ends with a frame of a downloadable coupon, went viral with more than 300,000 views. As a result of the campaign, more than 6,000 coupons were downloaded. Link: https://vine.co/v/bIjdL3vTOtm 10
EXAMPLE: KIDS COMPANY (FUNDRAISING) 11 UK Charity, Kids Company, makes its short films painful to watch. Featuring vulnerable children in hard to imagine but all too real situations, followed by the simple words, “Make it Stop” and a call top action. Link: https://vine.co/v/btTWqiLLXvK 11
VINE AS CONTENT FOR OWNED CHANNELS PlayStation and Blitz Agency reinvented the baseball card by turning "MLB 13: The Game" fans into players from their favorite team. The videos were released on Twitter and PlayStation.com. Link: https://vine.co/v/bIXJHH2JJnr 12
CONSIDERATIONS This isn’t video. Vine is a platform that requires a specific creative skillset. Don’t just copy your marketing materials. Be authentic to the Vine platform. And utilize Vine’s native features. Vine shouldn’t be the shiny new object. If 6-second storytelling isn’t the right for the message, skip it. Don’t embarrass your brand. Be creative. Do storyboards. Try an idea a few different ways. Get good at it. 13 13
CONSIDERATIONS It requires a team. Don’t pawn off on your copywriter or social media manager. Bring in the creative team. It doesn’t have to be a one off. Think programmatically. Is there a campaign opportunity? Have a distribution strategy. Don’t expect people to find your Vine on Vine. Use Vine as a content creation platform. Give it a boost with paid support. 14 14
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