Acquiring Customers Using Branded Content

The great news is that we’re seeing many more hilarious and effective videos as marketers are looking to branded content to generate awareness (and possibly sales) for their new products and services.  While there is no guaranteed formula to reach your target audience, it’s often a combination of tone, timing and luck.  The most effective examples of acquiring customers using branded content are short and sweet videos that achieve the right balance of light tone, edgy humor and product information.

Here are two of Savvy Marketing’s favorites and one sort of, well, see for yourself.

Ship My Pants

This video from Kmart generated 13 million views since launching on You Tube.  Thanks and hat tip to the always informed ViralBlog.com for highlighting this 30 second spot as part of ViralFriday.

Dollar Shave Club Video

This classic 1:30 minute spot, created by CEO and Upright Citizen’s Brigade alum Mike Dubin, generated 10 million views and 12,000 orders within 48 hours.

Dove Real Beauty

Dove’s focus on real beauty is authentic and amazing, so I want to love everything that they produce.  However, in this video, women describe themselves to FBI-trained forensic artist, who then creates composite sketches.  It’s pretty long at around 3 minutes and feels forced and heavy, especially compared to some of Dove’s past campaigns.   That said, it’s certainly popular; this video has already gotten 27 million views in 10 days.

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