How to Create Million Dollar Campaigns for a Fraction of the Price

March 1st, 2010

A lot of online video campaigns are overproduced because “that’s the way we always do it” or “if it doesn’t look like a polished campaign, then it won’t work”. And, on the other end of the spectrum, there is a ton of poorly (low quality/low impact) done video out there.

If the endgame is to combine IMPACT + QUALITY and deliver on business objectives such as increasing product awareness, increasing sales or educating customers – how do you achieve both strategic impact and creative quality for a fraction of the price?

Here are three ways:

1. Recruit members of your community to shoot their own videos:

Every week Savings.com expert users provide the community with a “Deal of the Week” on video. We helped Savings.com package user generated video created by their expert users with an animated intro and end-tag that includes audio branding. In addition we created a customized look for their YouTube channel – This Week in Deals.

Why it Works:

It’s Real! These are real people helping you save. Savings.com could have developed funny clips or cute skits to communicate with their audience, but it would have been inauthentic. Your customers know when something is not authentic, more importantly they like it when you provide them with valuable tips and money savings.
In our increasingly transparent online world, authenticity is powerful.

Conclusion:

User generated video + high quality graphics package = Win, win for the community of users and brand alike.

2. Produce documentary style “testimonials” featuring your customers.

The next level up from user generated is “pro-sumer” quality content. It is well shot and well edited. Though the content is more “produced” the brand spirit/authenticity still comes across and feels human. Having a clear value proposition defined allows for you to direct and edit the video more efficiently and allows for clarity as in this video we produced for Jib Jab’s venture capital firm.

Why it Works:

It is simple, authentic and easy to produce, shoot and edit.

Conclusion:

Pro-sumer quality video documentaries featuring your customers and directed + clear value proposition= Win, win for the customer and brand alike.

3. Shoot a million dollar commercial for less than 250K.

We recently shot a campaign for Suzuki using 2 Canon 7d’s which are DSLR’s. If there is one trend you want to be up on, THIS IS IT. Canon has installed a cinema level image in a $2000 camera. Directors, cinematographers and even George Lucas are putting these cameras up against the biggest and best equipment out there and choosing DSLR’s as a important tool. Last week, while attending Createasphere, we heard reknowned director Tony Kay share his experience shooting his latest feature film on several Canon 7D’s. The bottom line is this, DSLR technology (along with a strong director and creative) is allowing feature film level quality content to be created affordably.

Why it Works:

The technology is at par with more expensive and difficult to operate cameras.

Conclusion:

New lower cost DSLR cameras and lenses + experienced director and crew = million dollar quality for a fraction of the price.

Read recent features written about this shoot:

Photo Cine News: 02/19/2010
Digital Cinema Foundry 02/24/2010

What makes it possible to execute these different options for online video campaigns?

Experience

Having actually shot million dollar commercials and created motion graphic packages for the worlds top brands leads to faster and more efficient production.

Creativity

There is no substitute for having great ideas and making them look amazing. When this is combined with a strong strategic understanding of your business you have a powerful and effective combination to create effective online video campaigns.

Technology

Whether it be a Canon 7D SLR camera that shoots HD or shooting on an iPhone – today’s available tools allow for professionals and semi-pro’s to create compelling content.

Hybrid Work Flow

Flowing smoothly from strategy to creative to technology come from being able to speak all three languages and having a framework for an integrated work flow.

We would love to hear from you. What are your experiences? Leave me your comments below.

Seth Epstein

Chief Catalyst

For more information about The Groop’s online video capabilities please email us at video@thegroop.net

You can also call us at 213.613.0066

Entry Filed under: Advertising, Strategy, Video