YouTube is full of emotional content. Brands which can successfully harness emotion can create a piece of content worth distributing that creates positive affinity. The climbing view count on this branded content spot for Windex indicates they have nailed it.
Who knew that a brand like McDonald's could leverage emotion to create a positive affinity towards the brand? A wonderful uplifting campaign which has elements of more traditional ads but also long format content that cuts through.
This is a great example of a brand stepping out of their video comfort zone and tapping into online trends. Its part reality, part tip video, part science content and it really works. Also really like the use of a celebrity to set the initial interest for the video.
These are just a few best in class examples from the UK's Pepsi Max channel. They have truly transitioned from a brand that runs ads in font of great content to a brand that creates such good content that you could run ads in front of it. Check out their channel for more examples from their great distribution strategy.
Mesmerising content from RedBull. This isn't just action content, its high end visual storytelling. Its long and worth the whole watch. Also really great extension of the content with the making of and bloopers trying to get it right.
We don't always want to highlight big budget campaigns but this is by far the best series of branded athlete stories from this year's Olympics. Each one feels real, not overly produced and has just the right amount of branding throughout. They make me want to go workout!
Created for Samsung's sponsorship of the Australian netball team. Rethink Role Models is a branded content campaign aimed at empowering young Australian girls to follow through on their aspirations. Notice the use of an extended end frame which leverages both annotations and YouTube cards to keep viewers in the content funnel.
Instead of barking at their core demographic, KFC have enabled them to create the kind of music & fashion content that matters most to them. Transitioning the relationship from transactional to communal.
For those who don't know, Knorr is a stock, spices and sauces brand. That certainly doesn't stop them from creating powerful emotional content that cuts through and to develop meaningful affinity towards the brand. Here are just a few examples.
By far our favourite piece of emotional branded content. The story of a man and his dog funded by Patagonia. The film will not only reduce you to tears but it subtlety embodies everything the brand stands for.
If you think Volvo Truck's Epic Splits video was the only great piece of content they have created. Think again. Volvo trucks has been working on their content strategy for some time and has managed to produce several award worthy hits.
Leveraging satellite imaging technology to deliver an amazing art installation. All produced quite inexpensively. Now more than 2.5M views!
Who says a bank can't make emotional feel-good content? Who better placed? Banks enable people to buy their first home, open their dream business, so why not bring these stories to life? TD are now invested in this space with more and more examples on the way. Here are just a few below.
An oldie but a goodie. This Air NZ series takes on its greatest challenge, Australians skeptical of traveling to NZ. The series tackles different stereotypically Aussies but no video sums up the success of the campaign better than this spot of the typical Aussie Bogan. Low production quality doesn't hinder the perfectly executed commentary from NZ comedy legend Rhys Darby.
Perfect example of amplifying a simple brand activation to make for very powerful piece of online content.
Low cost, high emotion, and a perfect example of how the seamless integration of technology allows for powerful storytelling. This is the same technology as Hangouts but we often overlook it as a creative technology.