In a highly competitive, saturated marketplace, faced with increasing rationalisation in supermarkets, FMCG marketing teams are shifting from a short term focus on price promotions to a long term brand growth. Current marketing thinking is driving a move towards the creation of emotionally driven campaigns (Bryon Sharp’s How Brands Grow, the IPA’s The Long and the Short of It). Fame creation through TV is still relevant, but with mobile video such a powerful medium for connecting emotionally, it comes as no surprise that marketing strategies are increasingly been built around video production and activation.
Video for every stage of the consumer journey
In the multi-channel environment, it is more important than ever to connect with your target demographic in the right context with content that resonates with them. FMCG brands need to tell compelling stories, backed by increasingly sophisticated data and audience research, and then activated through the consumer journey from TV ads to mobile and social.
Proving ROI by connecting videos to sales is an ever-increasing part of our business. Our interactive platform and shoppable video content allows your sales videos to be directly linked to an e-commerce basket.
Our work with FMCG brands
Whether it’s hero, hub, help or action content, we have experience of developing content that meets consumer brands objectives. Recently we’ve worked with one of Danone’s nutrition brands, Aptamil, and our partner agency The Real Adventure, to create two videos; Feed their Future and The Gift (featured above). Both films shared a consistent brand look and feel designed for AptaClub featuring advice for new parents. These powerful videos reinforce the brand’s purpose, building trust and loyalty by offering useful and inspiring content.
In order to get the strategy right for food and drinks brands, we create content that cuts through by putting the audience first, such as our Pepperami Roll, user-generated YouTube campaign, or take this Trident chewing gum live streaming video.
Want to improve your FMCG video strategy?
We’re here to help your FMCG brand achieve its objectives with video content and activation. Get in touch to discuss further.