Video is Key for FMCG Marketing
In a highly competitive and saturated marketplace, faced with increasing rationalisation in supermarkets, FMCG videos are shifting from a short term focus on price promotions to long term focus on brand growth. The current thinking behind FMCG is moving towards the creation of emotionally driven campaigns (See 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 FMCG marketing strategies are increasingly being built around video production and activation.
Video for Every Stage of the FMCG 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 that are 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 FMCG marketing 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 the objectives of FMCG marketing companies.
We worked alongside our partner agency, The Real Adventure, with one of Danone’s nutrition brands, Aptamil, 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 Peperami Roll, user-generated YouTube campaign, or this Trident chewing gum live streaming video.
Chat to Us About FMCG Marketing Videos
Looking 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.