Data Transforms Consumer-only Darling to SMB Video Marketing Expert

 

CHALLENGE

After years of success in the consumer market, online video maker Animoto had also acquired many business customers who relied on the product to create professional-quality, cost-effective videos to market their companies. Despite organic success in the SMB market, Animoto still faced the perception that it was a consumer app, and sought to build credibility among key small business influencers via expertise and thought leadership in video marketing.

STRATEGY

There was a big opportunity to push Animoto into the spotlight as a small business marketing expert through original research that would demonstrate the value of video marketing for SMBs. By publishing original content, Animoto could also establish relationships with key influencers for ongoing coverage about Animoto’s small business focus.

Bateman Group commissioned the Animoto Online and Mobile Video Study to learn about consumer perception and experiences with video marketing as a promotional medium. The respondents included 1,000 U.S. consumers who had previously watched a video produced by a brand. The questions sought to determine whether video is a valuable tool for business marketing and how video impacts sales.

The survey found compelling results and supported our hypothesis that video has a significant impact on sales, brand awareness and customer loyalty for small businesses. The study also revealed that consumers would like to see more video produced by businesses.

Key findings included:

  • 73 percent of all consumers are more likely to purchase after watching videos explaining a product or service
  • 96 percent of all consumers find videos helpful when making purchase decisions online
  • 71 percent of all consumers say watching video content produced by businesses leaves them with a positive impression of the brand, service or company

 

We showcased the results via a traditional press release combined with a blog post and infographic. The infographic creatively highlighted the findings with a “Hollywood” movie theme, bringing the stats to life and broadening the appeal to press.

BUSINESS RESULTS

The campaign yielded more than 30 unique feature articles in top-tier retail, marketing and small business publications, including Internet Retailer, Direct Marketing News and eMarketer and over 50 additional mentions of the survey from April-September 2014. The infographic was included in nearly all coverage of the news, and the articles were shared over 3,000 times via social media within the first month of the launch.

The team also secured contributed articles from Animoto CEO Brad Jefferson in top-tier retail and marketing publications, including Retail Online Integration and DuctTapeMarketing, highlighting the findings and offering advice for small businesses seeking to incorporate video into their marketing strategy.

While the campaign launched in March 2014, it has continued to drive interest in Animoto’s business offering and has been routinely mentioned in small business and marketing publications throughout the year, proving the long-tail effect of data campaigns that uncover surprising revelations.

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